Marketing Strategy

Overview

Marketing strategy is the allocation of scarce resources across channels to maximize pipeline and revenue. Not "what should we post?" — "given our ICP, budget, and stage, where does every dollar and hour go?"

This skill builds a complete marketing operating plan: channel mix, budget allocation by funnel stage, content strategy, demand generation, brand building, and measurement. The output is a strategy document, not a list of tactics.

Authoritative Foundations

• Eugene Schwartz — Breakthrough Advertising — Match the message to the market's awareness level, from unaware to most aware.
• Les Binet and Peter Field — The Long and the Short of It — Balance long-term brand building with short-term activation instead of spending only on conversion.
• Byron Sharp — How Brands Grow — Grow by increasing mental and physical availability with the whole category, not only loyal buyers.
• Joe Pulizzi — Content Inc. (content tilt) — Find a content niche where you can be the leading voice before expanding.

When to Use