Marketing playbooks for EdTech, AI, MedTech and franchise businesses

Some markets have their own rules. EdTech buyers work on a school budget year and check privacy, safety and evidence of learning before they buy. AI buyers want proof on their own data and clear answers on accuracy and data use. Franchise brands market twice: to future franchisees and, through each location, to local customers. Start with the playbook for your industry, then use the guides and tools below.

Covers: EdTech (K-12, higher education, direct to parents), AI products, MedTech (medical devices sold to hospitals and clinics), franchise networks, industry buying rules, calendars and regulations that shape marketing.

Learn the method

EdTech Marketing Playbook — Choose between districts, colleges and parents, then meet each buyer's rules on evidence and privacy.
Marketing AI Products Playbook — Position, prove, price and sell an AI product, and keep your AI claims on the right side of regulators.
MedTech Marketing Playbook — Five questions on selling medical devices to US hospitals and clinics: hospital buyers, medical writers, distributors, FDA clearance and LinkedIn ads.
Franchise Marketing Playbook — Recruit the right franchisees and help every location win local customers, within FTC and state rules.
Product-Led Growth Playbook — Eight steps to product-led growth: find the activation moment, choose the free model, place the paywall and let usage decide who sales calls. (from Go-to-Market & Growth Planning)
Account-Based Marketing (ABM) Playbook — Tier accounts, map buying groups and measure pipeline, not MQLs. (from Sales & Pipeline)

Run the numbers

AI Visibility Significance Test — Measure whether AI answer engines name you, and whether the change since last run is real. (from AI Search & Agent Readiness)
Five-Second Message Test — Show a page for five seconds and score whether people got what it is, who it is for, why choose it and what to do next. (from Website & Conversion)
Launch Readiness Planner — Score whether you are ready to set a launch date, then build the dated work-back plan. (from Go-to-Market & Growth Planning)
AI Inference Cost Modeler — Inference cost per user and all-in margin per paid account at normal and spike usage, with break-even price and the levers that move margin. (from Pricing & Monetization)
Pilot-to-Contract Planner — Plan a pilot back from the buyer's budget date, check the success criteria and download a plan to sign. (from Sales & Pipeline)
Positioning Statement Generator — Seven guided prompts produce a positioning statement, value prop, pitch and hero copy. (from Strategy & Positioning)
Pricing & ARPU Modeler — Model SaaS tiers: blended ARPU, revenue mix, price-ladder multiples and top-tier anchoring. (from Pricing & Monetization)
Webinar Pipeline Planner — Work backwards from a pipeline target to the room a webinar actually needs. (from PR, Partnerships & Events)
Claims & Proof Checker — Flag every claim in your copy that needs proof or consent, with what to keep on file and the regulator's own guidance. (from Website & Conversion)

Build it

The Sales Process Workbook — Stages with exit criteria, the seven qualification checks, a buying committee map with role presets, a weekly deal review and a stage-date log. (from Sales & Pipeline)
The Discovery Call Guide — Preparation, a timed 30-minute agenda, 22 questions (six for AI products), seven qualification checks read by AAJ's rule, and a note sheet. (from Sales & Pipeline)
The Marketing Compliance Checklist — Nine rule sets with the regulator's own page for each, a keep-on-file list and 23 dated sources. Orientation, not legal advice. (from Marketing Ops, AI & Team)
The Security Questionnaire Answer Library — Log every security questionnaire, keep one approved answer per question with its evidence and owner, and reply on time. (from Sales & Pipeline)

Run it with your AI agent

Pilot to Contract — A pilot plan worked back from the budget date, with a criteria check and the top three fixes. (from Sales & Pipeline)
Pricing & Packaging — Design tiers and price points and model ARPU. (from Pricing & Monetization)
Value Proposition — The core product promise with proof points by audience. (from Strategy & Positioning)
Case Study & Proof — Scores whether a case study would convince a sceptic, and whether you can publish it. (from Website & Conversion)
Claims & Proof Check — Check copy sentence by sentence for claims that need proof or consent, with regulator guidance links. (from Website & Conversion)
Webinar & Event Programs — Sizes a webinar backwards from the pipeline it must create, and judges it on meetings and pipeline against cost. (from PR, Partnerships & Events)

Read the research

Clinical Evidence in Medical Device Marketing — What FDA and the FTC allow a device company to say about its studies, and what a pivotal study costs on average.
How US Hospitals Buy New Medical Devices — Who buys, through whom and on what evidence, from GAO, AHA, CMS, MedPAC and KFF data, with the gaps listed.
How to Market an AI Product — Six steps to market an AI product when every product says it has AI.
How to Make Security a Selling Point — Five steps to turn security reviews into a sales asset: data-use answer, trust page, SOC 2 decision, questionnaires, true claims.
How to Market to Developers — Five steps to market an API, SDK or AI tool to developers: first call, docs, one place, adoption.
How to Sell EdTech to School Districts — The seven steps of a district purchase, the documents to have ready, and cooperative contracts.
The EdTech Marketing Calendar — When districts plan, budget and buy, season by season, with the main conferences.
How Medical Device Companies Charge — Seven fiscal 2025 filings show five ways to charge for a device and what each one needs to work. (from Pricing & Monetization)
Conferences and Trade Shows for Startups: Which Events Are Worth It? — Five steps to pick and work events: one job per event, who is in the room, cheapest way to show up, attract-contact-convert, follow up. (from PR, Partnerships & Events)
How to Market a Two-Sided Marketplace: Solving the Chicken-and-Egg Problem — Five steps to start a marketplace: the loop, the harder side first, one dense place, liquidity, both sides as marketers. (from Go-to-Market & Growth Planning)
Privacy and Advertising Rules for Startup Marketers — Five checks before a campaign goes live: data map, patient data kept out of ads, cookie consent, email rules, honest claims. (from Marketing Ops, AI & Team)

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