ampaigns are how a marketing strategy comes to life.
They translate your brand, market positioning, personas, and strategic pillars into coordinated, purposeful activities that move prospects through the buyer journey.
A campaign is not a single piece of content, a boosted post, or an ad.
A campaign is a structured set of activities designed to achieve a specific objective, for a specific audience, over a defined period of time.
Without a framework, campaigns become:
- Reactive
- Disconnected
- Hard to measure
- Inconsistent
- Inefficient
- Driven by guesswork or urgency
With a framework, campaigns become:
- Strategic
- Repeatable
- Measurable
- Persona-aligned
- Intent-based
- Much easier to plan, execute, and optimise
Your campaign framework is the backbone of execution for the year.
Why Campaign Frameworks Matter
Campaign frameworks create:
- Consistency across channels
- Alignment between marketing and sales
- Predictable, scalable workflows
- Clear measurement and optimisation paths
- Better creative direction
- More strategic content development
- Higher ROI from media spend
They turn ad hoc activities into meaningful outcomes.
Campaigns should be built after you define:
- Brand foundations
- Market definition
- Personas
- Buyer journey
- Strategic pillars
These inputs ensure campaigns are grounded in insight - not guesswork.
Types of Campaigns in B2B
Most B2B strategies include five major campaign types:
1. Brand Campaigns
Purpose: Build recognition, familiarity, and trust over time.
Focus on:
- Storytelling
- Brand cues (identity, tone, value)
- Thought leadership
- Awareness and education
- Broad audiences
- Share of search
- Recall
Brand campaigns compound over time and reduce CAC across all other campaign types.
2. Demand Generation Campaigns
Purpose: Drive high-intent leads, inbound interest, and pipeline opportunities.
Focus on:
- Problem/solution education
- Targeted offers (eBooks, webinars, checklists, guides)
- Lead capture and nurture
- Search behaviour (paid and organic)
- Website experience
- Conversion optimisation
This is where most short-term revenue impact is felt.
3. Sales Enablement Campaigns
Purpose: Support the sales team with targeted, persona-specific content and plays that help convert leads into opportunities and customers.
Focus on:
- Bottom-of-funnel proof
- Case studies
- ROI calculators
- Pitch materials
- Email sequences
- Persona messaging
- Objection handling
- Industry-specific value content
Sales enablement ensures marketing’s hard work translates into revenue.
4. Evergreen Campaigns (Always Relevant Offers)
Evergreen campaigns are those that are always running because they address timeless needs of your audience. They aren’t tied to a specific date, launch, or event.
Examples:
- Core lead magnets (guides, templates, reports)
- Hero educational content
- “Start here” resources that solve enduring problems
- Long-form cornerstone landing pages
- Foundational webinars or video series
Evergreen campaigns produce a constant flow of leads and engagement. They also create strong SEO assets and improve cost efficiency across paid media.
Evergreen campaigns should:
- Have dedicated landing pages
- Be optimised quarterly
- Be supported by always-on paid media where relevant
- Feed directly into nurture sequences
5. Always-On Content (Continuous Market Presence)
This is the ongoing content that maintains brand visibility and builds share of voice over time.
Examples:
- Weekly LinkedIn content
- Blog and SEO content
- PR placements
- Industry commentary
- Newsletter communications
- Retargeting sequences
- Continuous Google Search ads (intent channels)
Buyers are not always in-market. Always-on content ensures you stay top-of-mind so that when they do enter the cycle, your brand is the natural choice.
Always-on content should:
- Support long-term brand and SEO goals
- Reinforce messaging hierarchy
- Keep the audience educated, entertained, and aware
- Drive consistent traffic into evergreens / nurture
Campaign Structure: The 10 Core Elements
Each campaign should include the following components:
1. Campaign Objective
What business or marketing outcome is this campaign designed to achieve?
Examples:
- Increase awareness in a new segment
- Generate high-intent inbound leads
- Drive demo requests
- Educate prospects in the consideration phase
- Launch a new feature/product
- Support sales with persona-led content
2. Target Audience
Personas, segments, industries, buying committees. Must be backed by your ICP and persona work.
3. Core Message
The central message this campaign needs to deliver. Must tie back to the messaging hierarchy and persona insights.
4. Key Offer
What value are you providing to the audience?
Examples:
- eBook
- Webinar
- Template
- Calculator
- Event
- Report
- Video series
- Consultation
- Demo
Offers should align with where the persona is in the buyer journey.
5. Buyer Journey Mapping
Define which stages the campaign will impact and how:
- Awareness
- Consideration
- Evaluation
- Decision
Not every campaign targets all stages. Some campaigns are upper-funnel only; others are bottom-funnel accelerators.
6. Content Requirements
List all content assets required:
- Landing pages
- Ads
- Emails
- Blog posts
- Social posts
- Video
- Guides
- Case studies
- Sales collateral
This keeps production predictable and aligned.
7. Channel Mix
Determine which channels will be used based on:
- Persona behaviour
- Intent level
- Budget
- Sales alignment
Channels may include:
- LinkedIn Ads
- Google Search
- Retargeting
- Organic social
- Events
- Partnerships
- ABM landing pages
8. Timeline & Sequence
Define:
- Launch date
- Pre-launch activities
- Content creation deadlines
- Nurture sequences
- Sales involvement timelines
- Retargeting phases
- Review checkpoints
This ensures smooth execution.
9. Budget
Specify:
- Media spend
- Production costs
- Creative resources
- Technology
Budget should align with expected value and intent.
10. Metrics & Reporting
Define how success will be measured:
- Leads / MQLs / SQLs
- Pipeline value
- CAC
- Cost per lead
- Cost per opportunity
- Engagement metrics
- Website performance
- Influenced revenue
- Conversion rates
Also include:
- Reporting cadence
- Insights capture
- Learnings for future campaigns
How Campaign Frameworks Support Revenue Teams
Campaign frameworks enable:
- Clear expectations across teams
- Consistent campaign quality and structure
- Predictable timelines
- Better collaboration with sales
- Greater clarity for leadership
- Easier optimisation across channels
It ensures the business stops treating marketing as “activities” and starts treating it as “growth”.
