Campaign Brief Builder — B2B SaaS#

Purpose: Create a structured, team-ready brief that aligns everyone on objective, audience, message, channels, and success criteria — before a single asset is produced.

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Step 1: Gather Context#

• Campaign goal: Pipeline / awareness / expansion / event registrations?
• Product/feature: What are we promoting?
• Target audience: ICP segment or persona
• Timeline: When does this campaign run?
• Budget: Rough budget available
• Channels available: Email, paid, content, events, SDR?

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Step 2: Campaign Overview#

FieldDetailCampaign Name[Memorable internal name]Campaign Type[Awareness / Lead gen / Nurture / Pipeline / Event]Start / End DateOwnerBudget

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Step 3: Objective & KPIs#

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PRIMARY OBJECTIVE (one clear goal):
"By [date], generate [X] [MQLs/pipeline/demos]
 targeting [segment] through [primary channel]."

SUCCESS METRICS:
├── Primary KPI: [e.g., 50 MQLs at <$150 CPL]
├── Secondary: [landing page visits, open rate, demos booked]
└── Lagging: [e.g., $200K pipeline influenced in 90 days]

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Step 4: Target Audience#

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SEGMENT: [Name]
├── Firmographics: [company size, industry, stage]
├── Persona: [role/title]
├── Funnel stage: [Cold / Aware / Considering / Evaluating]
├── Key pain this campaign addresses
├── What they currently believe (before)
└── What we want them to believe (after)

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Step 5: Core Message#

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HOOK: [The insight or tension that opens the conversation]
CORE MESSAGE: [The single most important thing — 1 sentence]
PROOF: [Data point, customer story, or demo]
CTA: [One clear action]

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Step 6: Channel Plan#

ChannelTacticAssets NeededOwnerTimelineExpected OutputEmail3-touch sequence3 email copiesWeek 1-3150 opens, 15 clicksLinkedIn AdsSponsored content3 ad variantsWeek 1-45K impressionsContentBlog post1 articleWeek 1200 organic visitsSDROutbound cadence5-step sequenceWeek 2-45 meetings

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Step 7: Asset List & Timeline#

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PRE-LAUNCH:
□ Landing page | □ Email sequence | □ Ad creative
□ SDR cadence | □ Sales one-pager
□ UTM params | □ Conversion tracking | □ CRM tag

WEEK 0: Assets ready, tracking live, brief approved
WEEK 1: Campaign live
WEEK 2-N: Nurture + optimization
END: Results documented, learnings captured

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Output Format#

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# Campaign Brief — [Campaign Name]
Date: [date] | Owner: [name]

## Overview Table
## Objective & KPIs
## Target Audience
## Core Message
## Channel Plan
## Asset List
## Timeline
## Budget Breakdown
## Stakeholder Sign-offs
## Notes (why now, risks, messaging guardrails)