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
- Frameworks
- Templates
- Scorecards
Guides, checklists and planners
No drip campaign and no sales sequence. Your details are used to send the guide and nothing else.
The North West SME Growth Checklist
37 checks across positioning, demand, website conversion, search and AI visibility, measurement and leadership — written for owner-led businesses in Cheshire, Staffordshire and the wider North West.
- Positioning checks that separate you from every other local firm
- Pipeline and enquiry-source checks you can audit this week
- Website conversion and local search essentials
- AI visibility checks so assistants can quote your business
- A scoring band that tells you what to fix first
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
The AI Governance Starter Pack
Three working templates for marketing teams already using AI: a one-page AI use policy, a risk register with starter rows, and a tiered approval workflow with a pre-publication checklist.
- A one-page AI use policy your team will actually read
- A risk register with six starter rows most marketing teams need
- A three-tier approval workflow, so heavy checks land only where exposure is real
- A six-question pre-publication checklist to paste into your content brief
- A 90-minute session plan to complete the pack with the people who publish
Sample Deliverables Pack: One Call, Four Deliverables
The full worked examples behind our AI content repurposing service — a web article outline, a five-email nurture sequence, a three-post LinkedIn set and a sales battle card, all produced from a single 41-minute discovery call.
- The web article outline, section by section, with the structural rules used
- The full five-email nurture sequence with subject lines, jobs and asks
- A three-post LinkedIn set with structure, purpose and scheduling cadence
- A CRM-ready sales battle card, including what not to say
- Working time per deliverable so you can compare the workload honestly
- The four-step method for running it on one of your own calls
Questions about the guides
Are the marketing guides and templates really free?
Who are these marketing resources written for?
Can I use these templates instead of hiring a marketing consultant?
What happens after I download a guide?
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.