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Marketing Overview

As of: 2026-09-28

Marketing is not the job of making ads.

It is the work of deciding and validating to whom you deliver what value, through which paths, and at what cost you acquire and keep customers.

This track is a map that helps developers and Product Owners understand the whole field of marketing in a structured way. It focuses less on definitions and more on which decisions are made and on what evidence.

Core Questions Marketing Must Answer

  1. Whose problem, and which one, are we targeting? (Segment, ICP)
  2. Why are we better than the alternatives? (Positioning)
  3. In what words do we communicate it? (Messaging)
  4. How do we enter the market? (Go-to-Market)
  5. Through which channels do we reach people and maintain the relationship? (Channels, Lifecycle)
  6. Did it actually work? (Measurement, Incrementality)
  7. Does the model make money? (CAC, LTV, Payback)
  8. Do we stay within the lines of law and trust? (Consent, ad disclosure)
flowchart LR
    R[Research] --> S[Segment]
    S --> P[Positioning]
    P --> M[Messaging]
    M --> G[Go-to-Market]
    G --> C[Channels]
    C --> X[Measurement]
    X --> U[Unit Economics]
    U --> L[Learn]
    L --> R
    C -.-> A[AI Search]
    X -.-> V[Privacy]

Documents in This Track

Document Question it answers
01 Market and Customer Research · Segmentation Whose job are we targeting
02 Positioning · Messaging · Brand Why us, and how do we get remembered
03 Go-to-Market · Launch · PLG/SLG Which motion do we use to enter the market
04 Channel Strategy Which of Content/SEO, Paid, Lifecycle, Community, Partnerships to use, and how to split and scale the budget
05 AI Search · GEO/AEO How to be found in the era of AI Overviews and ChatGPT search
06 Measurement · Attribution · Privacy How do we know what actually worked
07 Marketing Metrics How to read CAC, LTV, Payback, and Retention
08 AI Workflows · Risks Where to use AI and where to stop
09 Law · Ethics · Ad Disclosure Basics of consent, ad disclosure, dark patterns, and AI-output labeling

How B2B and B2C Differ

The same concept carries different weight in B2B and B2C. The table shows general tendencies; the documents on the right go deeper.

Aspect B2B B2C More in
Buying unit An organization (account, workspace) An individual or household 01 (ICP and Persona)
Number of decision makers Several: users, decision makers, budget approvers, security and legal reviewers Usually just the buyer 01
Cycle length Long; grows with price and adoption complexity Short; many repeat and impulse purchases 03 (PLG and SLG)
Main channels Search and docs, communities, partners, sales, email Search, paid social, app push and messaging, commerce and reviews 04
Key metrics Pipeline, PQL, win rate, NRR, CAC payback Conversion rate, retention, repeat purchase, ARPU, LTV 03, 07
Legal scope Network Act Article 50 does not limit recipients to private individuals, so it can apply to advertising email sent to people at companies. Ad copy falls under the Labeling and Advertising Act Network Act Article 50, E-Commerce Act (dark patterns, subscription conversions), PIPA (consent for targeted ads), Labeling and Advertising Act 09

This track's example product is an incident-monitoring tool used by teams of 1–5 people. Billing is per team (B2B), but individual developers often pay directly by card, so it is a boundary case where you check both columns.

What Changed in 2024–2026

Only time-sensitive changes are collected here. Detailed evidence is in each document's references.

Area Change When
Browser Chrome withdrew its plan to phase out third-party cookies and announced the retirement of most Privacy Sandbox APIs 2025-04, 2025-10
Search Google AI Overviews expanded to 200+ countries and territories and 40+ languages; Korean added to AI Mode 2025-05, 2025-09
Search measurement Search Console's generative AI performance report launched for a subset of UK sites and then expanded to all sites. It shows impressions only, with no clicks or queries 2026-06, 2026-08
Ads in AI answers OpenAI announced ChatGPT ad testing in the US. For Korea, a pilot was announced in 2026-06 and, per OpenAI's notice, ads launched on 2026-08-11 for logged-in adult Free and Go users; paid plans stay ad-free 2026-01, 2026-06, 2026-08
Mobile French and Italian competition authorities fined Apple over ATT; Germany accepted commitments 2025-03, 2025-12, 2026-08
Measurement tools Google Meridian (open-source MMM) made available to everyone 2025-01
Regulation Korea's E-Commerce Act rules on six dark-pattern types took effect; EU AI Act Article 50 transparency obligations began to apply; Korea's AI Basic Act took effect 2025-02, 2026-08, 2026-01
Ad disclosure Korea FTC added AI virtual-person disclosure to its endorsement guidelines In force 2026-06

Shared Principles

Marketing Work, Simplified

Understand the customer
→ Choose (who, what)
→ Promise (positioning, message)
→ Reach (channel)
→ Measure (incrementality)
→ Judge economics (CAC, LTV)
→ Choose again

Good marketing is less about spending a large budget and more about reducing the likelihood of making the wrong promise to the wrong customer.

References