Marketing
The Systems that bring people to the business, publish what they read and keep them coming back.
The Systems in this group bring people to a Startup, publish the pages, media and forms of its Site, and keep people coming back. Every visitor they bring lands in CRM as a Lead, beside each Customer.
Before launch
These keep each Waitlist, Form and Post a Startup publishes.
| System | What it does | Say |
|---|---|---|
| Waitlists | Holds sign-ups for an Offer that is not open yet, and lets them in by rank | "Start a waitlist for the launch" |
| Forms | Collects answers on the Site and routes each one to a Lead | "Add a contact form to the site" |
| CMS | Posts, docs and legal pages, drafted by an agent and published on a schedule | "Publish this post on the blog" |
| SEO | Where your pages rank, and which AI answers cite you | "What should the site rank for?" |
Once people arrive
These run each Sequence, Ad, Referral, Review and Video.
| System | What it does | Say |
|---|---|---|
| Sequences | Welcome series, follow-ups and announcements, one Contact at a time | "Email every new signup a welcome series" |
| Social | Posts from your own accounts on a calendar | "Post this on LinkedIn and X" |
| Ads | Paid Campaigns within a budget, each conversion attributed | "Spend $200 on ads this week" |
| Referrals | Each Partner or Customer who sends new buyers, and the reward they earn | "Give this customer a referral link" |
| Reviews | Asks happy Customers, moderates, and shows the result | "Ask happy customers for a review" |
| Media production | Videos and images made from your records | "Make a product demo video" |
| Webinars | Invitations, registrations and follow-up | "Host a webinar for customers" |
What holds it together
Every send carries an unsubscribe link and skips anyone who opted out. Ad spend stays inside each Campaign budget and the Marketing Lead's Limit. The demand Plays in the playbook decide which of these to run, and when.
Who runs it
The Marketing Lead owns Waitlists, Forms, Sequences, Ads, Reviews and Webinars. The Content Lead owns CMS, SEO, Social and Media production, and the Partner Manager owns Referrals.