Marketing
01 Strategy & Objectives
- 01.01 North Star Metric Pick one metric that captures the value customers get, and align every team around it.
- 01.02 Jobs-to-Be-Done Map Map what customers are trying to get done to what your product does, and find the gaps.
- 01.03 Category Design & Reframe Create or reframe a market category so buyers judge you on criteria where you win.
- 01.04 Strategic Narrative A company story that explains a market shift and shows why your approach fits what comes next.
- 01.05 Moat & Defensibility Story Explain why your competitive advantages last and why a well-funded rival cannot simply copy you.
- 01.06 RICE / ICE Prioritization Score initiatives on Reach, Impact, Confidence, and Effort (or Impact, Confidence, Ease) to rank a backlog.
02 Market Research & Segmentation
- 02.01 Qualitative Interviews & 5 Whys Run customer interviews with the 5 Whys technique to find the real reasons behind decisions.
- 02.02 Conjoint Analysis & Feature Trade-Offs Use conjoint analysis to learn which features customers value most and what they will pay for them.
- 02.03 RFM Behavioral Segments Group customers by how recently, how often, and how much they buy, then market to each group differently.
- 02.04 Intent Mining from Search & Forums Study search queries and forum posts to learn what buyers want, compare, and complain about.
- 02.05 TAM / SAM / SOM Market Sizing Estimate your total, serviceable, and obtainable market to ground planning in realistic numbers.
- 02.06 Journey Stage Mapping Map every customer touchpoint from first awareness to referral to find where people stall or drop off.
03 Positioning & Brand
- 03.01 Positioning A/B Tests Testing different positioning angles with real prospects to see which framing works best.
- 03.02 Value Proposition Hierarchy Ranking your benefits into one main promise, a few pillars, and proof points so every team says the same thing.
- 03.03 Category Entry Points Mapping the situations that make buyers think of your category, and linking your brand to them.
- 03.04 Brand Archetypes Using a small set of character types to give a brand a consistent personality.
- 03.05 Distinctive Brand Assets Building colors, shapes, sounds, and characters that identify your brand without the name.
- 03.06 Naming & Tagline Tests Testing brand names and taglines for recall, clarity, and availability before committing.
- 03.07 Visual Identity Guardrails Writing the rules that keep your brand looking the same across every channel and team.
- 03.08 Brand Mascot & Character Creating a brand character that people recognize and remember.
04 Product & Packaging
- 04.01 Freemium Tiering Offer a permanent free plan that drives adoption, with clear reasons to upgrade as usage grows.
- 04.02 Bundle & Unbundle Strategy Combine features into packages or split them apart to match what each customer segment will pay for.
- 04.03 Feature Gating Restrict features by plan so customers upgrade when they need more, while the base plan stays useful.
- 04.04 Limited Drops & Editions Release products in limited quantities or time windows to create urgency and attention.
- 04.05 Starter Kits & Samples Offer a small, low-risk first experience of the product so customers can judge it before buying.
- 04.06 Packaging as Media & QR Codes Use product packaging and QR codes to connect buyers to setup guides, registration, reviews, and refills.
05 Pricing & Offers
- 05.01 Anchoring & Decoy Pricing Use a reference price and a weaker option to steer buyers toward the plan you want them to pick.
- 05.02 Charm Pricing (.99 / .97) Set prices just below a round number so they read as lower and signal value.
- 05.03 Good-Better-Best Tiers Offer three pricing tiers so each type of buyer has a clear fit and a reason to upgrade.
- 05.04 Dynamic Demand Pricing Change prices based on demand signals to fill capacity and earn more when supply is tight.
- 05.05 Geographic Pricing Set prices by region to match local purchasing power and competition.
- 05.06 Bundled Discounts Sell related products together at a lower combined price to raise average order value.
- 05.07 Subscribe & Save Offer a small discount for automatic repeat orders to build recurring revenue.
- 05.08 Free Shipping Threshold Offer free shipping above a set order value to raise average order value.
- 05.09 Risk Reversal & Guarantees Use guarantees and trials to move purchase risk from the buyer to the seller.
- 05.10 Buy Now, Pay Later Offer installment payments so higher-priced items feel easier to buy.
06 Paid Media
- 06.01 TOFU/MOFU/BOFU Campaign Structure Organize paid campaigns by funnel stage so the message matches how ready the buyer is.
- 06.02 Creative Matrix Testing Test ad parts such as hooks, visuals, CTAs, and formats one at a time to find what drives results.
- 06.03 Broad Targeting + Algorithmic Bidding Give the ad platform a wide audience and a clear conversion goal, and let its bidding find the buyers.
- 06.04 Lookalike Audiences Build lookalike audiences from your best customers to find new people who resemble them.
- 06.05 Sequential Remarketing Show past visitors a planned series of ads that changes based on how recently and how deeply they engaged.
- 06.06 Whitelisted UGC Ads Run paid ads from a creator's account, with their permission, so the ad shows their name and profile.
- 06.07 Lead Magnet to Tripwire Funnel Turn cold traffic into buyers with a free offer followed by a low-priced product.
- 06.08 Seasonal & Event Hijacks Time paid campaigns to holidays, events, and cultural moments people are already paying attention to.
- 06.09 Geographic Bid Modifiers Shift ad spend toward the locations where it performs best and away from where it does not.
- 06.10 Dayparting Schedule ads by hour and day so spend runs when your audience converts.
- 06.11 Holdout & Incrementality Testing Measure how many conversions your ads actually cause by keeping a control group from seeing them.
- 06.12 Cross-Channel Sequencing Plan ad messages across platforms so each touchpoint builds on the last one.
- 06.13 Native Lead Forms Capture leads inside Meta, LinkedIn, TikTok, and Google ads without sending people to a landing page.
- 06.14 Programmatic Native Advertising Buy content-style ad placements across publisher sites through native networks and DSPs.
07 SEO & Content
- 07.01 Topic Clusters & Pillar Pages Organize content into a broad pillar page and linked subtopic pages to show depth on a subject.
- 07.02 Programmatic SEO Generate many useful pages from structured data and a template, one page per specific search.
- 07.03 Entity-Based Internal Linking Plan internal links around how your topics relate so search engines and readers can follow your site's structure.
- 07.04 Schema Markup & Rich Results Add structured data so search engines understand your pages and can show them as rich results.
- 07.05 Content Refresh Cycles Update aging pages on a schedule to recover lost rankings instead of only publishing new content.
- 07.06 Pain-Claim-Gain Content Formula A repeatable structure: name the reader's problem, state what is possible, then prove it.
- 07.07 POV Thought Leadership Publish clear, evidence-backed opinions that readers have not seen elsewhere.
- 07.08 Data Studies for Link Building Publish original research that journalists and writers cite and link to as a source.
- 07.09 Glossary & Academy Content Hubs Build a glossary or course hub that answers the basic questions in your field and leads readers to your product.
- 07.10 UGC & Q&A Harvesting Collect real questions from forums, support, and sales calls and turn them into content that answers them.
- 07.11 E-E-A-T Signals Show experience, expertise, authority, and trust on your pages so readers and search engines can judge your content.
- 07.12 Video SEO & Chapters Use chapters, clear metadata, transcripts, and structured data so videos can be found in search.
08 Social & Community
- 08.01 Content Repurposing Flywheel A repeatable process for turning one core piece of content into many platform-specific posts.
- 08.02 Trend-Jacking Rules Rules for deciding which social trends to join, how fast to move, and when to stay out.
- 08.03 Duets & Remixes Using TikTok Duets and Instagram Remix to respond to existing videos instead of starting from scratch.
- 08.04 Localized Memes Meme content built on references specific to one city, industry, or community.
- 08.05 Challenge Campaign Formats Social challenges that ask your audience to make and share content around one simple prompt.
- 08.06 Live Streaming + Timed Offers Pairing live video with an offer that is only valid during the broadcast.
- 08.07 Social Proof Carousels Carousel posts that collect testimonials, results, and reviews into one swipeable post.
- 08.08 Employee Advocacy Helping employees share company content and their own expertise from their personal accounts.
- 08.09 Ask Me Anything (AMA) Sessions Live Q&A sessions where a founder or expert answers open questions from the community.
- 08.10 Reddit & Discord Presence Building a helpful, transparent presence on Reddit and Discord, where overt marketing is rejected.
- 08.11 Social Listening Loops Monitoring public conversations about your brand, competitors, and market, and turning what you find into action.
- 08.12 DM Funnel Scripts Structured direct message conversations that qualify leads and move them toward a sale.
09 Influencer & Partnerships
- 09.01 Product Seeding Send free product to well-matched creators, with no obligation to post, to earn honest content.
- 09.02 Affiliate Codes & UTMs Track influencer sales with a unique discount code and a tagged link for each creator.
- 09.03 Whitelisting & Licensing Run paid ads from a creator's account, with their permission, so the ad carries their name and face.
- 09.04 Co-Branded Drops Release a limited-edition product with a partner brand or creator to reach both audiences at once.
- 09.05 Expert & KOL Endorsements Get recognized experts to vouch for your product so skeptical buyers trust it.
- 09.06 Marketplace Bundles Sell a bundle with a complementary brand on a marketplace to raise order value and reach new buyers.
- 09.07 Joint Webinars & Lives Co-host a live session with a complementary brand so both audiences register and you share the leads.
- 09.08 Brand Swaps Trade promotion with a non-competing brand so each of you reaches the other's audience.
10 Virality & Referrals
- 10.01 Double-Sided Rewards A referral program that rewards both the person who refers and the friend who joins.
- 10.02 Milestone Waitlists A pre-launch waitlist where people earn rewards or move up by referring friends.
- 10.03 Feature-Unlock Invites Users unlock extra features or limits by inviting friends.
- 10.04 Social Unlock Walls Giving access to content, a discount, or a feature in exchange for a social share.
- 10.05 Leaderboards & Streaks Leaderboards and activity streaks that build habits and give users something to share.
- 10.06 Gifting Features Built-in ways for users to give your product to someone else.
- 10.07 Shareable Templates Templates users customize and share, so recipients discover the product by using it.
- 10.08 Powered-By Watermark Product branding on the things users make, so every output points back to your product.
11 Conversion & UX/CRO
- 11.01 Message-Market Match Make the landing page repeat the promise of the ad or email that sent the visitor.
- 11.02 Above-Fold Clarity Make the first screen say what you offer, who it is for, and what to do next.
- 11.03 One-Tap & Autofill Cut typing with one-tap sign-in, browser autofill, and pre-filled fields.
- 11.04 Honest Urgency & Stock Signals Show real deadlines and real stock levels to help buyers decide, without fake pressure.
- 11.05 Trust Badges & Density Place reviews, security marks, and guarantees where buyers hesitate.
- 11.06 Exit-Intent Offers Show a targeted offer when a visitor is about to leave, to recover some lost conversions.
- 11.07 Multi-Step Forms Split long forms into short steps with a progress indicator so more people finish.
- 11.08 Quiz Funnels Use a short quiz to learn what a visitor needs and recommend the right product.
- 11.09 Advertorial Pre-Sells Use an article-style page between the ad and the product page to warm up cold traffic.
- 11.10 Checkout Cross-Sells & Upsells Offer related items or upgrades during checkout to raise order value without slowing the purchase.
- 11.11 Post-Purchase Upsells Offer an add-on right after payment, when the customer can accept with one click.
- 11.12 Onsite Personalization Change site content based on who the visitor is and what they have done.
- 11.13 UGC & Review Widgets Show customer reviews, photos, and videos on product pages as social proof.
- 11.14 Sticky CTAs & Bars Keep the main call to action visible while visitors scroll.
- 11.15 Speed & Core Web Vitals Make pages load and respond faster to reduce bounces and meet Google's Core Web Vitals.
- 11.16 Accessibility Fixes Fix accessibility problems so more people can use your site and complete a purchase.
12 Lifecycle & Retention (Email/SMS/App)
- 12.01 Welcome Series The automated sequence sent to new subscribers or first-time customers in their first two weeks.
- 12.02 Cart & Browse Abandonment Automated emails and texts that bring back shoppers who left items in a cart or viewed products without buying.
- 12.03 Post-Purchase Education Automated messages that teach customers how to get the most from what they bought.
- 12.04 Replenishment Reminders Automated reminders timed to reach customers just before they run out of a consumable product.
- 12.05 Churn-Reason Win-Backs Win-back campaigns that address the specific reason each customer left.
- 12.06 Pillar Newsletter A recurring flagship newsletter with a clear angle and a fixed format that readers look forward to.
- 12.07 VIP & Loyalty Tiers A loyalty program with escalating membership levels that earn better rewards.
- 12.08 Preference Center A self-service page where subscribers choose what they receive, how often, and on which channels.
- 12.09 Usage Milestone Nudges Automated messages sent when a customer reaches a meaningful usage milestone.
- 12.10 In-App Messaging Messages shown inside the product to drive feature adoption, upgrades, and retention.
- 12.11 Re-Activation Offers Offers that bring back customers who have stopped buying or logging in.
- 12.12 NPS-Timed Referral Asks Ask for a referral right after a customer gives a high NPS score.
- 12.13 Review & UGC Requests Automated post-purchase requests for reviews, photos, and videos from customers.
- 12.14 Renewal & Dunning Ops Manage subscription renewals and recover failed payments to reduce involuntary churn.
13 Sales-Led & B2B ABM
- 13.01 ICP Scoring Model A scoring model that ranks accounts by how closely they match your best customers.
- 13.02 Tiered Account Lists Sorting target accounts into priority tiers that set how much effort each one gets.
- 13.03 Intent-Triggered Outreach Timing sales outreach to signals that an account is actively researching your category.
- 13.04 Multithreading Sequences Coordinated outreach to several people in a buying committee so a deal does not depend on one contact.
- 13.05 ABM Landing Pages Landing pages built for specific target accounts so the visitor sees content made for them.
- 13.06 Executive Gifting & Mailers Physical gifts and direct mail used to reach senior decision-makers who ignore digital outreach.
- 13.07 C-Suite Roundtables Small, invitation-only executive discussions that build relationships with senior buyers.
- 13.08 Verticalized Case Studies Industry-specific case studies that show prospects your product works in their environment.
14 Events, PR & Offline
- 14.01 Pitch Angles Calendar A 12-month plan of PR story angles tied to seasons, industry dates, and news cycles.
- 14.02 Speaking Slots Win conference speaking slots and turn them into credibility and pipeline.
- 14.03 Guerrilla Activations Low-budget, unexpected public stunts designed to be noticed, photographed, and shared.
- 14.04 Booth Theater Run a short, scheduled presentation at your trade show booth to draw a crowd and start sales conversations.
- 14.05 Experiential Pop-Ups Run a temporary physical brand space for launches, content, market tests, or sales.
- 14.06 Sponsorship + Stage Choose event sponsorships that include stage time, not just logo placement.
- 14.07 Rapid Newsjacking Respond quickly to breaking news with relevant expert commentary.
- 14.08 PRable Data Reports Publish original research with findings journalists want to cite.
15 Local & Field Marketing
- 15.01 Google Business Profile Optimization Set up and maintain your Google Business Profile so you show up and get chosen in local search.
- 15.02 Local Citations & Reviews Keep your business listings consistent across directories and collect reviews steadily.
- 15.03 Flyers, Door Hangers & QR Tracking Run flyer and door hanger campaigns with a tracked QR code for each area so you can measure response.
- 15.04 Community Sponsorships Sponsor local events and groups to build visibility, goodwill, and new customers.
- 15.05 Street Teams & Sampling Send trained people to hand out samples and collect leads where your customers gather.
- 15.06 Nextdoor Ads Advertise on Nextdoor to reach verified residents in specific neighborhoods.
16 Ecommerce & Checkout
- 16.01 One-Click Checkout Let returning customers buy with one button using saved payment and shipping details.
- 16.02 Free Returns & Exchanges Use free returns and easy exchanges to reduce purchase anxiety and keep revenue.
- 16.03 Size & Fit Calculators Tools on the product page that recommend a size, raising conversion and cutting returns.
- 16.04 Build-Your-Own Bundles Let customers pick their own set of products for a bundle discount.
- 16.05 Skip & Pause Subscriptions Let subscribers skip, pause, or slow down shipments instead of canceling.
- 16.06 Pre-Order & Back-in-Stock Capture demand for unavailable products and convert it when stock arrives.
- 16.07 Gift-with-Purchase Tiers Offer free gifts that grow with order value to encourage larger carts.
- 16.08 Shop-the-Look Modules Shoppable images of complete outfits or rooms that lead to multi-item orders.
- 16.09 Buy-the-Set Collections Sell curated product sets that make choosing easier and raise order value.
- 16.10 Tracking Page Upsells Use a branded order tracking page to show recommendations and offers after purchase.
17 Mobile/App Growth
- 17.01 ASO Metadata & Tests Improve app store visibility and installs by testing titles, keywords, screenshots, and icons.
- 17.02 Aha-Moment Onboarding Design onboarding so new users reach the product's core value as fast as possible.
- 17.03 Push Notification Cadences Set push notification frequency, timing, and content to bring users back without driving opt-outs.
- 17.04 Feature Flag Experiments Use feature flags to roll out, test, and switch off features without a new app store release.
- 17.05 Rating Prompts Post-Win Ask for app store ratings right after users have a good moment in your app.
- 17.06 Deep Linking Send users from emails, ads, and posts straight to the right screen inside your app.
18 Data, Experimentation & Analytics
- 18.01 North Star Dashboard Build a dashboard around the one metric that best shows customers getting value from your product.
- 18.02 MMM vs MTA Triangulation Compare marketing mix models, multi-touch attribution, and experiments to get a measurement you can trust.
- 18.03 Geo Holdouts Turn off a channel in some regions and compare results to measure what that channel actually adds.
- 18.04 Synthetic Controls Build a weighted blend of untreated markets to estimate what would have happened without a campaign.
- 18.05 Cohort & RFM Tracking Group customers by when they joined and score them on recency, frequency, and spend to guide retention.
- 18.06 Platform Lift Studies Use the ad platforms' built-in lift studies to measure whether ads changed behavior.
- 18.07 Creative Taxonomy Tag every ad creative by its attributes so you can see which attributes drive performance.
- 18.08 Survey-Based Brand Lift Survey people who saw your ads and people who did not to measure the effect on brand perception.
- 18.09 Difference-in-Differences Analysis Estimate the effect of a marketing change by comparing how a treated group and a control group changed over time.
- 18.10 Server-Side Conversion Tracking Send conversion events from your server to ad platforms so tracking holds up when browsers block pixels.
19 Behavioral Psychology & Messaging
- 19.01 Reciprocity Give something useful first, and people are more willing to give something back.
- 19.02 Social Proof People follow what others like them do, so show evidence that peers chose you.
- 19.03 Scarcity People value what is limited, so make real limits visible and specific.
- 19.04 Authority People trust experts, so visible credibility shortens the buying decision.
- 19.05 Consistency & Commitment A small first commitment makes a larger next step more likely.
- 19.06 Liking People say yes more often to brands and people they like.
- 19.07 Unity & Identity People are most open to influence from those they see as part of their own group.
- 19.08 Loss Aversion Losses feel stronger than equal gains, so show people what they lose by not acting.
- 19.09 Anchoring The first number people see becomes the reference point for every later judgment.
- 19.10 Framing How you present a fact changes how people respond to it.
- 19.11 Decoy Effect Add a weaker option to make your target option look like the clear choice.
- 19.12 Endowment Effect People value things more once they own them, so they are reluctant to give them up.
- 19.13 Zeigarnik Effect Unfinished tasks stay on people's minds, so show what is left to complete.
- 19.14 Goal Gradient Effect People speed up as they get closer to a goal, so show progress at every step.
- 19.15 Peak-End Rule People remember an experience by its best or worst moment and its ending.
- 19.16 Hyperbolic Discounting People prefer a smaller reward now over a bigger one later, so deliver value early.
- 19.17 Choice Reduction Offer fewer options so buyers can decide instead of stalling.
- 19.18 Temporal Reframing State a price in the smallest sensible time unit so it feels smaller.
- 19.19 Narrative Hero Framing Make the customer the hero of the story and position your brand as the guide.
- 19.20 Metaphor-Led Copy Explain an unfamiliar product by comparing it to something the reader already knows.
20 Platform-Specific Micro-plays
- 20.01 Meta Advantage+ Shopping Campaigns Run Meta's automated sales campaigns for e-commerce and give them enough creative to work with.
- 20.02 Meta Conversions API (CAPI) Send conversion events from your server to Meta so ad optimization does not depend on the browser alone.
- 20.03 Meta Thumb-Stop Testing Test the first seconds of your Meta ads to find openings that make people stop scrolling.
- 20.04 Google Performance Max Run one Google Ads campaign across Search, Shopping, Display, YouTube, Discover, Gmail, and Maps.
- 20.05 Google Dynamic Search Ads Use Google Dynamic Search Ads to cover relevant searches your keyword lists miss.
- 20.06 Google Shopping Feed Optimization Improve your Google Merchant Center product feed so products show for more relevant searches.
- 20.07 TikTok Spark Ads Put paid reach behind existing organic TikTok posts from your account or a creator's.
- 20.08 TikTok Sound-On Hooks Design TikTok ads around the opening sound, not just the opening image.
- 20.09 LinkedIn Conversation Ads Use LinkedIn Conversation Ads to send branching inbox messages that let B2B prospects pick their next step.
- 20.10 YouTube 6-Second Bumper Ads Use six-second non-skippable YouTube bumper ads to repeat one brand message cheaply.
- 20.11 Amazon Subscribe & Save Use Amazon Subscribe & Save to turn one-time buyers of consumable products into repeat customers.
- 20.12 Product Hunt Launch Orchestration Plan a Product Hunt launch so you reach early adopters on the day you go live.