Why I created this playbook

My first marketing job, I relied heavily on blogs for best practices, strategic frameworks, and campaign ideas. As I became more experienced, my thirst for inspiration never died but I often felt the content out there was subpar at best — too focused on B2C or SMB (hire Instagram influencers), too generic (advertise on LinkedIn and host a webinar), tilted to promote a product or service (Inbound is the answer), or just wrong (quantity always beats quality).

I set out to shift the conversation away from generic tactic & channel discussions towards a holistic set of strategies and considerations to scale. This playbook is the result.