how to create a killer marketing plan with limited budget

Crafting a Killer Marketing Plan

with Limited Time and Resources

Image Credit: marketing templates

THIS IS WHAT A FORTUNE 100 GO-TO-MARKET PLAN

LOOKS LIKE...

YOU DO NOT HAVE THE RESOURCES OR THE BUDGET OF A

FORTUNE 100 COMPANY….

...BUT YOU CAN STILL BUILD (OR INVEST INTO) A 7-8 FIGURE-REVENUE COMPANY WITH LIMITED MARKETING $$

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SIMPLIFIED GO-TO-MARKET FRAMEWORK: 4 CORE COMPONENTS

1- YOUR MARKET

STRATEGY

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2- YOUR CUSTOMER

AND STORY

3- YOUR DISTRIBUTION

CHANNELS

4- YOUR MARKETING

FUNNEL

1 - MARKET STRATEGY

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THE NUMBER ONE REASON STARTUPS FAIL IS NO

MARKET NEED. THE NUMBER ONE REASON THEY

SUCCESS IS TIMING.

~ CB Insights and Bill Gross

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Timing

Founders and Investors

Majority of Customers

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David vs Goliath

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Buying Power

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2 - CUSTOMER AND STORY

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EVERY FAILED STARTUP HAS A PRODUCT.

WHAT FAILED STARTUPS DON’T HAVE ARE

ENOUGH CUSTOMERS.

~ Traction: A Startup Guide to Getting

Customers

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“PROBLEM- CUSTOMER FIT”

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FOCUSING ON OUTCOMES VS. FEATURES

stuff

3 - DISTRIBUTION CHANNELS

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25 MARKETING CHANNELS

B2BB2C

❏ VIRAL MARKETING

❏ INFLUENCER MARKETING

❏ LIFESTREAMING

❏ WORD OF MOUTH

❏ PUBLICITY/PUBLICITY

STUNTS

❏ DISPLAY ADS

❏ EMAIL MARKETING

❏ SOCIAL MEDIA (ORGANIC)

❏ CONTENT MARKETING

❏ SEO

❏ MESSENGER (NEW AND GROWING!!!)

❏ SOCIAL ADS

❏ EARNED MEDIA/GUEST

BLOGGING

❏ REMARKETING

❏ SEM/PPC

❏ AFFILIATE PROGRAMS

❏ EVENTS/TRADE SHOWS

❏ MOBILE MARKETING

❏ COMMUNITY BUILDING

❏ WEBINARS

❏ PUBLIC RELATIONS

❏ BUSINESS DEVELOPMENT

❏ DIRECT SALES

❏ INFLUENCE BUILDING

❏ SPEAKING ENGAGEMENTS

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IF YOU GET A SINGLE DISTRIBUTION CHANNEL

RIGHT, YOU HAVE A GREAT BUSINESS.

IF YOU GO FOR SEVERAL BUT DO NOT NAIL ONE,

YOU ARE FINISHED.

~ Peter Thiel

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CHANNEL PRIORITIZATION FRAMEWORK

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4 - MARKETING FUNNEL

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ONLY 3% OF PEOPLE ARE IN THE “READY TO BUY

NOW” MODE.

~Chet Holmes

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STREAMLINED FUNNEL CREATES TRUSTED EXPERIENCES FOR

YOUR CUSTOMERS

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Your Website

Image Credit: Ash Maurya

QUESTIONS AND STAY IN TOUCH!

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APPENDIX

RESOURCES/TOOLS

CUSTOMER

How to Find & Interview

Customers at

CustomerDevLab.com

STORY

Value Prop and Other Critical

Story Components via Lean

Canvas from Leanstack.com

CHANNELS

Overview of the Traction

Channels from Traction (the

book)

NeilPatel.com - Tools + Tips on

Maximizing channels

FUNNEL

Tools to create sequence:

ConvertKit (email) &

ClickFunnels.com (funnel

templates)

Growthhackers.com - Online

Community of GrowthHackers

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PUT THEORY INTO PRACTICE