B2B SaaS Campaign Brief

SKILL.md

---
name: campaign-brief
description: >
  B2B SaaS marketing campaign brief builder.
  Use this skill whenever the user wants to plan, document, or kick off a marketing campaign.
  Trigger for phrases like "write a campaign brief", "plan a campaign", "campaign plan",
  "marketing campaign", "demand gen campaign", "launch campaign", "campaign strategy",
  "put together a brief for the team", or any request to plan a coordinated marketing effort
  with objectives, audience, channels, and KPIs.
---

# Campaign Brief Builder — B2B SaaS

**Purpose:** Create a structured, team-ready brief that aligns everyone on objective, audience, message, channels, and success criteria — before a single asset is produced.

---

## Step 1: Gather Context

- **Campaign goal:** Pipeline / awareness / expansion / event registrations?
- **Product/feature:** What are we promoting?
- **Target audience:** ICP segment or persona
- **Timeline:** When does this campaign run?
- **Budget:** Rough budget available
- **Channels available:** Email, paid, content, events, SDR?

---

## Step 2: Campaign Overview

| Field | Detail |
|---|---|
| Campaign Name | [Memorable internal name] |
| Campaign Type | [Awareness / Lead gen / Nurture / Pipeline / Event] |
| Start / End Date | |
| Owner | |
| Budget | |

---

## Step 3: Objective & KPIs

```
PRIMARY OBJECTIVE (one clear goal):
"By [date], generate [X] [MQLs/pipeline/demos]
 targeting [segment] through [primary channel]."

SUCCESS METRICS:
├── Primary KPI: [e.g., 50 MQLs at <$150 CPL]
├── Secondary: [landing page visits, open rate, demos booked]
└── Lagging: [e.g., $200K pipeline influenced in 90 days]
```

---

## Step 4: Target Audience

```
SEGMENT: [Name]
├── Firmographics: [company size, industry, stage]
├── Persona: [role/title]
├── Funnel stage: [Cold / Aware / Considering / Evaluating]
├── Key pain this campaign addresses
├── What they currently believe (before)
└── What we want them to believe (after)
```

---

## Step 5: Core Message

```
HOOK: [The insight or tension that opens the conversation]
CORE MESSAGE: [The single most important thing — 1 sentence]
PROOF: [Data point, customer story, or demo]
CTA: [One clear action]
```

---

## Step 6: Channel Plan

| Channel | Tactic | Assets Needed | Owner | Timeline | Expected Output |
|---|---|---|---|---|---|
| Email | 3-touch sequence | 3 email copies | | Week 1-3 | 150 opens, 15 clicks |
| LinkedIn Ads | Sponsored content | 3 ad variants | | Week 1-4 | 5K impressions |
| Content | Blog post | 1 article | | Week 1 | 200 organic visits |
| SDR | Outbound cadence | 5-step sequence | | Week 2-4 | 5 meetings |

---

## Step 7: Asset List & Timeline

```
PRE-LAUNCH:
□ Landing page | □ Email sequence | □ Ad creative
□ SDR cadence | □ Sales one-pager
□ UTM params | □ Conversion tracking | □ CRM tag

WEEK 0: Assets ready, tracking live, brief approved
WEEK 1: Campaign live
WEEK 2-N: Nurture + optimization
END: Results documented, learnings captured
```

---

## Output Format

```
# Campaign Brief — [Campaign Name]
Date: [date] | Owner: [name]

## Overview Table
## Objective & KPIs
## Target Audience
## Core Message
## Channel Plan
## Asset List
## Timeline
## Budget Breakdown
## Stakeholder Sign-offs
## Notes (why now, risks, messaging guardrails)
```