We could have called it Marketing101. But of course we chose to call it 99 😀

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Story99.com is a Storytelling Consultancy for B2B, Tech & Deeptech.

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Below is how we approach marketing at Story99, when working with our clients:

1. Goal - you first need to know what goals you want to achieve through marketing
2. Prep - you then need to do some prep (a lot of prep actually) before you can act
3. Execute - do the thing that you need to do post-prep
4. Learn - learn from the results → improve your overall strategy

This page covers 1) what it means to setup marketing goals and 2) how to prep before execution.

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1. Marketing Goals

• Help sell today (~5% of prospects)
  • Make it easier for customers to make decisions and buy
• Make it easier to sell tomorrow
  • Create Awareness (with credibility, clarity & memorability) - for future sales
  • Nurture relationships - for future sales

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Why efforts towards selling later matters - ~95% of potential buyers (prospects) are not ready to buy today but can do so tomorrow. Marketing focused on that group can help with 1. better pipeline (than without marketing), 2. shorter sales cycle and 3. overall more sales when the time to close comes.

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Expand

Marketing goal could also be to expand any of the following:

• The ICP
• Revenue per customer: by typically help existing users / customers use more of the product (so that they pay more or buy more) or by selling them other products
  • 0 → $ (very often for product led growth)
  • $ → $$
• Geography