Marketing playbooks, one problem at a time

38 step-by-step methods, each for one marketing problem and written the way an operator runs it. Each group starts with the playbook to read first.

Strategy, research and pricing

Who you serve, what they need, and what to charge for it. Start with the Foundations Playbook.

  1. Foundations Playbook

    Foundations

    Topic: Strategy & Positioning

    Get your GTM, messaging, and growth basics right — built for early-stage teams that need clear positioning and a usable analytics foundation.

    B2C variant

  2. Customer Segmentation Playbook

    Segmentation

    Topic: Strategy & Positioning

    Segment your market by need and buying process, size and score the candidates, then pick the one segment you can win first.

  3. Market Research Playbook

    Research

    Topic: Audience & Customer Research

    Count the market from free official data, interview and survey customers, test price with real offers, map what buyers use today and keep one research file an investor can check.

  4. Survey Playbook

    Research

    Topic: Audience & Customer Research

    A practical 5D framework — Define → Design → Distribute → Dig in → Decide — for building surveys that produce decisions, not just data.

  5. Pricing, Packaging & Monetization Playbook

    Monetization

    Topic: Pricing & Monetization

    Design pricing that reflects your value, clarifies your plans, and turns monetization into a growth engine — not a guessing game.

  6. SaaS Pricing & Packaging Playbook

    Pricing

    Topic: Pricing & Monetization

    Choose a pricing model, package tiers that ladder and anchor, price to value, and figure out where your revenue should actually come from.

Pipeline and sales

Who to go after, how leads move to sales, and whether the number is reachable. Start with the ICP & Account-Scoring Playbook.

  1. ICP & Account-Scoring Playbook

    Targeting

    Topic: Sales & Pipeline

    Build an ideal customer profile from real closed-won data, score it on weighted signals, and rank your accounts into A/B/C tiers.

  2. Lead Management Playbook

    Sales handoff

    Topic: Sales & Pipeline

    Agree your lead stages, score each lead on fit and behavior, respond within the hour, route every lead to one named owner and sign a marketing–sales SLA. Seven steps, one worked example.

  3. Pipeline Coverage & Forecasting Playbook

    Pipeline

    Topic: Sales & Pipeline

    Size pipeline from your win rate, build a weighted forecast you can defend, and run a weekly cadence that flags revenue gaps early.

  4. Win-Loss Analysis Playbook

    Win-Loss

    Topic: Sales & Pipeline

    Read your loss composition by segment, reason, and competitor — then interview buyers for the real why.

  5. Account-Based Marketing (ABM) Playbook

    ABM

    Topic: Sales & Pipeline

    For growth-focused B2B brands — align Sales & Marketing, target the right accounts, and orchestrate plays that win pipeline.

Go-to-market and demand

Launches, channels and the budget behind them. Start with the 90-Day Growth Playbook.

  1. 90-Day Growth Playbook

    Growth

    Topic: Go-to-Market & Growth Planning

    A compact, action-first program for founders. Audit your funnel, run focused experiments, and convert repeatable winners into SOPs.

  2. Product Launch Playbook

    Launch

    Topic: Go-to-Market & Growth Planning

    Plan, execute, and optimize successful launches — from pre-launch positioning to post-launch optimization over 6–10 weeks.

    B2C variant

  3. Demand Gen & Performance Marketing Playbook

    Acquisition

    Topic: Paid Media

    Clarify your demand gen strategy, run CAC-driven experiments across 2–3 channels, and build a lightweight performance system.

  4. Paid Media Budget Allocation Playbook

    Paid Media

    Topic: Paid Media

    Set a CAC target from LTV, match channels to your model, and split spend so the next customer costs the same on every active channel.

  5. Digital Advertising Playbook

    Advertising

    Topic: Paid Media

    A practical, end-to-end framework for planning, building, optimizing, and scaling high-performing digital ad campaigns.

  6. Earned Media Playbook

    PR

    Topic: PR, Partnerships & Events

    Eight steps for getting press without an agency: find a story only you can tell, pitch the right people, and make coverage work twice.

  7. Partner Co-Marketing Playbook

    Partnerships

    Topic: PR, Partnerships & Events

    Eight steps for co-marketing that pays both sides: choose partners by audience overlap, agree terms in writing and share leads with consent.

Brand, content and community

A voice people recognise, content that compounds, and reach where analytics can’t see. Start with the Brand Voice Playbook.

  1. Brand Voice Playbook

    Brand Voice

    Topic: Brand & Voice

    Eight steps that turn a brand voice into rules a sentence can fail, so writers and AI tools hold the same voice and a check can enforce it.

  2. Brand Foundations Playbook

    Brand

    Topic: Brand & Voice

    Eight steps to a brand a startup can keep: a promise you can prove, a few distinctive assets used the same way, and a one-page kit with an owner.

  3. Content Creation Playbook

    Content

    Topic: Content, Copy & SEO

    A comprehensive system for planning, producing, distributing, and optimising multi-channel content — blog, social, email, video, and podcast.

  4. Community & Dark Social Playbook

    Community

    Topic: Social, Community & Creators

    Eight steps for marketing where analytics can't see: find where buyers already talk, make thinking easy to forward, and measure by asking.

  5. Founder-Led LinkedIn Playbook

    LinkedIn

    Topic: Social, Community & Creators

    Eight steps for founders who are their startup's only voice: what to post before proof, a cadence that lasts, and when to hand it on.

  6. Crisis Communications Playbook

    Crisis

    Topic: PR, Partnerships & Events

    Ten steps to tell a crisis from noise, prepare before anything goes wrong, run the first hour and day, apologise properly and measure whether trust came back.

Conversion, retention and measurement

Turn visits into customers, keep them, and know what worked. Start with the Website & Conversion Optimization Playbook.

  1. Website & Conversion Optimization Playbook

    Conversion

    Topic: Website & Conversion

    Turn your website into a pipeline engine — diagnose friction, implement high-impact fixes, and install a repeatable testing habit.

    B2C variant

  2. Customer Onboarding & Retention Playbook

    Retention

    Topic: Retention, Expansion & Advocacy

    Turn new signups into active, retained users — define your First Value Moment, design Golden Paths, and build a repeatable system.

  3. Product-Led Growth Playbook

    PLG

    Topic: Go-to-Market & Growth Planning

    Seven steps to product-led growth: find the activation moment, choose the free model, place the paywall and let usage decide who sales calls.

  4. Analytics & Attribution Playbook

    Analytics

    Topic: Analytics, Experiments & Budget

    Deliver reliable attribution, a live channel dashboard, and optimizations that improve cost per opportunity or conversion rate.

    B2C variant

AI search and AI in marketing

Get cited by AI engines, put AI to work in the team, and market an AI product. Start with the GEO & AEO Playbook.

  1. GEO & AEO Playbook

    AI Search

    Topic: AI Search & Agent Readiness

    Get your brand cited by ChatGPT, Perplexity, Google AI Overviews, Claude, and Grok — a 60-day framework for AI search visibility.

  2. Agentic AI in Marketing Playbook

    Advanced

    Topic: Marketing Ops, AI & Team

    Safely test and deploy Agentic AI in your marketing org — from discovery and pilot to governance and scale.

  3. Marketing AI Products Playbook

    AI Products

    Topic: Industry Playbooks

    Sell an AI product on the job and the result, prove it on the buyer’s own work, check every claim before you publish, and price on a metric that grows with value. Eight steps, one worked example.

Industry playbooks

The buying rules of specific markets, from school districts to hospital buyers. Start with the EdTech Marketing Playbook.

  1. EdTech Marketing Playbook

    EdTech

    Topic: Industry Playbooks

    Decide who pays before you decide what to say: choose a school, college or parent buyer, map the district buying group, build evidence, clear privacy rules and time the budget year.

  2. MedTech Marketing Playbook

    MedTech

    Topic: Industry Playbooks

    First edition: five questions MedTech founders ask about selling medical devices to US hospitals and clinics, from reaching hospital buyers to announcing an FDA clearance.

  3. Franchise Marketing Playbook

    Franchise

    Topic: Industry Playbooks

    Recruit the right franchisees and help every location win local customers, within FTC and state rules. Seven steps and one worked example for franchisors.