Outcome Marketing -
a playbook to demistify marketing
for SMB CEOs and marketing leaders

Discover how repeatable systems
drive consistent business success

Outcome marketing
Who is it for?

Outcome Marketing is tailored for SMB Leaders.

Whether you are a CEO questioning marketing ROI or a marketing pro tired of random efforts, this playbook offers step-by-step guidance for consistent, and positive outcomes

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What will you find?

Outcome Marketing provides a clear roadmap for SMB leaders.

Learn strategies and tactics to establish repeatable systems and processes that consistently yield positive results.

Outcome Marketing
Why do you need it?

CEOs and marketers often face uncertainty with marketing investments.

Outcome Marketing offers structured, trial-and-error-free approaches to achieve tangible results.

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How does it work?

Focusing on consistency and data-driven insights, Outcome Marketing harmonizes art and science.

This ensures every marketing step is efficient and impactful

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What are the benefits?

Pipeline generation is the ultimate goal.

Outcome Marketing fuels the pipeline, driving sales growth, satisfying CEOs, and achieving business success.

Outcome Marketing - Chapters

1
Outcome Marketing

  • Introduction

2
Bets
  • The Cards
  • Defining Your Market
  • The Off-Site
  • Finalize the Bets
3
Story
  • What Is Your Story
  • Positioning or Telling Your Story
  • Bringing Everything Together
  • Are Brand and Story the Same Thing?
  • Style Guide
4
Align
  • Random Acts of Marketing
  • Strategic and Financial Goals
  • Business Drivers Inform Budget
  • Objectives and Key Results (OKRs)
  • Marketing Business Drivers
  • Allocating Budget to Marketing
  • Building the Marketing Budget
  • Marketing Investment Timeline
  • Products, Markets, and Motions
  • Accelerators
5
Metrics
  • Funnel: Top, Middle, and Bottom
  • Marketing Program Metrics
  • Customer Advocacy
  • Lifetime Value to Customer Acquisition Cost
  • Management Reporting
  • New Cards in Your Deck
6
Team
  • Building the Marketing Plan
  • Organize the Team by Program
  • Marketing Functions
  • Supporting the Team
  • Getting the Most from the Team
7
Tech
  • The Marketing Technology Stack
  • The Processes Running Marketing
  • Data
  • Performance Reporting
  • Summary
8
Content
  • Conversations to Own
  • Building a Content Engine
  • Writing for the Journey
  • Content Types
  • Professional Writing Resources
  • Reaching Other Audiences
9
Digital
  • Three Methods
  • Website
  • Search Engine Marketing (SEM)
  • Summary
10
Campaigns
  • Campaign Types
  • Campaign Calendar
  • Campaign Brief
  • Leads and Nurture
  • Campaign Execution and Measurement
  • Sales Campaigns
11
Events
  • Why Events?
  • Disruption
  • Three Tiers
  • Attendee Engagement
  • Plan, Plan, Plan
12
Product Marketing
  • What Are Your Value Propositions?
  • Product Launch
  • The Five Stages
13
Sales Enablement
  • Sales Process
  • Sales Tools and Training
  • Marketing and Sales Alignment
  • The Future of Sales?
14
Customer
  • Buyer-Aligned Sales Process
  • Flywheel
  • Customer Priority Matrix
  • Customer Advocacy
  • Building a Community
  • Customer Focus
15
What's Next
  • Outcome Cheat Codes
  • Go-to-Market Partners
  • Generative AI
  • Culture of Innovation
  • Agile Marketing
  • In Conclusion

Stop doing random acts of marketing
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