What we cover in this workshop...
The birth of a product-first company:
- Product-first companies typically form from a founder's "big idea" — a problem they notice and want to solve
- Product strategy ("how will we solve this problem?") typically comes first, then business strategy ("how will we make money solving this problem?") evolves
- Marketing strategy requires visibility into: decisions already made on the product and biz sides, understanding of the problem, undertsanding of the people wiling to pay to solve the problem
The levels of marketing strategy:
High-level marketing strategy
- Vision / mission / purpose << if not already established
- Competitive analysis
- Customer research
- Positioning Canvas
- Unique Selling Proposition
- Jobs to be Done / personas / proto-personas
- Customer journey mapping
- Brand guidelines, assets
Campaign Strategy
- “Campaign” here is defined as: an initiative designed to improve a specific piece of the customer experience
- Choosing which campaigns to launch depends on knowing which metrics are most important to stakeholders right now
- When you know your CEO’s favorite metric, you can plan relevant campaigns accordingly and make a strong case for them
- Sample purpose of a campaign / initiative: ie. We need to…convert X% more of our website traffic into leads
Channel Tactic Strategy
- There are 19 core channels you can use to develop a campaign
- Identify which channels are most likely to help you hit the targets set for your campaign with the most efficient use of time and money
Tasks/execution
- Identify aaaaaaaall the little steps required
- This is where you need to start delegating, outsourcing, automating as much as possible
Apologies for the technical difficulties toward the end — a sudden power outage took Gia by surprise (womp, womp).