A 12-14 week project that adapts John Jantsch's Duct Tape Marketing system - anchored on the Marketing Hourglass (Know, Like, Trust, Try, Buy, Repeat, Refer) - into a CRM-native, B2B SaaS operating system. Replaces founder-led tactic-of-the-week marketing with a documented strategy, an instrumented hourglass, a content engine, a lead-conversion machine, a referral engine, and a permanent operating cadence. Outputs produce the T2D3 growth-curve foundation (Triple-1 -> Triple-2): a system that can survive without the founder's daily attention. Reference methodology: https://ducttapemarketing.com/seven-steps-marketing-system/. Total scope: 7 modules, 22 sections, 65 tasks, 807 hours of canonical effort.
T2D3 stage Triple-1. The single biggest reason B2B SaaS marketing fails at $1-10M ARR is that no one wrote down who you serve, what pain you solve, or what unique claim you make. Module 1 produces the strategic spine: ICP one-pager, Pain-Claim-Gain core message, brand positioning statement, anti-personas, talking logo, talk triggers, and visual identity. STOP step Standardize the strategic artifacts so every downstream module can pull from a single source of truth. Reference https://ducttapemarketing.com/strategy-first/. Without this module, the Hourglass becomes a slide.
Identify the narrowest viable ICP and codify anti-personas. Deliverables: ICP one-pager, anti-persona list, JTBD statements, watering-hole map. Per Jantsch's Strategy First (https://ducttapemarketing.com/strategy-first/), narrow wins.
Audit current customer base and identify best-fit cohort
Pull every closed-won customer from the last 18 months. Score each on (a) ARR, (b) NRR, (c) NPS, (d) sales-cycle length, (e) support-burden. Surface the 10 best-performing accounts and 5 worst - these become the empirical foundation for ICP and anti-persona work. This is Jantsch's Step 1 ('Strategy Before Tactics') translated to a B2B SaaS data-pull. Reference: https://ducttapemarketing.com/seven-steps-marketing-system/. Without this baseline the Module 1 outputs are speculation.
Draft ICP one-pager (narrowest viable B2B SaaS segment)
Synthesize the best-fit cohort into a single ICP one-pager: firmographic filters (industry, size, geo, tech stack), buyer/user role, jobs-to-be-done, watering holes (LinkedIn groups, podcasts, conferences, communities), trigger events. Jantsch's narrowest-viable-segment principle: 'the single-minded point of difference that some narrowly defined ideal client cannot live without' (https://ducttapemarketing.com/strategy-first/). The one-pager is the source of truth every downstream module reads from.
Define 3 anti-personas (who we explicitly will NOT sell to)
From the worst-fit cohort, write 3 anti-personas: the deals that close but churn, drag CAC, eat support, or sour reviews. Saying NO is Jantsch's most-overlooked Step-1 lesson - when you serve everyone, you serve no one. Anti-personas govern marketing copy guards, sales DQ rules, and routing logic. Reference: https://ducttapemarketing.com/strategy-first/.
Build a Pain-Claim-Gain core message and brand positioning statement. Deliverables: Core Message Document, talking logo, 30-sec founder pitch, talk-trigger candidates, headline variants per persona.
Draft Pain-Claim-Gain core message v1 with T2D3 generator
Use T2D3's Pain-Claim-Gain core-message generator (proprietary IP). Inputs: ICP one-pager (T1.1.2), JTBD statements, top-5 product proof points. Outputs: pain statement (fears + dreams), claim (solution superpowers + 3 proof types), gain (financial + strategic + personal). The framework maps to the buyer's three sequential questions: Why change? Why you? Why now? Reference: https://www.t2d3.pro/learn/b2b-saas-messaging.
Lock brand positioning statement in 'We help X get Y by Z' form
Convert Pain-Claim-Gain v1 into Jantsch's positioning template: 'We help [ideal client] get [core result] by [unique mechanism].' Test against 3 alternatives. Pressure-test for clarity, uniqueness, and proof. Reference: https://ducttapemarketing.com/strategy-first/. Without a positioning statement everyone can recite the same way, downstream copy will drift.
Build talking logo and 3 talk-trigger candidates (Jay Baer)
Jantsch's 'talking logo' is the conversational version of your positioning, used in introductions and on the phone ('we help [ICP] [outcome]'). Talk triggers (Jay Baer) are operational choices, not marketing slogans, that earn word-of-mouth - Generosity, Responsiveness, Empathy, Usefulness, Attitude. Identify 3 candidates the team could implement in 90 days. Reference: https://ducttapemarketing.com/transcript-create-talk-triggers/.
Establish brand visual system. Deliverables: brand style board (color, type, photography rules), logo variants, slide template, social templates. Per Jantsch's Step 3 'Wake Up the Senses with an Image to Match Your Message.'
Produce brand style board v1 (color, type, photography, voice)
Jantsch's Step 3: 'Wake Up the Senses with an Image to Match Your Message.' Build the brand style board: primary/secondary/accent palettes, typography pairing, photography direction (subject matter, treatment, do's/don'ts), voice & tone guide, motion principles. Reference: https://ducttapemarketing.com/how-to-build-a-complete-marketing-strategy/. The visual system must reinforce the Pain-Claim-Gain emotionally.
Apply brand system to slide / social / doc templates
Convert the brand style board into operational templates: pitch deck, sales-deck section masters, social-post templates (LinkedIn, X), one-pager, case-study template, email-newsletter template. Without templated assets, the brand system stays a Figma file and never ships. Reference: https://ducttapemarketing.com/strategy-first/.
Run 5 ideal-client interviews to validate ICP/Core Message (per Strategy First step 4). Deliverables: 5 transcripts, snippet-tag taxonomy, problem-statement library, validation memo.
Build 5-customer interview list (best-fit, recent winners)
Per Jantsch's Strategy First step 4: 'Conduct research or interview 5 ideal clients.' Use T1.1.1 best-fit cohort to identify 5 customers (mix of recent winners + long-tenured) for 30-min discovery calls. Calls validate or invalidate the ICP and Pain-Claim-Gain v1. Reference: https://ducttapemarketing.com/strategy-first/.
Draft Pain-Claim-Gain interview guide
Build a 30-min interview guide with 8 open prompts + 5 follow-up probes per pain. Map every prompt to a Pain-Claim-Gain dimension. Use T2D3 snippet-tag taxonomy (problem / JTBD / current solution / workaround / dollar impact). Reference: https://www.t2d3.pro/learn/b2b-saas-messaging. The guide is the trio's go-to-meeting artifact.
Run 5 interviews and synthesize into validation memo
Conduct 5 x 30-min calls, transcribe (Otter/Fireflies), tag with the snippet taxonomy, synthesize into a validation memo: which Pain-Claim-Gain elements landed, which fell flat, what new pains surfaced. Output is the gate to lock Module 1 and start Module 2. Reference: https://ducttapemarketing.com/strategy-first/.
T2D3 stage Triple-1. Builds the upper Hourglass - the stages that turn a stranger into a trusted candidate. Maps Jantsch's KLT to B2B SaaS: organic SEO + topical authority (Know), founder-led narrative + nurture (Like), G2 review velocity + security pages + named case studies (Trust). G2 2025 reports 31% of buyers cite review sites as their most-consulted source - Trust is now where deals are won. STOP step Standardize -> Templatize each play. Reference https://ducttapemarketing.com/grow-your-business-with-the-marketing-hourglass-framework/.
Awareness: SEO + content hubs + paid LinkedIn + LLM discoverability. Deliverables: 3 hub-page briefs, paid-social campaign, LinkedIn ABM list, LLM-prompt monitoring setup. Per Jantsch's Hourglass framework.
Define Know-stage tactic stack (B2B SaaS)
Map Know-stage Hourglass tactics to B2B SaaS specifics: organic SEO + 3 hub topics, paid LinkedIn ABM display, founder LinkedIn cadence, podcast tour, conference sponsorships, share-of-voice in LLM answer surfaces (G2 finds 50% of buyers now start research with AI chatbots - https://www.prnewswire.com/news-releases/new-g2-research-half-of-b2b-software-buyers-now-start-their-research-with-ai-chatbots-302742807.html). Output: Know-stage definition card with named tactics + KPIs + owners.
Brief 3 hub pages (topic clusters) for primary ICP JTBD
Per Jantsch's Step 3 ('Make Content the Voice of Strategy'), each hub is a topic-cluster anchor that captures organic + LLM-answer share-of-voice. Brief 3 hubs: keyword cluster, user intent, target ICP segment, supporting article list (8-12 each), internal linking spec. Reference: https://ducttapemarketing.com/seven-steps-marketing-system/. Hubs become the spine of M5.
Launch paid LinkedIn ABM campaign for 200-account list
Stand up a paid LinkedIn campaign targeting 200 ICP-matched accounts. Use Pain-Claim-Gain v1 copy (T1.2.1). Track: account-level reach, CTR, demo bookings. Reference: https://www.understoryagency.com/blog/saas-b2b-intent-signals-guide. Calibrate against B2B SaaS visitor-to-lead 1-3% benchmark.
Baseline LLM-answer share-of-voice for 30 ICP queries
Pick 30 high-intent ICP queries. Run them through ChatGPT, Perplexity, Gemini, and Claude. Record (a) whether your brand appears in the answer, (b) whether competitors appear, (c) which sources are cited. Build a baseline dashboard. T2D3 IP: LLM-discoverability monitoring. References: https://ducttapemarketing.com/ai-rewriting-the-customer-journey/, https://www.prnewswire.com/news-releases/new-g2-research-half-of-b2b-software-buyers-now-start-their-research-with-ai-chatbots-302742807.html.
Personality + nurture: founder LinkedIn cadence, weekly newsletter, opinionated POV piece, episodic customer-narrative content. Deliverables: nurture sequence, newsletter template, founder content calendar.
Launch weekly newsletter (founder-voice, 600-900 words)
Jantsch's Like-stage tactic translated for B2B SaaS: a weekly newsletter in the founder/CMO voice, built around 1 opinion + 1 customer story + 1 useful resource. List growth + open rate + click rate are the proxy KPIs. Reference: https://ducttapemarketing.com/grow-your-business-with-the-marketing-hourglass-framework/. Newsletter is the highest-trust 1:1 surface and the place Pain-Claim-Gain gets repeated reps.
Stand up founder LinkedIn cadence (3 posts/week)
Founder-led content is the highest-converting Like-stage signal for early-stage B2B SaaS. Build a 3-posts/week cadence: 1 POV / category opinion, 1 customer story, 1 building-in-public update. Pair with a ghostwriter or agency. Reference: https://ducttapemarketing.com/grow-your-business-with-the-marketing-hourglass-framework/.
Design 5-touch Like-stage nurture sequence
Build a 5-email sequence triggered when a contact crosses Know -> Like (e.g., 2nd visit + newsletter signup). Sequence: (1) welcome + Pain-Claim-Gain v1, (2) founder POV piece, (3) customer story, (4) useful resource (e.g., scorecard), (5) soft CTA to demo. Reference: https://ducttapemarketing.com/customer-journey-marketing-hourglass/.
Credibility: review velocity, security/compliance pages, named case studies, logo wall, analyst placements. Deliverables: G2/Capterra/TrustRadius outreach plan, trust center, 5 named case studies, reviews-velocity dashboard.
Build B2B SaaS Trust-stage definition card (T2D3 IP)
Codify Trust as G2/Capterra/TrustRadius reviews + security/compliance pages + named case studies + customer logos + analyst placements. Per G2 2025: 31% of B2B buyers cite review sites as their most-consulted source - up from 13% in 2021. T2D3 IP: B2B SaaS Trust-stage definition card. Reference: https://images.g2crowd.com/uploads/attachment/file/1470753/2025-G2-Buyer-Behavior-Report.pdf.
Launch G2/Capterra/TrustRadius review velocity program
Set up a 4-week sprint to harvest 20 reviews on G2 (and 10 each on Capterra/TrustRadius). Outreach via post-onboarding NPS, post-renewal moments, and CSM-driven asks. Reference: https://research.g2.com/cmos-2025-buyer-behavior-report-research-g2. The sprint sets velocity baseline for the rolling cadence.
Produce 5 named customer case studies (1-pager + long-form)
Five named, on-the-record case studies. Each: 1-pager + long-form + video quote <=30 sec. Map to ICP segments. Per https://www.upliftcontent.com/blog/saas-marketing-case-studies/, SaaS teams produce ~19 new case studies/year on average; 5 in 12 weeks is the catch-up sprint. Trust-stage drives >=20% of B2B SaaS deals.
T2D3 stage Triple-1 -> Triple-2. The conversion middle of the Hourglass. Try = trial / sandbox / POC / interactive product tour / ROI calculator. Buy = pricing clarity, procurement support, security questionnaire pre-fill, MSA/DPA library, time-to-first-value < 10 minutes (OpenView/Lenny benchmark). STOP step Templatize so every offer has a reusable launch + measurement spec. Reference https://www.1capture.io/blog/free-trial-conversion-benchmarks-2025.
Trial / sandbox / POC design. Deliverables: trial UX spec (opt-in vs CC), sandbox / interactive tour, POC playbook, ROI calculator, on-demand demo. Time-to-first-value < 10 min target.
Build B2B SaaS Try-stage definition card
Codify Try-stage as: trial (opt-in vs CC-required) + sandbox + interactive product tour + ROI calculator + on-demand demo + scorecard/assessment. Each is a Try-stage offer. Per ChartMogul 2026: opt-in trials convert at 8.9%, CC-required at 31.4% (https://www.1capture.io/blog/free-trial-conversion-benchmarks-2025). T2D3 IP: stage-definition card.
Decide: trial vs sandbox vs POC for our motion
Pick the dominant Try-stage motion based on ACV, ICP, and product complexity. Decision rubric: ACV <$5K -> opt-in trial; $5-25K -> CC-required trial or sandbox; $25-100K -> guided POC; >$100K -> enterprise POC w/ success criteria. Reference: https://growleads.io/blog/b2b-saas-trials-vs-demo-sales-conversion/.
Optimize trial UX for time-to-first-value < 10 minutes
Per OpenView/Lenny analysis (https://www.1capture.io/blog/free-trial-conversion-benchmarks-2025): activation rate 60%+ for winners, time-to-first-value <10 min, behavioral payment capture (not calendar-based). Audit current trial; remove friction; instrument activation events; install in-app guidance. T2D3 IP: TTFV scorecard.
Ship 1 self-serve ROI calculator OR diagnostic scorecard
Light Try-stage offer that turns Like-stage traffic into Try-stage signal. Inputs are 4-6 fields ICP self-reports; output is a personalized ROI/score plus a soft CTA to talk to sales. Reference: https://ducttapemarketing.com/customer-journey-marketing-hourglass/. T2D3 IP: ROI calculator template + scoring rubric.
Mid-funnel offers: scorecards, assessments, ebooks, webinars. Deliverables: >=3 Try-stage offers wired to CRM, drip sequences, offer landing pages. Per Jantsch's content hourglass.
Ship 3 Try-stage content offers (ebook, webinar, scorecard)
Per Jantsch's content hourglass (https://ducttapemarketing.com/7-stages-of-the-content-hourglass/), Try stage uses ebooks, webinars, evaluation processes. Pick 3 - each tied to one of the 3 hubs from M5 - and ship in sequence. Each offer captures email + role + company size and triggers a Try-stage drip.
Build Try-stage drip sequence per offer (3-touch each)
Each Try-stage offer triggers a 3-email drip: (1) deliver the asset + Pain-Claim-Gain context, (2) related case study, (3) demo CTA. Reference: https://ducttapemarketing.com/customer-journey-marketing-hourglass/. T2D3 IP: drip-sequence template per offer type.
Produce on-demand demo video (8-12 min, segmented per ICP)
A pre-recorded demo behind a single email gate, segmented by primary ICP. Captures Try-stage signal without sales overhead. Reference: https://growleads.io/blog/b2b-saas-trials-vs-demo-sales-conversion/. Demos generate 29% higher LTV than trials for ACV >$50K - the on-demand version is the bridge.
Purchase + onboarding fitness: pricing page, procurement/security paths, MSA/DPA library, kickoff playbook, TTFV < 10 min. Deliverables: pricing page rebuild (gate-eligible), procurement kit, kickoff scripts, first-100-days plan.
Build B2B SaaS Buy-stage definition card
Codify Buy as: pricing-page clarity + procurement & legal paths + security questionnaire pre-fill + MSA/DPA library + electronic signature/Stripe Checkout/PLG self-serve + kickoff playbook. T2D3 IP: stage definition card. Reference: https://ducttapemarketing.com/grow-your-business-with-the-marketing-hourglass-framework/.
Rebuild pricing page with Pain-Claim-Gain anchoring
Pricing-page friction is the largest Buy-stage leak. Rebuild with Pain-Claim-Gain at the top, 3 clear tiers, transparent terms (annual/monthly), procurement-ready CTAs, Stripe Checkout for self-serve. Reference: https://www.t2d3.pro/learn/b2b-saas-messaging.
Assemble procurement and legal kit (MSA, DPA, security pre-fill)
Per the B2B SaaS Buy stage: enterprise deals stall in procurement because legal/security artifacts aren't pre-built. Assemble: MSA template, DPA template, SOC 2 report PDF, security questionnaire pre-fill (CAIQ, SIG-Lite), DPIA template, sub-processor list. Reference: https://research.g2.com/cmos-2025-buyer-behavior-report-research-g2.
T2D3 stage Triple-2. The bottom of the Hourglass - Jantsch's most-overlooked stages and where B2B SaaS NRR is decided. Repeat = QBRs / async expansion playbook / education academy / product newsletter. Refer = customer advisory board, talk triggers, advocacy program, Partnerstack/Reachdesk integration. NRR >=110% target, referral revenue >=15% of new ARR. STOP step Templatize -> Optimize. References https://www.wudpecker.io/blog/retention-benchmarks-for-b2b-saas-in-2025 and https://www.revel-one.com/resources/customer-marketing-and-customer-advisory-boards.
Retention + expansion. Deliverables: QBR / async-QBR template, expansion-trigger playbook (in-app at 80% tier-limit), education academy v0, product release newsletter. NRR 110%+ target.
Build B2B SaaS Repeat-stage definition card
Codify Repeat as: QBRs (or async equivalent for SMB) + product release newsletter + in-app expansion nudges (when usage hits 80% of tier-limit per https://www.wudpecker.io/blog/retention-benchmarks-for-b2b-saas-in-2025) + customer education academy + win-back program. Target: NRR 110%+; gross retention 90%+. T2D3 IP: stage definition card.
Build QBR / async-QBR template (SMB to enterprise)
QBR is the canonical Repeat-stage rhythm. Build a 30-min agenda for enterprise + a 1-page async equivalent for SMB customers. Sections: usage trends, value realized, expansion paths, risks, asks. Reference: https://www.june.so/blog/customer-success-renewal-playbook.
Codify expansion-trigger playbook (in-app + CSM-led)
Per https://www.wudpecker.io/blog/retention-benchmarks-for-b2b-saas-in-2025: when usage hits 80% of tier-limit, prompt upgrade - don't wait for complaints. Identify 3-5 leading expansion triggers (seat utilization, feature usage, value milestone) and design in-app + CSM playbook for each. Best-in-class NRR is >130%; this play is the path.
Launch monthly product release newsletter (existing customers)
A monthly newsletter exclusively for existing customers: new features, best practices, expansion opportunities, customer wins. Reference: https://ducttapemarketing.com/7-stages-of-the-content-hourglass/ - Repeat content 'showing advanced results from your products.'
Customer referral + advocacy program. Deliverables: customer referral incentive program, Partnerstack/Reachdesk integration, advocacy program tiering, talk-trigger workshop. Target >=15% of new ARR from referrals.
Build B2B SaaS Refer-stage definition card
Codify Refer as: customer referral program + advocacy program tiers + Partnerstack/Reachdesk integration + customer advisory board + integration ecosystem + co-marketing. Target: >=15% of new ARR from referrals (https://www.rewardful.com/articles/saas-affiliate-program-benchmarks). T2D3 IP: stage definition card + Partnerstack schema.
Design customer referral incentive program (cash vs credit vs recognition)
Decision rubric: cash vs credit vs donation vs recognition. The most effective B2B SaaS programs reward both sender and recipient with feature unlocks, free seats, or tier upgrades - reinforcing product usage rather than just gift cards (https://partnerstack.com/resources/guides/anatomy-of-a-referral-program). Document the program: who refers, who gets what, claim flow, tax handling.
Stand up Partnerstack OR Reachdesk OR Cello integration
T2D3 IP: pre-built schemas for Partnerstack and Reachdesk. Pick a platform based on motion (Partnerstack for partner-driven; Reachdesk for direct mail/gifts; Cello for in-product viral). Stand up account, configure ICP-aligned program tiers, integrate with HubSpot/Salesforce. PartnerStack network averages 30% partner-driven revenue boost (https://partnerstack.com/articles/enterprise-kpis-saas-partnerships).
Customer advisory board + partner ecosystem. Deliverables: CAB charter, member roster, meeting cadence, partner-archetype map (complementary, adjacent, upstream, downstream), partner outreach sequence.
Charter Customer Advisory Board (CAB) and recruit 6-10 members
Per https://www.revel-one.com/resources/customer-marketing-and-customer-advisory-boards: B2B SaaS companies with formal CABs (15%+ participation) grow 23% faster. Charter the CAB: charter doc, member criteria, meeting cadence (quarterly), agenda framework. Recruit 6-10 strategic customers. Okta scaled to 500+ pre-IPO.
Map 4 strategic partner archetypes (complementary, adjacent, upstream, downstream)
Per Duct Tape's referral framework (and Section 7 of the design brief): identify 4 partner archetypes - complementary (parallel use cases), adjacent (related buyer), upstream (data/source), downstream (consumes our data). Build a target list of 5 candidates per archetype. Reference: https://www.kalungi.com/blog/the-one-b2b-saas-referral-program-template-you-need.
Build 4-touch partner outreach sequence
Per Duct Tape and PartnerStack guidance, partner programs work when outreach is sequenced. 4 touches: (1) intro w/ ICP overlap data, (2) co-marketing pitch, (3) integration walkthrough, (4) revenue-share offer. Reference: https://partnerstack.com/resources/guides/anatomy-of-a-referral-program.
T2D3 stage Triple-1 -> Triple-2. Implements Jantsch's Step 3 ('Make Content the Voice of Strategy'). Builds 3 content hubs (topic clusters), an editorial calendar, a content-to-Hourglass mapping, and an LLM-discoverable content posture (G2 finds 50% of buyers now start research with AI chatbots). STOP step Optimize - measure hub performance and double-down on the working one. References https://ducttapemarketing.com/seven-steps-marketing-system/ and https://ducttapemarketing.com/ai-rewriting-the-customer-journey/.
Build 3 content hubs (topic clusters) aligned to ICP JTBD. Deliverables: hub briefs, supporting article calendar, internal-linking spec, hub performance dashboard. Per Jantsch Step 3 - hubs dominate search and LLM share-of-voice.
Build hub-page #1 + 8 supporting articles
First content-hub stand-up. Per Jantsch's Step 3 ('Make Content the Voice of Strategy') - content hubs dominate search and LLM-answer share-of-voice. Hub page = 2,500-4,000 words, anchors topic cluster. 8 supporting articles cross-link to the hub. Reference: https://ducttapemarketing.com/seven-steps-marketing-system/.
Build 12-week editorial calendar mapped to Hourglass stages
Per https://ducttapemarketing.com/7-stages-of-the-content-hourglass/ - every content asset maps to a Hourglass stage. Calendar surface: week-by-week, owner, hub, hourglass-stage tag, KPI. Drives the Module 7 monthly review.
Build syndication plan (LinkedIn / podcasts / newsletter)
Repurpose every primary content asset across LinkedIn, X, podcasts, newsletter, and partner channels. T2D3 IP: 1-to-7 syndication template (1 long-form -> 7 derivatives). Reference: https://ducttapemarketing.com/seven-steps-marketing-system/.
Quarterly editorial calendar mapped to Hourglass stages. Deliverables: 12-week calendar, content-to-Hourglass map, syndication plan (LinkedIn, podcasts, newsletter).
Map every content asset to one Hourglass stage
Audit existing + planned content; tag each asset Know/Like/Trust/Try/Buy/Repeat/Refer. Surface stage gaps. Per content hourglass (https://ducttapemarketing.com/7-stages-of-the-content-hourglass/), an unbalanced library is the failure mode. Most B2B SaaS over-indexes on Know/Try and starves Trust/Repeat/Refer.
Build hub-pages #2 and #3 + briefs for 16 supporting articles
Hubs 2 and 3 stand up the topical-authority footprint. Same SOP as Hub-1 (T5.1.1). 90-day target: 3 hubs, 24 articles, 1+ hub ranking page-1 for primary head term. Reference: https://ducttapemarketing.com/seven-steps-marketing-system/.
LLM-answer share-of-voice posture. Deliverables: LLM-monitoring dashboard, structured-data implementation, answer-engine optimization brief. Feature-gated section - skipped if customer.has_aio_program == true (covered by website-rebuild M4 AIO content guide).
Implement schema.org markup for hubs (Article, FAQPage, HowTo)
LLMs increasingly prefer well-structured pages. Implement Article, FAQPage, HowTo, Organization schema across the 3 hubs and supporting articles. Reference: https://ducttapemarketing.com/ai-rewriting-the-customer-journey/. Feature-gated: skip if the customer is already running an AIO program via the website-rebuild playbook M4 AIO content guide.
Stand up weekly LLM share-of-voice monitoring dashboard
Operationalize the T2.1.4 baseline. Build a recurring (weekly) job that re-runs the 30-query bank across ChatGPT/Perplexity/Gemini/Claude and posts a delta dashboard to the marketing rhythm review. T2D3 IP: LLM monitoring dashboard. Reference: https://www.prnewswire.com/news-releases/new-g2-research-half-of-b2b-software-buyers-now-start-their-research-with-ai-chatbots-302742807.html. Feature-gated: skip if the website-rebuild playbook M4 AIO content guide is already installed.
T2D3 stage Triple-2. Jantsch's Step 6 - 'Make Lead Conversion Your X Factor.' Maps every micro-conversion (newsletter, ebook, demo, trial, paid) to a CRM-native Hourglass stage. Installs PQL scoring, lead-routing, lifecycle stage rules, and a conversion-rate dashboard that surfaces leakage by stage. T2D3 IP: the CRM-native Hourglass scoring model. STOP step Optimize. Reference https://hightouch.com/blog/the-definitive-guide-to-product-qualified-leads.
CRM-native Hourglass scoring model (T2D3 IP). Deliverables: HubSpot/Salesforce property schema, lifecycle-stage rules, scoring rubric per stage, automation workflows.
Define CRM Hourglass property schema (HubSpot or Salesforce)
T2D3 IP: CRM-native Hourglass scoring model. Define properties - hourglass_stage, stage_entered_at, engagement_score_know, _like, _trust, _try, _buy, _repeat, _refer. Document type, default, picklist values, and which behaviors increment each score. Reference: https://blog.glaremarketing.co/beyond-the-basics-a-simple-hubspot-lead-scoring-setup-for-scaling-saas-teams.
Configure auto-staging rules + lifecycle automation
Automation that moves a contact Know -> Like -> Trust -> Try -> Buy based on behavioral + firmographic triggers. E.g. Trust = visited case study + visited security page + >=7 days since first visit. Reference: https://hightouch.com/blog/the-definitive-guide-to-product-qualified-leads.
Product-Qualified-Lead scoring (Try -> Buy bridge). Deliverables: PQL definition, event taxonomy, scoring weights, MQL/PQL routing rules. Feature-gated section - active when customer.gtm_motion in (plg, hybrid).
Define PQL event taxonomy + scoring weights
Per https://hightouch.com/blog/the-definitive-guide-to-product-qualified-leads: PQL scoring requires a standardized event taxonomy (signup, activation, key-action, depth-of-use, virality). Score by behavior, not just firmographics. Companies using PQL scoring see 3x higher conversion vs MQL only. T2D3 IP: B2B SaaS PQL event taxonomy starter. Feature-gated: only relevant for PLG/hybrid GTM motions.
Configure PQL -> AE routing rules + SLA
When PQL score crosses threshold, route to AE within 5 min via round-robin. Document SLA, reassignment rules, fallback. Reference: https://prospeo.io/s/saas-lead-scoring. Feature-gated: only relevant for PLG/hybrid GTM motions.
Conversion-rate dashboard (leakage by Hourglass stage). Deliverables: stage-by-stage conversion dashboard, anomaly alerts, weekly leak report. Surfaces the biggest leak; drives Module 7 monthly review.
Build stage-by-stage conversion dashboard (leakage by stage)
A single dashboard surfacing conversion at each Hourglass step: Visitor -> Know, Know -> Like, Like -> Trust, Trust -> Try, Try -> Buy, Buy -> Repeat, Repeat -> Refer. Surfaces the biggest leak. Drives Module 7 monthly review. Reference: https://www.benchmarkit.ai/2025benchmarks.
Configure anomaly alerts + weekly leak report
Auto-detect when a stage conversion drops >X% week-over-week and post to Slack + email leadership. Weekly leak report adds narrative context. Reference: https://www.fullcast.com/content/marketing-okrs/.
T2D3 stage Triple-2 -> Double-1. Jantsch's Step 7 - 'Live by the Calendar.' Stand-ups, monthly review, quarterly priorities, annual plan, daily founder reflection. The module that converts the project into a permanent operating system. STOP step Productize - every play graduates from project to BAU with an owner, a scorecard, and a STOP card. References https://www.reforge.com/guides/build-your-marketing-team-s-operating-rhythm and https://www.cmovate.com/from-chaos-to-cadence-building-a-12-week-marketing-rhythm/.
Weekly stand-up + scorecard. Deliverables: agenda template, weekly KPI scorecard, blocker-removal SOP. Two tasks - exempt from the 8-task floor per Decision 2 (cadence section).
Stand up weekly marketing stand-up (30 min)
Per Reforge marketing operating rhythm guide (https://www.reforge.com/guides/build-your-marketing-team-s-operating-rhythm), the weekly stand-up is the heartbeat. Agenda: KPI scorecard (5 min), wins/learnings (5 min), blockers (10 min), next-week priorities (10 min). Drives cadence at the operator level.
Lock weekly KPI scorecard (top 7 metrics)
7 metrics (one per Hourglass stage): branded search volume, newsletter list growth, G2 review velocity, trial signups, trial-to-paid, NRR (latest cohort), referral conversions. Reference: https://www.thefusemethod.com/newarticle/marketing-operating-rhythm-cadence.
Monthly review + quarterly priority cycle. Deliverables: monthly review deck template, quarterly priority worksheet, 12-week sprint cadence. Two tasks - exempt from the 8-task floor per Decision 2 (cadence section).
Build monthly marketing review deck (90 min, all-team)
Per Jantsch's Step 7 ('Live by the Calendar') and Reforge guidance: monthly review (60-90 min) connects short-term efforts to long-term goals. Deck sections: scorecard vs target, biggest leak (from M6), wins/learnings, decisions for next 30 days. Reference: https://www.reforge.com/guides/build-your-marketing-team-s-operating-rhythm.
Adopt 12-week sprint cadence + quarterly priority worksheet
Per https://www.cmovate.com/from-chaos-to-cadence-building-a-12-week-marketing-rhythm/: 12-week cycles with planning week 1, execution weeks 2-10, review week 11, reset week 12. Worksheet: 3-4 priorities (Jantsch's Step 7), KPI per priority, owner, dependency. Lock at start, review at midpoint, post-mortem at end.
Annual plan + STOP promotion of plays from project to BAU. Deliverables: annual marketing plan, STOP scorecard for every play, BAU ownership map, daily founder-reflection prompt. Three tasks - exempt from the 8-task floor per Decision 2 (roll-up section).
Build annual marketing plan (T2D3 growth-curve aligned)
Annual plan covering: revenue plan (Triple-1 -> Triple-2 etc.), Hourglass stage targets, hub roadmap, hiring plan (Syntropy: Scribes / Sculptors / Engineers / Navigators), budget allocation (target 5-7% to customer marketing per https://www.revel-one.com/resources/customer-marketing-and-customer-advisory-boards). Reference: https://www.t2d3.pro/learn/saas-marketing-okr-and-template.
Run STOP promotion exercise - every play graduates project -> BAU
T2D3 STOP framework: every play in the playbook graduates Standardize -> Templatize -> Optimize -> Productize. Score each of the 30+ plays delivered across M2-M6 on the STOP ladder. Plays at 'Productize' become BAU (have an owner, scorecard, KPI). Plays at 'Standardize' stay project-managed. Output: BAU ownership map. Reference: T2D3 STOP framework (https://www.t2d3.pro/learn/saas-marketing-okr-and-template).
Adopt daily founder reflection prompt (Self-Reliant Entrepreneur)
Per The Self-Reliant Entrepreneur (Jantsch, Wiley, 2019): a 5-min daily prompt that orients the founder/CMO to the system before the day's busy-ness eats it. Pick 3 prompts that map to T2D3 stages (Triple-1 vs Triple-2). Capture in Notion / journaling tool. Cadence is the force multiplier on the operating system. Reference: https://www.amazon.com/Self-Reliant-Entrepreneur-Daily-Meditations-Business/dp/1119579775.
Build trust center page (security, compliance, logos)
A single trust-center URL: SOC 2 / ISO 27001 / HIPAA / GDPR posture, security questionnaire pre-fill, customer logo wall, analyst placements. Trust-stage component card. Reference: https://images.g2crowd.com/uploads/attachment/file/1470753/2025-G2-Buyer-Behavior-Report.pdf.
Build customer-success kickoff + First 100 Days playbook
Per Duct Tape's CX engine (https://ducttapemarketing.com/how-to-build-a-complete-marketing-strategy/): Welcome and Affirm -> Onboard and Activate -> Deliver and Accomplish. Build kickoff scripts, milestone checklist, day-30/60/90 check-ins, early-wins playbook. Drives NRR and reduces churn risk in first 100 days.
Implement 1 talk trigger from M1 (operational, not slogan)
Per Jay Baer's Talk Triggers framework (https://ducttapemarketing.com/transcript-create-talk-triggers/), a talk trigger is an operational choice - not a marketing slogan - that earns word-of-mouth. Pick the M1.S2.3 winner (Generosity / Responsiveness / Empathy / Usefulness / Attitude) and implement at scale. Examples: free 60-min onboarding workshop with founder; CSM gift on milestone; remarkable error-message UX; surprise upgrade.
Document co-marketing playbook (joint webinar, integration launch)
Per Jantsch's content hourglass Refer stage (https://ducttapemarketing.com/7-stages-of-the-content-hourglass/): co-branded ebooks, teaching events for partners, partner introduction content. Document the canonical co-marketing motion: joint webinar template, integration launch template, joint case study template.
