15 Marketing

Rules to Follow
in 2023
S A V E T H I S M A R
K E T I N G G U I D E

Pierre Herubel
Reddot Growth
1. Base your Strategy
on Market research,
not Assumptions
Use market insights to design
your marketing strategy, don't
let assumptions on the way.

Marketing
Research
Strategy

Assumptions
 2.Become
Customer Centric

Put customers at the center of your

marketing system; collect feedback,
analyze customer insights, build
programs around them.

Demand Demand
Customers
Generation Capture
 3.Assess your
Marketing Results
with Revenue
Use marketing qualified leads as a
secondary metrics to optimize, but
put revenue as the 1st North Star
Metric.

Brand
MQLs Revenue
Touchpoints
 4.Define the North
Star Metrics you
Want to Track
Drop the 40 complex metrics when
assessing your marketing programs,
focus on 3 north stars.

Marketing souced revenue

Sales velocity

Cost per closed won deal

 5.Work on The
Perceived Value of
Your Offer
Use the Value Equation from Alex
Hormozi to define and build the
perceived value :

I wrote a full post about this one, check my profile

6.Be Very Clear and
Specific About the
Dream outcome
Your customers need to be able
to picture themselves after using
your solution.

Solution

Current state Dream outcome

7.Use the "Simplicity
x Trust Formula"
Stop trying to add complex sales
arguments or marketing gadgets.
Focus on simple consistent
message and boost trust.

I understand

I'm interested

I need validation

I need to feed reassured

 8.Study your
Customer Buying
Journey
The way people buy is not linear,
study this complex process and the
emotions associated.

EXCITMENT
TRUST

PEER
VALIDATION
 9.Turn "Funnel
Steps" into "Brand
Touchpoints"

Stop trying to impose your funnels,

instead cover their buying journey
with brand touchpoints.

Brand touchpoints
10.Build a Messaging
Strategy around 3
Messages
Breakdown your value proposition in
3 messages linked to benefits.

Message 1 Audience 1

Message 2 Audience 2
Core value
proposition

Message 3 Audience 3
11.Shape a Clear and
Strong Positioning
Differentiate your brand from the
mass with a strong positioning.
Become memorable.

Tone of voice

Personality

Defining keywords & tagline

Visual Identify
12.Use the 1-1-3-1
Rule for your
Marketing Content
The goal of your content is to
hook one target audience with
one main message.

1 Target Audience

1 Message

3 Benefits

1 Call to Action
 13.Foster
Personal Brands
Multiply your brand's touchpoints
with your employees personal
brands on social media; reward
them for this.

Audience

Employees
 14.Diversify Your
Marketing Programs
Improve the number of
touchpoints and overall results by
becoming omnichannel. Keep
branding coherence across the
channels.

CONTENT PAID OUTBOUND

BRAND
 15.Always be
Testing (ABT)

Top startups grow by conducting

weekly experiments on channels,
messages, tactics. Do the same to
stay in the race.

Experiment Results Iterate

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Pierre Herubel
Reddot Growth
PS: ANNOUNCING MY MARKETING COURSE SOON