Understand the work. Make a better move.
From your first customer to the revenue you keep. Plain-language guides to acquisition, activation, retention, and growth measurement.
Before you spend more.
Build your Meta ads plan.
Work out what you can afford to acquire a customer, shape one offer, and connect your ads to inquiries and follow-up.
60 minutes online with Ashley Kays · Free worksheet available nowThe Marketing Practice Lab
Build your PPC, keyword and digital marketing skills with eight weeks of practical exercises, evidence logs and saved progress.
Start the full course →Put AI to work.
From ideas to results.
Fourteen practical lessons: audience research, marketing planning, agent teams, Claude Cowork, GPT-6 Astra, Figma, Higgsfield, social media, SEO, AEO, GEO and better experiments.
Explore the free AI marketing training →0-to-1 marketing: earn your first evidence.
Turn an idea into a specific offer, a first customer, and a repeatable learning process.
Read the playbook 02 / FOUNDATIONSTop of funnel: turn attention into relevant demand.
Understand what TOFU, MOFU, and BOFU mean—and how to use them without losing the customer.
Read the playbook 03 / ACQUISITIONSEO: make useful pages easier to find.
Connect search intent, technical access, and helpful content to the right customer action.
Read the playbook 04 / ACQUISITIONAEO: make your expertise easier to understand and cite.
Improve answer clarity and evidence while keeping AI-search claims realistic.
Read the playbook 05 / ACQUISITIONSocial media: give every post a customer job.
Choose a channel, a useful message, and an action worth measuring.
Read the playbook 06 / ACQUISITIONPPC: buy a useful test, not just more clicks.
Connect paid traffic to conversion quality, economics, and a clear stopping rule.
Read the playbook 07 / GROWTH PLANNINGWork backward from the growth you want.
Translate a revenue target into customer, conversion, and traffic assumptions—including losses.
Read the playbook 08 / LIFECYCLEActivation, retention, and the revenue you keep.
Connect first value, ongoing value, cancellation, and downgrade behavior.
Read the playbook 09 / MEASUREMENTMRR vs ARR vs GRR vs NRR: Formulas & Examples
Compare recurring revenue and retention metrics, work through the formulas, and connect marketing activity to acquisition, retention, and expansion.
Read the playbookStart with a reset.
Find a bottleneck and turn it into a focused seven-day experiment.
Get the free Marketing Reset →