3 exercises to fix your marketing plan

Welcome To The Orbit Marketing Newsletter 🪐 

This Week We’re Diving Into:

• 🧠 Tutorial: 3 Exercises to Fix Your Marketing Plan, Strategies to align your product, GTM plan, and marketing strengths.

• 🎙️ Podcast: Rebuilding LinkedIn From Zero, A 4-step plan to grow an audience and book meetings fast, even if you're starting from scratch.

Read time: 4 minutes

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🧪 3 Exercises To Make Your Marketing Plan Work

Most planning cycles start with a spreadsheet and end with a list of tactics. But if you skip the strategy work, you’re just guessing.

The MKT1 team laid out a smarter way to approach planning: start with three foundational exercises that help you figure out what makes your marketing work.

Not what worked for someone else. Not what worked last year. What works for you, right now.

Here’s how to get there.

1. Revisit Your Core Product/Service Marketing Strategy

Before you plan any campaign, you need to know who you’re targeting.

This step helps you:

• Prioritize your ICPs. Not all audiences deserve equal attention. Think in tiers: “proven,” “scaling,” “testing.”

• Map your ecosystem. Don’t just look at competitors, include channel partners, integrations, and affiliates. Who already talks to your audience?

Too many teams either stick with the same ICP for too long or bounce between them without a plan. This forces you to get clear.

2. Check If Your GTM Plan Aligns With Your Sales Process

Your go-to-market motion (self-serve, sales-led, or hybrid) should shape your marketing strategy. But most teams don’t pause to check the fit.

Start by asking:

• Can users onboard themselves?

• Do they want to?

• What’s your average deal size?

• How long is your sales cycle?

Then look at your marketing. If you’re sales-led but only doing inbound, you’re leaving deals on the table. If you’re self-serve but gating everything, you’re slowing people down.

Getting this right requires cross-functional alignment, but it’s worth it. If your strategy and motion are out of sync, you’ll burn a lot of resources with little to show for it.

3. Identify Your Marketing Advantages

This is where you find your edge.

Every company has a few things that, if used well, can drive outsized growth. MKT1 calls these “marketing advantages.” They might include:

• A free plan with a high conversion rates

• A founder with a large social following

• A product with built-in virality

• A strong partner network

The trick is to figure out which ones you have, how strong they are, and whether you’re actually using them.

Then, build your plan around them.

If you’ve got a killer free plan but no lifecycle emails, fix that. If you’ve got great partners but no partner marketer, hire one.

Don’t copy someone else’s playbook. Build around your own strengths.

TL;DR

Before you start picking channels or setting KPIs, run these three exercises:

1. ICP Review: Who are we targeting, and what’s changed?

2. GTM Alignment: Does our strategy match how we sell?

3. Marketing Advantages: What’s our edge, and are we using it?

🎙️ Starting on LinkedIn from Scratch? Here’s the Plan.

Imagine waking up with zero followers and needing to rebuild your LinkedIn presence from scratch. This 4-step system helps you book meetings and win customers in your first 30–60 days, while laying the groundwork for a brand that compounds.

In this episode, you’ll learn:

• 🧠 The Dual Focus Mindset: How to chase short-term wins like meetings and new clients from day one, while also building a brand that attracts your ideal customers for years.

• 📄 Crafting a Client-Attracting Profile: Turn your LinkedIn profile from a resume into a magnet for leads by clearly showing how you solve problems, backed by social proof.

• 🎯 The Core Four Strategy: A straightforward system (Search, Engage, Connect, Message) that gets you booking meetings quickly, even with no existing network.

Whenever you are ready, here’s how we can help you:

1. Done-For-You Weekly Newsletter - Start a weekly publication to nurture your prospects on autopilot, build authority, and stay top of mind. Learn more.

2. Tune Into The Orbit Marketing Podcast - Actionable tips and insights on email marketing, directly from industry leaders. Listen now.

3. Join The Orbit Marketing Partner Program - Learn more about how to partner with Orbit Marketing. Get more info.