Marketing overview
Strategic anchor from notes/current/marketing/marketing-plan-2026-05-12.md.
Revisit if stage, goals, or constraints change materially.
Stage and constraints
Section titled “Stage and constraints”Growth-stage, established revenue, 10+ years of model development behind every product, 7 active Google Ads campaigns, existing client base (mostly one-time purchases).
Constraints that shape every decision:
- Time is the binding constraint, not money. Two people.
- Justin’s calendar is the bottleneck for anything client-facing.
- Clients will not give testimonials (one exists despite repeated asks).
- Pricing is non-public, always.
- No competitor named publicly. Pivot to TILT strengths.
- Annual license, not file ownership; copy must respect this.
The goals (what marketing serves)
Section titled “The goals (what marketing serves)”- Reduce Google Ads dependence; grow organic and referral.
- Sell more CapFall and Startup models.
- Build long-term relationships, not one-and-done.
- Referral program traction.
- Add case studies.
Where TILT is well-invested
Section titled “Where TILT is well-invested”Paid search (7 campaigns), on-page SEO, content drafts (FAQs, /cfo/ + /fpa/ depth), AI-search readiness (llms-full.txt drafted, FAQPage JSON-LD planned, bot v1), competitor positioning audits.
Where TILT is under-invested (the growth levers)
Section titled “Where TILT is under-invested (the growth levers)”| Lever | Why | Owner | Cost |
|---|---|---|---|
| Customer research (5-10 JTBD calls) | Clients will take a research call even though they will not give testimonials; output is exact buyer language that feeds all copy | Justin | ~5 hrs over 2 weeks |
| Email nurture beyond onboarding | Repeat purchase is a goal but the channel does not exist | Megan drafts, Justin approves | ~1 day to draft |
| Co-marketing with cap-table platforms | CapFall imports from Carta/Pulley/Shareworks; credible “analytical layer on top” story; CapFall is under-sold | Megan, Pulley first | Outreach hours |
| Justin on RE-finance podcasts | His credentials are exactly what hosts book; each episode is a lifetime asset | Megan outreach, Justin ~2 hrs/show | Low |
| Community presence (Reddit + LinkedIn) | Founder-led inbound, no ad spend | Justin 15 min/day | Time only, if he enjoys it |
Recommended sequencing
Section titled “Recommended sequencing”| Quarter | Investment |
|---|---|
| Q2 2026 | Customer research (5 JTBD calls) |
| Q3 2026 | Email nurture sequence |
| Q4 2026 | Co-marketing with Pulley or Carta |
| Q1 2027 | Podcast tour |
Community presence is the always-on background investment if Justin wants it. Skip if he does not enjoy the format; not worth forcing.
Out of scope for this plan
Section titled “Out of scope for this plan”Pricing strategy (internal, separate workstream if ever published), international expansion (US-only), conference/PR (higher cost, revisit later), account-based outreach (TILT is inbound-led).