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.
Website URL is optional. At least one uploaded document is required: a brochure, capabilities deck, or proposal that lists the industries you serve and the services or products you sell.
Here's something worth knowing before you start: companies often upload marketing materials that represent who they wish they were, or collateral that was accurate two years ago but no longer reflects where the business is heading. When that happens, the AI reads the past and builds strategy around it.
This intake is designed for something different. It's meant to help you think through not just who you are now, but what you want your brand and messaging to become. The closer your uploaded materials are to your current reality, and your intended direction, the more useful every output will be.
Your most recent website copy. Not a version from two years ago. If the site is outdated, upload a current sales deck or proposal instead. Sales materials reflect what buyers are actually responding to, not what marketing wished they'd respond to.
Internal documents over polished brochures. A recent proposal, a case study you're proud of, or even a one-pager you use in discovery calls will tell us more than a corporate brochure.
If your materials feel outdated, that's okay. The form will ask the questions that fill in the gaps. Use the fields to describe where you're heading, not just where you've been.
We will read your public website to extract company information. If your site is outdated, uploading a current document below is more valuable.
Required: at least one file that lists the industries you serve and the services or products you sell (a brochure, capabilities deck, service sheet, or proposal all work).
Drop files here or click to browse
PDF, DOCX, PPTX, TXT • Up to 25 MB per file • Up to 5 filesWebsite copy is often polished to a point where it stops sounding like you. The writing that sounds most like you is in your social posts, cold outreach emails, and proposal intros: the writing you did quickly, talking directly to someone. Uploading 2–5 of those pieces here gives GBM the raw material to calibrate your voice system precisely instead of inferring it from your public materials alone. Written by you, not AI.
Drop voice samples here or click to browse
Social posts, outreach emails, proposal intros you wrote • PDF, DOCX, TXT • 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; that part is names only, details come next. Then add your logo and your full brand kit (colors and fonts) below, so they're ready to design your report with once you reach the end of the form.
Drop logo files here or click to browse
SVG, PNG, or JPG • Up to 5 MB per file • Up to 2 filesMark each as Heading, Body, or Other (name it, e.g., Display, Caption, Logo font). List fonts as-is even if we can't render them online; we'll check live and show you a side-by-side comparison against the closest web-safe match.
This takes about 20 to 30 seconds. Do not close this window.
GBM will review your submission before any work begins.
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.
If you'd rather talk this through with an AI assistant you already use before typing answers here, we can put together a starter prompt with all the questions below, plus what we've already found from your website and documents, so it has real context to work from instead of a blank page.
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 3 to 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.
Brands or people whose voice you want to emulate. Add their website or social profile so we can study how they write.
Up to 5 brands or people whose voice feels off-brand. Add their website or social profile so we can study how they write.
Click any buzzword you want banned from your content:
These are written to sharp extremes on purpose, to see what draws a real reaction. They are not writing samples we would actually ship. React honestly, including to the ones that make you wince.
Tentative: "We believe this may help…" → Definitive: "This is the most effective approach."
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.
These will be flagged in your Guardrails file so GBM does not use them in content without confirmation.
We develop this in your analysis. If you already have a strong point of view on this, add it here and we will use it as the foundation.
Website is required for each competitor you add. Leave the list empty if you have no named competitors.
Industry events, trade shows, or conferences where you show up. A website link helps our prompts find and verify each event; check every way you're involved.
This feeds middle-of-funnel content designed to keep deals alive at exactly that moment.
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 list protects relationships that matter to you, a current client, a strategic partner, or a vendor you parted ways with, so an outreach effort never approaches one of them by mistake. It also keeps your positioning clear of any name you've told us to steer around. Your list is used only to screen outreach internally. It is never shown on your report, your review site, or any document a client or prospect ever sees.
Are there any companies or individuals that should never be targeted in outreach or mentioned as prospective clients? If so, please provide the list. If none, confirm and we will note that the list is not applicable.
Have a longer list, like everyone you met at a tradeshow you don't want contacted? Upload a CSV instead (optional). Company name and website encouraged, one row per company. This list is used internally to screen outreach; it is never shown on your report or review site.
This anchors the content strategy to a business outcome instead of activity for its own sake.
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.
The final step. Pick from the brand kit you entered earlier to design how your Backbone report looks.
Each role pulls from the colors you added earlier. Go back and add or rename a color and it updates here automatically.
This list is limited to fonts we can render live on your report. If your brand font from the kit isn't here, pick the closest match; the exact font name you entered earlier is still recorded as-is in your files.
This preview mirrors how your review site and deliverables are themed.
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.