AI Marketing System - Operations Guide
How the system works, what's ready, how to sell it, and how to deliver it. For team members and referral partners.
1. Overview & Strategy
What We're Doing
Marketing Clinic is launching AI-powered marketing services through marketingclinic.com.au. Instead of a menu of unrelated services, we're offering a single system - a 7-step progression that mirrors how Luke actually delivers client work.
Every step in the system is an AI skill that Luke uses, sells, and creates content about. The same tools that deliver client work are the products being sold.
Why Through Marketing Clinic (Not a New Brand)
Marketing Clinic has 13 years of authority, real clients, and existing traffic. Launching AI services here means we start with credibility. A new brand (AI Business Clinic) starts with zero.
The plan: build proof through Marketing Clinic first (10+ paid engagements, 5+ testimonials, case studies), then spin up AI Business Clinic with real ammunition.
The DAM RIGHT Framework Connection
Each step in the system maps to a DAM RIGHT pillar:
- RIGHT Direction Steps 1-3: Audit, Research & Strategy, Tracking Setup - know where you stand, measure everything
- RIGHT Message Steps 4-5: Landing Page, Lead Magnet - say the right things, capture the lead
- RIGHT Person Step 6: Google Ads - reach the right people
- RIGHT Time Step 7: CRM & Automation - follow up at the right moment, close the loop
2. The 7-Step System (Detailed)
Each step below includes: what it does, what inputs are needed, what gets delivered, which AI skills are used, how long it takes, and current readiness.
Assess the client's website, tracking setup, and tech stack. AI runs a 50-point checklist against the landing page, checks GTM/GA4 configuration, and identifies conversion killers.
Inputs Needed
- Website URL
- Landing page URL (if different)
- Current ad copy (if running ads)
- What they want visitors to do
What Gets Delivered
- 50-point audit report (PDF/HTML)
- Priority fix list (top 5-10 issues)
- Video walkthrough (10-15 min)
- Follow-up call (30 min, Standard+)
AI Skills Used
- sellable-landing-page-audit
- Tech Stack Audit (being built)
Time & Pricing
Luke's time: 1-4 hours depending on tier
Delivery: 3-5 business days
Price: $197 / $397 / $547
Deep competitor analysis reveals gaps and positioning opportunities. Customer research extracts real buyer language from reviews. Market data shapes a strategy specific to this business. This is where the competitive intelligence happens - upfront, informing every step that follows.
Inputs Needed
- Audit findings (from Step 1)
- Client's top 3-5 competitors
- Google Business Profile or review URLs
- Client goals and budget range
What Gets Delivered
- Competitor intelligence report (gaps + positioning)
- Customer avatar profiles
- Voice of customer analysis
- Marketing plan / proposal
AI Skills Used
- sellable-competitor-intel (ready)
- sellable-customer-avatar-council (ready)
- sellable-voice-of-customer (ready)
- Marketing Plan Generator (needs building)
Time & Pricing
Luke's time: 4-8 hours
Delivery: 5-7 business days
Price: $500-$2,500 depending on scope
Google Tag Manager and GA4 configured together as one integrated measurement layer. Audit existing setup, identify missing tags, add tracking for forms, calls, scroll depth, and key interactions. Set up GA4 events, conversions, and reporting. You can't improve what you don't measure.
Inputs Needed
- GTM container access or JSON export
- GA4 property access
- Audit findings (from Step 1)
- List of key conversion actions
- Reporting requirements
What Gets Delivered
- GTM container audit + JSON template
- GA4 event configuration
- Conversion tracking setup
- Custom report templates
- Measurement plan + QA checklist
AI Skills Used
- GTM Configuration (needs building)
- GA4 Configuration (needs building)
Time & Pricing
Luke's time: 4-8 hours
Delivery: 5-7 business days
Price: $600-$1,200
Audit the existing landing page (or start fresh). Build or rebuild using customer language from the VoC analysis and competitor gaps identified in Step 2.
Inputs Needed
- Existing page URL (if any)
- Audit findings (from Step 1)
- VoC analysis (from Step 2)
- Brand guidelines / assets
What Gets Delivered
- Landing page audit (if existing page)
- New landing page (HTML, deploy-ready)
- Copy document for client approval
- Mobile-optimised design
AI Skills Used
- sellable-landing-page-audit (ready)
- sellable-landing-page-generator (ready)
Time & Pricing
Luke's time: 2-8 hours
Delivery: 3-7 business days
Price: $200-$1,500
Build an interactive lead capture tool - cost calculator, estimator, quiz, or guide. Something useful enough that prospects willingly exchange their email for it.
Inputs Needed
- Industry / service being estimated
- Variables that affect pricing
- Brand guidelines
- Where leads should be sent
What Gets Delivered
- Interactive calculator or tool (HTML)
- Lead capture integration
- Thank you / follow-up sequence
- Deployment to client's site
AI Skills Used
- Lead Magnet Creator (needs building)
- frontend-design (ready)
Time & Pricing
Luke's time: 4-8 hours
Delivery: 5-10 business days
Price: $500-$2,000
Build campaign structure from competitor analysis and search data. AI classifies search terms by intent, identifies negative keywords, and structures campaigns for maximum relevance.
Inputs Needed
- Competitor analysis (from Step 2)
- Target keywords / services
- Geographic targeting
- Budget range
What Gets Delivered
- Campaign structure document
- Keyword groups with match types
- Negative keyword lists
- Ad copy (responsive search ads)
- Bid strategy recommendations
AI Skills Used
- google-ads-creation (partial)
- search-term-classifier (ready)
- gaql-query-builder (ready)
- google-ads analysis suite (ready)
Time & Pricing
Luke's time: 4-8 hours
Delivery: 5-7 business days
Price: $800-$2,500
SalesStream CRM setup with AI integration. Leads get qualified automatically, email sequences fire based on behaviour, and every enquiry is tracked from first click to invoice. The AI talks to the CRM through the API - leads are nurtured without anyone clicking buttons. True ROI, proven in the data.
Inputs Needed
- Current lead handling process
- Email sequence content / triggers
- Sales pipeline stages
- Integration requirements (phone, text, forms)
- Attribution model / revenue tracking
What Gets Delivered
- SalesStream CRM configured
- Automated email sequences
- Lead qualification workflows
- Pipeline + attribution setup
- AI-to-CRM API integration
- ROI tracking dashboard
AI Skills Used
- CRM Configuration (needs building)
- Email Automation (needs building)
- Brain-to-CRM API (needs building)
Time & Pricing
Luke's time: 6-12 hours
Delivery: 7-14 business days
Price: $1,000-$3,000
3. Delivery Process & SOPs
Standard Engagement Flow
Every engagement follows this sequence. Steps can be sold individually but this is the full flow.
Phase 1: Intake (Day 0)
- Client submits URL + context via form or email
- Luke confirms scope and sends invoice (within 24 hours)
- Payment received - work begins
Phase 2: Audit & Analysis (Days 1-3)
- Run the Landing Page Audit skill against client URL
- Luke reviews AI output, adds context and judgment
- Generate PDF report using the PDF skill
- Record Loom video walkthrough (10-15 min)
- Compile priority fix list
Phase 3: Delivery (Day 3-5)
- Send delivery email with: PDF report, video link, priority fixes
- Schedule follow-up call (Standard/Full tiers)
- Follow-up call: discuss findings, plan next steps
Phase 4: Follow-Up (Days 5-30)
- Day 7: Check-in email - have they started implementing?
- Day 14: Offer implementation help if needed
- Day 30: Request testimonial, discuss upsell (Full System or ongoing management)
- Full Audit tier: 30-day re-audit included
Quality Checklist (Before Sending Any Deliverable)
- ☐ All findings verified against live site
- ☐ Recommendations are specific and actionable
- ☐ No AI hallucinations in the report
- ☐ PDF renders correctly
- ☐ Video covers all key findings
- ☐ Client name and URL are correct throughout
- ☐ Priority list is ranked by actual impact
4. Pricing & Packaging Logic
Individual Steps
| Step | Service | Price Range | Luke's Time |
|---|---|---|---|
| 1 | Audit (Quick / Standard / Full) | $197 / $397 / $547 | 1-6 hrs |
| 2 | Research & Strategy | $500-$2,500 | 4-8 hrs |
| 3 | Tracking Setup (GTM + GA4) | $600-$1,200 | 4-8 hrs |
| 4 | Landing Page (audit + build) | $200-$1,500 | 2-8 hrs |
| 5 | Lead Magnet | $500-$2,000 | 4-8 hrs |
| 6 | Google Ads Setup | $800-$2,500 | 4-8 hrs |
| 7 | CRM & Automation | $1,000-$3,000 | 6-12 hrs |
Packages
| Package | Steps | Price Range | Best For |
|---|---|---|---|
| Foundation | 1-3 (Audit, Research, Tracking) | $1,500-$3,500 | Businesses with broken or missing tracking / intelligence |
| Full System | 1-7 (Everything) | $5,000-$15,000 | Complete marketing overhaul |
| Ongoing | Monthly retainer | $800-$2,500/mo | Monitoring, optimisation, reporting |
Pricing Psychology
- Anchor the rebuild: "A landing page rebuild runs $1,000-$1,500. The audit at $397 tells us if we can fix what you have or need to start over."
- Frame as diagnostic: "Like taking your car to a mechanic. $400 to know exactly what's wrong before spending more."
- Compare to ad spend: "You're spending $X/month on ads. If your page converts at 2% instead of 5%, you're losing [X] leads. This audit pays for itself if we find one fixable issue."
- Use specific numbers: $397 not $400. $197 not $200. $547 not $550.
5. What's Ready vs Being Built
Ready Now (Can Sell and Deliver Today)
| Skill | Step | Completeness |
|---|---|---|
| Landing Page Audit | 1, 4 | Full skill + 5 examples + pricing + sales materials |
| Competitor Intelligence | 2 | Full skill + examples + pricing |
| Customer Avatar Council | 2 | Full skill + examples + pricing |
| Voice of Customer | 2 | Full skill + examples + pricing |
| Landing Page Generator | 4 | Full skill |
| Search Term Classifier | 6 | Internal tool, strong plugin candidate |
| Google Ads Analysis Suite | 6 | Audit, performance, keyword, creative, tracking skills |
Needs Building (Ordered by Priority)
| # | Skill | Why It Matters | Estimated Build |
|---|---|---|---|
| 1 | Tech Stack Audit (GTM + GA4 + tracking) | Completes Step 1 - every engagement starts here | 1-2 sessions |
| 2 | Lead Magnet Creator (interactive calculator) | High client demand, fills a common gap | 2-3 sessions |
| 3 | GTM + GA4 Configuration | Completes Step 3 - JSON templates + events | 2-3 sessions |
| 4 | Marketing Plan Generator | Synthesises findings into client-ready plan | 2-3 sessions |
| 5 | CRM Configuration (SalesStream + API) | Completes Step 7 - attribution, email automation, lead nurture | 3-4 sessions |
6. For Referral Partners (ThinkHatch & Others)
The One-Sentence Pitch
"Luke uses AI to audit, fix, and build marketing systems - landing pages, tracking, Google Ads, competitor analysis - faster and more thorough than any agency I've seen. Start with a free audit of your website."
What Luke Actually Does (Plain English)
Luke has 13 years of Google Ads experience. He's built an AI system that runs through every part of a business's marketing - website, tracking, ads, competitors, customer language - and finds the problems that are costing them money. Then he fixes them.
The AI does the heavy lifting (analysis, pattern recognition, checking 50+ items). Luke does the judgment (is this actually a problem? what should they fix first? what's the ROI?).
Clients can buy individual pieces (just an audit, just a competitor report) or the full system.
What to Listen For
These are the signals that someone is a good fit for a referral:
"We're spending on ads but not sure what's working"
Refer for: Steps 1-3 (Audit + Foundation Package). They need intelligence and tracking sorted first.
"Our website isn't converting"
Refer for: Step 1 (Landing Page Audit). Quick win, clear deliverable, natural upsell to rebuild.
"Our competitors are outranking us"
Refer for: Step 2 (Research & Strategy). Find the gaps, reshape the campaign.
"We need to redo our Google Ads"
Refer for: Steps 2 + 6 (Research & Strategy + Google Ads). Build campaigns from data, not gut feeling.
"We need more leads"
Refer for: Free AI Marketing Audit first. Let Luke diagnose where the bottleneck is.
"We can't track what's actually working"
Refer for: Steps 3 + 7 (Tracking Setup + CRM & Automation). Track from click to invoice.
How to Make the Introduction
The easiest path: tell them about the free AI marketing audit. Luke will audit their website and show them the top 5 issues. No cost, no obligation. This is the entry point for everything.
Ideal Client Profile
- Size: 2-30 employees
- Type: Lead generation businesses (services, B2B, professional services)
- Spend: Currently spending (or planning to spend) $2k+/month on Google Ads
- Mindset: Technical enough to understand value, or open-minded enough to learn
- Location: Australian businesses (Melbourne focus, but national is fine)
Who's NOT a Fit
- E-commerce only (no lead gen)
- Businesses not investing in digital marketing
- Looking for the cheapest option above all else
- Enterprise with full in-house AI capability
7. Roadmap
Month 1: Proof & Launch (April 2026)
Build Proof
Run 5 Landing Page Audits (self + 4 existing clients). Start LinkedIn content (3x/week). Identify 5 warm contacts for free audits.
Launch Pages
Deploy AI Marketing System page. Update Marketing Clinic homepage. Send free audit offers. Continue LinkedIn.
Deliver & Prove
Deliver free audit reports. Deploy Landing Page Audit page. Add AI Services to nav. Collect testimonials. Run competitor intel on Melbourne agencies.
Convert
Publish free audit offer post. Build email follow-up sequence. Replace site CTAs. Run VoC on own reviews. Month 1 review.
Month 2: Content + Conversion + Skill Building
Scale Content, Build Skills
Continue 3x/week LinkedIn. Publish first video. Build CI and VoC service pages. Start Tech Stack Audit skill. Start Lead Magnet Creator skill. Goal: 2-3 paid AI engagements.
Month 3: Systemise + Bridge
Complete Foundation, Evaluate AIBC
Ship Tech Stack Audit. Start GTM + GA4 skills. Start Marketing Plan Generator. Build case studies page. Evaluate AI Business Clinic readiness.
Bridge to AI Business Clinic
8. Tech Stack & Tools
Core Platform
| Tool | What It Does |
|---|---|
| Claude Code | AI development environment. All skills run here. Luke's primary work tool. |
| The 8020 Brain | Knowledge base, skill library, client management, research indexes. The backbone of the operation. |
| Vercel | Hosts standalone pages (ai.marketingclinic.com.au, team.marketingclinic.com.au) |
| WordPress/Elementor | Main marketingclinic.com.au site. Existing pages managed here. |
| Google Ads API | Direct access to client ad accounts for analysis and management. |
| SalesStream CRM | Luke's own CRM product. Lead tracking, attribution, pipeline management. |
AI Skills (The Delivery Tools)
Each skill is a structured AI workflow that takes inputs, processes them with AI, and produces client-ready deliverables. Skills live in the brain at .claude/skills/ and are activated automatically when the task matches.
Skills produce HTML reports, which are converted to PDF using the pdf skill for client delivery. Video walkthroughs are recorded via Loom.
Video Production
| Tool | What It Does |
|---|---|
| Remotion | Branded animated videos (React-based). For marketing content and client deliverables. |
| Loom | Screen recording for audit walkthroughs and client presentations. |
| generate-image / generate-slide-image | AI image generation for visual assets in presentations and landing pages. |
Password: share only with team members and approved partners.