This toolkit brings together David deSouza’s complete approach to building a marketing system that works: from getting clear on who you’re actually serving, to choosing the right channel for your business, to converting the visitors who find you.
From the Helia Library — based on the article The Marketing Playbook, from our Coffee Chat with David deSouza.
What’s Inside
Three resources, meant to be used in sequence. Start with the segmentation guide — everything else builds on knowing who you’re actually serving.
01 — Helia’s AI Guide: How to Segment Your Market 10 Different Ways
David’s recommended starting point. Before you pick a channel or build a system, you need to get clear on who you’re serving — not who you think you’re serving. This guide walks you through using AI to segment your market quickly, test your hunches, and make real decisions. Use this first.
02 — The Complete Messy Middle Marketing Playbook
David’s full framework with step-by-step implementation, templates, and a six-month plan. Once you know your segments, this is where you pick your channel (inbound, referral, or outbound — not all three!) and build from there. Your anchor document for the whole system.
03 — The Above-the-Fold Website Conversion Checklist
The essential elements for converting website visitors — built on conversion optimization principles from Nik Sharma and adapted for growth-stage organizations. Use this if inbound is your primary channel, or if you’re not sure whether your website is actually doing its job.
When resources and templates aren’t enough
These tools will get you far — especially if you work through them in order. What they can’t do is help you figure out which channel is actually right for YOUR specific business, pressure-test your segmentation before you invest in tactics, or troubleshoot a system that’s been running for six months and still isn’t converting.
