Founder: “I don’t know how to start marketing.”
Me: “Then it’s time to play The Marketing Game. Start at Level 1, Step 1.”
Marketing isn’t a random checklist or a mad rush toward trendy tactics. It’s a structured game. One with strategy, feedback, systems, and operations. But here’s the catch: most people either skip levels or stay stuck trying to “perfect” the first move.
Let’s decode the game, step by step.
Level 1: Strategy – Lay the Groundwork
Step 1: Target Market
This is the foundation of everything.
- Identify a specific audience: Not “everyone.” One clear group with one clear problem.
- Research deeply: Use interviews, Reddit threads, reviews, forums wherever your market speaks honestly.
- Pinpoint the pain: Understand not only what hurts but how they describe it.
Pro Tip: The language your audience uses is gold. Use it in your messaging.
Step 2: Business Strategy
Now that you understand your market’s problem, you can create a solution.
- Your product or service must solve a real problem, not just exist because you built it.
- Clarify the value exchange: What problem do you solve, and what’s the value in return?
Too many startups build solutions first and then try to find a problem to attach it to. Reverse that.
Step 3: Feedback Loop
This is where smart marketers win.
- Ask real users what worked, what didn’t.
- Iterate your messaging, offer, and positioning based on feedback.
- Feedback helps you sharpen your solution and avoid blind spots.
Skipping this step leads to assumptions and that’s the silent killer of growth.
Step 4: Marketing Strategy Foundations
Now you’re ready to stabilize your strategy.
- Offer: What are you selling? What transformation does it provide?
- Positioning: What makes you different from the competition?
- Messaging: How do you communicate value in a way that clicks with your audience?
Note: These three (offer, positioning, and messaging) should feel like a triangle each side supports the others.
Level 2: Tactical – Plan Your Moves
Important: Don’t jump to Level 2 unless Level 1 is complete. This is where most founders go wrong.
Step 5: Marketing Plan
Now that your foundations are clear, plan your battlefield:
- Channels: Where does your audience hang out? LinkedIn, TikTok, email, niche Slack groups?
- Tactics: Content marketing, paid ads, influencer collabs, SEO, etc.
- Roadmap: Define quarterly and monthly goals.
- Budgeting: How much are you investing? and into what?
- KPIs: What does success look like? Leads? Conversions? CAC?
Reminder: A plan is only good if it’s actionable and trackable.
Step 6: Marketing System
Behind every great campaign is a well-oiled system.
- Backlog: Ideas and experiments you’ll test later.
- Processes: How campaigns move from concept to launch.
- Systems: Project management tools, asset libraries, team workflows.
- Automations: Scheduling, email nurturing, reporting—all made easier.
This is where marketing shifts from guesswork to repeatable execution.
Level 3: Operational – Execution at Scale
Step 7: Marketing Operations
Here’s where your plan comes to life.
- Campaigns get shipped.
- Content gets posted.
- Ads get optimized.
- Emails get triggered.
Execution is where consistency wins over creativity. It’s the part people rarely glamorize—but it’s where momentum is built.
Real growth happens here, but only if Levels 1 and 2 are done right.
What NOT to Do
Along the journey, many players fall into one of two traps:
Trap 1: Skipping Ahead
Jumping straight to:
- “Which tactics get leads fastest?”
- “Which channel works best?”
Without a clear audience or message, these tactics will fall flat.
Trap 2: Overthinking Step 1
Getting stuck on:
- “Our value proposition isn’t perfect yet.”
- “We need more research before launching anything.”
In marketing, progress > perfection. Strategy evolves with feedback.
Final Thoughts: Learn the Game, Win the Market
Marketing isn’t luck. It’s a systemized, layered game.
- Start with the strategy
- Build your tactical foundation
- Execute with operational focus
Once you follow these steps, things stop feeling chaotic and start feeling intentional.
“You can’t skip levels. But once you know the rules, you’ll play smarter, move faster, and grow bigger.”
References
- HubSpot – How to Do Market Research
https://blog.hubspot.com/marketing/how-to-do-market-research Offers practical guidance on identifying target markets, researching customer pain points, and gathering insights to build strategy. - Harvard Business Review – Know Your Customers’ “Jobs to Be Done”
https://hbr.org/2016/09/know-your-customers-jobs-to-be-done Explains how understanding customer goals leads to better product-market fit and stronger messaging. - Seth Godin – This Is Marketing (Book)
ISBN: 9780525540830 Discusses the importance of empathy, positioning, and niche focus in modern marketing. - Google Digital Garage – Fundamentals of Digital Marketing
https://learndigital.withgoogle.com/digitalgarage/course/digital-marketing Free course by Google covering foundational marketing strategy, digital channels, and customer journeys. - MarketingProfs – The Importance of the Feedback Loop in Marketing
https://www.marketingprofs.com/articles/2020/43565/customer-feedback-a-critical-part-of-your-marketing-strategy Highlights why customer feedback is a crucial part of continuous marketing improvement. - Neil Patel – What Is a Marketing Strategy?
https://neilpatel.com/blog/marketing-strategy/ Provides a breakdown of marketing strategy components, from audience to messaging and tactics. - CoSchedule – The Complete Marketing Plan Template
https://coschedule.com/blog/marketing-plan-template Offers templates and examples for creating tactical marketing plans, including goals, KPIs, and execution. - Moz – Beginner’s Guide to SEO
https://moz.com/beginners-guide-to-seo Useful for founders choosing SEO as a marketing channel and understanding keyword intent. - Forrester – Building a Marketing System
https://go.forrester.com/blogs/the-marketing-technology-landscape-2020/ Discusses automation, systems, and operational marketing at scale. - Pierre Herubel – The Marketing Game (Original Framework)
https://www.linkedin.com/in/pierreherubel/