Marketing Playbook: EcoHexagon

A strategic guide for the marketing team. Let's win together.

1. Core Product Identity

This is our foundation. Every piece of marketing content should align with this identity.

Elevator Pitch

EcoHexagon is an all-in-one platform for freelancers and small agencies that replaces a messy stack of tools with one simple, integrated solution for managing clients, projects, and finances.

Core Value Proposition

Stop the client chaos. EcoHexagon gives you the tools to run your business professionally, impress your clients, and get paid faster—without the complexity of enterprise software.

2. Target Audience Personas

We are building for and speaking to these people. Understand their world.

Persona 1: The Freelance Creative

(e.g., Web Designer, Copywriter, Consultant)

Juggles 3-5 clients at a time. Passionate about their craft but overwhelmed by the "business" side of things.

Pain Points:

  • "I waste so much time tracking down files and feedback in email."
  • "Chasing invoices is awkward and hurts my cash flow."
  • "I feel unprofessional using spreadsheets to manage six-figure projects."

Goals:

  • Spend more time on creative work, less on admin.
  • Present a polished, professional image to clients.
  • Have predictable income and smooth project workflows.

Persona 2: The Small Agency Owner

(e.g., 2-10 person Design, Dev, or Marketing Agency)

Manages a small team and a larger portfolio of clients. Needs visibility into project profitability and team workload.

Pain Points:

  • "I don't know if we're actually profitable on a per-project basis."
  • "My team is using 5 different tools. There's no single source of truth."
  • "Onboarding new clients and projects is a chaotic, manual process."

Goals:

  • Increase project profitability and operational efficiency.
  • Standardize processes for the whole team to follow.
  • Gain a high-level view of the business without micromanaging.

3. Key Messaging Pillars & Corresponding Features

These are the core stories we tell, backed by tangible features from our product.

Pillar 1: End Tool Chaos

Message: "Stop juggling spreadsheets, docs, and messaging apps. Get everything in one place."

Features to Highlight: Dashboard, Project Management, Task Management, File Sharing, Client Portal.

Pillar 2: Impress Your Clients

Message: "Look like the professional you are. Give clients a seamless, organized experience from proposal to final payment."

Features to Highlight: Proposals & Leads, Client Management, Client Portal, Professional Invoices.

Pillar 3: Get Paid Faster

Message: "Create and track invoices effortlessly. Stop chasing payments and improve your cash flow."

Features to Highlight: Invoicing & Payments, Time Tracking, Automated Reminders (Future).

4. Content & Channel Strategy Ideas

How we will reach our audience and what we will say.

Blog & SEO Content (Top of Funnel)

  • Pain Point Articles: Write articles that our personas would search for.
    • "5 Signs Your Agency Has Outgrown Spreadsheets"
    • "How to Create a Professional Client Onboarding Process"
    • "The Freelancer's Guide to Invoicing Without The Headaches"
  • Templates: Offer downloadable templates.
    • "[Free Template] The Perfect Project Proposal"
    • "[Free Template] Client Onboarding Checklist"

Social Media (Engagement & Awareness)

  • LinkedIn: Share articles, post tips for agency owners, engage in professional groups.
  • Twitter/X: Share quick tips, product updates, and engage with the freelance/founder community.
  • Dribbble/Behance (for creatives): Showcase how EcoHexagon helps designers manage their projects, not just the designs themselves.

Feature-Focused Content (Middle of Funnel)

  • Video Demos: Short, 2-minute videos showcasing one feature that solves one problem. (e.g., "Creating a Proposal in Under 90 Seconds").
  • "How-To" Guides: Detailed walkthroughs of core workflows in EcoHexagon. (e.g., "From Lead to Paid: Managing a Full Project Lifecycle in EcoHexagon").

5. Key Performance Metrics & Success Indicators

Track these metrics to measure marketing effectiveness and optimize campaigns.

Awareness & Reach Metrics

  • Website Traffic: Monthly organic traffic growth
  • Brand Searches: Direct searches for "EcoHexagon" and branded terms
  • Social Engagement: Likes, shares, comments on platform-specific content
  • Content Reach: Blog post views, video watch time, template downloads

Conversion & Revenue Metrics

  • Lead Quality Score: Percentage of leads that match target personas
  • Trial-to-Paid Conversion: % of free trials converting to paid plans
  • Customer Acquisition Cost (CAC): Cost per acquired customer by channel
  • Monthly Recurring Revenue (MRR): Growth from marketing-generated leads

6. Competitor Analysis & Positioning

Understand the competitive landscape and our unique advantages.

Direct Competitors

FreshBooks, Harvest, Toggl: Established but often complex or single-feature focused

Our Advantage: "All-in-one simplicity without enterprise complexity"

Indirect Competitors

Notion, Airtable, Monday.com: Powerful but require significant setup time

Our Advantage: "Purpose-built for freelancers and agencies, not generic project management"