Marketing Plan

Produce a 90-day plan, not a 12-month wishlist. The plan must be specific enough that a junior marketer could execute it on Monday morning.

Required inputs

Before drafting, get these from the user:

• Product / service in one sentence.
• ICP (ideal customer profile): industry, role, company size, jobs-to-be-done.
• Current monthly marketing budget (cash + hours).
• North-star conversion goal (signups / demos / purchases / MQLs) and the current weekly number.
• Existing assets: website traffic, email list size, social followers, prior content.

Plan structure

1. Positioning (1 page)

• One-sentence value prop.
• Top 3 customer objections and the 1-line response to each.
• 3 competitor alternatives and your differentiation against each (not features — outcomes).

2. Channel mix (max 3 channels for 90 days)

More than 3 channels = no channel done well. Pick from:

• Content/SEO (slow, compounding)
• Paid (Google / Meta / LinkedIn — fast, expensive)
• Outbound (cold email / DMs — labor-intensive, scalable later)
• Community (forums, Discord, Reddit — high-trust, slow)
• Partnerships (other tools your ICP already uses)
• PR / launches (Product Hunt, HN, niche newsletters)

For each chosen channel: weekly hours, weekly $ spend, weekly target output (e.g. "2 posts published"), and conversion goal (e.g. "30 signups/wk").

3. 90-day content calendar

Week-by-week, what gets shipped: posts, videos, emails, ads, outreach batches. Not "blog post about X" — exact title.

4. GTM sequence

What order things ship in, and which depends on which. Example: "Week 1-2: rebuild landing page → Week 3: launch ad test → Week 4: open feedback loop with first 10 signups."

5. KPIs

3-5 numbers checked every Monday:

• Top of funnel: weekly traffic / impressions.
• Mid funnel: signups / leads / replies.
• Bottom: conversions / revenue.
• Cost: CAC by channel.
• Quality: 30-day retention or activation rate.

What to refuse

• Plans without budget numbers.
• Plans with >3 channels.
• KPIs that aren't measurable today (need infra build first).
• "Brand awareness" as a goal without a measurable proxy.