Campaigns

Campaign Planning

A sprint based approach to set up a “test and learn campaign” starts already during campaign planning

Setting Strategic Goals
Campaign Planning

We recommend using a business case template to outline goals, strategy and tactics for your campaign.

How to use the business case template:

Desired results, or what will success look like for your campaign?

Highlight your target market(e.g.market size, market adoption etc.)

Highlight estimated budget for campaign (note this may change based on test and learn results)

Team, resources and proposed timeline to execute campaign

Download Business Case Template

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Step-by-Step Guide:

At the core, OOT oversees the process of campaign planning that begins with defining the campaign's overall goal.

What are our business objectives, marketing and sales objectives?
Where in the customer lifecycle is our campaign targeting?
How does this campaign help me achieve my overall business objective?

Coordinate with your sales team during the planning phase to align on objectives and consider tactics when planning campaign strategy.

Define potential strategies to achieve the desired goal of the campaign as initial hypotheses, e.g., align marketing and sales teams more closely through Omnichannel commercial choreography to boost sales generation.

Once your strategic goals have been defined, build your business case using the campaign planning tool and fill out other dimensions of the template.

Campaign planning begins with understanding the target segments, campaign objectives, and key metrics:

Download the how-to guide for campaign planning

Leverage the Campaign Planning Tool to create a baseline business case for your campaign

There are two versions of the campaign planning tool.

1. For awareness campaigns that focus more on the amount of eyeballs and engagements you get.

Download the Awareness campaign planning tool

2. For lead-generation campaigns that consider the entire customer funnel, from anonymous visitors to winning opportunity.

Download the lead-gen campaign planning tool

Important considerations

The detailed channel and media plan will be defined and updated by the Digital Marketer.
The first step is to set the approximate budget, KPIs and performance target for each channel.
Leverage results from previous BD campaigns and industry benchmarks to define down-the-funnel metrics.
If you are working with a third-party agency, update your media plan during the media buying phase. The plan can hold the agency accountable for its initial performance metrics.
Good media plans should clearly lay out the expected budget and forecast performance of each channel based on what metrics you are tracking.
Utilize the tool to estimate the baseline budget required to reach campaign objectives.

Step-by-Step Guide

The Campaign Planning Tool will be used in different phases of your campaign and should be owned and updated by the Digital Marketer:

The first step is creating a baseline business case, estimating market and potential impact. This step includes defining KPI’s across the engagement funnel.

Follow the Measurement Framework

Think through the following metrics:

Conversion rates:

Visitor to inquiry
Forms to MQL
MQL to SAL
SAL to SQL
SQL to Opportunity
Win

Costs:

CPC
Cost per MQL
Cost per SAL
Cost per SQL

Set the right KPIs

Download the Medbank Use Case and see how campaign planning was applied in the section “Campaign Planning”.