Marketing Planning

Xây dựng chiến lược marketing toàn diện với các framework đã được chứng minh.

Skill Này Làm Gì

Thách thức: Nhiều marketing plans chỉ là danh sách tactics mà thiếu strategy. Không có framework rõ ràng, effort bị phân tán, budget lãng phí và khó đo lường kết quả.

Giải pháp: Skill marketing-planning hướng dẫn xây dựng chiến lược marketing có cấu trúc sử dụng RACE, SOSTAC và STP frameworks — từ phân tích thị trường đến execution roadmap.

Kích Hoạt

Ngầm định: Tự động kích hoạt khi cần lập kế hoạch marketing dài hạn hoặc chiến lược tổng thể.

Tường minh: Kích hoạt qua prompt:

Activate marketing-planning skill to create [annual/quarterly/campaign] plan

Tính Năng

1. RACE Framework

Reach → Act → Convert → Engage

REACH (Tiếp cận)
Goal: Tăng awareness và traffic
KPIs: Organic/paid traffic, brand searches, reach/impressions

ACT (Hành động)
Goal: Tăng engagement và lead generation
KPIs: Email signups, form submissions, content downloads, time on site

CONVERT (Chuyển đổi)
Goal: Chuyển leads thành customers
KPIs: Trial signups, demo bookings, CVR, CAC

ENGAGE (Tương tác)
Goal: Tăng retention và advocacy
KPIs: Churn rate, NPS, LTV, referrals

RACE Planning Template:

## Marketing Plan Q[X] [Year]

### Reach Strategy
Target: [N] unique visitors/month từ [channels]
Tactics:
- SEO: [X] blog posts targeting [keywords]
- Paid: [$X] budget on [platforms]
- Social: [X] posts/week on [channels]

### Act Strategy
Target: [N] leads/month, [X]% MQL rate
Tactics:
- Lead magnet: [Description]
- Email nurture: [X]-email sequence
- Webinar: Monthly webinar về [topic]

### Convert Strategy
Target: [X]% trial-to-paid rate
Tactics:
- Onboarding optimization
- Sales touchpoints tại day 1, 7, 14
- Pricing page A/B test

### Engage Strategy
Target: < [X]% monthly churn
Tactics:
- Monthly success check-ins
- Power user community
- Quarterly business reviews (enterprise)

2. SOSTAC Framework

Situation → Objectives → Strategy → Tactics → Action → Control

Situation Analysis:

## Situation Analysis

### Internal (SWOT)
Strengths:
- [Product differentiators]
- [Team expertise]

Weaknesses:
- [Areas to improve]
- [Resource constraints]

### External (PESTLE)
Opportunities:
- [Market trends]
- [Competitor gaps]

Threats:
- [Competitive pressure]
- [Market changes]

### Customer Analysis
- ICP: [Job title, company size, industry]
- Pain points: [Top 3]
- Decision factors: [Price/Features/Trust/ROI]
- Buying journey: [Awareness → Evaluation → Decision]

3. STP Framework

Segmentation → Targeting → Positioning

Segmentation:

Geographic: [Countries/regions]
Demographic: [Company size, revenue, headcount]
Psychographic: [Values, attitude toward tech/AI]
Behavioral: [Usage patterns, purchase history]

Targeting:

Primary segment: [Description — highest value/fit]
Secondary segment: [Description — growth potential]
Excluded segments: [Why not targeting]

Positioning:

Positioning statement:
"For [primary segment] who [pain point],
[Product] is [category] that [benefit].
Unlike [alternatives], [Product] [key differentiator]."

Positioning map:
- X axis: [Dimension 1, e.g., Price]
- Y axis: [Dimension 2, e.g., Ease of use]
- Plot: Your product vs top 5 competitors

4. OKR Marketing Planning

Objectives và Key Results:

Objective 1: Establish product as category leader
KR 1.1: Achieve top-3 ranking for "[category] software" keywords
KR 1.2: 500 organic backlinks from DA>40 sites
KR 1.3: 1,000 G2 reviews với avg 4.5+ stars

Objective 2: Drive efficient customer acquisition
KR 2.1: CAC < $150 (blended)
KR 2.2: Trial-to-paid rate > 25%
KR 2.3: 5 new customers/week from organic

Objective 3: Build retention flywheel
KR 3.1: Monthly churn < 2%
KR 3.2: NPS > 40
KR 3.3: 20% revenue from referrals

5. Marketing Calendar

Annual rhythm:

Q1: Foundation & Launch
- Jan: New year campaign
- Feb: Valentine's (nếu relevant)
- Mar: Q1 push

Q2: Growth
- Apr: Spring campaign
- May: Motherboard/events
- Jun: Mid-year review, H2 planning

Q3: Expansion
- Jul: Summer campaign
- Aug: Back-to-school/business
- Sep: Product updates, fall push

Q4: Harvest
- Oct: Halloween (B2C)
- Nov: Black Friday deals
- Dec: Year-end review, retention push