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# Stop Posting, Start Planning: Your Marketing Strategy
- URL: https://www.cremornedigitalhub.com.au/blog/stop-posting-start-planning-your-marketing-strategy/
- Published: 2026-11-13T22:00:00.000Z
- Updated: 2026-11-13T22:00:00.000Z
- Author: Angelica Alinsod
- Tags: #blog-col

Every week, CDH's Lunch and Learn series brings an expert to our founder community for practical, value driven session. We kicked off November with **Lunch & Learn: How to build a marketing strategy before you post**, featuring Beer Pilon, a marketer with 15+ years at Nike, Red Bull and Apple. His core message, as host Darren put it: output without strategy is just output.

## Marketing has become a lost art

Research by Professor Mark Ritson and Ipsos found 65% of marketers couldn't answer more than seven of 10 fundamentals questions, yet 84% rated themselves above average.

Beer defines marketing as the infrastructure of value: what problem you solve, for whom, when, and how they find you. Communication is only about a quarter of it. Posting is a tactic, and tactics don't scale. Strategy does.

His framework has three pillars, ABM: **audience** (who and when), **brand** (what they feel) and **marketing** (how you show up).

## Audience: Who and when, not personas

Forget "20 to 35 with a dog called Betsy." People buy to solve a problem, and the best startups began with a very specific one. Stripe served developers who needed online payments without a finance team. Canva served non-designers intimidated by Adobe.

Timing matters too: if your hair is on fire, you buy the fire blanket. Only about 5% of a market is ready to buy right now, so find those with the most acute problem.

**Worksheet questions**

1. Who experiences this problem most acutely?
2. Who's the wrong fit?
3. What trait unites the people who buy the quickest?

## Brand: The emotional bit

Brand is where "I feel" belongs. A font alone says **Pokémon**; "I need a place to stay" means **Airbnb**. Associations run deep: Beer said Ferrari's first EV wiped US$7.5 billion off its market value in 24 hours for not feeling like a Ferrari. For founders, the fix is simple: pick a font and three colours, and use them everywhere. Consistency over perfection.

**Worksheet questions**

1. What does your audience emotionally need?
2. How do they feel about your solution?
3. What assets already reinforce that feeling?

## Marketing: How you show up

Apple's store staff training is marketing. So are Notion's free tier and community templates. Alex Hormozi posting three times a day works because his audience already looks for business advice on Instagram. A CFO-focused SaaS posting generic LinkedIn thought leadership doesn't, because CFOs aren't looking for solutions there.

**Worksheet questions**

1. About 95% of people aren't ready to buy. How can you interrupt a journey they'd take anyway?
2. For the 5% who are ready, is buying frictionless?

## Putting it together: Go-to-market

Go to market comes down to one question: what levers can we pull today? Beer's examples:

- **CFO SaaS:** publish a data-backed teardown of where the industry leaks money, or take a free speaking slot at a niche finance meetup.
- **Invoicing app for plumbers:** skip the ads and turn up at a supply store at 6am with coffees and QR-coded stubby holders. It costs about $40, and they'll remember you next time they're chasing an invoice.

**Worksheet questions**

1. **Levers:** what do we pull this week?
2. **Sequencing:** in what order?
3. **Measurement:** what yes-or-no signal, tied to a business goal, shows it's working?

## From the Q&A

**LinkedIn outreach?** Only if your customers look for answers there. Open with their problem, not your product.

**Hard-to-reach audiences?** Interview them, or the carers who support them, about real past events, not hypotheticals.

**Cold email?** Rarely worth it for startups. Warm people up with useful content first.

## Key takeaways

1. Marketing is the infrastructure of value, not just communication.
2. Tactics don't scale; strategy does.
3. Define your audience by problem and timing, not demographics.
4. Build your brand through consistent associations.
5. Show up where customers already are, and make buying easy.
6. Get scrappy, and tie every effort to a business goal.

## Catch up and come along

The full session will be on the CDH YouTube channel.