Artifacts
What each Marketing phase produces and the purpose of each artifact.
Phase Artifacts
| Phase | File | What It Contains |
|---|---|---|
| Strategy | 00-strategy.md | Buyer personas (demographics, JTBD, pain points), competitor profiles and positioning matrices, pricing analysis (models, tiers, psychology), value propositions, messaging frameworks, go-to-market context |
| Reach | 01-reach.md | Content pillars and editorial calendars, SEO audit results and keyword opportunities, AI search optimization strategy, programmatic SEO templates, site architecture plans, social content templates and schedules, community strategy, directory submission plans, launch playbooks |
| Act | 02-act.md | Copywriting (headlines, body, CTAs per surface), marketing psychology recommendations, landing page CRO analysis, form optimization, lead magnet concepts, free tool strategies, schema markup (JSON-LD templates) |
| Convert | 03-convert.md | Email drip sequences (full copy per email), paid ad campaign structures and budgets, ad copy variants and creative briefs, cold email templates, signup flow analysis, A/B test designs (hypothesis, variants, sample size), sales battle cards and objection handling |
| Engage | 04-engage.md | Onboarding flow optimization, churn signal identification and intervention playbooks, referral program designs, paywall/upgrade CRO, popup strategies |
A skip-log.md file is also created if any phase prerequisites are bypassed.
Utility Artifacts
| File | What It Contains |
|---|---|
analytics-tracking.md | Measurement framework (KPIs per RACE phase), event taxonomy (naming conventions, properties), attribution model, dashboard plans |
revops.md | Revenue funnel stages and criteria, lead scoring model, attribution and reporting, marketing-sales handoff processes |
marketing-ideas.md | Campaign ideas ranked by ICE score (Impact, Confidence, Ease) |
copy-edits.md | Edited copy with change rationale |
Artifact Format
All artifacts are Markdown. Strategy work uses tables for matrices and comparisons. Campaign content includes full copy ready for implementation. Analytics plans use structured event tables with naming conventions.
Key Artifact Types
- Buyer personas — Demographics, jobs-to-be-done, pain points, buyer journey per persona
- Competitor profiles — Positioning, strengths, weaknesses, market gaps
- Campaign plans — Objectives, hypotheses, channels, budgets, measurement
- Email sequences — Full copy with subject lines, timing, personalization variables
- Ad creative — Copy variants across platforms with character limits and A/B test plans
- Analytics plans — Event taxonomies, attribution models, dashboard specifications
Cross-Domain References
Marketing artifacts connect to several other domains:
- Branding reads
00-strategy.mdfor positioning and messaging alignment - Research provides insights that feed into buyer personas and competitor analysis
- Development reads
02-act.mdfor schema markup and technical SEO requirements - Legal reviews ad copy and email sequences for compliance