142 lines
3.9 KiB
Markdown
142 lines
3.9 KiB
Markdown
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---
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title: Overview
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sidebar: Handbook
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showTitle: true
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---
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**The Marketing/Acquisition Team**
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Philosophy: Be kind, concise and direct.
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## Product positioning
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An **open source product analytics platform** addresses the lack of choice and control amongst disconnected analytics solutions by offering a **unified platform** with **control** over hosting, pricing, source, data, privacy and security.
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**Free PostHog** is positioned to solve product analytics problems for small non-enterprise teams.
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**Enterprise PostHog** is positioned to solve product analytics problems for larger teams and enterprises.
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**PostHog Cloud** is positioned to service clients who need less control.
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**PostHog Self Hosted** is positioned to service clients who need more control.
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## Target audience
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*Innovative technical teams*, more commonly found in startups, who care about:
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- a unified product analytics platform
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- open source
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- control: hosting, pricing, source, data, privacy and security
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We will expand to non-technical teams when we have achieved technical awareness saturation.
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### Goal 1: User acquisition
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Increase:
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- Open source self hosted installs
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- Tracked in [AARRR dashboard](https://app.posthog.com/dashboard/2973)
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- Page views tracked in [Marketing dashboard](https://app.posthog.com/dashboard/2881)
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- Premium self hosted leads
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- Todo: needs consolidated tracking
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- Free cloud signups
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- Todo: needs consolidated tracking
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- Premium cloud signups
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- Todo: needs consolidated tracking
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### Goal 2: Community growth
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Increase:
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- GitHub stars
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- Tracked in Orbit
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- GitHub contributors
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- Tracked in Orbit
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- GitHub contributions
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- Todo: needs consolidated tracking
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- Plugin contributions
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- Todo: needs consolidated tracking
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See [Community](./marketing/community) for community function.
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### Requirements
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#### Achieve complete tracking
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Tracking marketing efforts that contribute to acquisition and growth.
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Going beyond marketing, tracking through the funnel to improve targeting.
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#### Reduce effort to contribute
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Reduce the actions, time or complexity for us and our community to contribute.
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#### Reduce acquisition cost
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Reduce cost to acquire users and grow our community.
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## Functions
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Functions that contribute more to *Acquisition* than another metrics are owned by Marketing.
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Documentation contributes more to *Activation* and *Retention* than *Acquisition*. Marketing is a stakeholder in coverage and completeness.
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*Activation* and *Retention* contribute more to *Referral* than *Acquisition*.
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- Product marketing:
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- research: market, competitor
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- product positioning
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- buyer personas
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- messaging: website, careers, channel bios, README.md
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- Content marketing:
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- [Blog](./marketing/blog): product releases, stories (team, product, customer)
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- Audio: audio stories, podcast series
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- [Video](https://www.youtube.com/channel/UCn4mJ4kK5KVSvozJre645LA): video stories, vlog series, showcases, tutorials
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- [Newsletter](./marketing/newsletter): general, investor
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- Handbook: team, culture
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- [Community](./marketing/community):
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- social: Twitter, LinkedIn
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- discussions: Slack, HN, StartupSchool, Reddit
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- [onboarding](https://posthog.com/handbook/growth/sales/yc-onboarding): YC startups
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- events: online, in-person
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- networking: open source, analytics
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- sponsorship: open source
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- [Press](./marketing/press):
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- relationships
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- announcements
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- media packs
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- [Paid](./marketing/paid):
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- search
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- social
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- communities
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- newsletters
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- websites
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- podcasts
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- events
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- video
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- Technical:
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- reporting
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- tracking
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- tooling
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- SEO
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- Design:
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- visual identity
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- web properties
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- channels
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### Team
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Prioritizing hiring for functions based on acquisition success and capacity in relation to other functions.
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- Product marketing: currently hiring
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- Content marketing: Mo
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- Community: hiring next
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- Press: 2022
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- Paid: 2022
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- Technical: hiring next
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Design provided as a service by the Design team.
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