Free Marketing Playbooks & Frameworks — AAJ

Free, actionable marketing playbooks from AAJ. Step-by-step frameworks for growth, analytics, product launches, CRO, and AI — results in 90 days.

Available Playbooks

  1. Foundations Playbook (B2B) — B2C Version

    Get your GTM, messaging, and growth basics right — define positioning & ICP, build a go-to-market plan, set up core analytics.

  2. 90-Day Growth Playbook

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

  3. Demand Gen & Performance Marketing Playbook

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

  4. Website & Conversion Optimization Playbook (B2B) — B2C Version

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

  5. Customer Onboarding & Retention Playbook

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

  6. Analytics & Attribution Playbook (B2B) — B2C Version

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

  7. Product Launch Playbook (B2B) — B2C Version

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

  8. Agentic AI in Marketing Playbook

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

  9. GEO & AEO Playbook

    A 60-day framework to earn citations in ChatGPT, Perplexity, Google AI Overviews, Claude, Gemini, and Grok.

  10. Content Creation Playbook

    A comprehensive content marketing playbook covering strategy, production, distribution, measurement, and optimization.

How to Use the AAJ Playbooks

The AAJ playbook library is published in full and is free to use. Each playbook is a documented operating system for a specific marketing capability — foundations, growth, demand generation, conversion, retention, analytics, launches, AI, GEO/AEO, content. Together they form the framework AAJ uses inside paid engagements. Independently, each playbook is designed to be self-serve: a founder, a marketing lead, or a small in-house team can read it and run it without outside help.

Most teams start with the Foundations Playbook to establish positioning, ICP, and the underlying operating system. From there, the 90-Day Growth Playbook compresses the framework into a quarterly sprint. The specialty playbooks — demand gen, CRO, retention, analytics, launches, AI, GEO/AEO, content — layer on as the team's priorities evolve.

Who the Playbooks Are For

How AAJ Supports Teams Running the Playbooks

Teams that want a senior partner to run the playbook with them engage AAJ in one of three formats: a Strategy Sprint, a Project Engagement, or a Retainer. Details are on the pricing page. The playbooks themselves remain free regardless.

Related Resources

Frequently Asked Questions

Are AAJ's playbooks free?

Yes. All playbooks are free to read and use. They provide the same frameworks AAJ uses with consulting clients, so you can DIY or bring us in for hands-on help.

What's the difference between B2B and B2C playbooks?

B2B playbooks focus on longer sales cycles, buyer committees, and sales enablement. B2C playbooks focus on consumer psychology, faster conversion paths, and channels like social and influencer marketing.

Can I use these playbooks without hiring AAJ?

Absolutely. Every playbook is designed to be self-serve. If you want expert support, AAJ can run the sprints with you or provide advisory guidance.

How long does each playbook take to implement?

Most playbooks are designed as 60–90 day sprints. Some (like Product Launch) run 6–10 weeks. You can compress timelines if you have a lean, fast-moving team.