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.

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?

Step 2: Campaign Overview

Step 3: Objective & KPIs

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]

Step 4: Target Audience

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)

Step 5: Core Message

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]

Step 6: Channel Plan

Step 7: Asset List & Timeline

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

Output Format

# 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)