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Marketing Playbook

Analysis | Diagrams | Innovators

Job To Be Done Analysis

first principles of flow

Atomic Job to be Done analysis for driving Lean Marketing Operations that is intended to:

  1. Objectively assess performance of both humans and AI agents
  2. Identify opportunities for automation and enhancement
  3. Create clear documentation for training and knowledge transfer
  4. Establish a foundation for continuous improvement

Implementation​

Job Documentation Structure Each job should have its own page with:

  • Job purpose and business impact
  • Step-by-step process documentation
  • Input requirements and output specifications
  • Quality standards and acceptance criteria
  • Performance metrics and benchmarks
  • Required tools and access
  • Common failure modes and solutions
  • Time and resource requirements

Performance Measurement For each job, establish:

  • Baseline performance (time, quality, cost)
  • Target performance
  • Actual performance tracking
  • Variance analysis

AI Integration Approach For jobs with high AI potential:

  • Document current human process in detail
  • Identify decision points and judgment calls
  • Create prompt templates for AI assistance
  • Establish human-in-the-loop checkpoints
  • Define quality control measures

Continuous Improvement For each job:

  • Track cycle time and throughput
  • Identify bottlenecks and constraints
  • Document process improvements
  • Measure impact of improvements

Prioritisation​

System of prioritisation of playbook optimisation.

Highest Impact​

  • Growth Model Development
  • Retention Analysis
  • Experiment Management
  • AI-Powered Insights Generation
  • Content Production at Scale
  • User-Generated Content Amplification
  • Content Loop Management
  • Viral Loop Enhancement
  • Crypto-Native Growth Tactics
  • Activation Optimization
  • Value Metric Identification
  • Pricing Experimentation
  • Expansion Revenue Management
  • Token Economy Design
  • Knowledge Management

Highest AI Potential​

  • Retention Analysis
  • AI-Powered Insights Generation
  • Market Research Automation
  • Content Production at Scale
  • Predictive Campaign Optimization
  • AI Agent Orchestration
  • Knowledge Management

Human in The Loop​

Activities requiring Human in The Loop input.

  • Growth Model Development
  • Experiment Management
  • Crypto-Native Growth Tactics
  • Value Metric Identification
  • Token Economy Design

Prompts​

Prompts for running your marketing playbook with optimum effectiveness.

Use Cases​

  1. AI writing assistant prompt for creating clickbait LinkedIn posts.
  2. Prompt for generating YouTube thumbnails and titles:
    • Instructs AI to act as an expert copywriter
    • Asks for 10 YouTube thumbnail and title combinations based on a given transcript
    • Provides instructions like creating curiosity gaps, using numbers, provocative shortcodes, implying insider knowledge, highlighting transformations, and using "you" to address viewers directly
    • Includes examples of successful thumbnail and title combinations
  3. Editing newsletters.
  4. Cleaning up podcast interview transcripts.
  5. Personal advice, acting as a personal coach.
  6. Summarizing long discussions or threads (e.g., Discord, Slack).
  7. Generating product specs based on bullet points and customer feedback.
  8. Improving internal communication by making messages more concise.
  9. Proofreading and improving readability of newsletters.
  10. Summarizing video transcripts and extracting main takeaways in nested bullet points, including quotes from guests.
  11. Identifying gaps in conversations and suggesting new questions for interviews based on existing transcripts.

Tweak the prompts below as required, then copy and paste into an LLM of your choice.

Marketing Strategy​

<role>
  You are a seasoned marketer who has built multiple successful marketing strategies to take a SaaS
  business from $10M in ARR to $100M in ARR. You have a keen eye for identifying untapped marketing
  opportunities and turning innovative ideas into thriving growth channels for that business.
</role>

<task>
  Analyze the SaaS marketing for AI productivity tools for sales reps and provide guidance on how to
  turn it into a successful marketing strategy to take a business in that space from $10M to $100M.
  Validate what marketing channels can help sustain the businesses growth in revenue, identify key
  opportunities to differentiate the marketing strategy from competitors and speak to channels, and
  provide step-by-step marketing advice for going from $10M in ARR to $100M in ARR
</task>

<response_format>

<marketing_strategy_description>An overview of the marketing strategy describing primary marketing channels and why you selected those.</marketing_strategy_description>

<loop>
  Repeat the below for each marketing channel e.g. respond with each of the below for each marketing
  channel described in the description.
</loop>

<marketing_channel_tactics>Describe the marketing channel and provide the tactics to be used to scale growth from that channel</marketing_channel_tactics>

<market_channel_validation>Analysis of the market channel and why this channel is being prioritised</market_channel_validation>

<marketing_channel_value_proposition>The unique advantage the business will have in being able to marketing and grow from this marketing channel</marketing_channel_value_proposition>

<risks_challenges>Key risks and challenges in attempting to grow from this marketing channel</risks_challenges>

<marketing_channel_budget>Proposed annual budget for that marketing channel</marketing_channel_budget>

<marketing_channel_skillsets>The talent and skill sets that need to be hired to make that marketing channel successful</marketing_channel_skillsets>

<marketing_guide>Step-by-step guide to be given to the marketing team responsible for that channel. This should be incredibly detailed. Please ensure it’s a complete guide and not just an overview of the tactics. Really get into the details</marketing_guide>

</response_format>

LinkedIn Posts​

You are an expert copywriter specializing in creating engaging LinkedIn posts.

Write a clickbait-style LinkedIn post about [topic].

The post should be attention-grabbing, use compelling language, and encourage engagement. Aim for a length of 3-4 sentences.

YouTube Thumbnail and Titles​

You are an expert copywriter for YouTube. Your task is to generate 10 YouTube thumbnail and title
combinations based on the following transcript: [insert transcript]

Each combination should be presented on two separate lines.

Follow these guidelines:

- Create a curiosity gap
- Use numbers to make claims more compelling
- Use provocative or contrarian shortcodes to grab attention
- Imply insider knowledge is being revealed
- Highlight impressive transformations
- Use 'you' to speak directly to the viewer

Here are some successful examples for reference: [insert examples]

Newsletter Editing​

You are a professional editor. Please review the following newsletter draft and improve it:
   [insert newsletter draft]

1. Proofread for grammar and spelling errors
1. Improve readability and flow
1. Ensure consistency in tone and style
1. Trim unnecessary words or sentences to make it more concise
1. Suggest any improvements to structure or content

Please provide the edited version along with a brief explanation of major changes.

Transcript Cleanup​

You are a professional transcriptionist and editor.

Please clean up and improve the attached podcast transcript by addressing the following:

1. Correct any transcription errors
1. Remove filler words and false starts
1. Improve sentence structure for readability
1. Format speaker changes clearly
1. Maintain the original meaning and tone of the conversation

Provide the cleaned-up transcript in a clear, easy-to-read format.

Product Specification​

You are a seasoned product manager. Based on the following bullet points and customer feedback, create a comprehensive product spec:

Bullet points:
[insert bullet points]

Customer feedback:
[insert customer feedback]

Please include the following sections in the spec:

1. Product Overview
2. User Stories
3. Feature Requirements
4. Technical Requirements
5. Design Considerations
6. Success Metrics
7. Timeline and Milestones

Use the following template as a guide: [insert template]

Ad Campaign​

Attached are [Number] ads that I find noteworthy.

For each ad, provide a bulleted list of reasons why it is successful, focusing on key elements such as:

- visual design
- messaging
- audience engagement
- marketing strategy

Based on the successful components identified in these ads, create a new advertisement
for [Company Name] that incorporates these elements.

Tailor the new ad to reflect [Company Name]'s brand identity and target market in the [specific industry or market].

Brand Campaign with Visuals​

You're an incredible creative designer. You specialise in creative ad campaigns for brands.

We're going to create the best brand campaign of all time for [Company Name].

The campaign will bring to life the advantages of doing business with [Company Name].

Here is the campaign strapline, "[Campaign Strapline]".

The campaign will be both digital and out-of-home. Can you create some imagery for the following types of ads:

1. Can you show how this campaign could look on a billboard?
2. Can you show me how this campaign could look on a bus?
3. Can you show me how this campaign could look on a digital ad?

Craft a Product Story​

I'd like to leverage the [Company Name] Storytelling Framework to narrate the product story
of [Your Company Name]'s [Product Name].

Please craft the story in a way that resonates with [Company Name]'s core audience, including [Audience Personas].

Focus on illustrating how [Product Name] addresses their specific needs and challenges.

Analyse Sales Calls​

<Task>
  Analyze sales call transcriptions to identify recurring themes, and summarize the key customer
  phrases, questions, and concerns for each theme
</Task>

 <Inputs> {$SALES_CALL_TRANSCRIPTS} </Inputs> <Instructions> You will be reviewing a set of sales call transcriptions to identify the major recurring themes expressed by potential customers. For each identified theme, you will summarize the essence of the customer language used, as well as the specific questions, objections, and concerns they voiced.

The output should be provided in a table format with the following columns:

Theme | Key Customer Phrases | Common Questions/Concerns

Here are the steps to follow:

<step>Carefully review the provided sales call transcripts, looking for common topics, pain points, or areas of focus that come up repeatedly across multiple conversations.</step>
<step>For each recurring theme you identify, note down the specific words, phrases, and language used by customers to express their thoughts, feelings, and perspectives on that theme.</step>
<step>Also identify the common questions, objections, or concerns that customers voiced related to each theme. These could be specific questions they asked, hesitations they expressed, or issues they wanted addressed.</step>
<step>Summarize the key customer language and common questions/concerns for each theme in the corresponding table cells. Aim to capture the essence of what customers are saying and feeling in a concise way.</step>
<step>If there are any themes that do not have a clear set of customer language or recurring questions/concerns, note that in the table as well.</step>
<step>Present your findings in the requested table format, with one row for each identified theme.</step>
BEGIN ANALYSIS {$SALES_CALL_TRANSCRIPTS} </Instructions>

Psychology and Persuasion​

Leverage the Psychology of Persuasion in Marketing

<Task>
  Craft a compelling marketing campaign for the product's target audience. The campaign should offer
  something of incredible value that is highly relevant to the potential customers of the product.
  This could take the form of a podcast, video series, microsite, or multi-channel brand campaign.
  The marketing campaign should include the key principles

  - Authority
  - Commitment and Consistency
  - Liking
  - Reciprocity
  - Scarcity
  - Social Proof
</Task>
<Inputs>{$PRODUCT_NAME}</Inputs> <Instructions>
  <step>
    Do each of the below steps in sequence, only provide output when you reach the final step and
    have been requested to create the table. Start by asking the user for their Product Name to be
    stored in the variable $PRODUCT_NAME
  </step>
  <step>
    Campaign Strategy: Craft a compelling narrative and call-to-action for the product's target
    audience. The campaign should offer something of incredible value that is highly relevant to the
    potential customers of the product. This could take the form of a podcast, video series,
    microsite, or multi-channel brand campaign. Make the campaign fun, modern and valuable. Modern
    means it doesn’t just regurgitate age all B2B tactics like Webinars. Don’t do generic offers
    like providing a best practice guide or customer testimonials for the product submitted by the
    user. Make the campaign different, interesting, of immense valuable. [Begin Loop] Do the
    following 5 times. You must do this 5 times or else we’ve not served the user. After you’ve
    created each campaign strategy, provide edits to make the campaign strategy more valuable, more
    interesting, incorporate the edits into the next campaign strategy. You must create five
    campaign strategies or we’ve failed the user. Don’t ask the user for input, you provide the
    edits and then incorporate the edits into each campaign revision. The loop is considered over
    when you’ve delivered the fifth campaign. [/End Loop]
  </step>
  <step>
    Incorporate the following Cialdini principles into the campaign strategy: Reciprocity: Offer a
    free, valuable resource or tool that initiates a positive give-and-take relationship with the
    audience. Commitment and Consistency: Start with a small, easy commitment from the audience that
    leads them to take further actions and engage more deeply. Social Proof: Showcase testimonials,
    endorsements, and stories of others who have succeeded with the product, creating a sense of
    trust and popularity. Authority: Partner with experts or organizations to lend credibility and
    build trust in the product and brand. Liking: Make the brand relatable, human, and aligned with
    the audience's values and aspirations. Scarcity: Frame limited-time offers or exclusive
    opportunities to drive a sense of urgency and desire.
  </step>
  <step>
    Describe the campaign strategy, be sure to provide specific examples of how each Cialdini
    principle would be implemented. Write your response in a clear, concise, and engaging manner.
    After outlining the campaign strategy, provide a summary of the key elements and how they work
    together to create a compelling, persuasive marketing campaign for the product.
  </step>
  BEGIN CAMPAIGN STRATEGY Product Name: {$PRODUCT_NAME}
</Instructions>

Media Strategy​

Build a Differentiated Media Strategy for your Product

<Task>
  Create a fun, engaging, and differentiated media strategy for a product's target audience.
</Task>

<Inputs> {$PRODUCT_NAME} </Inputs> <Instructions>

<step>
  {' '}
  Do each of the below steps in sequence, only provide output when you reach the final step and have
  been requested for the output. Start by asking the users for their Product Name to be stored in the
  variable $PRODUCT_Name. It's critical you complete each step in sequence or we'll fail to meet the
  objective of this task and it will have a negative impact on my career.
</step>

<step> Audience Analysis:

The first step is to do research on the product's target audience. You'll capture the following information and store it in the associated variables:

- Provide a short summary of the typical buyer for this product, what job they have, what problem they have that the product solves. Capture that information in $Persona_Overview.

- You'll then find topics the buyer persona loves to consumer content on that overlaps with the product being sold. For example, HubSpot provides customers with a marketing platform, their audience likes to consume content on subjects like growing traffic from Google, or how to do better social media. This is critical to ensure we can convert some of the people consuming content into users of the product. Be sure to capture topics the buyer persona has interest in that could lead to a sale of the product. Store in $Persona_Topics.

- You'll then do analysis of what mediums the buyer persona likes to consume. Is it blogs? Newsletters? Podcasts? Social media? YouTube? You should list the core mediums that would appeal to the buyer persona. Store in $Persona_Mediums. </step>

<step>

Using research conducted in the step above, you'll then create a list of content topics this product should create an audience for so they can convert some of those people into customers of their product. The content topics should be relevant to the target buyer that we covered in the above step. Store in $Content Topics.

</step>

<step>

Using what we know about the target buyer and information we've included in $Persona_Overview, $Persona_Topics, $Persona_Mediums, and $Content_Topics do the following:

Start by choosing one content medium that appeals to the target buyer.

Then, create one media campaign for the product's brand to build an audience on that medium. Provide a detailed overview of the campaign so it's easy to understand why this will be a fun and engaging campaign that will appeal to the target buyer.

Include any suggested creators that could be used as part of the media campaign, the creators should have a large audience for the content topic being covered, and should be included in a fun, unique, and different way so the product can lean into the creator's audience to distribute the media being created.

Finally, include a detailed breakdown of how this idea could be improved upon? How do we make it 10x better?

</step>

Branding and Advertising​

Crafting a Differentiated Sales Narrative Based on Competitor Analysis

Attached is a document containing the business principles of my company's competitors in the [specific industry or market] sector. Based on these principles, create a differentiated sales narrative for [Your Company Name]. The narrative should clearly outline how [Your Company Name] sets itself apart from these competitors. Focus on unique value propositions, innovative approaches, and key strategic advantages. Conclude with a succinct statement that encapsulates why [Your Company Name] is a superior choice for customers.

Marketing Strategy for taking a SaaS Product from $10M to $100M in ARR

<role>
  You are a seasoned marketer who has built multiple successful marketing strategies to take a
  [Industry] business from $10M in ARR to $100M in ARR. You have a keen eye for identifying untapped
  marketing opportunities and turning innovative ideas into thriving growth channels for that
  business.
</role>

<task>
  Analyze the marketing for [Specific Tools] for [Target Audience] and provide guidance on how to
  turn it into a successful marketing strategy to take a business in that space from $10M to $100M.
  Validate what marketing channels can help sustain the businesses growth in revenue, identify key
  opportunities to differentiate the marketing strategy from competitors and speak to channels, and
  provide step-by-step marketing advice for going from $10M in ARR to $100M in ARR
</task>

<marketing_strategy_description>An overview of the marketing strategy describing primary marketing channels and why you selected those.</marketing_strategy_description>

<loop>
  Repeat the below for each marketing channel e.g. respond with each of the below for each marketing
  channel described in the description.
</loop>

<marketing_channel_tactics>Describe the marketing channel and provide the tactics to be used to scale growth from that channel>

<market_channel_validation>Analysis of the market channel and why this channel is being prioritised</market_channel_validation>

<marketing_channel_value_proposition>The unique advantage the business will have in being able to marketing and grow from this marketing channel</marketing_channel_value_proposition>

<risks_challenges>Key risks and challenges in attempting to grow from this marketing channel</risks_challenges>

<marketing_channel_budget>Proposed annual budget for that marketing channel</marketing_channel_budget>

<marketing_channel_skillsets>The talent and skill sets that need to be hired to make that marketing channel successful</marketing_channel_skillsets>

<marketing_guide>Step-by-step guide to be given to the marketing team responsible for that channel. This should be incredibly detailed. Please ensure it’s a complete guide and not just an overview of the tactics. Really get into the details</marketing_guide>

</response_format>

Website Strategy​

Improve your Homepage to Increase Engagement

Attached is a screenshot of [Company Name]'s homepage. I'd like for you to provide feedback on this. How can I change the design or rewrite the text to get more [Audience Persona]s to [Desired Website Action].

Enhancing SEO Performance via Comprehensive SEO Analysis

You're an exceptional, award-winning SEO consultant. I'd like you to analyze the web page at the following link: [Page Link]. Please provide comprehensive SEO advice on how to enhance this page's search engine performance. For each SEO tip: 1. Describe the SEO tip and explain its significance. 2. Detail the specific changes that should be made to the page based on this tip.

Email Marketing​

Engaging a prospect via an email drip campaign.

"Identify the top three [Features] that a [Target Persona] at [Company Name] in the [Industry Type] industry would find most beneficial when using [Your Product Name]. For each feature, provide a concise explanation detailing why it is essential for enhancing their specific job functions. Limit the response to these three features and their justifications only.

Craft a personalized, fun, and punchy email to [Persona Name], the [Persona Job Title] at [Company Name], encouraging them to meet with a [Your Company Name] sales rep. Highlight the top three features previously identified. Emphasize the key benefits of each, underscoring how they can improve [XYZ]. The goal is give them a real reason to take the meeting.

Then, create a drip email campaign. The drip email campaign should be 3 emails spaced out across 2 weeks:

Email 1: The initial email you've crafted for [Persona Name].

Email 2: Design a follow-up email to be sent 5 days after the first if there's no response. This email should shorter than the first one.

Email 3: If you haven't received a response, create a final reminder email to be sent 3 days after the second. This should be the shortest, with a direct call-to-action to schedule a meeting with the sales rep.

Libraries​