Markster
Connect work across your company.
Research a market, develop an offer, follow up with prospects and carry the work into delivery. Markster connects the software and specialist work around those activities, with custom development as the business needs change. The same company knowledge supports work in delivery, people and finance.
One question, connected work
A market question can shape customer work and delivery.
Market research can help identify whom an offer serves and what to say about it. That context informs outreach and sales materials. Replies can connect to customer records and next steps, and the agreed work can connect to delivery.
The system retains approved company knowledge and useful corrections for later work.
One example: sales and marketing work
From a market question to the next customer action.
People may find a company through search, articles or social content. Agreed work may also include contacting selected companies by email, LinkedIn or another chosen channel. Research informs the message; replies receive the agreed follow-up.
Understand the market
Research customer needs, the offer, buyer language and relevant company context.
Choose whom to contact and what to say
Build or review the audience, shape the message and select the agreed channel.
Prepare the materials
Write outreach and prepare a page or sales material for its purpose and audience.
Contact people and handle replies
Carry out the agreed outreach through email, LinkedIn or another selected channel. Read replies and respond as agreed, or flag who should take over the conversation.
Record the outcome and next step
Connect the conversation to customer records and delivery, then review the agreed measures and open work.
Possible sales and marketing work
Eight groups, with distinct task examples.
These are examples of sales and marketing work. The proposal defines which tasks fit the engagement.
Direction, offer and market research
- Choose where this cycle’s effort goes
- Define the ideal customer
- Clarify the buyer’s problem
- Shape the offer
- Write the sales angle
- Build a list of objections
- Decide what to test next
- Research the market
- Research competitors
- Review competitor ads
- Research buyer language
- Prepare source-backed briefs
- Prepare pre-meeting briefs
- Monitor market trends
- Turn findings into next actions
Lists and contact information
- Build buyer lists
- Find decision-makers
- Enrich contact records
- Verify email addresses
- Segment accounts
- Remove duplicates
- Honor unsubscribe requests
- Add local lead information
- Identify event-based targets
Sending setup and deliverability
- Set up sending domains
- Set up mailboxes
- Protect sender reputation
- Prepare inboxes for sending
- Monitor inbox health
- Pace messages safely
- Watch for bounces
- Reduce the risk of landing in spam
- Protect the main domain
Outreach and replies
- Write cold-email sequences
- Write follow-up messages
- Personalize messages
- Prepare campaign launches
- Import approved leads
- Stage campaigns before sending
- Start, pause, resume or archive campaigns
- Adjust sending pace
- Keep conversations moving
- Stop sequences when needed
- Monitor replies
- Classify replies
- Draft responses
- Flag positive replies
- Route handoffs
- Follow up with stalled leads
- Nurture interested people who are not ready to decide
- Track open conversations
- Keep commitments visible
Websites and conversion materials
- Build landing pages
- Build campaign pages
- Build full websites when scoped
- Build lead-magnet pages
- Connect forms
- Connect calendars
- Connect payment links
- Build thank-you pages
- Test forms before launch
- Track page performance
Customer records and sales process
- Set up sales stages
- Keep contact records clean
- Draft CRM notes
- Draft CRM tasks
- Summarize account context
- Recommend the next action
- Track stage movement
- Route inbound enquiries
- Work enquiries toward a booked sales conversation
Content, search and creative
- Write social posts
- Write search articles
- Write newsletters
- Write founder posts
- Repurpose calls and videos
- Build content packs
- Build lead magnets
- Schedule approved posts
- Track content performance
- Build voice profiles
- Match a company’s writing style
- Create visual assets
- Create post images
- Transcribe audio and video
- Maintain brand consistency
- Prepare review-ready materials
- Run technical site audits
- Build internal links
- Improve search visibility
- Improve AI-search visibility
- Check analytics and Search Console
- Create SEO action plans
- Build content briefs
- Track visibility changes
Reporting and review
- Set up measurement
- Track campaign results
- Track booked appointments
- Track pipeline movement
- Track attribution
- Produce reports
- Run monthly re-checks
- Maintain the control dashboard
- Keep the approval queue clear
- Keep records of what ran
People, software and handoffs
Compare the work each setup needs.
The same responsibility may sit with an employee, an outside specialist, software or a combination. Listing a function does not mean a Markster engagement replaces an employee one-to-one.
Functions to coordinate
Sales development representative (SDR), lead researcher, copywriter, content writer, social media manager, SEO specialist, deliverability specialist, CRM and operations administrator, web designer, video editor, data analyst, market analyst and reputation manager.
Questions for your own setup
Who prepares the work? Which systems and people does it depend on? Who reviews customer-facing material? Who handles exceptions? What ongoing work and cost does it involve?
Published customer stories
Three customer accounts, each with its own measure.
Comfort Air · HVAC
David’s account of booked appointments
David’s story reports an increase from 50 to 110 booked appointments a month without adding a salesperson. The measure is appointments, not sales or revenue.
A1 Accounting · CPA
Robert’s reported revenue and working hours
Robert’s story reports $457K in new revenue over twelve months and roughly halved working hours.
Martin Plumbing · co-owner
Tyler’s reported close-rate change
Tyler reports that his close rate changed from about one in five to three in four, alongside faster responses to leads by his business.
Agreeing the work
The proposal defines what Markster will do.
The proposal describes the tasks, outputs, tools, responsibilities, review method, timing, costs, rights and any third-party requirements. It also states which decisions and business responsibilities remain with your team.
Questions to settle
What to clarify before work begins.
What does Markster do?
Markster builds and runs software, performs specialist work, develops custom software and adapts work across Growth, Delivery, People and Finance. The proposal defines the specific tasks.
How much time will it take from our team?
That depends on the tasks, connected systems, decisions and reviews involved. The proposal sets responsibilities and review points.
Can we focus on one area?
Discuss the result you want and the work connected to it. The proposal describes the software and specialist work Markster will provide.
What result will Markster commit to?
The proposal describes the work and how its results will be measured. Any commitment is set in the written agreement for that engagement.
What does “pipeline progress” mean?
Agree what to track. An enquiry, qualified conversation, booked appointment, closed sale, revenue earned and cash collected are different measures.
How will our CRM and other tools fit?
The proposal names the tools, connections, information access and responsibilities involved. These depend on your company and systems.
Will the work reflect our company?
The work uses your company knowledge and materials. The agreement sets who reviews material affecting a customer or company decision.
What is included and what does it cost?
The proposal sets the specific tasks and commercial terms for the engagement.
Tell us what your company wants to do next.
Tell us what you want to accomplish and what work may help. We can discuss what Markster could build, perform and maintain.