Build a Marketing Engine from Scratch
16 weeks · 0 milestones
Build a marketing system that generates 100+ qualified leads per month on autopilot — documented with traffic and lead data.
Milestone map
Milestone map
3 milestones
Conduct at least 10 customer conversations with people who match your target buyer profile. From these conversations, extract the language your customers use to describe their problem, the moment they decided to act, and the alternatives they considered. Write a one-page ICP document and a messaging hierarchy (primary claim → supporting proof points → objections addressed).
Proof required
Submit your ICP document, messaging hierarchy, and a summary of the 10 conversations (anonymised is fine) showing where the customer language you extracted appears in your final messaging — quote mapping is required.
What gets checked
- Messaging uses the customer's exact phrasing from at least 3 different conversations — not paraphrased or rewritten in marketing-speak.
- ICP document specifies disqualifying attributes (who is NOT your customer) as well as qualifying ones.
- Objections addressed in the hierarchy were actually raised in conversations — not anticipated theoretically.
Resources
Enroll free to unlock learning resources →Mastery
April Dunford — Obviously Awesome
Transforms raw customer language into a structured positioning and messaging hierarchy.
Unlocks after completing Foundation + Depth