Marketing Strategy Document

Annual marketing strategy: positioning, ICP, channels, calendar, budget, and KPIs.

# Marketing Strategy â FY[YYYY] ## Where we are - ARR trajectory: [opening â current â target] - Customer mix: [segments + relative size] - Product status: [shipping / next big thing] - Brand awareness: [aided / unaided in target segment] ## Positioning statement For [target customer] who [need / pain], [product] is the [category] that [unique benefit]. Unlike [competitor], we [primary differentiator]. ## ICP - Firmographic: [size, industry, geography] - Technographic: [tools they use, signals] - Behavioural: [buying triggers, content consumption] - Anti-ICP: [who we will NOT chase even if they raise their hand] ## Strategic bets (3-5 for the year) For each: - What we're doing - Why now - Success metric - Investment level - Owner ### Bet 1: [Title] ### Bet 2: [Title] ### Bet 3: [Title] ## Channel mix | Channel | Goal | Budget | Owner | Cadence | |---|---|---|---|---| | Content / SEO | | | | | | Paid acquisition | | | | | | Events | | | | | | Partnerships | | | | | | Community | | | | | | PR / analyst | | | | | | Lifecycle / nurture | | | | | ## Quarterly calendar - Q1: [campaigns, events, launches] - Q2: [campaigns, events, launches] - Q3: [campaigns, events, launches] - Q4: [campaigns, events, launches] ## Brand and messaging - Core narrative: [one paragraph] - Pillar messages: [3-5 supporting] - Voice and tone: [link to brand guide] - Visual identity: [link to brand guide] ## Demand-gen funnel targets | Stage | Volume | Conversion | Source mix | |---|---|---|---| | Visitor | | | | | MQL | | | | | SQL | | | | | Opportunity | | | | | Closed-won | | | | ## Org and budget - Headcount plan: [opening â closing by function] - Total budget: [$] split by channel above - Reserve for opportunistic spend: [10% recommended] ## Reporting - Weekly: pipeline contribution by channel - Monthly: full funnel + cost per stage - Quarterly: brand-health survey results ## Risks The 3 things that would force a strategy re-baseline: 1. [risk] 2. [risk] 3. [risk]

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