Business DNA

Your strategy lives in your head.
Business DNA writes it down once.

Capture what you sell, who buys it, who you compete with and what you can't claim, drafted for you from your website. Every piece of content is written from it.
  • Drafted from your website in minutes
  • Guardrails on the claims you can't make
  • Used in every piece Glowtify writes
See the whole Strategize stage
  • demathieu bard
  • mrw
  • ferrell ross
  • bessette
  • b45
  • radimed

Businesses across North America have published 25,000+ pieces on Glowtify

Business DNA

Everything Glowtify knows about your business, in one profile.

Keep your positioning, offerings, buyers and guardrails in eight sections, each with a status, and get a strategist that points out what's still missing.

Brand · Brand DNA

GeneralBrand identityOfferingsAudience & PositioningGoalsContent & GuardrailsChannels & MixSEO & GEO

Here's where your strategy stands.

Some fields still need your input.

Fill in the missing blocks1Review my marketing strategyAudit my Business DNADrop a document
Message the Brand Strategist…
Audience overviewUp to date

Owners, operators and decision makers at fabricators and processors. Small marketing teams where one person wears every hat.

Unique selling propositionUp to date

Mill-duty frames and five-day lead times on plate under 12 mm, for shops that cannot afford downtime.

Core messaging angleUp to date

Uptime over invoice

Your content pillarsUp to date
1Tolerance and edge qualityAwareness26% of monthly output2Lead time you can plan aroundConsideration24% of monthly output3Material and grade selectionAwareness26% of monthly output4Fewer reworks, less scrapConsideration24% of monthly output

Four of five used. The mix has to add up before it schedules.

SuggestionsUp to date
Fixturing for thin plateConsiderationWhere warping starts, and the setup choices that prevent it.AddCertification, in plain termsAwarenessWhat ISO 9001 does and does not tell a buyer about your parts.Add
Keyword portfolioUp to date
Industry seed5 / 20Awareness5 / 20Consideration5 / 20Conversion5 / 20

The more complete the profile, the more your content sounds like your company.

Goals

Goals your marketing plans against.

Set your ambition, the numbers behind it and the marketing objectives that get you there. Every plan Glowtify builds works toward them.

Brand · Brand DNA

GeneralBrand identityOfferingsAudience & PositioningGoalsContent & GuardrailsChannels & MixSEO & GEO
AmbitionUp to dateTo be the shop specifiers in Ontario and Quebec name first, and to make what happens on the floor legible to people who have never walked it.
Business GoalsUp to date
Repeat order revenue1.2M $per yearUp 400K $ (50%)New accounts won24per yearUp 9 (60%)Revenue growth18%per yearUp 7 pts (64%)
Marketing ObjectivesUp to date
Top of funnel — awareness & interestBuild Brand AwarenessBe the shop specifiers name first across Ontario and Quebec.Total Reach · Target: 250K by Dec 3168K250KAdd New Objective
Middle of funnel — engagement & evaluationDrive ConsiderationTurn spec-sheet traffic into named contacts with tolerance guides and a lead-time calculator.New Subscribers · Target: 2K by Dec 316102KAdd New Objective
Bottom of funnel — purchase & conversionConvert to CustomersBaseline the quote requests coming from product pages and monthly capability updates.Quote Requests · Target: 300 by Dec 3144300Add New Objective
Post-purchase — retention, loyalty & expansionGrow Customer ValueAdd New Objective

Progress rolls up from each objective, so a goal with no work behind it shows as not started.

Channels & Mix

Decide where your content goes each month.

Split your content across each buying stage, weight your topics, and the calendar fills to match. A stage left at zero shows up as a gap.

Brand · Brand DNA

GeneralBrand identityOfferingsAudience & PositioningGoalsContent & GuardrailsChannels & MixSEO & GEO
Funnel SplitUp to date52%Awareness48%Consideration
Awareness52%Consideration48%Conversion0%
Content MixUp to date

Add content pillars for all funnel stages to see the full content mix.

Tolerance and edge qualityAwareness26%26% of monthly output
Lead time you can plan aroundConsideration24%24% of monthly output
Material and grade selectionAwareness26%26% of monthly output
Fewer reworks, less scrapConsideration24%24% of monthly output

The mix has to add up to 100% for anything to be scheduled, so an empty stage holds the calendar until you fill it.

How it works

Drafted from your website. Corrected by you.

01

It reads your website.

Glowtify drafts the profile from what you already publish, so you start by correcting a draft.

02

You fix what it got wrong.

Every field is editable. The ones that matter most are your guardrails: the claims your company can't make.

03

It stays current as you work.

Mention something in the editor that belongs in your profile, and Glowtify offers to add it in one click.

Good to know

Your positioning stays your call.

It won't decide your positioning for you

It drafts from your website and flags what's missing. Deciding what your company does better than anyone else stays with you.

It never changes on its own

Suggestions arrive as suggestions. Positioning, guardrails and topics change only when someone on your team accepts them.

Frequently asked in demos

How long does setup take?

The first draft comes from your website in minutes. Correcting it takes about an hour, and every campaign after that uses it.

What are guardrails?

The claims your company can't make: certifications you don't hold, lead times you can't guarantee, comparisons your lawyer would rather you skipped.

What if our website is out of date?

Glowtify drafts from what's there and tells you which fields it couldn't fill. An old website gives you a shorter first draft, with nothing made up.

Related

Related capabilities

Get the strategy out of your head and into everything you publish.

Book a 30-minute call. We'll draft your Business DNA from your website and show you what it gets right.