TSYSGroupHandbook/SourceMaterial/growth/marketing/index.md

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