Running Marketing

Phase 11: Running Marketing — The Ongoing Marketing Machine

You are executing Phase 11 of the GTM Strategist methodology. By this point, the user has launched (Phase 9) and built a growth system (Phase 10). This phase shifts from project-mode to operating-mode: building the sustained marketing machine that compounds over time.

Before You Start

1. Read my-gtm-context.md at the project root. If critical fields (Product/Service, Target Market, ICP, Voice & Brand) are empty, ask the user to fill them in before proceeding.

2. Check outputs/ for prior phase deliverables. This phase builds directly on:

   • outputs/06-positioning-statement.md — Positioning and messaging foundation
   • outputs/06-messaging-framework.md — Key messages per persona/segment
   • outputs/08-channel-strategy.md — Channel selection and funnel architecture
   • outputs/08-social-proof-plan.md — Social proof assets and strategy
   • outputs/09-launch-retrospective.md or outputs/10-gtm-retrospective.md — What worked, what didn't
   • outputs/10-growth-loops.md — Growth loops and flywheel mechanics

   If prior outputs exist, reference them throughout — especially positioning, messaging, and channel decisions. If they don't exist, the user can still proceed but flag that certain tasks (especially Tasks 1-2) will require more foundational work inline.

3. Work one task at a time. Present the deliverable, get feedback, then move to the next task. Don't dump all eleven tasks at once.

4. This phase is not linear. Unlike earlier phases, many of these tasks run in parallel and are ongoing. Tasks 3, 6, and 11 are never "done" — they're habits. Help the user prioritize based on their stage, resources, and what's already working from the channel strategy.

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Task 1: Shape Your Strategic Narrative

Duration: 1-3 days | Output: outputs/11-strategic-narrative.md

A strategic narrative is NOT a tagline, NOT a mission statement, NOT an elevator pitch. It's the big story about where the world is going and why your product matters in that future. Done well, it makes your company feel inevitable — "of course this is how things are heading, and of course they're the ones building it."

What to do:

1. Read my-gtm-context.md sections 1 (Product), 4 (Problem & Value), and 6 (Competitive Landscape). Pull in positioning outputs from Phase 6 if available.

2. Guide the user through the three layers of a strategic narrative:

   • The shift — What is changing in the world that makes the old way untenable? (Market forces, technology shifts, behavioral changes, regulatory changes)
   • The stakes — What happens to companies/people who don't adapt? What do they lose? What's the cost of inaction?
   • The promised land — What does the new world look like for those who embrace the change? How does the user's product enable that future?

3. Help the user identify their narrative angle:

   • Contrarian truth — What do you believe that most of your market doesn't (yet)?
   • Enemy — What's the old way of doing things? (Not a competitor — a paradigm, a mindset, a broken status quo)
   • Inevitability — What trends make your approach unavoidable?

4. Draft the narrative in 3-5 paragraphs. This is NOT marketing copy — it's the strategic foundation that all marketing copy will derive from. It should work in a board room, on a podcast, in a LinkedIn post, and in a sales conversation.

5. Validate: does the narrative pass these tests?

   • Would your ICP nod along in the first paragraph (the shift)?
   • Does it create urgency without being manipulative (the stakes)?
   • Does your product naturally appear as the answer (the promised land)?
   • Can you sustain 6-12 months of content from this narrative without repeating yourself?

The deliverable should include: The strategic narrative draft, the underlying shift/stakes/promised-land framework, and 5-10 content angles that naturally flow from the narrative.

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Task 2: Create a Content Strategy

Duration: < 1 day | Output: outputs/11-content-strategy.md

Content strategy is the plan for what you say, where, how often, and why. Without it, you get random acts of content. With it, every piece serves the funnel.

What to do:

1. Review the channel strategy from Phase 8 (outputs/08-channel-strategy.md) if available. If not, start by identifying the user's 1-3 primary content channels based on where their ICP spends time (from my-gtm-context.md section 3).

2. Define content pillars (3-5 recurring themes). Map each pillar to:

   • Buyer journey stage — Awareness, consideration, or decision
   • Strategic narrative connection — Which part of the narrative (Task 1) does this pillar reinforce?
   • Content format — What format works best for this topic on the chosen channel? (Posts, articles, videos, threads, carousels, etc.)

3. Build a content calendar framework:

   • Frequency — How often can the user realistically publish? Be honest about capacity. 2 great posts/week beats 5 mediocre ones.
   • Mix ratio — Suggest a split (e.g., 40% educational, 30% narrative/opinion, 20% social proof/case studies, 10% promotional)
   • Distribution plan — Where does each piece get published? Where does it get repurposed?

4. Define content KPIs based on stage:

   • Early stage: Engagement rate, follower growth, DM conversations started
   • Growth stage: Traffic, email signups, lead magnet downloads
   • Scale stage: MQLs, pipeline influenced, revenue attributed

5. Create a "minimum viable content" plan — the absolute simplest version that still moves the needle. For most resource-constrained teams, this is one channel, 2-3 posts/week, with one content pillar.

The deliverable should include: Content pillars mapped to journey stages, calendar framework with frequency and mix, distribution plan, KPIs, and the minimum viable version.

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Task 3: Social Media Publishing

Duration: Ongoing | Output: outputs/11-social-media-plan.md

Consistency beats quality. Quality beats virality. The goal is to build a publishing habit that warms up your audience before launch (or maintains momentum after launch). You are not trying to go viral — you're trying to be reliably present.

What to do:

1. Help the user choose their primary platform based on ICP behavior:

   • LinkedIn — B2B, professional services, SaaS
   • Twitter/X — Tech, developer tools, crypto, media
   • Instagram — B2C, visual products, lifestyle brands
   • TikTok — B2C, younger demographics, products with visual appeal
   • YouTube — Complex products, educational content, long-term SEO

2. Establish publishing cadence:

   • Minimum viable: 1 post/week (build the habit)
   • Recommended: 2-3 posts/week (enough for algorithm traction)
   • Aggressive: 5+ posts/week (only if you have content support)

3. Create a post template library (3-5 reusable formats the user can rotate):

   • Hot take / opinion — "Unpopular opinion: [contrarian belief from strategic narrative]"
   • Lesson learned — "I spent [X time] doing [Y]. Here's what I learned."
   • Behind the scenes — Product development, customer conversations, team decisions
   • Mini case study — Customer result or use case, brief and specific
   • Question / engagement — Ask the audience something related to a content pillar

4. Batch creation strategy: help the user plan a 1-2 hour weekly session to draft the next week's posts rather than creating on-the-fly.

5. Set up a simple tracking system: what was posted, when, engagement metrics, and any DMs or conversations started.

The deliverable should include: Platform choice with rationale, publishing cadence, 3-5 post templates with examples tailored to the user's product, batch workflow, and tracking system.

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Task 4: Train an AI Content Tool

Duration: 3-6 hours | Output: outputs/11-ai-content-training.md

AI dramatically accelerates content creation, but only if it sounds like you. Untrained AI produces generic content that hurts your brand more than silence does. The goal: use AI as a draft generator, never as a publisher.

What to do:

1. Help the user choose their AI approach based on resources:

   • Claude/ChatGPT with custom instructions — Lowest barrier. Write a detailed system prompt.
   • Claude Projects / Custom GPT — Upload reference content, get persistent context.
   • Dedicated tools — Jasper, Copy.ai, Writesonic for teams with budget.

2. Build the AI voice profile. Gather from the user:

   • 5-10 examples of their best content — Posts, emails, articles that felt authentically them and performed well
   • Tone descriptors — Not "professional" or "friendly" (too vague). Specific: "direct but not aggressive," "uses metaphors from [domain]," "never uses exclamation marks"
   • Vocabulary — Words they always use, words they never use, jargon their ICP understands
   • Structural patterns — Short paragraphs? Bullet-heavy? Long-form narratives? Opens with a question?
   • Anti-patterns — What should the AI NEVER do? (e.g., "don't use emoji," "never say 'game-changer'," "don't start with 'In today's fast-paced world'")

3. Create a system prompt / custom instructions document that captures the voice profile. Structure it as:

   • Role and context (who the AI is writing for, what the product is)
   • Voice rules (tone, vocabulary, structure)
   • Content rules (topics to cover, topics to avoid, how to reference the product)
   • Examples of good output (2-3 samples)

4. Test the configuration: generate 3-5 pieces across different post templates (from Task 3) and evaluate whether the output sounds like the user. Iterate the voice profile based on what's off.

5. Establish the workflow: AI drafts → human edits for authenticity and accuracy → publish. Never skip the human edit step.

The deliverable should include: The AI voice profile document, the system prompt/instructions (ready to paste into the tool), test results with iteration notes, and the draft-to-publish workflow.

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Task 5: LinkedIn Lead Magnets

Duration: 1-3 days | Output: outputs/11-linkedin-lead-magnets.md

LinkedIn lead magnets (PDFs, carousels, checklists, templates) capture leads through comments and DMs. They work because they provide immediate value and create a natural conversation starter. This tactic has a finite shelf life — use it while the format still drives engagement.

What to do:

1. Identify 3-5 lead magnet topics. Good lead magnets are:

   • Specific — "The 7-Step LinkedIn Profile Audit for SaaS Founders" beats "LinkedIn Tips"
   • Immediately useful — The reader can apply it today
   • Connected to your product — It naturally leads to your solution without being a sales pitch
   • Based on your content pillars (Task 2) and strategic narrative (Task 1)

2. For each lead magnet, define:

   • Format — PDF guide, carousel, checklist, template, swipe file, cheat sheet
   • Hook — The LinkedIn post that promotes it. What makes someone stop scrolling?
   • Delivery mechanism — Comment "PDF" and DM? Link in comments? Direct download?
   • Follow-up sequence — What happens after they get the lead magnet? (DM conversation, email nurture, nothing?)

3. Create the first lead magnet. Help the user draft the content:

   • Keep it focused: 1-3 pages max for PDFs, 8-12 slides for carousels
   • Include branding (logo, website, CTA on the last page)
   • Make it self-contained — valuable even if they never visit your site

4. Write the LinkedIn post to promote it. Use the hook-value-CTA structure:

   • Hook — First line that stops the scroll (pattern interrupt, bold claim, or relatable pain)
   • Value — What the lead magnet contains and why it matters
   • CTA — Clear instruction: "Comment 'GUIDE' and I'll DM it to you"

5. Plan the DM workflow: manual for first 50 leads, then automate with tools if volume justifies it. The DM should deliver the asset AND start a conversation, not just drop a link.

The deliverable should include: 3-5 lead magnet concepts with hooks, the first lead magnet content draft, promotional post draft, DM script, and follow-up plan.

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Task 6: Social Selling on LinkedIn

Duration: Ongoing | Output: outputs/11-social-selling-plan.md

Social selling is NOT pitching in DMs. It's building relationships at scale by engaging with the right people's content, providing value, and earning the right to start conversations. Think: digital networking, not cold outreach.

What to do:

1. Define the target list. Help the user identify 50-100 relevant people to connect with:

   • ICP decision-makers — People who match the ideal customer profile
   • Influencers in the space — People your ICP follows and trusts
   • Complementary founders — People selling adjacent, non-competing products to the same audience
   • Active posters — People who publish content regularly (so you can engage)

2. Build the engagement routine (daily, 15-30 minutes):

   • Step 1: Check feed for posts from target list. Leave thoughtful comments on 5-10 posts. "Great post!" doesn't count — add a perspective, share an experience, ask a genuine question.
   • Step 2: Share or repost 1-2 pieces from your target list with your own take added.
   • Step 3: Send 3-5 connection requests per day with personalized notes. Reference their content or a shared context.
   • Step 4: When a conversation develops naturally, move to DM. No pitch — just continue the conversation.

3. Create engagement templates (not scripts — starting points the user adapts):

   • Comment frameworks — "I've seen this from the other side..." / "This resonates because..." / "One thing I'd add..."
   • Connection request notes — Reference a specific post, shared connection, or mutual interest
   • DM conversation starters — Continue a comment thread, ask for advice, offer genuine help

4. Define the transition from relationship to business:

   • Warm signals — They engage with your content, they ask what you do, they mention a relevant pain point
   • Transition language — "I've been working on something related to this — would love your take if you have 15 min?"
   • Never pitch cold — If they haven't shown interest, it's too early

5. Tracking: simple spreadsheet or CRM. Name, company, relationship status (connected / engaging / conversation / opportunity), last interaction, notes.

The deliverable should include: Target list criteria and sourcing plan, daily engagement routine, comment and DM templates, warm-to-business transition framework, and tracking setup.

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Task 7: Influencer Amplification

Duration: 1-2 weeks | Output: outputs/11-influencer-strategy.md

Influencer marketing isn't just for B2C. In B2B, micro-influencers (1K-50K followers in a specific niche) often drive more qualified leads than big names. The goal is borrowed credibility: your ICP trusts this person, and this person vouches for you.

What to do:

1. Identify 10-20 potential influencer partners. Criteria:

   • Audience overlap — Their followers match your ICP
   • Engagement quality — Real comments from real people, not bot engagement
   • Content alignment — Their topics naturally connect to your product category
   • Accessibility — Micro-influencers (1K-50K) are easier to partner with and often have higher engagement rates than macro-influencers

2. Where to find them:

   • LinkedIn creators in your space
   • YouTube reviewers for your product category
   • Podcast hosts who interview your ICP
   • Newsletter authors in your niche
   • Active voices in relevant communities (Slack, Discord, Reddit)

3. Define partnership models (from lightest to heaviest commitment):

   • Product review — Free access in exchange for honest review
   • Content co-creation — Joint webinar, co-authored article, guest post exchange
   • Affiliate deal — Commission on referrals (typically 10-30% for SaaS)
   • Sponsored content — Paid placement in their newsletter, podcast, or social
   • Brand ambassador — Ongoing relationship with regular promotion

4. Outreach strategy. Help the user draft outreach messages:

   • Lead with value to them (not what you need)
   • Reference their specific content (show you actually follow them)
   • Make the ask small initially (review, not partnership)
   • Include social proof (traction, other partners, press mentions)

5. Measurement: track each partnership on referral traffic, signups, and cost per acquisition. Compare against other channels.

The deliverable should include: Influencer shortlist with rationale, partnership model recommendations, outreach templates, measurement framework, and budget estimate.

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