How to Use This Handbook
This handbook is designed to be both strategic and practical — a guide you can read end-to-end or dip into as needed. Whether you're shaping your brand strategy, selecting tools, designing chatbot flows, or refining your measurement approach, this resource is built to meet you where you are.
Who It’s For
This handbook is for:
- Marketing leaders looking to transform traditional models into responsive, customer-first strategies
- CX and digital teams building omni-channel experiences and intelligent assistants
- Startups and SMEs who want to punch above their weight with scalable, personal engagement
- Enterprise teams facing fragmented tech stacks, disconnected channels, or siloed data
- Anyone who wants to make their brand more human in an AI-powered world
How It’s Organised
We’ve broken the handbook into four logical parts, each building on the last:
Part 1: The Foundational Rules – Strategy & Principles
This section sets the mindset. It introduces the four key rules of modern, conversation-first marketing — from understanding your audience to choosing the right channels.
Best for: Strategists, brand owners, and leadership teams setting the vision.
Part 2: The Playbook – Design & Implementation
A practical deep dive into how to build, structure, and launch conversations — from content workflows to tech stack choices and real-world deployment.
Best for: Project leads, product managers, content designers, and chatbot architects.
Part 3: Advanced Applications & Growth
Covers proactive strategies, conversational advertising, and the sales pipeline — with a focus on growth, conversion, and retention.
Best for: Growth teams, performance marketers, sales leaders.
Part 4: The Rules of Measurement & The Future
Measure what matters, improve continuously, and prepare for what’s next. AI isn’t slowing down, and neither is customer expectation.
Best for: Analysts, product owners, innovation teams, and leadership.
How to Read It
You don’t have to read the whole handbook in order (though it helps). Here's how you might approach it:
- New to conversation marketing? Start from the beginning and work your way through.
- Already active in the space? Jump to the Playbook or Advanced Applications to deepen your implementation.
- Looking to measure and optimise? Head straight to Part 4 and the Appendix.
Printable and Interactive Tools
Don’t miss the templates and resources in the Appendix — including a conversation flow planner, KPI checklist, and glossary for your team.
Stay Adaptive
The landscape is shifting fast. AI capabilities are evolving monthly. This handbook offers enduring principles, but it's designed to evolve too — so revisit key chapters often and bring your team along for the journey.