kramer-mkt1-field-guide
MKT1 Field Guide for B2B Startup Marketing
Based on Emily Kramer's public method. Not affiliated with or endorsed by Emily Kramer.
When to use
Use this skill to turn a B2B startup's marketing ideas into a focused annual or quarterly plan, campaign brief, content roadmap, channel portfolio, or team assessment. It connects strategy, planning, production, distribution, and learning so the chosen work has a reason to exist and a credible path to results. It is especially useful when requests outstrip capacity, content has weak distribution, or leadership expects a revenue target without an execution plan. [S1] [S2]
Produce a decision-ready marketing package using templates/output-template.md. Scale the package to the assignment: a single campaign needs a concise summary of existing strategy and one brief; an annual plan needs the dashboard, portfolio, goals, capacity, and forecast. Reuse valid inputs instead of reopening every strategic decision. When evidence is absent, show the assumption and the smallest useful research or test rather than inventing certainty.
This package paraphrases public frameworks. Its ordered agent workflow, fill-in template, and review gates are implementation aids, not official MKT1 templates. Consult references/sources.md to distinguish the public Field Guide summaries from older articles whose remaining sections require a subscription.
Procedure
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Frame the assignment and evidence. Read method section 1. Establish the requested decision, horizon, business model, GTM motion, historical performance, available resources, and audience research. Separate supplied facts, supported interpretations, and open assumptions. Identify which missing inputs would materially change the recommendation.
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Prioritize the audience and ecosystem. Use method section 2. Define company and person ICPs, distinguish core from testing audiences, and map competitors, partners, communities, and trusted information sources. Explain why this audience should receive attention now instead of treating the whole market equally.
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Select advantages to accelerate. Follow method section 3. Connect each evidenced advantage to a growth mechanism and an activation investment. Distinguish an advantage already available from one requiring development. Remove generic strengths and forced founder or category narratives.