Marketing Campaign Framework

A repeatable, end-to-end framework for turning audience insights into high-impact campaigns and measurable growth.

How I Approach Marketing Campaigns

Goal

What is the purpose of the campaign? This is different from increasing website pageviews or product usage. Those are actions we can measure to help us increase customer satisfaction and reduce churn.

Audience

Who is the audience for this campaign? For a campaign to be most effective, targetting and segmentation is crucial. Additionally, I consider stakeholders my audience as well. If I am creating assets for the sales team, I need to consider their workflows and pain points as well.

Metrics

The fun stuff! To me anyway. What can we measure and ideally, what do we already have measurements on? This can be anything from website analytics to NPS surveys to customer support weekly call volume.

Retro

For me, the campaign isn’t over after launch. Another fun part is looking back to see what we can learn. At the end of the day, campaigns are experiments. We hypothesize that certain messaging or certain assets will resonate with our audience. But a poorly performing campaign isn’t a failure if we can learn and adjust our efforts after it.