Backbone Framework Intake Wizard
Designed for B2B professional services companies
Please read and accept the following before submitting any information.
This intake wizard uses artificial intelligence to analyze your materials and pre-fill the intake form. By proceeding, you acknowledge and agree to the following:
For more information on how Good Bones Marketing handles your data, please review our Privacy Policy. For questions, contact sandra@goodbonesmarketing.com.
Provide your website URL, upload documents, or both. The more you share, the better the pre-fill.
We will read your public website to extract company information.
Drop files here or click to browse
PDF, DOCX, PPTX, TXT • Up to 25 MB per file • Up to 5 filesBefore we pre-fill the detailed form, tell us the shape of your business. List your services, list the markets you serve, then tick which markets each service is for. Just names here, details come next.
This takes about 20 to 30 seconds. Do not close this window.
This isn't a standard intake form — it's the strategic foundation GBM uses to build every piece of content for your brand. Vague answers produce generic content. Specific, opinionated answers produce content your clients recognize as distinctly yours. Take your time with each section, especially Brand Voice. If a question gives you pause, that's usually a sign it's worth thinking through carefully — those are exactly the answers that make the difference.
GBM will review your submission before any work begins.
Select all traits that describe the founder.
How your company communicates — distinct from the founder's personal style. These structured choices produce far better AI output than open-ended descriptions.
Click to select. Aim for 3–5 that feel most true, not aspirational.
Rooted in Jungian psychology, brand archetypes describe the underlying character your company embodies — not what you sell, but why you communicate the way you do. A Sage educates. A Ruler commands authority. A Challenger disrupts convention. Knowing your archetype gives every content piece a consistent motivation that clients instinctively feel even when they can't articulate it.
Many B2B professional services firms are Sage, Ruler, or Challenger. If none feel exactly right, select the closest 1–2.
Up to 5 brands or people whose voice you want to emulate
Up to 5 brands or people whose voice feels off-brand
Click any buzzword you want banned from your content:
Tentative: "We believe this may help…" → Definitive: "This is the most effective approach."
Teacher: "Here's how to think about this." | Advisor: "Here's what we'd recommend." | Challenger: "The industry is approaching this incorrectly."
Content goals describe what you want to happen (generate leads, build authority). How you create influence describes the mechanism through which you earn the reader's engagement. A firm that educates earns trust differently than one that challenges. This distinction gives AI a much clearer signal about your communication strategy — not just the outcome, but the approach.
A well-defined content mix is one of the most powerful inputs for AI-generated content. When AI knows that 50% of your content should educate and only 10% should promote, it stops defaulting to sales language and starts producing content that actually builds the audience you want. Brands that skip this end up with AI content that sounds like an ad, regardless of what they asked for.
Not sure? A common starting point for B2B service firms: 50% Educational · 25% Thought Leadership · 15% Proof · 10% Promotional
Your services, target audience, authority, and competitive landscape.
Website is required for each competitor you add. Leave the list empty if you have no named competitors.
Your content needs to arm the champion with the right arguments to defeat the skeptic.
This is the high-stakes hook that drives every piece of pain-point-driven copy.
What to avoid, compliance requirements, and who GBM should reach out to.
This is the person on your team who will coordinate with Good Bones Marketing — it may be you or someone who manages vendor relationships. This is not extracted by AI; please fill it in manually.
Your profile has been sent to Good Bones Marketing. Every intake is reviewed personally and we will be in touch within 2 business days. If you have questions in the meantime, reach us at sandra@goodbonesmarketing.com.
A copy of your answers has been emailed to you.
Opens a print dialog — select "Save as PDF" to save a copy.