Growth
Playbooks
Your one-stop-shop for tailored growth and marketing solutions. From strategy to execution, we help businesses thrive.
Go-to-Market
Identify your target market
To build a successful go-to-market strategy, you need to identify your ideal customer and understand their needs and pain points. This will help you tailor your marketing messages and channels to effectively reach and engage with them.
Define your value proposition
Clearly define the unique benefit that your product or service offers and how it solves the customer's problem. This will help you differentiate yourself from competitors and communicate your value to potential customers.
Develop a distribution strategy
Decide on the most effective distribution channels to reach your target audience. This could include social media, email marketing, online advertising, or physical retail locations. You should also consider how you will track and measure the success of your distribution strategy.
Brand Platform
Define your brand purpose and values
Your brand purpose should communicate what you stand for, what you believe in, and what sets you apart from your competitors. Your core values should reflect the principles that guide your decision-making and shape your brand's culture.
Develop your brand messaging
Develop a consistent and compelling brand messaging that communicates your brand purpose and core values to your target audience. This should include your brand's tagline, elevator pitch, and messaging for your marketing collateral and communication channels.
Establish your visual identity
Your visual identity includes your logo, color scheme, typography, and imagery. Your visual identity should align with your brand purpose and values, and be consistent across all of your marketing collateral and communication channels. A strong visual identity can help differentiate your brand and make it more memorable to customers.
E-commerce Marketing Playbook
Customer journey mapping
Map out the customer journey and identify the key touchpoints where you can engage and convert customers. This could include search, email, social media, product pages, and checkout. Use this information to develop a strategy that maximizes the impact of each touchpoint and guides customers through the buying process.
User experience optimization
Optimize your website and mobile app user experience to create a seamless and intuitive shopping experience for customers. This could include improving page load times, simplifying navigation, and streamlining the checkout process.
Product feed optimization
Optimize your product feed to ensure that your products are visible in search results and product listing ads. This could include optimizing your product titles, descriptions, and images to make them more appealing to customers and search engines.
Retargeting and remarketing
Use retargeting and remarketing techniques to bring customers back to your website and encourage them to complete a purchase. This could include retargeting ads on social media, search engines, and other websites, as well as abandoned cart emails and other triggered campaigns.
Measurement and optimization
Set up measurement and optimization tools to track the performance of your e-commerce marketing campaigns and make data-driven decisions to optimize your strategy over time. This could include web analytics tools, conversion tracking, A/B testing, and other techniques that help you identify areas for improvement and make changes to your strategy accordingly.
SaaS Marketing Playbook
Target audience definition
Define your target audience and develop buyer personas that capture the key characteristics, pain points, and motivations of your ideal customers. Use these personas to guide your marketing strategy and tailor your messaging and content to the needs and interests of your target audience.
Content marketing
Create a content marketing strategy that aligns with your target audience and supports your value proposition. This could include blog posts, white papers, case studies, webinars, and other types of content that educate and inform your target audience and establish your brand as a thought leader in your industry.
Freemium and trial offers
Offer freemium or trial versions of your product to encourage potential customers to try it out and experience its value firsthand. This can help you to build trust and loyalty with your target audience and increase the likelihood of converting them into paying customers.
Referral programs
Implement referral programs to encourage your existing customers to refer new customers to your product. This can be a cost-effective way to acquire new customers and build brand awareness.
Metrics and analytics
Use metrics and analytics to measure the performance of your marketing campaigns and make data-driven decisions to optimize your strategy over time. This could include web analytics tools, conversion tracking, and other techniques that help you identify areas for improvement and make changes to your strategy accordingly.
B2B Marketing Playbook
Buyer personas
Define your target audience by creating buyer personas that capture the key characteristics, pain points, and motivations of your ideal customers. Use these personas to guide your marketing strategy and tailor your messaging and content to the needs and interests of your target audience.
Value proposition
Develop a clear and compelling value proposition that communicates the unique benefits of your product or service to your target audience. Use your value proposition to differentiate your brand from your competitors and position your product or service as the best solution for your customers' needs.
Content strategy
Create a content strategy that aligns with your target audience and supports your value proposition. This could include blog posts, white papers, case studies, webinars, and other types of content that educate and inform your target audience and establish your brand as a thought leader in your industry.
Sales enablement
Develop sales enablement tools and resources that support your sales team and help them close deals more effectively. This could include product demos, sales scripts, objection handling guides, and other resources that provide your sales team with the information and tools they need to succeed.
Measurement and optimization
Set up measurement and optimization tools that allow you to track the performance of your marketing campaigns and make data-driven decisions to optimize your strategy over time. This could include analytics tools, A/B testing, and other techniques that help you identify areas for improvement and make changes to your strategy accordingly.
SEO / SEA
Keyword research
Conduct thorough research to identify the most relevant and high-volume keywords for your business. This will help you optimize your website and advertising campaigns to rank higher in search engine results pages (SERPs).
Optimize your website
Ensure your website is optimized for search engines by including relevant keywords in your meta tags, headers, and content. You should also ensure your website is mobile-friendly and has a fast loading speed. This will help improve your website's ranking and user experience.
Advertise strategically
Develop a strategic advertising plan using pay-per-click (PPC) advertising to promote your business. You can use keyword research to identify the most relevant keywords for your ads, create compelling ad copy, and use targeted landing pages to improve your conversion rates. You should also set a budget and track your results to ensure your advertising campaigns are cost-effective and yield a positive return on investment (ROI).
Content
Develop a content plan
Develop a content plan that aligns with your business goals and target audience. This plan should include a content calendar, a list of content formats (e.g., blog posts, videos, social media posts), and topics that are relevant to your audience.
Promote your content
You can promote your content through various channels such as social media, email marketing, and paid advertising. You should also optimize your content for search engines by including relevant keywords in your meta tags, headers, and content. This will help improve your content's visibility and attract more traffic to your website.
Measure your results
It's important to measure the success of your content marketing strategy by tracking key performance indicators (KPIs). Some common KPIs include website traffic, engagement, social media shares, and lead generation. This will help you identify what's working and what's not, allowing you to optimize your strategy for better results.
Advertising
Define your target audience
Understand their needs, interests, and pain points. This will help you create headlines, descriptions and call-to-actions that resonates with them and drives engagement.
Set clear goals
It's important to focus on one goal for your social media advertising and PPC campaigns, such as increasing website traffic, generating leads, or boosting sales. Ensure your goals are specific, measurable, achievable, relevant, and time-bound (SMART).
Develop a targeting strategy
Use relevant keywords, ad formats, and targeting options. Enable A/B testing to optimize your ad copy, images, and targeting to achieve the best results. You can use social media advertising tools available on Facebook, Instagram, TikTok or Google Ads to run your campaigns.
Measure your results
Track metrics such as click-through rates, conversion rates, and cost per acquisition to understand the impact of your campaigns on your business. This will help you optimize your strategy for better results and achieve a positive return on investment (ROI).
Collabs / Influencer Marketing
Define your goals
Are you looking to increase brand awareness, drive traffic to your website, or generate sales? Understanding your goals will help you identify the right influencers to work with and develop a strategy for achieving your objectives.
Identify the right influencers
Identify influencers that align with your brand values, target audience, and goals. Look for influencers with an engaged following and a track record of successful collaborations. You can use influencer marketing platforms to help you identify and vet potential influencers.
Develop a mutually beneficial partnership
This could include sponsored posts, social media takeovers, or product reviews. Be clear about your expectations, deliverables, and compensation. It's important to establish a good working relationship with the influencers to ensure the success of the partnership.
Landing Pages
Set clear goals
Are you trying to generate leads, to promote a product or service, or to increase event registration? Ensure your goals are specific, measurable, achievable, relevant, and time-bound (SMART).
Create a compelling offer
Motivate your visitors to take action. This could be a free e-book, a discount code, or a free trial of your product or service. Ensure your offer is relevant to your target audience and aligns with your business goals.
Optimize your landing page
Follow best practices such as including a clear headline, a call-to-action (CTA). Adding social proof such as customer testimonials, case studies, or reviews can help build trust and credibility with your visitors. Your landing page should have minimal distractions to keep visitors focused on the offer and the CTA. This means removing any unnecessary elements such as navigation links, pop-ups, or social media icons that may distract visitors from the main goal of the page.
Measure your results
It's important to measure the success of your landing page by tracking key performance indicators (KPIs). Some common KPIs include conversion rate, bounce rate, and time on page. This will help you identify what's working and what's not, allowing you to optimize your landing page for better results.
Analytics
Business objectives
Start by defining your business objectives and the key performance indicators (KPIs) that you will use to measure success. This will help you identify the metrics and conversion events that are most relevant to your business.
Data sources
Identify the data sources that you will use to track your marketing analytics and conversion events. This could include website analytics tools such as Google Analytics, CRM systems, or social media analytics tools.
Conversion events
Define the conversion events that you want to track, such as form submissions, newsletter signups, or product purchases. These events should align with your business objectives and KPIs.
Tracking plan
Develop a tracking plan that outlines how you will track and measure your marketing analytics and conversion events. This plan should include the specific tools, tags, and tracking codes that you will use, as well as the key metrics that you will track.
Testing
Test your tracking plan and conversion events to ensure that they are working correctly. This can be done through A/B testing or by using a staging environment to test your tracking codes before going live. This will help you identify any issues or gaps in your tracking plan and ensure that your data is accurate and reliable.
Automations
Data integration
Start by identifying the data sources that you want to integrate with your marketing automation platform. This could include CRM systems, website analytics tools, social media platforms, or other marketing tools. Define the data fields that you want to sync between these systems to ensure that your data is accurate and up-to-date.
Email sequences
Develop email sequences that align with your business objectives and customer journey. This could include welcome emails, lead nurturing emails, abandoned cart emails, or re-engagement emails. Use personalization and segmentation to ensure that your emails are relevant and engaging to your target audience.
Triggered campaigns
Create triggered campaigns that automatically send messages based on specific customer actions or behaviors. For example, you could trigger a welcome email when a new subscriber joins your email list, or a cart abandonment email when a customer leaves items in their online shopping cart.
Reporting
Set up automated reporting snapshots to track the performance of your marketing efforts.
Lead scoring
This is a process of assigning a score to leads based on their behavior and demographics. Use lead scoring to prioritize leads and target them with relevant content and offers.
Retargeting ads
These are ads that are served to customers who have visited your website or interacted with your brand in some way. Use retargeting ads to bring customers back to your website and encourage them to complete a purchase or take some other desired action.