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Capabilities

Marketing and growth: a loop, not a campaign

A campaign ends when the budget does. A growth system keeps going: people find you, some of them ask for a quote, customers come back and send others, and what you learn decides where the effort goes next. These twelve capabilities are the parts of that loop.
Discuss your systemSee all twelve capabilities ↓
one customer recordevery arc writes hereBe foundC-121 permit articleread from searchGet the requestQuote formphoto step moved after submitKeep the customerC-0412 J.P.renewal reminder Nov 7LearnRiversidemost new customers from searchnext quartertwo more Riversideservice pages

A campaign ends; a system remembers

Who gets itWhoever is on this month's listWhoever the record says should, today
What it remembersNothing, once it endsEvery touch, request and job, on one record
How you know it workedOpens and clicksRequests, jobs and revenue, by a written rule
Next timeStarts from scratchStarts from what the last round taught

None of the twelve does much alone. Content nobody finds, a form nobody finishes and a report nobody believes each break the loop at a different point, and a well-built system can show you which.

The twelve capabilities, around the loop

Each sits where it does most of its work. Several touch more than one arc; Marketing Automation runs through all of them.

1Be found

Being there when someone looks.

2Get the request

Turning attention into a quote request.

3Keep the customer

Second jobs, renewals and referrals.

4Learn

Knowing what worked, and why.

What you learn decides where the next round starts.

Start with the symptom

  1. Attribution

    “We don't know where work comes from”

    Record a source on every lead, then agree in writing how credit is split.

    See how it works →

  2. Conversion Optimization

    “Plenty of visits, few requests”

    Find the step people leave at, and the reason, before redesigning anything.

    See how it works →

  3. Lifecycle Messaging

    “Customers forget us between jobs”

    Message them when their record says so, not when the calendar does.

    See how it works →

Related pages

Where they come together

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