Marketing Protocols

Every marketing activity mapped to capabilities and status. The work chart for marketing operations.

The Fishing Framework

Each protocol is gear in your berley system:

Protocol Type	Fishing Role	Berley Connection
Strategy	Know the waters	Where will fish be? What do they want?
Content	Cast the berley	Many weak signals, constant presence
Conversion	Set the hook	Emotional moment — Kairos
Analytics	Read the signs	Fish-ball forming? Ecosystem healthy?

The protocols below are the specific techniques. The principles are the immutable truths about fish psychology.

Playbook

Overview — The whole marketing system

• Principles — Immutable Truths
• Performance — Metrics that matter
• Platform — Leverage Technology
• Players — Team Chemistry
• Work Charts — A framework to replace Org Charts with human/AI skills matrices

Activities Matrix

JTBD Activity	Type	Status	Frequency	Human Role	AI Role	AI %	Trend
Brand Strategy	Strategy	✓	Quarterly	Defines positioning	Researches market	15%	→
Marketing Strategy	Strategy	✓	Quarterly	Decides direction	Models scenarios	20%	↑
ICP Analysis	Strategy	✓	Monthly	Defines segments	Researches, synthesizes	40%	↑
Content Pipeline	Strategy	✓	Weekly	Directs editorial	Researches topics	35%	↑
Article Copywriting	Content	✓	Weekly	Reviews, calibrates voice	Drafts, optimizes	70%	↑↑
SEO Management	Content	✓	Ongoing	Defines topic strategy	Researches keywords	50%	↑
Social Media	Content	✓	Daily	Calibrates tone	Generates, posts	75%	↑↑
YouTube Content	Content	✓	Weekly	Directs creative	Edits, optimizes SEO	55%	↑
Podcast Management	Content	✓	Weekly	Selects guests	Edits, distributes	50%	→
Landing Pages	Conversion	✓	As needed	Defines conversion strategy	Generates copy, variants	60%	↑
Personalization	Conversion	✓	Ongoing	Defines segment strategy	Generates dynamic content	65%	↑
Brand Design	Creative	✓	As needed	Directs, approves	Generates variants	55%	↑↑
Data Analysis	Analytics	✓	Weekly	Interprets insights	Collects, reports	60%	↑
Market Sizing	Research	✓	Per opportunity	Decides assumptions	Researches, calculates	50%	↑
Email Marketing	Execution	⚠️ Missing	Weekly	Defines segmentation	Generates copy	65%	↑
Paid Media / Ads	Execution	⚠️ Missing	Ongoing	Decides budget, targeting	Optimizes creative	60%	↑
Events & Webinars	Execution	⚠️ Missing	Monthly	Defines strategy, hosts	Handles logistics	40%	↑
Demand Generation	Strategy	⚠️ Missing	Ongoing	Defines pipeline strategy	Scores leads, routes	55%	↑
Lead Nurturing	Execution	⚠️ Missing	Ongoing	Designs journey	Automates triggers	70%	↑
ABM (Account-Based)	Strategy	⚠️ Missing	Quarterly	Selects accounts	Personalizes outreach	50%	↑
PR / Communications	Execution	⚠️ Missing	As needed	Manages relationships	Monitors, drafts	45%	↑
Community Building	Execution	⚠️ Missing	Ongoing	Shapes culture, moderates	Tracks engagement	35%	→
Competitive Intelligence	Research	⚠️ Missing	Weekly	Decides response	Monitors, alerts	70%	↑
Partner Marketing	Strategy	⚠️ Missing	Quarterly	Selects partners	Generates co-marketing	45%	↑
Referral Programs	Execution	⚠️ Missing	Ongoing	Designs program	Tracks, rewards	60%	↑
Influencer Marketing	Execution	⚠️ Missing	As needed	Selects creators	Manages outreach	50%	↑

Web3 Marketing Activities

Activity	Type	Status	Frequency	Human Role	AI Role	AI %	Trend
Token Economy Design	Strategy	✓	Quarterly	Designs incentives	Models tokenomics	35%	↑
Airdrops	Execution	✓	As needed	Defines targeting	Executes distribution	60%	↑
Loyalty Tokens	Execution	✓	Ongoing	Designs program	Tracks, rewards	55%	↑
Phygital Experiences	Execution	✓	As needed	Designs experience	Handles logistics	40%	→
Meme Marketing	Content	⚠️ Missing	Daily	Judges cultural fit	Generates, tracks trends	70%	↑↑
On-chain Analytics	Research	⚠️ Missing	Ongoing	Decides privacy rules	Analyzes wallets	75%	↑↑

• Analysis Workbook | Diagrams

AI Takeover Summary

Current aggregate: 50% (as of 2025-12)

Spectrum	Count	% of Documented
Human-Led	2	14%
AI-Assisted	9	64%
AI-Led	3	22%

The aggregate trend is your prediction signal for the 2027 thesis.

Gap Analysis

Protocols become Standards when adopted. Use the Process Checklist to fill gaps:

• Email Marketing — Campaigns, nurture sequences, lifecycle automation
• Paid Media / Ads — Google, LinkedIn, Meta advertising
• Events & Webinars — Virtual events, IRL conferences, customer roundtables
• Demand Generation — Pipeline programs, lead scoring, MQL→SQL flows

Medium-priority:

• Lead Nurturing
• ABM (Account-Based Marketing)
• PR / Communications
• Community Building

Job Documentation Standard

Knowledge Schema: Each activity page should include:

1. Purpose — Job purpose and business impact
2. Process — Step-by-step documentation
3. Inputs/Outputs — Requirements and deliverables
4. Quality Standards — Acceptance criteria
5. Metrics — Performance benchmarks
6. Tools — Required access and systems
7. Failure Modes — Common issues and solutions
8. Human/AI Split — Responsibility breakdown

AI Takeover Tracking

Date	AI %	Change	Trigger
2025-12	50%	Baseline	Initial work-charts skill assessment

Review quarterly. The trend is the signal. When aggregate crosses 70%, you're approaching the threshold.

Trend legend: → Stable | ↑ Increasing | ↑↑ Rapid increase

The Pattern

Jobs × Attributes. This matrix makes marketing visible.

• Knowledge Schema — The meta-pattern
• Jobs To Be Done — Same pattern for products
• Matrix Thinking — Making invisible visible

Links

• Work Charts Framework — Human/AI capability mapping
• Microsoft Work Trend Index 2025
• The Frontier Firm