Campaign Strategy
Campaigns that exist to move a metric, not fill a calendar.
Workflow
Step 1Business Objective
ObjectiveAnchor the campaign to a number.
InputBusiness goals
OutputCampaign objective
Key activities
Define what the campaign must move
Decision points
What metric does it move?
Tools: PlanningRoles: Marketing · leadership
Success: Objective set
Quality gate: Go: tied to a number. Loop back: vague.
Why it matters
- Most campaigns underperform because the objective was vague. A strategy ties every campaign to a number it must move.
Best practices
- Start from the business objective, not the channel.
- Define the audience precisely.
- Match channel to where that audience is.
- Set the metric before launch.
Common mistakes
- Campaigns launched to 'do marketing'.
- Audience defined as 'everyone'.
- No measure of success until it's over.
Key questions
- What number does this campaign move?
- Who exactly are we reaching?
Agents that drive this
Campaign BuilderWriter
Tools we use · alternates in [ ]
n8n[ Zapier, Make, Airflow ]HubSpot[ Salesforce, Pipedrive, Attio ]Metabase[ Looker Studio, Power BI, Grafana ]