Strategy

ICP (Ideal Customer Profile) - profile of an ideal client: company size, industry, decision maker position, budget size, pain points.

Retainer is a model of work for a marketer/agency: a monthly fixed payment for the agreed scope of work.

Custdev - in-depth interviews with clients to understand their real pain points, motivations and path to purchase.

Segmentation - dividing the audience into groups based on common characteristics for differentiated communication.

Buyer Persona is a detailed portrait of a typical ICP representative with biography, pain points and decision-making context.

Positioning is the place of the brand in the client’s head relative to competitors: what makes you chosen and remembered.

USP (unique selling proposition) is a specific reason to buy from you, which a competitor cannot copy or does not state.

Product-Market Fit (PMF) is the moment when the product is really needed by the market: people return and recommend without marketing pressure.

Go-to-Market (GTM) is a plan for bringing a product to market: who we sell to, through what channels, with what message and in what sequence.

Brand awareness is the share of the audience that knows the brand and remembers it in the desired category. Affects the cost of all performance below.

Tone of Voice - how the brand speaks: vocabulary, intonation, what it allows itself and what it doesn’t. Makes communication recognizable without a logo.

Omnichannel is a unified customer experience at all touch points: website, social network, bot, offline connected, the client is “recognized” in any channel.

Competitive analysis - a systematic analysis of competitors: product, prices, channels, creatives, positioning. We look for unoccupied niches, we don’t copy.

Brand book is a document with brand rules: logo, colors, fonts, Tone of Voice, examples of “dos/don’ts.” So that five contractors do as one.

TAM/SAM/SOM - three levels of market assessment: the entire market (TAM), the accessible part (SAM), the actually achievable share (SOM). Base for goals and budget.

Pricing Strategy - choice of price formation method: cost-plus, value-based or competitive pricing.

Osterwalder’s tool: two circles - a client profile and a value map, with the desired “fit” between them.

North Star Metric is the only metric that reflects the real value of the product to the user, and not the activity of the team.

OKR is an Intel/Google goal-setting system: an ambitious goal + 3–5 measurable results that prove its achievement.

KPI is a measurable indicator by which the effectiveness of a process, campaign or employee is assessed.

PLG is a growth strategy where the product itself attracts, converts and retains users without the classic sales cycle.

JTBD is a Clayton Christensen theory: people “hire” products to do specific “jobs” in their lives.

Growth Loop is a self-sustaining cycle, where each new user creates the conditions for attracting the next one.

Flywheel is Bezos's flywheel: a closed, self-reinforcing cycle, where each element feeds the next and spins the entire mechanism.

SOV is the share of advertising impressions or mentions of a brand among all brands in a category for a period.

Brand Equity is the intangible value of a brand: people’s willingness to pay more and choose it rather than an analogue.

Naming is the development of a name for a brand, product or service, taking into account semantics, phonics, memorability and registration.

Rebranding is a change in the visual and/or semantic identity of a brand: from restyling the logo to a complete change in positioning.

Storytelling is the use of narrative and stories to convey the meaning of a brand, product or idea to an audience.

Founder-led Marketing - promotion through the personal brand and communication of the founder as the main marketing channel of the company.

GTM strategy is a plan for bringing a product to market: to whom we sell, through what channels, at what price and how they will find out about it.