John Jantsch provides a 7 step system for marketing success that involves: 1) establishing a strategy before tactics by defining an ideal client and core message, 2) building a marketing hourglass by mapping customer touchpoints from awareness to referral, and 3) publishing educational content through themes and platforms. The system also includes: 4) developing a total online presence through various digital channels, 5) leveraging advertising, PR, and referrals for lead generation, 6) focusing on lead conversion, and 7) living by a marketing calendar, budget, and documentation.