Overall Marketing Strategy

Global Marketing Plan

Master skill — calls 08-competitor-research-global, 09-customer-insight-global, 10-reverse-kpi-global before producing the final output.

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For newcomers

If this is your first global marketing plan, follow this order:

1. Step 0 — Read .agents/product-marketing-context-global.md (set once per product)
2. Information gathering — Answer the 4 questions below
3. Run sub-skills — 08 (competitors), 09 (insights), 10 (reverse KPIs)
4. Assemble plan — Use the 7-section template
5. Cross-check — Run the quality checklist

If .agents/product-marketing-context-global.md does not exist, ask the user to run product-marketing-context-global first to lock down product, ICP, region, currency, and brand voice.

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Step 0 — Read context file

Before producing any output, read .agents/product-marketing-context-global.md to load:

• Product / service description, USP, pricing tier
• Target region (US / EU / SEA / LATAM / APAC / GLOBAL)
• Reporting currency (USD / EUR / GBP / SGD / etc.)
• Brand voice & tone-of-voice rules
• Existing channels and audience data

If the file is missing, ask the user to create it first. Do not guess context.

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Information gathering

Ask the user up to 4 questions before starting:

1. Product / service? Short description, core USP, price tier (entry / mid / premium).
2. Target audience? Age range, location, occupation, behaviour, biggest pain point.
3. Goal & budget? Target revenue per month, marketing budget (ads + content + people), campaign duration.
4. Stage? Pre-launch / Launch / Growth / Mature? Existing channels with traction? Available data (followers, email list, customer database)?

If region was not captured in context file, also ask: Primary market? (US / EU / SEA / LATAM / APAC / GLOBAL multi-region).

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Section 1 — Overall strategy

1.1 Situation summary

Item	Detail
Product / service	[name + USP]
Market	[region + size]
Stage	Pre-launch / Launch / Growth / Mature
Plan horizon	[months]
Total budget	[amount + currency]

1.2 SWOT analysis

	Positive	Negative
Internal	Strengths: [list]	Weaknesses: [list]
External	Opportunities: [list]	Threats: [list]

1.3 Competitive moat analysis

Call skill 08-competitor-research-global for the full data set.

Competitor	Strong channel	Exploitable weakness	Their moat	Your moat
[Competitor 1]
[Competitor 2]
[Competitor 3]

Moat types to consider:

• Brand trust (recognition + credibility)
• Content depth (long-tail expertise competitors will not replicate)
• Community lock-in (loyal customer community)
• Data advantage (better customer understanding)
• Distribution (more channels, better partners)
• Price / unit economics (sustainable lower CAC or higher LTV)

1.4 Customer insight

Call skill 09-customer-insight-global to ground the insight in evidence.

Element	Description
Biggest pain	[specific, observable]
Hidden desire	[what they truly want but rarely say]
Purchase barrier	[why they have not bought yet]
Buying trigger	[the situation that flips them to action]
Trusted source	[people / channels that influence them]

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Section 2 — SAVE Framework

Replaces the traditional 4P. More appropriate for services and digital products.

2.1 Solution (replaces Product)

Question	Answer
What problem are customers facing?	[specific pain]
How does the product solve it?	[mechanism]
What outcome do they get?	[specific, measurable]
How fast do they see results?	[timeframe]

2.2 Access (replaces Place)

Channel	Funnel role	Priority
[Channel 1]	TOFU — attract	High / Medium / Low
[Channel 2]	MOFU — nurture
[Channel 3]	BOFU — convert
[Channel 4]	Retention — retain

Region note: Channel mix differs per market. See product-marketing-context-global for region-specific channel preferences. SEA leans on Zalo / LINE / Shopee Live, EU favours email + LinkedIn for B2B, US favours podcast + newsletter, LATAM favours WhatsApp + TikTok.

2.3 Value (replaces Price)

Item	Detail
Product / service price	[tier + currency]
Customer value received	[quantified: saves X, gains Y]
Value-to-price ratio	[Nx]
Vs competitors	[cheaper / pricier — reason]
Pricing psychology	[anchor / bundle / tier / free trial]

2.4 Education (replaces Promotion)

Awareness stage	Education content	Goal
Unaware of problem	Pain-aware content, awareness pieces	Help them recognise the problem
Problem-aware, solution-unaware	How-to, comparison of approaches	Help them weigh the options
Solution-aware, undecided	Case study, testimonial, demo	Build trust in your brand
Decided, not yet acting	Offer, urgency, social proof	Get them to act now

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Section 3 — Content plan

3.1 Content pillars

Pillar	Share	Goal	Examples
Education	35%	Build trust, SEO	How-to, tips, explainers
Inspiration	25%	Engagement, virality	Case study, before/after, story
Entertainment	20%	Reach, follower growth	Trends, POV, behind-the-scenes
Selling	15%	Conversion	Offer, deal, direct CTA
Community	5%	Retention	Q&A, poll, user spotlight

3.2 Funnel distribution

Funnel stage	Content share	Primary angle	KPI
TOFU (Awareness)	40%	Pain points, entertainment, education	View, reach, follower
MOFU (Consideration)	35%	Proof, expertise, process	Engagement, save, click
BOFU (Conversion)	15%	Offer, urgency, retarget	Message, lead, order
Retention	10%	VIP value, referral	Repurchase, LTV

3.3 Content repurposing matrix

One source asset = 7+ derivatives. See 01-content-calendar-global for detail.

Source asset	Derivative	Channel
Long video (3–5 min)	Original	YouTube
	3 short clips (15–30s)	TikTok, Reels, Shorts
	1 carousel (5–7 slides)	Instagram, LinkedIn
	1 blog post (800–1500 words)	Website, SEO
	1 email newsletter	Email list
	3 quote cards	Story, Threads, X
	1 audio clip	Podcast feed

3.4 Source-type mix

Type	Share	Description
FGC (Founder Generated Content)	30%	Founder / expert content
Brand Content	30%	Official brand assets
UGC (User Generated Content)	25%	Reviews, testimonials from customers
EGC (Employee Generated Content)	15%	Behind-the-scenes from team

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Section 4 — Channel system & budget

4.1 Channel deployment

Channel	Funnel role	Monthly budget	Primary KPI
TikTok (organic + ads)	TOFU + BOFU	[amount]	View, message, CPMess
Meta — Facebook + Instagram (organic + ads)	MOFU + BOFU	[amount]	Reach, message, CPMess
Email (newsletter + flow)	MOFU + Retention	[amount]	Open rate, click rate
Website / SEO	MOFU	[amount]	Traffic, time on site
YouTube (long + Shorts)	TOFU + MOFU	[amount]	View duration, subscriber
Podcast / Newsletter sponsorship	TOFU	[amount]	CPM, brand lift
Influencer / UGC network	TOFU	[amount]	View, reach, content output
[Region-specific channel]

Region note: Add LINE / Zalo / WhatsApp / WeChat per market (SEA, LATAM, China). See product-marketing-context-global for region channel weights.

4.2 Budget split by stage

Item	Launch (M1–3)	Growth (M4–6)	Mature (M7+)
Paid ads	45–55%	35–45%	25–35%
Content production	20–25%	20–25%	15–20%
UGC / influencer	15–20%	15–20%	10–15%
Tools & platforms	5–10%	5–10%	5–10%
Community & retention	5%	10–15%	20–25%
Contingency	5%	5%	5%
Total	100%	100%	100%

4.3 Detailed budget allocation

Example uses USD. Convert to local currency as defined in product-marketing-context-global.

Item	Monthly budget	% Total	Notes
Meta Ads	[amount]	[%]
TikTok Ads	[amount]	[%]
Google Ads (Search + YouTube)	[amount]	[%]
Content (people + tools)	[amount]	[%]
Influencer / UGC fees	[amount]	[%]
Tools (analytics, CRM, design)	[amount]	[%]
Contingency	[amount]	5%
Total	[amount]	100%

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Section 5 — KPI & performance

5.1 Reverse KPI calculation

Call skill 10-reverse-kpi-global for an exact calculation.

Target revenue: [amount]
  / AOV: [amount]
  = Orders needed: [count]
  / Booking->Customer [region benchmark]: [count]
  = Bookings needed: [count]
  / Lead->Booking [region benchmark]: [count]
  = Leads needed: [count]
  / Mess->Lead [region benchmark]: [count]
  = Messages needed: [count]
  x CPMess [region benchmark]: [amount]
  = Required ad budget: [amount]

5.2 KPI table — 3 scenarios

Metric	Pessimistic	Base	Optimistic
CPMess	+30% vs benchmark	Industry benchmark	-20% vs benchmark
Mess->Lead	-15% vs avg	Industry avg	+15% vs avg
Lead->Booking	-10% vs avg	Industry avg	+10% vs avg
Booking->Customer	-10% vs avg	Industry avg	+10% vs avg
Orders / month	[count]	[count]	[count]
Revenue / month	[amount]	[amount]	[amount]
ROAS	[Nx]	[Nx]	[Nx]
Required budget	[amount]	[amount]	[amount]

Region benchmarks: see foundation skill product-marketing-context-global for the regional benchmark file (US, EU, SEA, LATAM). Do not assume one global benchmark — CPMs vary 3–5x across regions.

5.3 KPI by channel

Channel	Primary KPI	Month 1 target	Month 3 target	Month 6 target
TikTok organic	View / video, follower
TikTok ads	CPMess, ROAS
Meta ads	CPMess, CPL, ROAS
Google Search ads	CPL, ROAS
Email	Open rate, click rate
SEO	Organic traffic, ranking

5.4 Business KPIs

Metric	Formula	Target
ROAS	Revenue / ad spend	>3x
CAC	Total marketing spend / new customers	<30% AOV
LTV	AOV × purchases × duration	>3x CAC
Payback period	CAC / (AOV × margin)	<90 days
LTV:CAC	LTV / CAC	>3:1

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Section 6 — Risk matrix

6.1 Risk table

Risk	Probability	Impact	Severity	Mitigation plan
CPMess spikes during peak season	High	High	CRITICAL	Cut ad budget 30%, shift to organic + UGC
Creative fatigue (within 2 weeks)	High	Medium	HIGH	Prepare 3–5 new creatives per week, A/B test continuously
Competitor heavy discounting	Medium	High	HIGH	Lead with value + trust, do not race to the bottom
Algorithm change (TikTok / Meta)	Medium	High	HIGH	Diversify channels, no single-platform dependency
Key content creator leaves	Low	High	MEDIUM	Document SOPs, build backup roster
Negative review goes viral	Low	Very high	CRITICAL	Crisis protocol: respond within 2h, transparent, escalate
Budget gets cut	Medium	Medium	MEDIUM	Plan B with 50% budget — organic priority
Lack of customer data	Low	Medium	LOW	Capture data from day 1: forms, pixel, CRM

6.2 Severity definitions

Level	Definition	Action
CRITICAL	Direct revenue impact, lost customers	Resolve in 24h, escalate to stakeholder
HIGH	Significant performance drop, lost opportunity	Resolve in 48h, adjust plan
MEDIUM	Mild impact, recoverable	Resolve within 1 week, monitor
LOW	Negligible impact	Log and address opportunistically

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Section 7 — Implementation timeline

7.1 Roadmap

Week	Theme	Detail	Output	Owner
Week 1	Setup & research	Competitor research, customer insight, channel setup	Research report, channels live	[name]
Week 2	Content & creative	Produce first content batch, brief UGC	15–20 content pieces, 3–5 UGC briefs	[name]
Week 3	Launch & test	Run paid test, post organically, start nurture	A/B test report, first 7 days of data	[name]
Week 4	Optimise & scale	Cut bad creative, scale winners, drop weak channels	Month 1 report, Month 2 plan	[name]

7.2 Milestones

Month	Milestone	KPI check
Month 1	Setup complete, test running, first data	CPMess, message count, reach
Month 2	Found winning creative + audience	ROAS, CPL, conversion rate
Month 3	Scaled main channel, funnel stable	Revenue, LTV:CAC, retention
Month 6	System self-running, continuous optimisation	All KPIs stable, organic growing

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Skill chaining

This is a master skill — it calls the following sub-skills:

00-marketing-plan-global (MASTER)
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  |-- [1] 08-competitor-research-global  -> Competitor analysis, gap discovery
  |-- [2] 09-customer-insight-global     -> Customer insight, pain points
  |-- [3] 10-reverse-kpi-global          -> Budget + KPIs from target revenue
  |
  |-- [4] Produce this plan
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  |-- [5] 01-content-calendar-global     -> Detailed monthly content calendar
  |-- [6] 02-campaign-brief-global       -> First campaign brief

When the user requests a marketing plan:

1. Ask the 4 information-gathering questions
2. Run skills 08, 09, 10 (in parallel when possible)
3. Assemble the plan in this template
4. Suggest running 01 and 02 next if the user wants execution detail

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Examples — diversified regions

Example A — US SaaS startup (Series A)

• Product: B2B project management SaaS, $49/seat/month
• Region: US, secondary CA + UK
• Stage: Growth (M9 since launch)
• Channels: SEO + content, LinkedIn ads, podcast sponsorship, lifecycle email
• Region note: B2B benchmark CAC payback <12 months, LTV:CAC >3:1

Example B — EU DTC skincare brand

• Product: Clean-formula serum, EUR 38 / 30ml
• Region: DE / FR / NL primary, expanding to UK
• Stage: Launch (3 months)
• Channels: Meta + TikTok ads, micro-influencers, Klaviyo email, Shopify
• Region note: GDPR compliance for email + ads tracking is non-negotiable

Example C — SEA fitness coaching app

• Product: Online fitness coaching subscription, SGD 29/month
• Region: Singapore primary, Malaysia + Thailand secondary
• Stage: Mature (M14)
• Channels: TikTok organic, Meta ads, LINE / WhatsApp nurture, Telegram community
• Region note: Mobile-first, conversational selling beats long-form sales pages

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Quality checklist

Before delivering the plan, verify:

• All 7 sections present (Strategy, SAVE, Content, Channel, Performance, Risk, Timeline)
• SWOT grounded in real data, not assumption
• Competitive moat is specific — not generic
• SAVE Framework covers all 4 elements
• Content pillars sum to 100%
• Funnel distribution follows ratios (TOFU 40%, MOFU 35%, BOFU 15%, Retention 10%)
• Budget split by stage (Launch / Growth / Mature)
• 3-scenario KPI table calculated (Pessimistic / Base / Optimistic)
• Risk matrix has at least 5 risks with severity + mitigation
• Timeline has month-level milestones
• Region-specific benchmarks used (not blanket global numbers)
• Cross-references to related skills present
• All numbers measurable — no vague phrases like "increase a lot" or "much higher"
• Total budget sums to exactly 100%
• Currency consistent with .agents/product-marketing-context-global.md