A comprehensive demand generation playbook for B2B SaaS covering campaign strategy, content creation, multi-channel execution, lead nurturing, and performance optimization.
Covers: Campaign Foundation, Budget & Planning.
Develop the Campaign Theme and Big Idea; Select the Target Segment and Build the Campaign List; Define the Funnel Stage Focus and Campaign Objectives
Develop the Campaign Theme and Big Idea
Select a campaign theme that unifies messaging across all channels and resonates with a specific segment's pain point at a specific funnel stage.
Select the Target Segment and Build the Campaign List
Define the specific audience segment for this campaign and build a targeted list from CRM, intent data, and enrichment sources.
Define the Funnel Stage Focus and Campaign Objectives
Decide whether this campaign targets top-of-funnel awareness, mid-funnel consideration, or bottom-funnel conversion, and set measurable goals accordingly.
Allocate the Campaign Budget Across Channels; Build the 90-Day Campaign Calendar; Design the Campaign Lead Scoring Model; Establish the MQL Definition and Sales Handoff SLA; Set Up Campaign Tracking and Attribution Infrastructure
Allocate the Campaign Budget Across Channels
Distribute the campaign budget across paid media, content production, tools, and events based on your company stage and campaign objectives.
Build the 90-Day Campaign Calendar
Create a week-by-week execution timeline that sequences all channel activities, content launches, and optimization checkpoints.
Design the Campaign Lead Scoring Model
Build a scoring model specific to campaign engagement signals that identifies which leads are ready for sales versus which need more nurture.
Establish the MQL Definition and Sales Handoff SLA
Agree on the precise definition of a Marketing Qualified Lead and the response time commitment from sales.
Set Up Campaign Tracking and Attribution Infrastructure
Configure UTM parameters, conversion tracking, and CRM attribution before launching any paid media to ensure every dollar is accountable.
Covers: Lead Magnets, Email Sequences, Creative Production.
Select and Create the Lead Magnet; Design and Build Campaign Landing Pages
Select and Create the Lead Magnet
Choose the content format that best matches your campaign's funnel stage and audience, then produce it at the quality level that justifies the ask.
Design and Build Campaign Landing Pages
Create conversion-optimized landing pages for every campaign offer using proven copy frameworks and design principles.
Design the Campaign Email Launch Sequence; Build the Post-Conversion Nurture Sequence; Design the Re-Engagement Sequence for Stalled Leads
Design the Campaign Email Launch Sequence
Build a 3-5 email sequence that promotes the campaign offer to your existing database with escalating urgency and value.
Build the Post-Conversion Nurture Sequence
Create a 5-7 email nurture sequence that moves leads from content download toward sales readiness over 3-4 weeks.
Design the Re-Engagement Sequence for Stalled Leads
Create a targeted sequence for leads who engaged early in the campaign but stalled before converting to MQL.
Create Ad Creative and Copy Variations; Prepare the Sales Follow-Up Playbook for Campaign Leads
Create Ad Creative and Copy Variations
Produce 5-8 ad creative variants for LinkedIn and Google Ads with messaging tailored to the campaign theme and audience.
Prepare the Sales Follow-Up Playbook for Campaign Leads
Create a structured playbook that tells sales exactly how to follow up on campaign leads with scripts, timing, and context.
Covers: Paid Social, Paid Search, Retargeting & Display, Events & Webinars.
Launch LinkedIn Advertising Campaigns
Launch LinkedIn Advertising Campaigns
Set up and execute LinkedIn Sponsored Content, InMail, and Lead Gen Form campaigns targeting the campaign segment.
Launch Google Ads Campaigns for High-Intent Keywords; Execute Content Syndication for Lead Volume
Launch Google Ads Campaigns for High-Intent Keywords
Set up search campaigns targeting commercial and transactional keywords that capture prospects actively looking for a solution.
Execute Content Syndication for Lead Volume
Deploy content syndication through B2B platforms to generate net-new leads at scale for the campaign's target segment.
Build Multi-Layer Retargeting Campaigns; Launch Meta/Facebook Retargeting for B2B
Build Multi-Layer Retargeting Campaigns
Configure retargeting audiences for website visitors, content engagers, and form abandoners across LinkedIn and display networks.
Launch Meta/Facebook Retargeting for B2B
Configure Facebook and Instagram retargeting to reach B2B prospects across their personal social feeds at low CPMs.
Execute the Campaign Webinar; Run Email Campaign Promotion Across the Existing Database
Execute the Campaign Webinar
Plan and deliver a live webinar that serves as the campaign's flagship engagement event and mid-funnel conversion mechanism.
Run Email Campaign Promotion Across the Existing Database
Execute the email launch sequence, nurture sequence, and re-engagement sequence to maximize conversions from your owned audience.
Covers: Lead Routing, Sales Alignment.
Configure Lead Routing and Response Automation; Track Sales Follow-Up Compliance and Lead Disposition
Configure Lead Routing and Response Automation
Set up real-time lead routing that assigns campaign leads to the correct sales rep and triggers immediate follow-up.
Track Sales Follow-Up Compliance and Lead Disposition
Monitor whether sales follows up on campaign MQLs within the SLA and dispositioning every lead appropriately.
Run Weekly Campaign Pipeline Reviews; Execute Joint Account Review for High-Value Campaign Leads; Manage the Handoff from Campaign Leads to Ongoing Nurture
Run Weekly Campaign Pipeline Reviews
Hold a recurring cross-functional meeting that tracks lead progression, identifies pipeline gaps, and adjusts campaign tactics.
Execute Joint Account Review for High-Value Campaign Leads
Conduct focused reviews on the top 10-20 highest-scoring leads to ensure coordinated multi-touch engagement between marketing and sales.
Manage the Handoff from Campaign Leads to Ongoing Nurture
Define what happens to campaign leads that do not convert to pipeline during the 90-day sprint, ensuring no lead is abandoned.
Covers: Weekly Optimization, Campaign Attribution, Retrospective & Learning.
Execute the Weekly Optimization Cadence; Prioritize and Execute A/B Tests; Make Budget Reallocation Decisions at Mid-Campaign
Execute the Weekly Optimization Cadence
Follow a structured weekly review checklist that evaluates channel performance, creative fatigue, and budget allocation.
Prioritize and Execute A/B Tests
Run structured experiments on the highest-impact campaign elements to continuously improve performance.
Make Budget Reallocation Decisions at Mid-Campaign
Use performance data at weeks 5-6 to redistribute budget from underperforming channels to top performers.
Build the Pipeline Attribution Report; Calculate Campaign ROI and Cost Efficiency Metrics
Build the Pipeline Attribution Report
Create a campaign attribution report that quantifies pipeline sourced, pipeline influenced, and ROI for every channel.
Calculate Campaign ROI and Cost Efficiency Metrics
Compute the full-funnel economics of the campaign from spend through pipeline and closed revenue.
Conduct the Campaign Retrospective; Document the Campaign Playbook for Repeatability; Plan the Next Campaign Based on Learnings
Conduct the Campaign Retrospective
Run a structured post-campaign review that evaluates performance, captures learnings, and produces recommendations for the next campaign.
Document the Campaign Playbook for Repeatability
Convert the retrospective findings into a reusable campaign playbook that accelerates planning for the next demand gen sprint.
Plan the Next Campaign Based on Learnings
Use retrospective data to select the theme, segment, channels, and budget for the next 90-day demand gen sprint.
