168: The B2B Campaign Playbook Every Marketer Should Steal
Episode: 168
It's campaign season. So today you're getting my actual campaign playbook. Not the theoretical version, not something from a textbook, the exact method I use.
You'll get the one page I write before a single asset gets built, the four boxes that tell me honestly whether a campaign is ready or just hopeful. The exercise I run to make sure a campaign sounds like nobody else's in the market, and the statement system underneath it. Why I think your people, not your channels, are your most powerful media, and how to activate them properly. The two-phase structure I use that isn't really two phases at all. And the three numbers I put in front of leadership before launch, so the campaign gets judged on the right thing, at the right time.
And a quick word to my B2C marketers, because I can feel some of you reaching for the skip button: don't you dare. Yes, today's examples wear a B2B badge, but it may still inspire you to add something into your next campaign. Stay with me.