# Marketing

URL: /systems/marketing · Id: `page:systems/marketing`

> The Systems that bring people to the business, publish what they read and keep them coming back.

The [Systems](/business/nouns/system) in this group bring people to a [Startup](/business/nouns/startup), publish the pages, media and forms of its [Site](/business/nouns/site), and keep people coming back. Every visitor they bring lands in [CRM](/systems/crm) as a [Lead](/business/nouns/lead), beside each [Customer](/business/nouns/customer).

## Before launch
These keep each [Waitlist](/business/nouns/waitlist), [Form](/business/nouns/form) and [Post](/business/nouns/post) a Startup publishes.

| System | What it does | Say |
| --- | --- | --- |
| [Waitlists](/systems/waitlists) | Holds sign-ups for an [Offer](/business/nouns/offer) that is not open yet, and lets them in by rank | "Start a waitlist for the launch" |
| [Forms](/systems/forms) | Collects answers on the Site and routes each one to a Lead | "Add a contact form to the site" |
| [CMS](/systems/cms) | Posts, docs and legal pages, drafted by an agent and published on a schedule | "Publish this post on the blog" |
| [SEO](/systems/seo) | Where your pages rank, and which AI answers cite you | "What should the site rank for?" |

## Once people arrive
These run each [Sequence](/business/nouns/sequence), [Ad](/business/nouns/ad), [Referral](/business/nouns/referral), [Review](/business/nouns/review) and [Video](/business/nouns/video).

| System | What it does | Say |
| --- | --- | --- |
| [Sequences](/systems/sequences) | Welcome series, follow-ups and announcements, one [Contact](/business/nouns/contact) at a time | "Email every new signup a welcome series" |
| [Social](/systems/social) | Posts from your own accounts on a calendar | "Post this on LinkedIn and X" |
| [Ads](/systems/ads) | Paid [Campaigns](/business/nouns/campaign) within a budget, each conversion attributed | "Spend $200 on ads this week" |
| [Referrals](/systems/referrals) | Each [Partner](/business/nouns/partner) or Customer who sends new buyers, and the reward they earn | "Give this customer a referral link" |
| [Reviews](/systems/reviews) | Asks happy Customers, moderates, and shows the result | "Ask happy customers for a review" |
| [Media production](/systems/media) | Videos and images made from your records | "Make a product demo video" |
| [Webinars](/systems/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](/agents/marketing/marketing-lead)'s [Limit](/business/nouns/limit). The demand [Plays](/business/nouns/play) in the [playbook](/workflows/plays) 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](/agents/marketing/content-lead) owns CMS, SEO, Social and Media production, and the [Partner Manager](/agents/sales/partner-manager) owns Referrals.