Where are we at in the story?

WIP: are we trying? What have we tried in the past? Where are we at in the story?

<aside> ☁️ Multi-Year Strategic Plan

Click here to access the marketing team’s multi-year strategic plan share in Q1 of 2022.

Marketing Multi-Year Plan

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<aside> 🌧️ Strategy Two strategic imperatives are driving the activities of the 2022 marketing team. They are:

1. Generate high margin, automation first sales.
2. Cultivate ecosystems of value to generate marketing and sales leads.
3. Apply the same hybrid formula, ie: labor + machines, to marketing that we market to our clients.

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<aside> ⛈️ Practice

1. Generate high margin, automation first sales. This is an investment in the niche marketing of micro products or packages of micro products that can scale profit because they are primarily product, not labor driven. Think of a scraper that can be built and sold and resold. Think of an uncommon or uncommonly sourced dataset that has unique value regardless of whether it is protected by proprietary boundaries. Think of an error or validation script that can identify bogus from useful data, ie: incomplete from complete mailing addresses.

Coming up with micro products and then measuring their market traction is not necessarily related to process work we have completed in the past. To put a fine point on this, what we are considering micro products can be related to processes we have successfully completed before OR they can be related to processes we have not completed before that have a clear, engineer friendly solution, and at least a single buyer willing to finance the build.

📈 Important metrics for this strategic imperative include:

• ad performance
  • cost per click
  • keyword monitoring
  • conversion rate
    • emails gathered
    • meetings booked
    • sales won

2. Cultivate ecosystems of value.

This is an investment in the relationships, networks, and partners that can make the Invisible team a well regarded player in target industries and in the greater outsourcing, project management, and process development markets. This is a door breeching approach to market engagement. In short: there are no rules to win meetings that matter.

📈 Important metrics for this strategic imperative include:

• info on “get the meeting” methods tried
  • what was the method tried?
  • was it effective?
    • how do we know?
    • was there a control?
    • to replicate, does it rely on a mechanic, a person, or both?
  • how often / when was it tried?
• conversion rate
  • emails gathered
  • meetings booked
  • referrals made
• MQL list maturation
  • list growth MoM
  • open rate
  • click rate
  • meetings booked
    • qualified meetings completed
• PR wins
  • interviews landed and published, eg: podcast, digital, and print interviews
  • web traffic
    • page visits
    • content / page ranking
    • clicks
    • form submissions
    • meetings booked
      • qualified meetings completed

No silos. Because our company’s sales and marketing teams are small, members of the marketing team also contribute to mid and bottom of the funnel metrics to drive sales and learn from doing about what works.

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<aside> 🌱 Critical Paths

• No stops being a word, even if yes is not always an outcome. Whether a VC portfolio, or an event attendee, a partnership or a meeting, sell something they cannot refuse to buy… then sell Invisible. Sell yourself first, then your message. — GPT-3.
• Go after Tier 1 and Tier 2 podcast opportunities and dominate the airwaves on Tier 3 opportunities.
  • Book Francis on Tier 1 and 2 opps
  • Book other partners on Tier 3 opps
  • Focus on creating value and make sure it is perceived instead. — GPT-3
• Embrace GPT-3 as a content marketing and pitch teammate. Point “them” at all small opportunities and some big ones. Note: very few companies are doing this and talking about it. It wouldn’t be valuable to their brand identity. We’re a company that champions human and machine teams, it makes sense for us to talk about human and machine teams. “If you want to be successful in marketing, you actually shouldn’t be a marketer” — GPT-3

GPT-3 advice solicited by Jano le Roux.

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Org. Infrastructure

The following tables contain the living infrastructure of the marketing organization.

Recurring Team Meetings

PR Library of Blog Deliverables

Projects, Plans, Systems, Specs

Incentives, Approaches, Channels

Untitled

Our Team Member Dashboards

Hayley's Dashboard