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 — Technology stack
- Players — Team Chemistry
- Work Charts — A framework to replace Org Charts with human/AI skills matrices
Activities Matrix
| JTBD Activity | Type | Status | Artifact | Demand Card Field | Frequency | Human Role | AI Role | AI % | Trend |
|---|---|---|---|---|---|---|---|---|---|
| Brand Strategy | Strategy | ✓ | Positioning doc, brand guidelines | — | Quarterly | Defines positioning | Researches market | 15% | → |
| Marketing Strategy | Strategy | ✓ | Campaign plan, channel strategy | — | Quarterly | Decides direction | Models scenarios | 20% | ↑ |
| ICP Analysis | Strategy | ✓ | Customer profiles, segment maps | Pain statement, Named person | Monthly | Defines segments | Researches, synthesizes | 40% | ↑ |
| Content Pipeline | Strategy | ✓ | Editorial calendar, topic map | Pain statement | Weekly | Directs editorial | Researches topics | 35% | ↑ |
| Article Copywriting | Content | ✓ | Published articles + LinkedIn posts | Struggling moment | Weekly | Reviews, calibrates voice | Drafts, optimizes | 70% | ↑↑ |
| SEO Management | Content | ✓ | Keyword map, ranking reports | Current workaround | Ongoing | Defines topic strategy | Researches keywords | 50% | ↑ |
| Social Media | Content | ✓ | Social posts, engagement responses | Named person | Daily | Calibrates tone | Generates, posts | 75% | ↑↑ |
| YouTube Content | Content | ✓ | Videos, thumbnails, SEO metadata | Struggling moment | Weekly | Directs creative | Edits, optimizes SEO | 55% | ↑ |
| Podcast Management | Content | ✓ | Episodes, show notes, distribution | Named person | Weekly | Selects guests | Edits, distributes | 50% | → |
| Landing Pages | Conversion | ✓ | Conversion pages, A/B variants | Switch trigger | As needed | Defines conversion strategy | Generates copy, variants | 60% | ↑ |
| Personalization | Conversion | ✓ | Dynamic content rules, segment logic | Hidden objection | Ongoing | Defines segment strategy | Generates dynamic content | 65% | ↑ |
| Brand Design | Creative | ✓ | Logos, visual assets, style guide | — | As needed | Directs, approves | Generates variants | 55% | ↑↑ |
| Data Analysis | Analytics | ✓ | Performance reports, dashboards | Awareness level, Kill signal | Weekly | Interprets insights | Collects, reports | 60% | ↑ |
| Market Sizing | Research | ✓ | TAM/SAM/SOM analysis | Kill signal | 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 | Artifact | Demand Card Field | Frequency | Human Role | AI Role | AI % | Trend |
|---|---|---|---|---|---|---|---|---|---|
| Token Economy Design | Strategy | ✓ | Tokenomics model, incentive design | — | Quarterly | Designs incentives | Models tokenomics | 35% | ↑ |
| Airdrops | Execution | ✓ | Distribution plan, eligibility rules | Named person | As needed | Defines targeting | Executes distribution | 60% | ↑ |
| Loyalty Tokens | Execution | ✓ | Reward structure, point schema | Named person | Ongoing | Designs program | Tracks, rewards | 55% | ↑ |
| Phygital Experiences | Execution | ✓ | Experience design, digital twin spec | — | 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% | ↑↑ |
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.
Site Playbook
The site playbook chains five stages into a single conversion page pipeline: Validate → Story → Design → Instrument → Learn. Prompts, agents, and tools live inside the playbook — not in separate documents. The Dreamineering specimen proves the engine works on the homepage.
Gap Roadmap
Protocols become Standards when adopted. Gaps below are prioritized by impact and AI readiness.
Now — High impact, AI can execute today
- Email Marketing — Campaigns, nurture sequences, lifecycle automation. AI writes sequences from ICP segments. Tool: any ESP with API. Priority: feeds directly into lead nurturing.
- Competitive Intelligence — Monitoring, alerts, positioning gaps. AI monitors and summarizes. Tool: Perplexity + Claude. Priority: positioning decisions are flying blind without it.
- Demand Generation — Pipeline programs, lead scoring, MQL to SQL flows. AI scores leads from engagement data. Tool: PostHog + CRM. Priority: connects marketing metrics to revenue.
Next — Needed but requires human setup first
- Lead Nurturing — Journey design, trigger automation, drip sequences. Depends on email marketing protocol existing first. AI automates triggers once journey is mapped.
- Community Building — Culture shaping, moderation, engagement loops. Requires human presence to establish norms. AI handles scale and triage after trust is built.
- PR / Communications — Media relationships, press releases, crisis response. Relationships are human. AI drafts and monitors.
- Referral Programs — Program design, tracking, reward mechanics. AI tracks and rewards. Human designs the incentive structure.
Later — Lower impact or dependent on earlier gaps
- Paid Media / Ads — Google, LinkedIn, Meta advertising. Requires conversion data from instrumented pages first. Don't spend before you can measure.
- Events & Webinars — Virtual events, IRL conferences, customer roundtables. High effort, needs established audience. AI handles logistics after format is proven.
- ABM (Account-Based) — Account selection, personalized outreach. Requires ICP analysis and competitive intelligence first. AI personalizes at scale once accounts are selected.
- Partner Marketing — Co-marketing, joint ventures. Requires brand positioning and audience first. AI generates co-marketing content.
- Influencer Marketing — Creator selection, outreach, management. Requires clear positioning and proof points. AI manages outreach at scale.
- Meme Marketing (Web3) — Cultural fit, trend surfing, community voice. Requires active community first. AI generates and tracks but human judges taste.
- On-chain Analytics (Web3) — Wallet analysis, holder behavior, privacy rules. Requires token economy design first. AI analyzes once privacy guardrails are set.
Job Documentation Standard
Knowledge Schema: Each activity page should include:
- Purpose — Job purpose and business impact
- Process — Step-by-step documentation
- Inputs/Outputs — Requirements and deliverables
- Quality Standards — Acceptance criteria
- Metrics — Performance benchmarks
- Tools — Required access and systems
- Failure Modes — Common issues and solutions
- 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
Questions
Which protocol, if improved once, would compound across every artifact it produces?
- What's the gap between documented protocols and protocols actually followed — and how would you measure that drift?
- At what AI percentage does a protocol stop being human-assisted and start being AI-led — and does the quality change?
- Which missing protocol (gap) would fill the most demand card fields if built next?