Paid advertising

Google Tag Manager

Tag management that lets you add and control scripts, events and pixels with versioning and consent rules.

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HubSpot

All in one CRM with marketing, sales and service, strong when you want one system that teams adopt.

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Looker Studio

Free dashboard tool that pulls data from many sources, great for quick reports and shareable views.

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Books

Breakthrough Advertising

Eugene M. Schwartz

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A field guide to message market fit. Use stages of awareness to pick angles, craft offers and brief ads that speak to real pains and jobs.

Traffic secrets

Russel Brunson

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A broad look at audience building. Useful ideas for content, partnerships and email that compound over time.

Traction (channels)

Gabriel Weinberg

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A method to discover your best channel. Prioritise, test and focus resources where traction is most likely.

Dotcom Secrets

Russel Brunson

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Translate funnel templates into clean journeys. Focus on offers, sequences and pages that convert instead of tactics that age badly.

Wiki

Landing page

Create focused standalone pages for paid campaigns that remove distractions and guide visitors toward one specific action to improve conversion rates.

Cost per click (CPC)

Calculate what you pay each time someone clicks your ad to evaluate channel efficiency and determine if paid traffic costs justify the leads generated.

Paid social advertising

Target prospects based on demographic, firmographic, and behavioural data, interrupting their social feeds with relevant offers and content.

Cost-per-X

Master the economics of customer acquisition by tracking what you pay for each meaningful action across channels.

Paid search

Capture high-intent prospects actively searching for solutions by bidding on relevant keywords and appearing in search engine results.

Other playbooks

Demand generation tools

Pipeline doesn't fill itself. These tools help you identify who to target, reach them at scale, and create content that earns attention in crowded markets.

Growth team tools

The wrong tools create friction. The right ones multiply your output without adding complexity. These are the tools I recommend for growth teams that move fast.

Sales pipeline tools

Deals slip through cracks when your sales stack doesn't work together. These tools keep your pipeline visible, your follow-ups timely, and your process tight.

Customer value tools

Acquiring customers is expensive. These tools help you keep them longer and grow their accounts so your acquisition costs actually pay off over time.

Marketing funnel tools

Traffic means nothing if it doesn't convert. These tools help you capture leads, nurture them automatically, and understand what's actually working in your funnel.

Hubspot configuration

HubSpot is powerful when configured properly and a mess when it's not. Set up your instance correctly from the start so your data stays clean and your team trusts the system.