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This resource provides a ready-to-use template and checklist for creating detailed buyer personas that underpin successful marketing strategies. It helps you document customer goals, challenges, decision triggers and preferred communication channels, ensuring your marketing efforts are focused and effective.
The checklist helps verify that each persona is both realistic and actionable, while the editable template allows for quick updates as markets evolve. This is a valuable tool for teams refining their targeting or personalisation efforts and looking to ensure every campaign speaks directly to the needs of its intended audience.
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Digital experience & website management toolkit
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Unlock this guide, along with all related templates, dashboards, and checklists in the full toolkit.
This toolkit helps you analyse, optimise and improve the quality of customer interactions across your website and digital touchpoints. It includes our Customer Experience Playbook, Journey Mapping Templates, and Persona resources to ensure every improvement is grounded in customer insight.
These tools guide you through auditing performance, defining journeys and planning optimisation initiatives aligned to the RACE Framework. The toolkit supports teams in improving usability, content relevance, conversion and customer satisfaction through a structured, repeatable process.
Ideal for digital and UX professionals who want a proven set of frameworks to raise engagement, retention and lifetime value.
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Why marketers trust Smart Insights
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+
marketers have used the RACE Framework to plan, manage and optimize their marketing
1
+
businesses and teams rely on our resources to deliver more effective, data-driven marketing
1
+years
creating practical marketing frameworks used by professionals in organizations worldwide
Dr. Dave Chaffey
RACE Growth System
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Frequently asked questions
How are your toolkits structured?
Each toolkit is designed in a similar way with templates to help you apply the Smart Insights RACE 90-day planning process using a consistent approach of:
- A. Review Opportunity (Audit and Set Objectives)
- B. Define Strategy (Identify strategic approach and priorities)
- C. Take Action (Report on performance with dashboards, apply best practices and SOPs)
Toolkits typically have an in-depth 7-Steps guide and a shorter Playbook which are downloadable PDFs which are far quicker to browse than online video courses, so you can efficiently review your strengths, weaknesses and where you need to prioritize.
Each toolkit is grounded in helping you understand the essential, need-to-know fundamentals of marketing success including strategic marketing, campaign planning, content marketing and data-driven marketing using Google Analytics.
How do I use Standard Operating Procedures (SOPs) in my marketing?
SOPs are your secret weapon to using a more strategic, managed approach to integrated marketing.
They are repeatable practical tasks defining how to complete a marketing activity by following a series of steps in order to achieve a consistent approach and good results by applying best practices.
SOPs form the heart of our Digital Marketing Strategy toolkit - you can audit your approach and adopt them in the Digital marketing strategy audit/health check.
It also links to relevant templates to support you across all toolkits.
We recommend building in SOPs to our RACE 90-day planning process, selecting which you will prioritize in the upcoming periods.
What the quickest way to get started to improve my results from digital marketing?
For a comprehensive audit of all of your digital marketing, we recommend using our Digital Strategy Toolkit which will help you develop a complete digital marketing strategy and a 90-day plan so you start make a difference straightaway.
Tried-and-trusted templates are available in Word, Excel and Powerpoint / Google Docs which will enable you to summarize your strategy and communicate it to colleagues or clients.
Ensure you download the Digital marketing strategy audit/health check spreadsheet to amend to your business. It also links to relevant templates to support you across all toolkits.
If you perceive that you have a weakness or opportunity in one or more of the main digital marketing channels such as SEO, Paid media, Social Media marketing or Email marketing, then you can use the 7-Step guides and playbooks in each channel toolkit to review your strategy and then the spreadsheet templates to make practical improvements to your marketing for each channel.
What type of businesses benefit from Smart Insights?
The Smart Insights RACE Opportunity-Strategy-Action process was designed so that it can help all types of businesses of different sizes and from different sectors improve their results from digital marketing.
Our RACE system has been used since we launched in 2010 by businesses including:
- Smaller businesses with an owner manager or single person responsible for marketing
- Agencies and consultancies who apply our frameworks to their clients' businesses to improve results
- Larger organizations in sectors including B2B, Financial Services, FMCG Brands, Healthcare, Pharmaceutical
Famous names who have applied our approach to their business since we launched include 3M, Accenture, Dell, Ernst and Young, Glaxo Smith Kline, HSBC and Rentokil Initial.
How often are your resources updated?
You will know that digital marketing changes fast, so since we launched our digital resource library, we have had a continuous annual programme of updating resources to ensure they cover the latest approaches.
Currently Generative AI (GenAI) is transforming marketing, as you'll know, so we recommend the latest best practices for using tools such as ChatGPT and Gemini for strategy, planning and copywriting. We recommend you start with our AI Governance Policy Playbook for a recommend approach to improve your marketing.
One of our most popular resources is the digital media updates tracker which is updated quarterly to summarize the most important changes from the digital platforms such as Google and Meta that marketers need to know about.
How quickly can I access my toolkit?
You’ll get instant digital access as soon as your payment is confirmed. Your downloads and toolkit materials will be available immediately.
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Marketers, teams and organisations like these solve real marketing challenges with our resources
