XenGrowth · https://www.xengrowth.com/resources
Playbooks and checklists
Short guides built to be used, not saved: checklists, playbooks and cookbooks for follow-up, CRM, automation, reporting, paid media and search. Pick one, follow the steps and start this week.
Implementation guides
Use these to write a brief, review a build, question a vendor or turn a fragile process into a documented one.
The working companion to a 12-point marketing audit: a scoring worksheet, an evidence log and a findings-to-fixes plan covering tracking, response time, CRM handoffs, pages, search, AI visibility, ads and reporting.
A workbook for calculating fully loaded customer acquisition cost and payback: a cost-inclusion checklist, blended versus channel CAC, and a payback and cohort sheet with the formulas explained in plain text.
A one-page messaging framework, a positioning workshop agenda, a proof inventory and an objection handling table, so what the company says is agreed, short and backed by evidence on file.
A facilitated workshop pack for customer journey mapping: what to prepare, a three-hour agenda, a decision-map template built around the choices buyers make, and a fix-ownership sheet that ends the day with named owners.
A planning workbook for a topical map: a seed-to-cluster method, a page-role sheet, an internal linking plan and a refresh cadence, with a plain statement of what is and is not known about topical authority.
How to design a prompt set, sample answers from ChatGPT search, Google AI features, and Perplexity, log what you see, read referral traffic, and state plainly what cannot be measured.
How to set up cookie consent, Google consent mode and GA4 data settings, where server-side tagging helps and does not, and how to document data flows before you ask counsel to review them.
A method for running honest A/B tests when traffic is limited: write the hypothesis, fix the metric in advance, be realistic about sample size, set stop rules, and log every result including the flat ones.
A working method for a digital PR campaign: test the angle, decide where original data comes from, build a media list, pitch, handle timing, qualify the links, and measure what the coverage did.
SPF, DKIM and DMARC setup and monitoring, the Google and Yahoo bulk sender requirements, list hygiene, an honest view of warm-up, and the CAN-SPAM basics.
A step-by-step method for rebuilding a Google Ads search account around buyer intent: structure, conversion tracking, negative keywords, Smart Bidding readiness, budget limits, and a 30-60-90 day change log.
How to define HubSpot lifecycle stages and lead status, build fit and engagement scores, set thresholds, and write the MQL-to-SQL handoff rules that marketing and sales both agree to.
How to ask for reviews, answer them, and escalate the bad ones without gating, incentives, or fakes, written against the FTC consumer review rule and Google's contributor policy.
Lead definitions, a speed-to-lead SLA, routing rules, rejection reasons, a weekly review and the CRM fields and reports that make the handoff measurable, with HubSpot examples.
How to set up Conversions API events and deduplication, run a creative testing cadence, choose between lead forms and landing pages, and stay inside audience and policy limits.
How a service business can reply to missed calls and after-hours enquiries by text and email without creating a consent problem: consent and opt-out, scripts, CRM logging, and emergency escalation.
How to build outbound email and LinkedIn sequences that respect CAN-SPAM, work with CASL and GDPR-style rules, honour suppression, and log every reply in the CRM, with AI drafting kept under human review.
How to report paid media without flattering the platform: break-even ROAS, CAC payback, blending platform and CRM revenue, incrementality sanity checks, and a weekly and monthly report layout.
How to build city and service-area pages that earn their place in the index instead of reading as doorway pages: a unique-data test, a page template, proof, structured data, linking, and a staged launch.
How to inventory URLs, build a redirect map, test it on staging, run launch day, and monitor the move in Search Console when a domain, CMS, or URL structure changes.
A concrete follow-up cadence, message logic, and CRM mechanics for turning warm leads into signed clients — plus the signals that tell you when to stop pursuing one.
Adding a chatbot to an unchanged process is not AI-native. This guide walks through redesigning ownership, review, and measurement so a marketing function actually changes shape.
Before an AI agent touches a CRM, an inbox, or an ad account, it needs scoped permissions, an approval gate, and a way to shut it off. Here is how to build all three.
Google says there is no special markup for AI Overviews. The "40% GEO lift" study measured something narrower than most pitches claim. Here is what the research actually supports.
Routing rules look clean in the CRM builder and fall apart in production. Here is how territory, round-robin, and score-based routing actually break, and what stops them from breaking.
Access control, category audits, review response cadence, and suspension recovery for operators running Google Business Profiles across more than one location.
How to test ad creative on Meta and Google without letting the platforms’ own automation blur the result — isolating variables, reading fatigue, briefing tests, and logging decisions.
A working plan for taking a voice AI agent live on real phone calls: disclosure, escalation triggers, latency, human handoff, pre-launch testing, and compliance basics.
A structured way to audit a B2B landing page across message match, proof, performance, and mobile usability before assuming a redesign is the fix.
A brief without a banned-claims list and a fact-check without a named owner fail the same way: quietly, at scale. Here is the production system that catches errors before they publish.
Attribution models don't fail loudly — they produce a confident wrong number. This guide covers choosing a model, wiring ad platforms into CRM stages, and checking the result against real deals.
Which market, which URL structure, and which legal review has to happen before the first page goes live — the sequence most international launches get backward.
AI-search acronyms overlap more than most service menus admit. Here is what the labels mean, what changes in practice, and which work remains useful across discovery systems.
Lead-generation pages ask people to trade contact details for a promised conversation. This guide shows how to make that exchange easier to understand, complete, and trust.
SEO and GEO work better as one publishing system: technically sound pages, useful answers, original evidence, clear entities, and measurement that continues beyond visibility.
AI can shorten research, content, lead operations, and reporting work. This operating model shows where controls, review, traceability, and recovery still have to sit.
Connect campaign data with CRM stages, appointments or jobs, and revenue while keeping observed events separate from the credit an attribution model assigns.
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