Articles library

If you want to learn our marketing methodology, start with articles. Each article is a how-to on a specific topic and links relevant to templates, resources, videos, etc.

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Featured articles

Strategy frameworks

High-level ways to drive growth

There are 4 high-level ways to grow your business. Determine what your highest leverage way to drive growth is each quarter.
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Analytics & ops

Reporting & analytics setup

How to set up the right tooling to track your entire funnel, know what's working, and plan for the future.
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Web

Homepage wireframing & copywriting

How to create an effective homepage. Follow this format to create the hero, social proof, use case, how it works, and CTA sections.
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Product marketing

Audience analysis

Audience analysis helps define your strategy, positioning, and storylines. Use this process to understand your audience and how they view your product.
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Growth marketing

Funnel mapping

To build the proper foundation for your growth engine, you need to map your funnel. There are 3 ways to map your funnel: a flow chart, an inventory, and a report.
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Building a marketing team

Hiring contractors & agencies

How to hire the right contractors and agencies to supplement in-house talent and when to hire externally vs. keeping tasks in-house.
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Content marketing

Content strategy & process

A modern content strategy looks at content as a product and prioritizes impact over activity. Follow this framework to create content campaigns that drive results.
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Strategy frameworks

Marketing advantages

Marketing advantages are dynamics in a company’s business, product, or market that inherently drive growth. Lean into these strengths to accelerate growth faster.
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Product marketing

Perceptions & storylines

Perceptions are your startup's key tenets or storylines. Run this exercise to create 3 perceptions and a solid foundation for storytelling/brand efforts.
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Browse all articles by category

Strategy

High-level ways to drive growth
Competitive analysis
Ecosystem & market analysis
GTM motion impact on marketing strategy
Fuel & engine
Impact vs activity
3 drivers of GTM strategy
Marketing advantages

Team Processes

GACCS brief
Weekly marketing team meeting
Goal setting
Running a marketing team

Building Marketing teams

Build a content marketing org like a product org
How to hire marketers
Managing relationship with sales
Managing up
Working with SDRS & BDRs
π-shaped marketers
Hiring contractors & agencies
Marketing vs sales
Overall marketing org chart
Growth marketing org chart
Angel investing as a marketer

Growth Marketing

Campaign types
How to run effective campaigns
How to know if a channel is working
Funnel mapping
How to pick channels
Growth strategy and process

Web

Demo request flows
Optimizing homepage conversion
Technical, on-site SEO
Homepage wireframing & copywriting
Web conversion basics
Landing page creation
Site architecture & mapping
Choosing a CMS and why you should use Webflow
Hiring web contractors

Analytics & Ops

Full-funnel reporting
Reporting & analytics setup
Early stage attribution models
Marketing ops checklist
Forecasting
Web analytics & reporting

Product Marketing

Launch planning
Plans & packaging
Positioning & messaging
Audience analysis
Perceptions & storylines

Content Marketing

Generate content ideas
Content distribution
Content strategy & process
Content roadmapping

Brand & design

Web copy basics
Defining your story
Brand spectrums & attributes exercises