Date:
Project Name:
Revenue Marketing Lead:
LOB:
Section One (Revenue Marketing)
Objective:”Why are we doing this campaign? What are we trying to solve? Add as much context as possible. (open text)”
Business objective:
Marketing objective:
Success Measurement:”What are we hoping to achieve and how will we measure it? (open text)”
Check all that apply:
☐Brand awareness
☐Lead generation
☐Lead scoring (acceleration)
☐Thought leadership
☐Buy cycle
☐Other:
Does this piece need to be gated?
☐Yes
☐No
Target Audience
Industry:
☐STEM
☐Healthcare
☐General
☐Other:
Department:
☐Benefits
☐Human Resources
☐Total Rewards
☐Work-Life/Diversity
☐Chief Nursing Officer
☐Talent Management
☐Learning & Development
☐Operations
☐Facilities
☐Other:
Role:
☐C-level
☐VP/Senior VP
☐Director
☐Manager
Where are they in the buying process? (open text)
Promotional Plan:”what channels will we use to promote this asset? Add additional lines for other needs.”
Channel:
Launch Date
Copy needed?
Copy Details:
Creative needed?
Creative Details :
☐Website
☐Pardot Email
☐ Newsletter
☐Sales Email
☐LinkedIn Paid Ads
☐Organic Social
☐Paid Search
☐Content Syndication
☐Display Ads
Visual Direction:”Which types/themes of visuals will help to compliment the campaign and content? (open text)”
Section Two (Product Marketing?)
What are the specific pain points and motivations of this audience? What do they care about? (open text)
After they see this piece, what do we want them to think, feel, do?
Section Three (Content Marketing)
Copy and repeat this section if multiple content pieces are required.
Recommended Format:
☐Blog
☐Brochure
☐Brief
☐At-a-Glance Case Study
☐Cast Study Compilation
☐eBook
☐Guide
☐Infographic
☐Report
☐Tip Sheet
☐Whitepaper
☐Other:
Personality/Tone
Describe the desired tone. (For example: sophisticated, casual, fun, creative, fresh, innovative etc.)
Key Messaging
What is the primary message? (open text)
What are the supporting arguments/points? (open text)
Mandatory pieces:
What will be the outline/flow? (open text)
What supporting stats will be included? (open text)
