Practical tools you can use this week
The frameworks I use with clients, written up so you can apply them yourself. Each one is short, specific and free — request a copy and I'll email it over.
Frameworks, not gated fluff
- Frameworks01
- Templates02
- Scorecards03
Guides, checklists and planners
No drip campaign and no sales sequence. Your details are used to send the guide and nothing else.
The AI Marketing Playbook for SMEs
A 9-page playbook on putting AI to work in marketing: the operating model, the first five workflows to build, AI search visibility (getting cited by ChatGPT and AI Overviews) and the governance that protects your brand.
- Where AI genuinely creates commercial value
- The three-layer AI operating model for a small team
- The first five workflows to build, in order
- AI search visibility (AEO) and how to measure it
- Governance, accuracy and brand-voice guardrails
- A 90-day adoption plan and scorecard
Marketing Strategy Checklist
A practical checklist to pressure-test your marketing strategy before you commit another year of budget to it.
- Commercial goals and the enquiry maths behind them
- Segment and ideal client profile definition
- Proposition and messaging tests
- Channel selection by buying stage
- Measurement framework and reporting cadence
SEO Audit Framework
The framework I use to audit B2B and industrial websites, covering technical health, content and commercial intent.
- Crawlability and indexation checks
- Page speed and Core Web Vitals priorities
- Commercial keyword mapping
- Content gap analysis for technical buyers
- Local SEO for multi-site businesses
Marketing Budget Planner
A simple planner for allocating marketing budget against pipeline targets rather than last year's spend.
- Target revenue to enquiry calculator
- Channel allocation model
- Cost per enquiry benchmarks by channel
- Quarterly review template
Lead Generation Guide for SMEs
How to build a lead generation system that produces qualified enquiries rather than form fills.
- Demand capture versus demand creation
- Landing page and offer design
- Qualification and handover to sales
- Nurturing long sales cycles
- Reporting that proves contribution
AI Marketing Guide
A grounded guide to using AI in an SME marketing function, including what to automate first.
- Where AI genuinely saves time
- Prompt patterns for B2B marketing tasks
- Search behaviour changes and what to do about them
- Governance, accuracy and brand voice
- A ninety day adoption plan
Questions about the guides
Where to go next
A few things worth reading — and the pages most people move to from here.
Related insights
- AI SearchHow to Get Your Business Cited by ChatGPT and Google AI OverviewsThe entity, structure and evidence signals answer engines use to choose who they quote.
- Marketing StrategyWhy Your Marketing Isn't Working (And It Probably Isn't the Tactics)The positioning and priority problems that make good execution look like bad marketing.
- AnalyticsThe Five Marketing Numbers Your Board Actually WantsThe reporting set that turns marketing activity into a commercial conversation.
Prefer a conversation to a PDF?
Thirty minutes on a call will tell you more about your marketing than any template can.