Marketing and AI

How to use this

• The five decisions8 min
• The arithmetic a marketer carries10 min
• How to answer a case8 min

Segments and targets

• Segmentation: cutting a market so a choice is possible7 min
• Targeting: the beachhead arithmetic7 min

Positioning

• Positioning, Ries and Trout: owning a word7 min
• Positioning, Dunford's method7 min

The mix

• The 4Ps and 7Ps as a consistency check7 min

Exercises

• Which segment firstestimateeasy3 min
• Choose a positioning for the clinic schedulerdesignmedium3 min
• Critique this positioning statementcritiquehard4 min

The funnel

• The funnel and AARRR8 min

Unit economics

• CAC, LTV and payback7 min
• Blended versus paid CAC7 min
• Reading a cohort table7 min

Go-to-market motion

• PLG versus sales-led7 min

Exercises

• Which funnel stage to fixestimatemedium3 min
• Payback month from a cohortcodeeasy4 min
• Blended or paid: which CAC do you reportcasemedium3 min
• PLG or sales-led for a $3,000 ACV productcasehard3 min

Brand and performance

• Brand versus performance8 min

Channels

• Paid media basics7 min
• Content and SEO7 min
• Lifecycle and CRM7 min

Exercises

• Split $1M between brand and performancecasehard3 min
• Size a channelestimateeasy3 min
• Should we start a content programestimatemedium3 min

Attribution

• Attribution and its limits7 min

Experiments

• Experiments: holdouts, geo tests and power7 min

Mix modelling

• Marketing mix modelling7 min
• The measurement plan6 min

Exercises

• Should you trust this attribution reportcritiquehard3 min
• Design a holdout for a $200k-a-month channeldesignmedium3 min
• Sample size for a conversion lift testcodemedium4 min
• Read this MMM outputcaseeasy3 min

Content and search

• When content costs nothing8 min
• Search after the answer engine8 min

Personalisation and testing

• Personalisation at segment-of-one7 min
• Creative testing at volume7 min

Research

• Synthetic research and its validity limits7 min

Exercises

• Is GEO worth a quarter of the content budgetcasemedium3 min
• Segments or segment-of-oneestimateeasy3 min
• Design a creative testing plan for 50 variantsdesignmedium3 min
• Critique this synthetic-research readoutcritiquehard3 min

Agents

• Agents in marketing operations7 min

Scoring and measurement

• Predictive scoring8 min
• Measurement when the click disappears7 min

Tooling

• Tooling literacy without vendor worship7 min

Exercises

• Specify a campaign-QA agent with a permission boundarydesignhard4 min
• Act on the churn score or notcasemedium3 min
• Pick the score thresholdcodemedium3 min
• Size the tooling budgetestimateeasy3 min

Roles

• What got automated and what did not8 min

Stewardship and ethics

• Brand stewardship of generated output8 min
• Ethics and disclosure8 min

The plan

• The plan and the interview8 min

Exercises

• Hire a marketing-ops builder or a growth engineercasemedium3 min
• The founder wants 500 posts a monthcritiquemedium3 min
• Disclose or notcaseeasy3 min
• Capstone: the 12-month plan for a $3M ARR companydesignhard4 min