The Bobbuilt playbook
A practical, opinionated guide to building a modern marketing engine. This is the same sequence we walk every new customer through — from positioning and campaign setup to follow-up, measurement, and improvement.
1. Pick one offer, one avatar
Most companies struggle because they try to sell every service to every customer through one message. Pick one offer and one ideal customer before you spend a dollar. You can expand later — but you cannot win without focus.
2. Wire tracking before you launch
- Meta Pixel + CAPI configured server-side
- UTM-level source tracking on every form
- Lead → appointment → signed job stitched in one report
- Server-side deduplication so you don’t double-count
3. Build a quiz funnel, not a lead form
Across our customer base, quiz funnels outperform raw lead forms by 2–3x on contact rate and by 30–50% on appointment-to-show. The reason is simple: quizzes qualify, segment, and warm the prospect before the call. Start with 5–7 questions, end on a calendar.
4. Call in under a minute
Speed-to-lead is one of the biggest levers in service marketing. The drop-off between a fast response and a delayed one is brutal. Use automation for immediate first-touch and rebooking, then hand qualified conversations to your team. Fix response time before you scale spend.
5. Script the first 30 seconds
- Confirm the prospect filled out the quiz (re-anchor)
- Acknowledge their #1 quiz answer (personalize)
- Earn the next 2 minutes (micro-yes)
- Set the agenda for the call (control)
6. Measure cost per signed job, not cost per lead
Cost per lead is a vanity metric. Cost per appointment is better. Cost per signed job is the only number that matters. Build your reporting so leadership sees this number weekly, by source, by offer.
7. Compliance is a moat
- TCPA-compliant prior express written consent on every form
- DNC scrubbing on every list before dial
- Call recording with two-party consent disclosures where required
- Documented retention and deletion policies
8. Reinvest the winners, kill the losers
Every two weeks, sort your sources, creatives, and avatars by cost per signed job. Reinvest in the top quartile. Kill the bottom quartile without sentimentality. The companies that compound are the ones who are ruthless about this loop.
Want this customized to your offer?
Book a 30-minute call and we’ll walk you through which steps to prioritize given your offer, geography, and current spend.
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