Campaign Brief Template
A campaign brief template for demand gen and campaign teams — define the goal, ICP, message, channels, budget, and success metrics before a single asset gets built.
Campaign Brief Template
Complete this brief before briefing any creative, copy, or paid team. Every field has a decision — leave nothing blank.
Campaign Summary
Campaign name:
Campaign type: [ ] Awareness [ ] Pipeline [ ] Nurture [ ] Expansion [ ] Event
Owner:
Launch date:
Review date (30 days post-launch):
1. Goal
Primary goal (one metric): e.g., Generate 40 MQLs from mid-market SaaS accounts in Q3
Secondary goal (optional):
What does success look like in 30 days?
2. Target Audience
ICP segment for this campaign: [Company type, size, role — be specific. "B2B SaaS companies 50–500 employees, VP Marketing or Head of Demand Gen"]
Trigger / buying signal: [What event makes this person receptive right now? e.g., "just raised Series B", "posting for GTM hires", "evaluating their tech stack"]
Persona (primary contact):
- Title:
- Team size:
- Top priority this quarter:
- What they're afraid of:
3. Message
Core claim (what we're saying — one sentence):
Why now (the urgency hook):
Primary proof point (metric, case study, or social proof):
Call to action: [ ] Book a demo [ ] Start free trial [ ] Download resource [ ] Register for event [ ] Other: ___
4. Channels & Tactics
| Channel | Tactic | Budget | Owner | Live date |
|---|---|---|---|---|
Primary channel (where most budget goes):
Supporting channels (amplification):
5. Content & Assets Needed
| Asset | Type | Owner | Due date | Status |
|---|---|---|---|---|
6. Budget
Total campaign budget:
Breakdown:
- Paid media: $
- Content / creative: $
- Events / sponsorships: $
- Other: $
7. Tracking & Attribution
UTM parameters:
- Source:
- Medium:
- Campaign:
- Content:
Conversion event (what counts as a conversion in your CRM/analytics):
CRM campaign name (for attribution):
8. Success Metrics
| Metric | Target | Baseline | How measured |
|---|---|---|---|
| MQLs generated | |||
| Cost per MQL | |||
| Pipeline created | |||
| Click-through rate | |||
| Demo/trial starts |
Primary KPI for this campaign:
9. Dependencies & Risks
What needs to be true for this to launch on time:
- Positioning approved
- Landing page live
- Tracking set up
- Sales briefed
- Creative assets QA'd
Biggest risk:
Campaign Review Checklist
- Goal is specific and measurable
- ICP segment is narrow enough to message specifically
- CTA matches the stage and the audience
- Tracking is set up before launch
- Sales knows this is running
- Post-launch review is scheduled
Run your campaigns inside AI Marketing Workbench — connected to your ICP, positioning, and pipeline metrics.