Marketing Strategy Playbook (20 min video)

Marketing playbook consists of:

1. Customer profile

• Pains
• Behaviors
• Roles in the buying process
• Day in life
• Current technology stack
• Current feelings and perceptions
• Type of problems (active, passive, latent)
• Values (functional, business, individual, inspirational)
• Triggers, Ability, Motivations to buy
• Who are the influencers?
• What do they read? Who do they follow? What newsletters do they subscribe to?

2. Brand Story

• Big Change (Economic, Technology, Social)
• Winners and Losers
• Promise Land that shows your audience the ideal future
• Enemy or what prevents the customer from reaching promise land now
• Magic Gifts that help you address the enemy
• Evidence that proof your point point

3. Strategic Messaging

• Top-tier messaging (WHY, HOW, WHAT)
• 25/50-words description
• Tagline or Slogan
• Value statements

4. Customer Acquisition process

• What are the steps in the customer acquisition process?
• What is the first action you want your user/prospect to achieve?
• When a customer is nurtured and how?
• What are the stages of the sales process?

5. Content Strategy & Distribution

• Content creation process
• Content schedule and topics
• Evergreen vs Newsjacking (or timely content)
• Content mix: Awareness + Educational, Sales Enablement, Training
• Address customer objections with content
• Release one big piece of content every 2/3 months
• Create a distribution plan
• Sell problem with the content and not your solution

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