Before an advance formal Discovery Session for which planners will gather relevant business, market, and product insights, the FIRST ACTIONABLE strategic step in the strategic planning process is to develop an initial Go-To-Market framework.

1. Framework
November 29, 2023

2. MEETING AGENDA
09
Budget
08
Creative
07
Strategy
06
Channels
05
Customers
04
Market
03
Framework
02
Preface
01
Guidelines
2

3. Before an advance formal Discovery Session for which planners will gather relevant business, market, and product insights,
the FIRST ACTIONABLE STRATEGIC STEP in the strategic planning process is to develop an initial GO-TO-MARKET
FRAMEWORK. As a Discovery Session is scheduled, the Discovery insights collected will be used to enhance this initial
framework and serve as a roadmap to design and develop the requisite marketing campaigns to reach and influence
desired audiences of business benefit.
Therefore, what follows is the first step in PLANNING PROCESS represented as the guiding GTM strategic framework. This
framework will be used for architecting the requisite branded product campaigns for bringing the new product to market.
The structure which follows should be used as a guiding blueprint to plan in detail how to architect and execute impactful
campaigns to reach and influence diverse audiences at scale.
3
PREFACE

4. Required Discovery
Collecting business insights in advance of planning is paramount to success…
4

5. 1. What is the corporate background, history, products, customers?
2. Are there product and market briefs (technical specs, features, functionality, market category placement and differentiation, sales and
pricing models, et al)? Including market condition, product positioning, value prop, competitive advantages, pricing strategy, competitor
analysis briefs.
3. Is this a new market where the focus is on early adopters or a mature market?
4. What is the corporate vision for the new product’s life cycle market share and revenue goals? What are the sales and distribution
model? What is the pricing model, e.g., price point, subscription, other.
5. Is this a direct or channel sale that involves channel partners? Will this be sold by direct online sales, app stores, affiliates? For business
customers, will this be sold by a direct sales, inside sales, online sales, or indirect channel?
6. What is the geography for target markets? At what level does planning need to consider?
7. Are there a specific customers (consumer + business) that are best suited for the offering based on market history or available
research? Is there a specific persona types that are being targeted?
8. Is there a specific industry or industries that are best suited for the offering based on corporate history or available research? Is this a
complete solution or a point product for upselling? Is this a complex sale that involves an approver, decision maker, recommender and
influencer?
9. What creative content assets exists? Have the company used special offers and promos for past product sales?
10. Explain what tools and resources the sales and marketing teams use to accomplish its goals. This includes CRM, Mar-Tech, DAM, et al.
5
DISCOVERY (planning insight needs)
- informational needs as a planning requirement-

6. GTM Framework
Aligning opportunity to a mission, vision and goals…
6

7. Video messaging taps into the growing demand for more personalized and
engaging forms of communication, offering unique opportunities in various sectors
such as remote work, education, healthcare, and social media, especially among
younger demographics.
Expanding Market Opportunity and High
Growth Potential Forecasted.
a s p i r a t i o n a l v i s i o n
7

8. The Guiding Framework for
developing a Go To Marketing
Strategy in advance of
campaign planning involves
WHO the firm will go after and
WHAT it will offer them and
How to sell them.
Marketing
Strategy
What to
Sell
Where to sell
How to
sell
Markets
GTM
FRAMEWORK
8

9. THE STRATEGIC GTM FRAMEWORK
A four-step approach leverages a strategic framework to successfully launch a new product into a market.
What are we
Selling?
(Opportunity)
Where will we reach
potential customers?
(Marketing Mix)
Who are we
selling to?
(Customers)
How we will engage
targeted audiences?
(Marketing Plan)
Audiences +
Segments
Strategy +
Campaigns
Touchpoints
+ Channels
Market +
Product
9

10. Market Opportunity
What Are We Selling…
10
GTM Step 1

11. When a product name becomes so dominant and it is used as a
generic term for the category of product, it is termed "genericide".
Kleenex – Band-Aid -- Google
a s p i r a t i o n a l v i s i o n
11

12. 12
INSTANT MESSAGING MARKET OUTLOOK
 The instant messaging app market is experiencing significant growth, with
its value expected to increase from USD 24,210 million in 2022 to USD
53,836.13 million by 2031, at a CAGR of 9.3%.
 The market segmentation reveals that mobile versions of these apps are
the most popular, followed by desktop and web versions. Applications of
these apps are predominantly personal, with enterprise and other uses also
contributing to the market.
 The growth of this market is being driven by the widespread adoption of
electronic devices and high-speed internet services, which facilitate easy
and real-time communication.
 Regionally, North America leads the market, attributed to technological
advancements in the electronics and network sectors, and the widespread
use of electronic devices across all age groups.
 Key industry players contributing to market growth include Facebook,
Apple, Google, Telegram, Microsoft, Cisco, IBM, Tencent, and Alibaba.

13. THE MARKET OPPORTUNITY
Value Proposition
Video messaging continues to be adopted in the
wake of technology advancements. MOBILE
Platform as a new disruptive technology offers
greater flexibility for conducting face-to-face
communications via a personable human element.
Competitive Differentiation
As a nascent product category, the competitive landscape is
increasing. Notable recognized platforms include Facebook
(WhatsApp, Facebook Messenger), Apple (iMessage), Google
(Messages, Duo, Hangouts). As a product sub-category, video
messaging continues to offer substantial growth opportunities
over alternative maturing email or text messaging mediums.
Product Description
Mobile communications platform is designed to
exchange short video messages akin to text
messaging between friends, acquaintances or
colleagues for personal and/or business use.
Market Potential
Product category’s serviceable product potential is
$10 million in the first year within a projected at $200
million market. Market is predicted to grow
commensurate in pace with the global multi-billion-
dollar video market category.
Risk-Reward Assessment
Late to market presents marginal risks over
perceived entrenched market solutions as the
nascent market is expected to grow. Opportunity
still exists to build brand awareness and preference
as a preferred product which offers considerable
rewards as the market matures.
Audience Targeting
Video messaging has valued appeal for both
personal and business communications. Across
generations and technical skills, video messaging
ease of use and availability presents broad
audience appeal.
13

14. Sales
Introduction Growth Maturity Saturation
Product
Extension
Video Messaging
App Market
CURRENT PRODUCT CATEGORY LIFE
CYCLE
14

15. MARKET MATURITY PROFILE REVIEW
Note: stages are not strictly linear and can be influenced by external factors such as technological breakthroughs, changes in consumer behavior, or societal events.
15

16. Target Customers
Who Are We Selling To…
GTM Step 2
16

17. Mobile video messaging is being embraced by a wide range of consumers and business
users, each with their unique needs and preferences. This diversity offers ample
opportunities for targeted and specialized video messaging solutions catering to the
specific requirements of different audience segments.
Opportunities Remain Abundant Across
Broad Target Audiences.
a s p i r a t i o n a l v i s i o n
17

18. CONSUMER ADDRESSABLE MARKETS
Young Adults
and Teenagers
Gen Z
Early Adopters
of Trends and
Technology
Highly Engaged
with Social Media
and Trends
Use Video for
Social
Engagement and
Entertainment
Families
Family Units
Geographically
Dispersed
Strong Desire to
Stay Connected
Use Video for
Sharing Special
Family Events
Tech-Savvy
Individuals
Techies
Enthusiastic
About Latest
Trends and
Gadgets
Remain
Culturally
Relevant
Use Video for
as a Cultural
Identity Badge
Travelers
and Ex-Patriots
People Who
Travel Frequently
or Live Abroad
Maintain
Relationships
Across
Distances
Use Video for
Sharing
Experience
Content Creators
and Influencers
Public Facing
High Profile
Personas
Engage with
Audiences to
Promote
Content
Use Video for
Sharing Updates,
Promoting
Content, Brand
Collaborations
Educators
Dispersed
Students and
Educators
Facilitate
Distance
Education and
Virtual Classes
Use Video for
Remote Learning,
Group Study,
Collaboration
Healthcare
Consumers
Diverse
Patient
Segments
Receive
Healthcare
Services and
Consultations
Use Video for
Personalized
Remote Patient
Care
18

19. BUSINESS ADDRESSABLE MARKETS
Sales
Professionals
Sales Teams
and Managers
Alternative
Medium to Build
and Reinforce
Client
Relationships
Use Video for
Sales Pitches,
Product Demos,
Follow-Ups
Marketing
Teams
Planners and
Managers
Alternative
Medium for
Outreach and
High Engagement
Rates
Use Video for
Campaigns,
Testimonials,
Promotions
Corporate
Executives
Multi-Level
Managers
Alternative
Medium for
Remote or
Hybrid Work
Environments
Use Video for
Internal Comms,
Team Meetings,
Project Updates
Customer
Support Teams
Call Centers
and Managers
Alternative
Medium for
Customer Care,
Problem
Resolution
Use Video for
Personalized
Customer
Care
Human
Resources
Professionals
and Recruitment
Teams
Alternative
Medium for
Interviews,
Onboarding,
Training
Use Video for
Talent
Acquisition and
Comms
Information
Technology
IT and
Technical
Teams
Alternative
Medium for
Collaboration
on Technical
Tasks
Use Video for
Problem Solving,
Tech Support,
Updates
Healthcare
Providers
Doctors,
Therapists, and
Professionals
Alternative
Medium to
Provide
Patient
Care
Use Video for
Telemedicine,
Consultations,
Follow-Ups
19

20. Challenges and Pain Points:
• Limited budget for premium app features.
• Balancing time between academics, work, and social life.
• Concerns over privacy and data security in online platforms.
• Desire for apps that are intuitive and quick to navigate
without a steep learning curve.
Product Adoption Drivers:
• A video messaging app that offers creative and fun ways to
communicate, like filters, stickers, and video effects.
• Features that facilitate quick, spontaneous sharing of
moments.
• A platform that ensures privacy and data security.
• Free or affordable subscription options with student
discounts.
• Integration with other popular social media platforms and
services.
Preferred Marketing Channels:
• Social media advertising, especially on Instagram and TikTok.
• Influencer endorsements and collaborations.
• Word-of-mouth recommendations from friends.
• Interactive online campaigns and challenges.
Potential Objections to Product Adoption:
• Concerns about the app being overly complicated or time-
consuming.
• App perceived as not popular or widely used among their
peer group.
• Potential issues with app performance or compatibility with
their device.
Demographic:
• Age: 19
• Gender: Male
• Ethnicity: Hispanic
• Location: Urban area, Miami, Florida
• Education: College student (Sophomore in Digital Media Studies)
• Occupation: Part-time Bartender
• Income: Low (Dependent on part-time job and parental support)
Psychographics:
• Interests: Social media, vlogging, digital art, gaming, pop culture.
• Personality Traits: Tech-savvy, creative, socially conscious, trendsetter,
seeks peer approval.
• Values: Self-expression, connectivity, inclusivity, authenticity.
• Lifestyle: Active social life, enthusiastic about new technologies and
apps, often multitasking between studies, work, and social activities.
Behavioral Traits:
• Media Consumption: High usage of social media (Instagram, TikTok,
Snapchat), streaming platforms (Netflix, YouTube), and online forums.
• Communication Preferences: Prefers visual and instant communication
methods; heavily relies on messaging apps for daily communication.
• Technology Adoption: Early adopter of new apps and technologies,
especially those popular among peers.
• Brand Engagement: Engages with brands that are visually appealing,
socially responsible, and endorsed by influencers.
Goals and Motivations:
• To stay connected with friends and family in engaging, innovative ways.
• To express creativity and personality through digital media.
• To be recognized and respected among peers for being a trendsetter.
• To find and share information about entertainment, art, and culture.
20
CONSUMER SEGMENT PERSONA MAPPING
Alex Martinez represents the typical young
adult and teenager who is enthusiastic about
adopting new technologies, particularly those
that offer creative and social value. The key to
engaging this persona is through visually
appealing, secure, and easily accessible video
messaging solutions that align with their
dynamic lifestyle and digital savvy nature.
Marketing efforts should focus on social
media engagement, influencer partnerships,
and ensuring the app's relevance and appeal
to this demographic's unique preferences and
lifestyle.
REPRESENTATION
Young Adults + Teenagers
Persona Name
Alex Martinez

21. Challenges and Pain Points:
• Finding time-efficient ways to personalize client interactions.
• Balancing the need for frequent communication with the
busy schedules of clients.
• Staying ahead in a competitive market with effective sales
strategies.
• Integrating new tools into existing sales processes without
disrupting workflow.
Product Adoption Drivers:
• A video messaging app that allows quick, personalized video
communications with clients.
• Features that enable easy tracking and scheduling of follow-
ups.
• Integration with CRM systems and other sales tools.
• Professional, high-quality video and audio capabilities for a
polished presentation.
Preferred Marketing Channels:
• Professional networks like LinkedIn.
• Industry webinars and trade shows.
• Business and sales podcasts.
• Email newsletters and industry blogs.
Potential Objections to Product Adoption:
• Concerns about the complexity of integrating new
technology with existing systems.
• Apprehensions about the time required to learn and use a
new tool effectively.
• Worries about maintaining professionalism and quality in
video communications.
Demographic:
• Age: 32
• Gender: Male
• Ethnicity: Asian-American
• Location: Suburban area, near San Francisco, California
• Education: Bachelor’s Degree in Business Administration
• Occupation: Sales Manager at a tech startup
• Income: Moderate to high
Psychographics:
• Interests: Networking, technology, professional development, golf,
reading business journals.
• Personality Traits: Goal-oriented, persuasive, communicative, tech-
savvy, professional.
• Values: Efficiency, productivity, success, professional growth, innovation.
• Lifestyle: Busy, focused on career advancement, often travels for work,
balances professional and family life.
Behavioral Traits:
• Media Consumption: Regularly consumes industry-related content,
podcasts, LinkedIn articles, and business news.
• Communication Preferences: Prefers direct and efficient
communication; values tools that enhance productivity and client
engagement.
• Technology Adoption: Open to adopting new technologies that can
improve sales results and efficiency.
• Brand Engagement: Engages with brands that portray professionalism,
innovation, and efficiency.
Goals and Motivations:
• To efficiently manage and grow client relationships.
• To meet and exceed sales targets and objectives.
• To establish a reputation as an innovative and successful sales leader.
• Toleveragestreamlinedsalesprocessesandbetterclientcommunication.
21
BUSINESS SEGMENT PERSONA MAPPING
REPRESENTATION
Sales Professional
Persona Name
David Kim
David Kim represents the sales professional
demographic, focused on efficiency,
professionalism, and leveraging technology
for enhanced sales performance. Key to
engaging this persona is through solutions
that offer streamlined, personalized client
communication, integration with existing
tools, and high-quality video capabilities.
Marketing efforts should focus on
professional channels, demonstrating the
app’s value in achieving sales objectives and
its ease of integration into existing sales
workflows.

22. Digital Channels
Where will we reach potential customers…
GTM Step 3
22

23. Each touchpoint in the user journey should be designed to progressively educate,
engage, and nurture the potential customer, leading them smoothly through the sales
funnel from initial awareness through to conversion and loyal advocacy.
Leverage Omnichannel Campaigns To Create
Brand Experiences.
a s p i r a t i o n a l v i s i o n
23

24. A VIEW OF THE DIGITAL CHANNEL
ECOSYSTEM
1. Search Engine Optimization (SEO): Optimizing a website to rank higher in
search engine results for specific keywords.
2. Search Engine Marketing (SEM): Paid advertising on search engines, often in
the form of pay-per-click (PPC) campaigns.
3. Content Marketing: Creating and distributing valuable, relevant content to
attract and engage a target audience.
4. Social Media Marketing (SMM): Promoting products or services on social
media platforms like Facebook, Instagram, Twitter, LinkedIn, and others.
5. Email Marketing: Sending targeted messages to a group of recipients through
email for communication or promotional purposes.
6. Affiliate Marketing: Partnering with affiliates who promote your products or
services in exchange for a commission on sales.
7. Influencer Marketing: Collaborating with influencers to promote products or
services to their followers.
8. Video Marketing: Using videos to promote and showcase products, services,
or brand messages.
9. Mobile Marketing: Targeting users on mobile devices through channels like
mobile apps, SMS marketing, or responsive website design.
10. Display Advertising: Placing banner ads on websites, apps, or social media
platforms to increase brand visibility.
11. Native Advertising: Creating ads that match the platform's natural content,
providing a seamless user experience.
12. Affinity Marketing: Targeting specific groups based on shared interests,
behaviors, or affiliations.
13. Podcast Advertising: Promoting products or services through sponsored
content on podcasts.
14. Chatbots and Messaging Apps: Using automated chatbots or messaging apps
to engage with users and provide information.
15. Webinars and Virtual Events: Hosting online events to educate, engage, and
interact with the target audience.
16. Augmented Reality (AR) and Virtual Reality (VR): Integrating immersive
experiences for marketing purposes.
17. Web Analytics: Analyzing website data to understand user behavior, track
performance, and make informed decisions.
18. Customer Relationship Management (CRM): Using tools to manage and
analyze customer interactions throughout the customer lifecycle.
24

25. CAMPAIGNS NEED TO ALIGN JOURNEY TOUCHPOINTS
Omnichannel Brand Experiences Across Variable Touchpoints May Be Unique for Each Prospective Customer and Audience Segments.
D
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n
t
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f
f
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c
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p
o
i
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t
s
Content Sharing
SEO +
Organic Search
App Store Promos
Partner
Touchpoints
News/Influencer
3rd Party Sites
Earned Media
Partner Direct
Assist Engagements
Self Guided Website
or App Discovery
Community Forums
IM/Chat
WOM
Community
Experiences
FAQs, Support Content,
Knowledge Bases
Sales Calls
Testimonials
Community Engagement
E-newsletter
Reseller + Partner
Email Retargeting
Webinars + Live Demos
Specialty Advertising
- Podcasts
Email
Social Engagements
News Feed Content
CTA Website Visits
Email Subscribe
Social Media Follow
Press
Media
In-Store, Special Events
& Tradeshows
Advocacy &
Word of Mouth
Social Media &
Groups/Forums
Partner &
Community
Engagements
Paid
Advertising
Content Marketing
Radio, TV, Print, Outdoor Ads
Retargeted
Media Impressions
Partner App Marketing
Special Events
Community
Grassroots
Advocates
Inbound Marketing
Call Center
Discounts, Special Offers
Case Studies
Whitepapers
Retargeted Emails
Interactive Content
Customer Review +
Testimonials
Direct Outreach
Free Trials or Demos
Easy Online
Purchase Process
Follow-Up Emails
Campaign Retargeting
Referral Programs
Exclusive Offers
25

26. CHANNELS PURPOSE AND USE WILL BE DEFINED
Digital Touchpoint Awareness Interest Consideration Intent Conversion Loyalty + Advocacy
Website
Portal
SEM + PPC
Display + Native Ads
Retargeting Ads
Content Marketing
Social Media
Email
Mobile Marketing
Video Marketing
Experiential Marketing
Influencer Marketing
CRM Marketing
Podcasts Advertising
Chatbots + SMS
Affiliate Marketing
Webinars + Virtual Events
No channel is a silo and when working together each channel serves a unique purpose moving users through the
sales/marketing funnel.
26

27. NO TWO JOURNEYS WILL BE THE SAME
Second, Successive, Last Click
Consideration & Purposeful Intent
.
First Click
Discovery, Awareness & Interest
First or Successive Click
Awareness, Interest & Consideration.
Second, Successive, Last Click
Consideration & Purposeful Intent
First or Successive Click
Awareness, Interest & Consideration.
Second, Successive, Last Click
Consideration & Purposeful Intent
Direct Display
Email Referral
Social
Search
Display Social Referral Email Search Direct
Validation
Discovery Consideration Engagement Intent
Digital campaigns will be architected for
an omnichannel brand experience. This
involves planning how variable
touchpoints by audience segment will
seamlessly support the journey using a
mix of channels.
To maximize goal conversions, the digital
ecosystem needs to support variable
journey paths to move prospects from
their initial discovery of a product
through to their consideration and final
conversion.
Designing and/or optimizing the digital
ecosystem for new product launch must
consider multiple user journey paths and
be continually optimized from campaign
performance analytics to ensure
campaigns create high-performance
brand experiences that impact business
returns and ROI.
27

28. A successful digital channel ecosystem for marketing video instant messaging apps
to both B2B and B2C audiences involves a strategic mix of social media,
content marketing, email, influencer partnerships, and SEO.
Tailor Content and Strategies to Specific Needs
and Behaviors of Each Audience Segment.
a s p i r a t i o n a l v i s i o n
28

29. ALIGNING DIGITAL CHANNELS FOR
INFLUENCE
 Social Media: Platforms like Facebook, Instagram, LinkedIn, and Twitter
are essential for both B2B and B2C marketing. They serve as channels for
brand awareness, engagement, customer service, and targeted
advertising​​​​.
 Websites and Blogs: A central hub for brand presence, offering detailed
information, blog content, testimonials, and case studies. Optimized with
SEO, websites are critical for attracting organic traffic and establishing
authority​​.
 Email Marketing: Effective for both B2B and B2C, email marketing is used
for personalized communication, newsletters, product updates, and
nurturing leads through the sales funnel​​.
 Omni-Channel Marketing: Integrating various marketing channels to
provide a seamless user experience. This includes repurposing content
across platforms and ensuring consistent messaging​​.
29
 Video Marketing: Leveraging video content, especially short-form
videos, to engage audiences. It's effective for explaining complex
products, showcasing testimonials, and providing entertainment​​.
 Influencer Marketing: Partnering with influencers to gain credibility and
reach. Influencers can act as brand advocates, especially in markets
where consumers are skeptical of traditional advertising​​.
 Search Engine Optimization (SEO): Optimizing all digital content for
search engines to improve visibility and organic reach. This includes
optimizing websites, blogs, and even social media profiles​​.
 Podcast Marketing: Engaging audiences through audio content. Podcasts
are an effective medium for storytelling and reaching people during
activities like commuting or exercising​​.
 Word-of-Mouth Marketing: Encouraging satisfied customers to share
their experiences. This can happen online through reviews, social media
posts, and user-generated content​​.

30. ALIGNING DIGITAL CHANNELS FOR
INFLUENCE
B2B-Specific Channels
 LinkedIn: Particularly crucial for B2B marketing, it's a platform for
professional networking, sharing industry insights, and lead generation​​.
 Webinars and Virtual Events: Used for product demonstrations, thought
leadership, and engaging directly with a professional audience.
 Trade Publications and Industry Blogs: Publishing in industry-specific
platforms to establish expertise and reach a targeted professional
audience.
30
B2C-Specific Channels
 Influencer Collaborations: More common in B2C, involving collaborations
with influencers on platforms like Instagram, TikTok, and YouTube to
reach a broader consumer base​​.
 Interactive Tools and Games: Engaging consumers through interactive
content, quizzes, and mobile games that can be shared on social media.
 E-commerce Integration: Utilizing online shopping platforms and
integrating with e-commerce for direct product sales and promotions.
Integrated Approach for Both B2B and B2C
 Customer Service Channels: Utilizing digital platforms like chatbots, social media, and email for customer support and engagement.
 Feedback and Review Platforms: Encouraging users to leave reviews and feedback on platforms like Google, Yelp, and industry-specific review sites..

31. Campaign Strategy
How we will engage targeted audiences …
GTM Step 4
31

32. a s p i r a t i o n a l v i s i o n
32
Each touchpoint in this user journey should be designed to progressively educate,
engage, and nurture the potential customer, leading them smoothly through the sales
funnel from initial awareness through to loyal advocacy.
Journeys Must Create Brand Experiences and
Guide the User Through Each Stage of the
Sales-Marketing Funnel.

33. THE USER JOURNEY TO PRODUCT ADOPTION
Retargeting
Objective:
Engage users who
have shown
interest and
provide more
information to
deepen their
understanding of
the product.
Targeted Branding
Objective:
Introduce the
video messaging
product to
potential
customers.
Channel Promos
Objective:
Encourage
prospects who
are close to
making a
purchase
decision.
Promos, Special
Offers – CTA
Objective:
Nurture the
relationship with
prospects who
are considering
the product.
Testimonials
User Stories
Objective: Turn
customers into
loyal users and
advocates for the
product.
Measurement
Re-Branding
Objective:
Convert
interested
prospects into
customers.
Awareness Interest Consideration Intent Conversion Advocacy
33

34. CAMPAIGN PLAYBOOK
Awareness Journey Stage
Objective: Introduce the product to potential customers.
• Social Media: Utilize platforms like Instagram, TikTok, and
LinkedIn to reach young adults, teenagers, and sales
professionals. Create engaging content, including short-form
videos and posts that highlight the product's unique features.
• Influencer Marketing: Collaborate with influencers who resonate
with both consumer and business audiences to generate initial
interest and credibility.
• SEO & Content Marketing: Publish blog posts and articles
optimized for search engines to attract organic traffic. Content
should focus on the benefits of video messaging and industry
trends.
• Paid Advertising: Use targeted ads on social media and Google
Ads to reach potential customers.
• Podcast Advertising: Sponsor relevant podcasts that cater to tech-
savvy consumers and business professionals.
Interest Journey Stage
Objective: Engage users who have shown interest and provide more
information to deepen their understanding of the product.
• Email Marketing: Send informative newsletters to those who
subscribed through the website or other channels. Include product
insights, use cases, and customer testimonials.
• Retargeting Ads: Use retargeting campaigns on social media and
Google to re-engage visitors who interacted with the content but
didn’t convert.
• Webinars and Live Demos: Host online events to demonstrate the
product's capabilities and answer questions in real-time.
• Social Media Engagement: Regularly engage with followers through
comments, direct messages, and interactive content.
34

35. Consideration Journey Stage
Objective: Nurture the relationship with prospects who are
considering the product.
• Personalized Email Campaigns: Segment email subscribers based
on their interactions and send tailored content that addresses
their specific needs or concerns.
• Case Studies and Whitepapers: Provide in-depth content that
showcases the effectiveness and practical applications of the
product.
• Interactive Content: Utilize quizzes, surveys, and interactive videos
on social media and the website to educate potential customers
about the product.
• Customer Reviews and Testimonials: Share user experiences and
reviews on the website and social media to build trust.
Intent Journey Stage
Objective: Encourage prospects who are close to making a purchase
decision.
• Free Trial or Demo: Offer a free trial or personalized demo of the
product to let prospects experience it firsthand.
• FAQs and Support Content: Provide comprehensive FAQs and
support resources to address common questions and barriers to
purchase.
• Discounts and Special Offers: Introduce time-sensitive discounts or
special offers through email marketing and retargeting ads.
• Direct Outreach: Utilize sales teams to reach out directly to leads
who have shown high engagement, especially for B2B prospects.
35
CAMPAIGN PLAYBOOK (continued)

36. Conversion Journey Stage
Objective: Convert interested prospects into customers.
• Easy Purchase Process: Ensure a smooth and straightforward
online purchasing process on the website.
• Follow-up Emails: Send follow-up emails post-purchase with tips
on getting started and maximizing the product’s value.
• Retargeting for Conversion: Use retargeting campaigns focused
on prospects who have reached the intent stage but haven’t yet
converted.
Loyalty and Advocacy Journey Stage
Objective: Turn customers into loyal users and advocates for the
product.
• Exclusive Offers for Existing Customers: Provide exclusive updates,
offers, or features to existing customers.
• Community Engagement: Foster a community through social media
groups or forums where users can share tips and experiences.
• Referral Programs: Implement referral programs encouraging
customers to refer peers in exchange for benefits.
36
CAMPAIGN PLAYBOOK (continued)

37. APP STORE MARKETING PLAYBOOK
App Store Optimization (ASO)
• Keyword Optimization: Research and use relevant keywords in
the app title, description, and metadata to improve visibility in
app store search results.
• Compelling Description: Write a clear and engaging app
description highlighting unique features, benefits, and use cases
of the video messaging app.
• Visual Elements: Utilize high-quality screenshots and video
previews that showcase the app’s interface, features, and user
experience.
• Localization: Tailor the app listing for different regions, including
language and cultural nuances, to appeal to a global audience.
Ratings and Reviews
• Encourage Ratings and Reviews: Prompt satisfied users to leave
positive reviews and ratings, as these influence app store rankings
and potential users’ perceptions.
• Respond to Reviews: Actively respond to user reviews, addressing
issues and showing commitment to user satisfaction. This
interaction can improve ratings and build trust.
App Store Ads
• Apple Search Ads and Google Ad Campaigns: Use paid ads within
the app stores to increase app visibility among targeted users.
Customize ad campaigns based on user demographics, interests, and
behavior.
37
Integrating an App Store mobile app stores strategy such as the Apple App Store and Google Play Store within the digital campaign landscape
will create a cohesive and effective approach to promoting the new video messaging app. These platforms are key touchpoints in the user
journey, especially for app discovery, download, and initial engagement.

38. APP STORE MARKETING PLAYBOOK (continued)
Regular Updates
• Update Frequency: Regularly update the app to fix bugs, improve
features, and introduce new functionalities. Highlight these
updates in the app store listing to engage users.
• Changelog Communication: Use the changelog to communicate
updates, new features, or improvements, encouraging users to
update and revisit the app.
Ratings and Reviews
• Encourage Ratings and Reviews: Prompt satisfied users to leave
positive reviews and ratings, as these influence app store rankings
and potential users’ perceptions.
• Respond to Reviews: Actively respond to user reviews, addressing
issues and showing commitment to user satisfaction. This
interaction can improve ratings and build trust.
Cross-Promotion and Partnerships
• Cross-Promotion: Collaborate with other apps or digital services for
cross-promotion. This can include app bundles or featured
placement in specific app store categories.
• Partnerships: Establish partnerships with brands or influencers who
can promote the app within their apps or digital platforms.
Linking to App Stores from Other Channels
• Website and Social Media: Use your website and social media
channels to direct traffic to the app store listings. Include clear call-
to-action buttons or links for downloading the app.
• Email Marketing: Include app store links in email communications,
especially in welcome emails, newsletters, and promotional
campaigns.
38
The strategy for utilizing app stores should focus on enhancing discoverability, encouraging downloads, and maintaining user engagement.

39. APP STORE MARKETING PLAYBOOK (continued)
Incentivization and Referral Programs
• Incentivize Downloads: Offer incentives for new downloads, such
as a free trial period, exclusive content, or in-app rewards.
• Referral Programs: Implement referral programs that reward
users for bringing in new users through app store downloads.
Tracking and Analytics
• Performance Tracking: Utilize app store analytics to track
downloads, user engagement, and retention. Analyze these metrics
to inform marketing strategies and product improvements.
• A/B Testing: Conduct A/B testing of app store listings (like different
screenshots or descriptions) to determine what resonates best with
your target audience.
39
It's essential to view app stores not just as distribution channels but as vital platforms for marketing, user acquisition, and building brand
loyalty.

40. Creative Ideation
Aligning Content to Campaign Needs …
GTM Activation
40

41. CONSUMER CREATIVE BRANDING IDEATION
(representations)
Young Adults + Teenagers Persona Audience Segment
• Vibrant and Eye-Catching Colors: Use bright and bold colors that
stand out. This age group is often attracted to visuals that are
lively and energetic.
• Modern and Trendy Aesthetics: Incorporate contemporary
design elements that resonate with current trends. This could
include minimalist styles, abstract designs, or popular cultural
motifs.
• Relatable Scenarios: Depict scenarios that young adults and
teenagers can identify with, such as hanging out with friends,
attending concerts or festivals, studying in college environments,
or engaging in popular hobbies.
• Inclusivity and Diversity: Ensure that the imagery is inclusive,
representing diverse ethnicities, backgrounds, and interests. This
age group values diversity and inclusivity.
41
• Technology and Social Media Elements: Since this group is tech-
savvy, include imagery of smartphones, apps, and social media
interactions. Highlighting the app’s interface in a realistic social
media or mobile setting can be effective.
• Authenticity and Realism: Use authentic and candid shots rather
than overly staged or artificial images. Authenticity resonates
more with this demographic.
• Engaging Activities and Interactions: Showcase the app being
used in dynamic and interactive settings, like video calls with
friends, creating content, or sharing moments.
• Influencer and Celebrity Endorsements: If feasible, use images of
popular influencers or celebrities that this demographic follows
and admires, especially those known for their digital presence.
• Creative and Artistic Flair: Incorporate artistic elements that
appeal to their creative side, such as graffiti, digital art, or
creative video effects.
• Emotional Connect: Use imagery that evokes emotions like joy,
excitement, friendship, and adventure, which are relatable to
this age group.

42. CONSUMER CREATIVE COPY IDEATION (video
script)
Young Adults + Teenagers Persona Audience Segment (continued)
[Opening Scene. A bustling college campus, students are seen walking, laughing, and engaging with their phones.]
Narrator (Vibrant and Youthful Voice): "Hey there! In a world where every moment counts, why stick to boring texts when you can bring your
conversations to life?"
-------------------
[Cut to a group of teenagers hanging out in a park. One of them receives a funny video message on their phone and shows it to the others,
sparking laughter.]
Narrator: "Introducing [App Name], the video messaging app that's all about keeping you connected, creatively!"
-------------------
[Scene transitions to a bedroom where a teenager is recording a video message with cool filters and effects.]
Teenager (Excitedly): "Check out these awesome filters! [App Name] lets me express myself in ways that words just can't!"
-------------------
[The scene shifts to a college student in a library sending a quick video update to their study group.]
College Student (In a Whisper): "Hey team, just found the perfect reference for our project. Sending it over!“
Narrator: "With [App Name], it's not just about what you say, it's how you say it. Whether you're sharing the latest gossip, or that not-to-miss
study tip..."
42

43. CONSUMER CREATIVE COPY IDEATION (video
script)
Young Adults + Teenagers Persona Audience Segment (continued)
[Transition to a montage showing various scenarios: a birthday wish, a quick hello from a concert, a funny pet video.]
Narrator: "Birthdays, concerts, or just your daily dose of cuteness - share it all in real-time, with real emotion."
[Cut to a dynamic infographic showcasing app features: video filters, group messaging, privacy settings.]
Narrator: "And with top-notch privacy settings, your convos are just as safe as they are fun."
[Scene ends with a group of friends laughing and enjoying a video message together.]
Narrator: "So, are you ready to amp up your messaging game? Download [App Name] today and start sharing more than just words.“
[Screen displays the app logo with a catchy tagline and a prompt to download.]
Narrator: "[App Name] - Speak Loudly, Without Saying a Word."
[Video ends with upbeat music fading out.]
43

44. BUSINESS CREATIVE BRANDING IDEATION (representations)
Sales Professional Persona Audience Segment
• Professional and Clean Aesthetics: Use imagery that conveys
professionalism and efficiency. This includes clean lines, a more
subdued or corporate color palette, and high-quality visuals.
• Workplace Environments: Depict realistic work settings such as
offices, meeting rooms, and conference spaces. Images of
professionals engaging in meetings, presentations, or
networking events would be relevant.
• Technology Integration: Showcase imagery that features modern
technology tools used in sales, like laptops, smartphones,
tablets, and CRM software interfaces, emphasizing the tech-
savvy aspect of their profession.
• Diverse and Inclusive Representation: Include diverse
representations of professionals in terms of gender, ethnicity,
and age, reflecting the inclusivity in the workplace.
• Aspirational and Success-Oriented: Use imagery that resonates
with their aspirations, such as achieving targets, winning awards,
or leading teams. Visuals that symbolize success, growth, and
leadership can be powerful.
44
• Engagement and Interaction: Show sales professionals in the act
of engaging with clients, demonstrating products, or in deep
discussion, highlighting the interpersonal aspect of their role.
• Brand and Product Representation: If appropriate, include
visuals of the product or brand being sold, especially in contexts
where the sales professional is presenting or demonstrating
these to clients.
• Lifestyle Balance: Depict a balance between professional and
personal life, acknowledging the importance of work-life balance
in their lives.
• Networking and Events: Images of networking events, trade
shows, or industry conferences can also appeal to sales
professionals, as these are often critical aspects of their job.
• Motivational Themes: Use imagery that conveys motivation,
ambition, and the drive to succeed, which are key characteristics
of sales professionals.

45. BUSINESS CREATIVE COPY IDEATION (email)
Sales Professional Persona Audience Segment
Subject Line: Elevate Your Sales Game with [Product Name] Video Messaging
In the fast-paced world of sales, staying ahead isn't just about what you sell; it's about how you connect. Introducing [Product Name], the innovative video messaging app
designed to transform your sales strategy.
Why [Product Name]? Personalized Pitches: Say goodbye to generic emails. With [Product Name], create custom video messages that resonate with each prospect,
making every interaction personal and impactful.
 Effortless CRM Integration: Seamlessly sync [Product Name] with your existing CRM. Track interactions and follow-ups effortlessly, keeping you
one step ahead in your sales journey.
 Real-Time Analytics: Gain insights like never before. Track engagement rates, viewer responses, and tweak your approach for maximum impact.
 Boost Your Conversion Rates. Convert prospects into loyal customers. [Product Name] lets you demonstrate product features, share testimonials,
and answer queries through engaging video content.
 Stay Ahead, Anytime, Anywhere. Whether you're in the office or on the go, [Product Name] keeps you connected. Our mobile-friendly platform
ensures you're always ready to close that deal.
Exclusive Offer for Sales Professionals. Sign up today and get a 30-day free trial. Experience the future of sales communication and see the difference for yourself.
Ready to Revolutionize Your Sales Approach? [Click Here to Start Your Free Trial]. Thank you for considering [Product Name] as your partner in sales
success. We're excited to be part of your journey. P.S.: Don’t miss our upcoming webinar on “Mastering Video Messaging in Sales” - reserve your spot
now!
45

46. Roadmap + Budget
Turning Planning Into Action …
GTM Activation
46

47. GO-TO-MARKET ROADMAP STAGES
STAGE 01 STAGE 02 STAGE 03 STAGE 04 STAGE 05
Teams Alignment
Ecosystem Alignments
Campaign Planning
Production Readiness
(Scheduling + Creative)
Channels Alignments
Campaign Execution
Milestone Timelines
Measurement & Analysis
Stakeholder Reporting
Journey Alignments
Campaign Optimizations
Budget Re-Alignments
Goals + Objectives Review
Campaign, Adjustments,
Expanded Planning
Product
Launch
Measurements
& Analysis
Campaigns
Optimization
Iterative Planning
Cycles & Execution
Pre-Launch
Planning + Activation
47

48. BUDGETING
 Creating a marketing budget based
on anticipated gross revenues
involves several steps and
considerations.
 Based on limited directional pre-
planning corporate guidance and
planning insights and primary
market research, this simulation
uses several common industry
guidelines as listed to represent a
budget.
Percentage of Revenue Approach:
• Standard Allocation: A common practice is to allocate a certain percentage of either the anticipated gross
revenue or the actual revenue (from the previous year) to the marketing budget. This percentage typically
ranges from 5% to 12%, depending on the industry, company size, and growth stage.
• Industry Norms: It's important to consider industry benchmarks. For instance, startups in growth mode
may spend closer to 20% or more of their gross revenue on marketing, while well-established companies
might allocate around 5-10%.
Objective and Task Method:
• Goals Alignment: Set clear marketing goals and objectives aligned with business targets. Estimate the cost
of activities required to achieve these goals.
• ROI-Focused: Consider the expected return on investment (ROI) for different marketing strategies and
channels. More expensive campaigns should be justified with higher expected returns.
Life Cycle Consideration:
• Stage of Business: Adjust the budget based on the life cycle stage of the business. Newer businesses
might need to spend more on marketing to build brand awareness, while established businesses might
focus on maintaining their market position.
Flexibility and Contingency:
• Adaptability: Keep some flexibility in the budget for unexpected opportunities or market changes.
• Contingency Fund: Allocate a portion of the budget (around 5-10%) for unforeseen circumstances or
experimental marketing tactics.
Digital Marketing Focus:
• Online Spending: With the increasing importance of digital marketing, allocate a significant portion of the
budget to online channels, including social media, SEO, content marketing, and digital advertising.
48

49. Recommendation: $1,500,000
Total Budget for Marketing Activities
16%
14%
13%
10%
10%
9%
9%
9%
9%
Marketing
Plan
Mobile
Marketing
Experiential
Marketing
Display +
Retargeting
Ads
SEM + PPC
SEO + Content
Marketing
Influencer
Marketing
Video
Marketing
Email
Marketing
Social Media
BUDGET
ALLOCATIO
NS
 Catering both general consumers and
business users is ambitious, but
achievable.
 Targeting both audience segments is
necessary and will help establish the
product effectively in the competitive
landscape, ensuring both initial impact
and sustainable growth.
 Initially, a decision would need to be
made based on projected revenues
aligned to budget emphasis on the two
main types of customers: consumer and
business.
 Once this partition has been made, the
recommendation would be to allocate
channel budget spends by projected
campaign performance and funnel need.
 As campaigns are executed and
performance measured, budgets can be
optimized from data analytics to re-align
spends for maximum impact and returns. 49
Core primary channels include: social media, email marketing, video marketing, influencer
marketing, content marketing, SEO/SEM, and paid advertising. Depending on distribution models,
App Store marketing also becomes a core channel and may require a separate budget.

50. Next Steps
Final Checklist for Launch …
GTM Activation
50

51. ROADMAPPING SUCCESS
1. Understanding the Audience
Additional market research to understand customer goals,
motivations, and pain points are needed for all target audiences.
Engaging in conversations with current or prospective customers can
provide valuable insights​​.
2. Clear Positioning Statement
A Positioning Statement is required to clearly communicate how the
product fills a need in the market. This positioning statement should
answer who the product is for, what it does, and why it's different
from other products​.
3. Go-to-Market Strategy
The GTM Strategy needs to be enhanced and expanded based on
Discovery Sessions. Final planning needs to confidently align to each
funnel stage in the customer journey. Once adopted, Campaign
Planning can begin in earnest.
51
It will be paramount to integrate insights from various sources and tailor the final planning and execution for both the consumer and business
segments.
4. Goal Setting
Launch Goals and KPIs Are Required: Establish specific, measurable,
attainable, relevant, and time-bound (SMART) goals for the launch.
These could include any milestone goals measurable by key
performance indicators (KPIs) like sales revenue, customer
acquisition, and social media engagement​​.
5. Campaign Planning
Activate sales, marketing and creative teams to begin architecting
campaigns for each audience group. Prioritize audiences aligned to
campaign planning commencing with projected segments that are
easiest to penetrate.
6. Creative + Content Creation
Begin the creative and content production process required for
executing campaigns. Align positioning and messaging to target
audiences. Develop content such as blog posts, demos, tutorials,
email campaigns, social media posts, and landing pages. This
content should align with your promotional efforts and go-to-market
strategy​​.

52. ROADMAPPING SUCCESS(continued)
7. Testing and Feedback
As a best practice, test the product with real users to identify and
resolve any bugs, usability issues, or functional problems before
product launch. Gather feedback for product improvement and
enhance functionality, usability, and performance and schedule into
R&D timelines​​.
8. Distribution Channels
Finalize how and where customers can purchase your product,
whether online, in physical stores, app store, or through other
partners. Well-planned distribution channels are crucial for
minimizing delays and maximizing market share capture​​.
9. Team Preparation
Prepare teams to ensure key departmental stakeholders are familiar
with the product. Provide training sessions, develop sales
enablement materials, and conduct role-playing exercises. Keep all
stakeholders informed and aligned with the launch plan​​.
52
10. Launch Execution
Set a launch date and officially launch the product. Double-check all
details and materials, conduct a final team alignment, monitor social
media for customer reactions, and ensure all systems related to the
launch are functioning smoothly​​.
11. Post-Launch Analysis
Evaluate launch success via milestone dates. After the launch,
assess the performance of your go-to-market strategy against the set
goals and KPIs. Be prepared to pivot or adjust your strategy based on
the outcomes and customer feedback​​.
12. Budget Review Considerations
Understand that launching a product may require larger budgets.
Depending on the scope, type of product, and market competition,
make a business decision based on projected business benefit and
revenues​​. You can use common best practices for establishing a
marketing budget which has been recommended.

53. Q&A
a s p i r a t i o n a l v i s i o n
53

54. THANK
YOU
Email :
danielmckean@gmail.com
daniel@mpactworks.com
Website :
danielmckean.myportfolio.com
LinkedIn :
linkedin.com/in/danielmckean
Phone :
+1 949 338-4762
Daniel McKean
Sr. Marketing Strategist & Data Analyst