System 2: Marketing Systems

Role: The engine of growth and awareness.

1. System Purpose

To strategically attract and engage potential customers, generate qualified leads, and effectively promote educational courses and tech support services, ultimately driving brand awareness and supporting revenue growth.

2. Key Components

1. Lead Generation Workflows: Processes for identifying, attracting, and capturing contact information from potential customers through various channels.
2. Content Marketing Pipelines: Workflows for creating, distributing, and promoting valuable, relevant content to attract and retain a clearly defined audience.
3. Course Promotion Systems: Specific strategies and campaigns for effectively launching and sustaining interest in educational offerings.
4. Website Content Strategy: Planning and management of the public-facing website, ensuring it serves as a central hub for marketing efforts and lead capture.
5. CRM Integration: Seamless connection between marketing activities and the Sales CRM to track lead behavior and handoff.
6. Analytics & Reporting: Measuring the effectiveness of marketing campaigns, website performance, and lead generation efforts.

3. Tools Used (Within Current Stack)

• Lead Generation: HubSpot Marketing Hub (forms, landing pages, email marketing, ads management), Website (forms, call-to-actions).
• Content Marketing: Microsoft Loop (content planning, article drafts using AKUs from Content Engine), HubSpot CMS (blog, website pages for publishing), HubSpot Marketing Hub (email distribution, social media scheduling).
• Course Promotion: HubSpot Marketing Hub (email sequences, dedicated landing pages, ad campaigns), HubSpot CMS (course showcase pages).
• Website Content Strategy: HubSpot CMS (website builder, SEO tools), Microsoft Loop (website content planning, review).
• CRM Integration: HubSpot Marketing Hub (natively integrated with Sales CRM).
• Analytics & Reporting: HubSpot Marketing Hub (dashboards, reports), Google Analytics (for website traffic insights).

4. High-Level Workflow (Step-by-Step)

1. Marketing Strategy & Planning (Loop/HubSpot):
   • Align with Management & Leadership on quarterly marketing goals and OKRs.
   • Develop a content calendar and campaign plan in Loop.
   • Define target audiences and customer personas.
2. Content Creation (Content Engine/Loop/HubSpot):
   • Leverage System 5: Content Engine to generate public-facing content (e.g., blog posts, guides) from verified Atomic Knowledge Units (AKUs).
   • Draft content in Loop, collaborating with SMEs.
   • Review and approve content.
3. Content Publishing & Distribution (HubSpot Marketing Hub/CMS):
   • Publish approved content (blog posts, landing pages) to the company website using HubSpot CMS.
   • Distribute content via email marketing campaigns (HubSpot), social media (HubSpot social tools), and paid advertising (HubSpot ads).
   • Ensure all content includes clear Calls-to-Action (CTAs) and lead capture forms.
4. Lead Generation & Nurturing (HubSpot Marketing Hub):
   • Potential customers fill out forms on landing pages or website.
   • Leads are automatically captured in HubSpot CRM.
   • Implement automated email nurturing sequences based on lead behavior and segmentation.
   • Qualify leads based on engagement and demographic data.
5. Course Promotion (HubSpot Marketing Hub):
   • Create dedicated marketing campaigns for each course launch.
   • Develop email series, social media campaigns, and potentially targeted ads.
   • Drive traffic to course-specific landing pages and the HubSpot CMS course catalog.
6. Sales Handoff (HubSpot):
   • Marketing Qualified Leads (MQLs) automatically trigger tasks for the Sales team within HubSpot CRM.
   • Sales team gains access to all marketing interactions and lead history.
7. Performance Monitoring & Optimization (HubSpot/Google Analytics):
   • Regularly review marketing dashboards and reports in HubSpot to track:
     • Website traffic, lead conversions, email open/click rates, campaign ROI.
   • Use insights from Google Analytics for deeper website performance analysis.
   • Adjust campaigns and strategies based on performance data.

5. Detailed SOPs

SOP: Blog Post Production from Content Engine AKUs

• Goal: To consistently produce high-quality, SEO-friendly blog content that attracts prospects, leveraging the company's internal knowledge base.
• Roles: Content Creator (Marketing), SME (from Content Engine), Editor (Marketing).
• Steps:
  1. Topic Selection & Keyword Research (HubSpot Marketing Hub):
     • Marketing team identifies blog topics based on target audience needs, SEO keyword research in HubSpot's SEO tools, and alignment with overall marketing strategy.
     • Check if existing Atomic Knowledge Units (AKUs) from System 5: Content Engine relate to the chosen topic.
  2. Outline Creation (Loop):
     • Content Creator drafts a blog post outline in a Microsoft Loop page.
     • Integrate relevant AKUs by linking to or embedding Loop components from the Content Engine, ensuring accuracy and consistency.
     • Add SEO best practices: target keywords, meta description draft.
  3. Content Drafting (Loop/HubSpot CMS):
     • Content Creator writes the blog post based on the outline and AKUs in Loop.
     • Ensure engaging language, clear structure, and a strong call-to-action (CTA).
  4. SME Review (Loop/Teams):
     • Assign a System 5: Content Engine SME to review the draft in Loop for technical accuracy and alignment with approved AKUs.
     • SME provides feedback in Loop comments.
  5. Marketing Review & Editing (Loop/HubSpot CMS):
     • Marketing Editor reviews the post for grammar, style, readability, SEO optimization, and brand voice.
     • Incorporates feedback and makes necessary edits in Loop.
  6. Publication (HubSpot CMS):
     • Once approved, the final content is moved to HubSpot CMS blog editor.
     • Add images, format for web, set up SEO settings (meta description, slug, tags).
     • Schedule or publish the blog post.
  7. Promotion (HubSpot Marketing Hub):
     • Promote the new blog post via social media (HubSpot social tools), email newsletters (HubSpot email), and potentially internal linking from other relevant pages.
  8. Performance Tracking (HubSpot Marketing Hub/Google Analytics):
     • Monitor blog post performance (views, shares, lead conversions) in HubSpot and Google Analytics.
     • Use data to refine future content strategy.

6. Documents to be Created

• Marketing Strategy Document
• Content Calendar
• SEO Strategy Document
• Email Marketing Templates & Guidelines
• Social Media Guidelines
• Lead Scoring & Nurturing Playbook
• Marketing Campaign Brief Templates

7. Required Flowcharts

• Lead Generation Workflow
• Content Creation & Publishing Flowchart
• Course Launch Campaign Flowchart

8. Dependencies on Other Systems

• System 5: Content Engine: Critically depends on the Content Engine for sourcing accurate, up-to-date content (AKUs) to power marketing efforts.
• System 3: Sales: Provides qualified leads and CRM integration for seamless handoff.
• System 1: Management & Leadership: Receives strategic direction and OKRs.
• System 6: Administration: Relies on IT infrastructure (website hosting, email delivery) and IKM governance (content approval).

9. MVP Version vs. Scaled Version

• MVP (Phase 1):
  • Basic HubSpot Marketing Hub setup.
  • Focus on 1-2 core lead magnet offers (e.g., a simple guide from Content Engine).
  • Manual email sequences.
  • Limited social media presence.
  • Basic website (HubSpot CMS) with essential services and course catalog.
  • Minimal paid advertising.
• Scaled Version (Phase 2+):
  • Advanced segmentation, personalization, and marketing automation workflows.
  • Comprehensive content library leveraging Content Engine AKUs for blogs, webinars, whitepapers.
  • Integrated multi-channel campaigns (email, social, ads, webinars).
  • Sophisticated lead scoring and nurturing.
  • A/B testing and conversion rate optimization (CRO).
  • Robust SEO strategy driving organic traffic.
  • Full-fledged affiliate or partner marketing programs.