# Marketing: get attention and create demand

> A process map exported from forks.world (https://forks.world). Author: Brian. Source: https://forks.world/p/cmv4pv5en0002jm06afdf6p16
> It describes who does what, in what order, and with which technology. Read the plain-language sections first; the JSON at the end is the exact, complete data.

## Summary

- 10 steps across 1 layer
- Persona: Marketing leadership, Marketing team, Buyers
- Technology / systems: Website and ads, CRM and automation

## Pain points

Where this process hurts, worst first:

- **Keep nurturing with useful emails and content** (Marketing: get attention and create demand; painful): Leads go cold when nobody follows up quickly

## How to read this file

- A process is made of **layers**. The main layer is the top level; any step of kind `subprocess` opens a detail layer with its own lanes and steps.
- **Lanes** are either persona (people/roles) or technology (systems). Each step belongs to one lane; `using` lists tools a person uses for that step.
- Step kinds: `start`, `task`, `decision` (its arrows carry the answer as a label), `subprocess`, `end`.

## Marketing: get attention and create demand

Lanes:
- Marketing leadership: person / role (id `strat`)
- Marketing team: person / role (id `team`)
- Website and ads: technology / system (id `web`)
- CRM and automation: technology / system (id `crm`)
- Buyers: person / role (id `buyer`)

Steps, in the order they run:

1. **Decide who to reach and what to promise** [start; Marketing leadership; id `m1`]
   - then Run campaigns across channels
2. **Run campaigns across channels** [subprocess; Marketing team; id `m2`], links to the published process "Launch a marketing campaign" (https://forks.world/p/cmv0iedtg004pjw06zbk6kaue; full text at https://forks.world/api/public/cmv0iedtg004pjw06zbk6kaue/export)
   - then Publish content, ads and landing pages
3. **Publish content, ads and landing pages** [task; Website and ads; id `m3`]
   - then See it and decide whether to respond
4. **See it and decide whether to respond** [task; Buyers; id `m4`]
   - then Does a buyer raise a hand?
5. **Does a buyer raise a hand?** [decision; Buyers; id `m5`]
   - if "Yes" go to Capture and score the lead; if "No" go to Test new messages and channels
6. **Capture and score the lead** [subprocess; CRM and automation; id `m6`], links to the published process "Generate a lead: from stranger to hand-raiser" (https://forks.world/p/cmv0ie5f70027jw06onp4obt3; full text at https://forks.world/api/public/cmv0ie5f70027jw06onp4obt3/export)
   - then Is the lead good enough to hand to sales?
7. **Is the lead good enough to hand to sales?** [decision; CRM and automation; id `m7`]
   - if "Yes" go to Pass it to sales with the full context; if "No" go to Keep nurturing with useful emails and content
8. **Pass it to sales with the full context** [end; Marketing team; id `m8`]
9. **Keep nurturing with useful emails and content** [task; Marketing team; id `m9`] ⚠ PAIN POINT (painful): Leads go cold when nobody follows up quickly
   - then Does a buyer raise a hand?
10. **Test new messages and channels** [task; Marketing team; id `m3a`]
   - then Publish content, ads and landing pages

```mermaid
flowchart LR
  subgraph l_strat["Marketing leadership"]
    n_m1(["Decide who to reach and what to promise"])
  end
  subgraph l_team["Marketing team"]
    n_m2[["Run campaigns across channels"]]
    n_m3a["Test new messages and channels"]
    n_m8(["Pass it to sales with the full context"])
    n_m9["Keep nurturing with useful emails and content"]
  end
  subgraph l_web["Website and ads"]
    n_m3["Publish content, ads and landing pages"]
  end
  subgraph l_crm["CRM and automation"]
    n_m6[["Capture and score the lead"]]
    n_m7{"Is the lead good enough to hand to sales?"}
  end
  subgraph l_buyer["Buyers"]
    n_m4["See it and decide whether to respond"]
    n_m5{"Does a buyer raise a hand?"}
  end
  n_m1 --> n_m2
  n_m2 --> n_m3
  n_m3 --> n_m4
  n_m4 --> n_m5
  n_m5 -->|"Yes"| n_m6
  n_m5 -->|"No"| n_m3a
  n_m3a --> n_m3
  n_m6 --> n_m7
  n_m7 -->|"Yes"| n_m8
  n_m7 -->|"No"| n_m9
  n_m9 --> n_m5
```

## Full data (JSON)

```json
{
  "title": "Marketing: get attention and create demand",
  "maps": {
    "m_root": {
      "id": "m_root",
      "lanes": [
        {
          "id": "strat",
          "name": "Marketing leadership",
          "type": "person"
        },
        {
          "id": "team",
          "name": "Marketing team",
          "type": "person"
        },
        {
          "id": "web",
          "name": "Website and ads",
          "type": "system"
        },
        {
          "id": "crm",
          "name": "CRM and automation",
          "type": "system"
        },
        {
          "id": "buyer",
          "name": "Buyers",
          "type": "person"
        }
      ],
      "steps": [
        {
          "id": "m1",
          "kind": "start",
          "lane": "strat",
          "next": [
            {
              "to": "m2"
            }
          ],
          "uses": [],
          "label": "Decide who to reach and what to promise"
        },
        {
          "id": "m2",
          "kind": "subprocess",
          "lane": "team",
          "link": {
            "id": "cmv0iedtg004pjw06zbk6kaue",
            "scope": "public",
            "title": "Launch a marketing campaign"
          },
          "next": [
            {
              "to": "m3"
            }
          ],
          "uses": [],
          "label": "Run campaigns across channels"
        },
        {
          "id": "m3",
          "kind": "task",
          "lane": "web",
          "next": [
            {
              "to": "m4"
            }
          ],
          "uses": [],
          "label": "Publish content, ads and landing pages"
        },
        {
          "id": "m4",
          "kind": "task",
          "lane": "buyer",
          "next": [
            {
              "to": "m5"
            }
          ],
          "uses": [],
          "label": "See it and decide whether to respond"
        },
        {
          "id": "m5",
          "kind": "decision",
          "lane": "buyer",
          "next": [
            {
              "to": "m6",
              "label": "Yes"
            },
            {
              "to": "m3a",
              "label": "No"
            }
          ],
          "uses": [],
          "label": "Does a buyer raise a hand?"
        },
        {
          "id": "m3a",
          "kind": "task",
          "lane": "team",
          "next": [
            {
              "to": "m3"
            }
          ],
          "uses": [],
          "label": "Test new messages and channels"
        },
        {
          "id": "m6",
          "kind": "subprocess",
          "lane": "crm",
          "link": {
            "id": "cmv0ie5f70027jw06onp4obt3",
            "scope": "public",
            "title": "Generate a lead: from stranger to hand-raiser"
          },
          "next": [
            {
              "to": "m7"
            }
          ],
          "uses": [],
          "label": "Capture and score the lead"
        },
        {
          "id": "m7",
          "kind": "decision",
          "lane": "crm",
          "next": [
            {
              "to": "m8",
              "label": "Yes"
            },
            {
              "to": "m9",
              "label": "No"
            }
          ],
          "uses": [],
          "label": "Is the lead good enough to hand to sales?"
        },
        {
          "id": "m8",
          "kind": "end",
          "lane": "team",
          "next": [],
          "uses": [],
          "label": "Pass it to sales with the full context"
        },
        {
          "id": "m9",
          "kind": "task",
          "lane": "team",
          "next": [
            {
              "to": "m5"
            }
          ],
          "pain": {
            "note": "Leads go cold when nobody follows up quickly",
            "level": 2
          },
          "uses": [],
          "label": "Keep nurturing with useful emails and content"
        }
      ],
      "title": "Marketing: get attention and create demand",
      "parent": null
    }
  }
}
```