Marketing
Every Marketing skill, in alphabetical author order. Filter by author or keyword.
Corey Haines
Writes the Swipe Files SaaS marketing newsletter.
- AdsmarketingskillsUse when deciding which paid channel to run and how to target it.
- AI SEOmarketingskillsUse when a site must be cited inside ChatGPT and AI search answers.
- AttributionmarketingskillsUse when two dashboards disagree about which channel drove the signups.
- Churn preventionmarketingskillsUse when subscribers keep cancelling and there is no save or dunning flow.
- Content strategymarketingskillsUse when deciding what content to produce and which topics to cover.
- Copy editingmarketingskillsUse when copy already exists and reads badly rather than needing rewriting.
- Customer researchmarketingskillsUse when customer evidence must come from transcripts, reviews and forums rather than calls.
- Directory submissionsmarketingskillsUse when submitting a product to startup, SaaS, AI or MCP directories for backlinks.
- Marketing councilmarketingskillsUse when one marketing decision needs several expert views before it is made.
- Marketing loopsmarketingskillsUse when a marketing task should run weekly on its own rather than once.
- Marketing planmarketingskillsUse when a whole marketing plan must be written for the next twelve months.
- SEO auditmarketingskillsUse when rankings or traffic dropped and nobody knows which part broke.
Jason Cohen
Founded WP Engine, writes long-form on startups.
- Define Carolasb-skillsUse when the ideal-customer working files must become one definition the team can use.
- Inciting Eventsasb-skillsUse when the fit is right but nothing is making anyone buy today.
- Keystonesasb-skillsUse when a strength list needs cutting to the few that drive a purchase.
- Observationsasb-skillsUse when nobody has written down plainly what this company and product actually are.
- Strengths & Weaknessesasb-skillsUse when raw observations exist and the real strengths and weaknesses must be named.
- The Needs Stackasb-skillsUse when mapping the customer needs above and below the one a product satisfies.
- Positioningasb-skillsUse when a claim states a saving and should state the value created.
- Votersasb-skillsUse when naming the one or two extreme traits a company wins on.
Julien Thibeaut
Made motion-primitives and prompt-kit, runs Interface Office.
Maja Voje
Wrote the Go-To-Market Strategist book.
- Building communication enginegtm-strategist-skillsUse when a first launch needs channels, a newsletter and a budget chosen.
- Building GTM systemgtm-strategist-skillsUse when the launch is over and growth needs repeatable systems and a CRM.
- Collecting intelligencegtm-strategist-skillsUse when researching competitors or planning customer discovery interviews for a go-to-market plan.
- Crafting positioninggtm-strategist-skillsUse when positioning a product, defining its UVP and writing first messaging.
- Executing launchgtm-strategist-skillsUse when launch day is close and the emails and war room are unplanned.
- GTM foundationsgtm-strategist-skillsUse when setting up go-to-market foundations: SWOT, value proposition, analytics, 90-day plan.
- Validating customersgtm-strategist-skillsUse when customer assumptions need testing with experiments before more is built.