Door4

Door4 Door4 is an established digital agency that specialises in revenue optimisation See our blog for insights and tips https://door4.com/scrapbook/

11/06/2026

Join me on 25 June at Crow Wood Hotel & Spa Resort - I’m speaking about the ROI of AI - at the Seriun AI Conference.

I gather that it’s nearly full already, which tells you something about where business appetite is right now. (I will need my best shoes.)

I’ll be covering AI in sales and marketing, which is my thing - and I’ll making it useful rather than impressive.

Because the reality is most businesses aren’t using AI beyond a chat window. Maybe a bit of copy tidying, and the odd meeting summary. Which is fine. But it’s a long way from the competitive advantage that the technology offers.

I’ll be showing real workflows. Ideal customer research. Content planning that goes beyond what any one person would sit down and write. Analytics that don’t eat your afternoon.

If you’re curious what AI actually looks like inside a sales and marketing function, come along on 25 June! See you there.

PS - I’m excited to hear from the other guest speaker, Matthew Lawson at one of Lancashire’s most amazing homegrown brands - Ribble Cycles.

We've got a busy few weeks coming up and you're invited to all of it!25th June: Getting ROI from AI - We're joining Seri...
10/06/2026

We've got a busy few weeks coming up and you're invited to all of it!

25th June: Getting ROI from AI
- We're joining Seriun for their latest AI event, sure to be a good 'un!

3rd July: The AI Lab: Marketing Multiplier
- our brand NEW workshop. Don't miss it.

15th July: The Marketing Meetup
- Hosted at SIX Connections here in Burnley, with Leon speaking on... you guessed it... AI & Automation!

Will we be seeing you IRL?

28/05/2026

I’m at the start of revitalising my garden. (Yeah, 6 months late.)
And I caught myself... I didn’t open Google. I opened Claude. Asked for ideas, materials, layout thoughts. Had a proper back-and-forth about what might work in a south-facing space with challenging clay soil.
Then I thought: at what point does it start suggesting suppliers?
Because that’s where this is heading. Not “here are some search results” — but a recommendation, based on whatever evidence it can find about who actually does this kind of work well.
That’s a different question for B2B businesses.
Not “do we show up in AI results today?” — but when a buyer’s assistant starts shortlisting, is there enough out there to find you, trust you, and put your name forward?
The landscaper who’s worked with clay soil before. Who’s documented the drainage problem they solved. Who has a client saying “they knew exactly what they were dealing with.”
That’s the evidence an agent pulls from.
Most businesses have done that work.
They just haven’t written it down.

Transactional agency relationships are tidy. Brief in, work done, invoice sent.William Sharp, Account Manager here at Do...
27/05/2026

Transactional agency relationships are tidy. Brief in, work done, invoice sent.

William Sharp, Account Manager here at Door4, wrote about why the messy version produces substantially better results, with a real client story on a pricing observation that no UX test would have surfaced.

Read it here: https://door4.com/why-the-best-agency-work-happens-outside-the-brief/

19/05/2026

Most AI conversations are still about prompts. Prompt engineering, using ChatGPT, that kind of stuff.
How to write them better. How to get cleaner outputs. How to phrase the question.
Useful of course. But this stuff is really table-stakes now.

Three things matter: Prompt. Context. Harness.

Prompt is what you ask. Context is what the AI is connected to. Harness is how it actually runs.
Most people are still on the first one. Which makes sense - you type something, it replies, it feels like progress. A smart Google.
The real difference in your business happens when you treat all three as the goal. Not just better prompts. Better systems.
Take monthly sales analysis. You do the work once. You connect your CRM, tag your sources, load your benchmarks, wrap a harness around it — and it runs itself. Lands in the Sales Director’s inbox before they’ve opened their laptop.
Same idea as pasting into ChatGPT. Completely different outcome.
That’s what actually using AI looks like.

12/05/2026

Everyone’s got a take on AI and jobs right now. (You don’t say!)

Most of them are either terrifying or suspiciously cheerful.

The terrifying ones say whole professions are about to vanish.

The cheerful ones say don’t worry, new jobs will appear.

Both are probably right, to a degree.

But neither really helps you figure out what to actually do about it.

We're bringing The AI Lab to MCR!We've partnered with Forward Role Recruitment to host our next AI Lab for e-commerce br...
11/05/2026

We're bringing The AI Lab to MCR!

We've partnered with Forward Role Recruitment to host our next AI Lab for e-commerce brands at their central Manchester office.

If you're working in a fast-moving, high-pressure environment, this is the event for you. We'll tackle real e-commerce challenges, like content gaps, decision friction, and messy attribution, through hands-on AI use cases focused on content, merchandising, and service. All before lunch on a Friday - can't be bad.

Grab your free ticket sharpish at https://door4.com/events/the-ai-lab-e-commerce-manchester/

01/05/2026

Over the past few months I’ve spent tens of hours with leadership, marketing and operations teams - through Door4 Art of the Possible and Innovation Executive programmes, and our AI Lab events.

Same question every time. “What are you doing with AI?”

Same answer, almost always. ChatGPT. Copilot. A few automations.

Nothing wrong with any of that. But it’s not competitive advantage. It’s a slightly cleverer Google.

The edge comes from understanding how your business actually works, and embedding intelligence into it.

Oh look - a new film on this exact topic!

08/04/2026

While everyone else is using AI to move faster… we’re trying to use it to think a little slower.
Because a bit of intelligent planning usually stops you solving the wrong problem really well.

When every pound has to work harder, you can't afford campaigns built around the wrong customers.This client came to us ...
02/04/2026

When every pound has to work harder, you can't afford campaigns built around the wrong customers.

This client came to us with a clear brief: make PPC profitable. We stripped back what wasn't working, focused spend on high-intent buyers, and fixed the checkout friction that was costing them conversions. ROAS went from 400% to a sustained 600%.

Read the full case study on Door4.com

Address

Door4, Burnley Wharf, Manchester Road
Burnley
BB111JG

Opening Hours

Monday 9am - 5pm
Tuesday 9am - 5pm
Wednesday 9am - 5pm
Thursday 9am - 5pm
Friday 9am - 5pm

Telephone

+441282612847

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