Marketing Campaign Planning

SMART Goal Examples

• "Generate 500 qualified leads from mid-market SaaS companies by the end of Q3."
• "Increase brand awareness by 15% among target accounts in the UK market within six months."
• "Achieve 1,000 webinar registrations for the October product launch event."

Audience Targeting

Audience Definition Levels

1. Total Addressable Market (TAM): Everyone who could potentially use your product
2. Serviceable Addressable Market (SAM): The portion of TAM you can actually reach
3. Target Segment: The specific group this campaign is designed for
4. Ideal Customer Profile (ICP): The characteristics of the companies you want to target
5. Buyer Personas: The individuals within those companies you need to influence

Persona Framework

For each target persona, define:

• Role/Title: Their position in the organization
• Goals: What they are trying to achieve
• Challenges: What is standing in their way
• Information Sources: Where they go for information
• Buying Influence: Their role in the purchase decision

Channel Selection Guide

Owned, Earned, and Paid Channels

Selection Criteria

Choose channels based on:

• Audience fit: Where does your target audience spend time?
• Objective fit: Which channels are best for awareness vs. conversion?
• Budget: What can you afford?
• Internal capability: Do you have the skills to execute on this channel?

Campaign Timeline and Workback

Planning Phases

1. Strategy and Planning: Objectives, audience, messaging, channel selection
2. Creative and Content Production: Copywriting, design, video, landing pages
3. Setup and Launch: Channel configuration, tracking setup, final QA, launch
4. Optimization: Monitoring performance, A/B testing, making adjustments
5. Reporting and Analysis: Final results, learnings, recommendations

Workback Schedule Template

Budget Allocation Approaches

Common Budget Models

• Percentage of Revenue: Allocating a fixed percentage of projected revenue
• Objective-Based: Calculating the cost to achieve specific goals (e.g., cost per lead)
• Competitive Parity: Matching what competitors are spending
• Historical Basis: Adjusting last year's budget based on performance

Allocation by Channel Category

A typical balanced allocation might look like:

• 60% Performance/Demand: Paid search, social ads, retargeting (measurable ROI)
• 30% Brand/Awareness: Content, PR, events, social media (long-term growth)
• 10% Experimental: New channels, innovative formats, emerging platforms