PRACTICAL GUIDE
The B2B Campaign Brief
A working guide to align your next campaign.
1. Start with the business decision
Write one sentence describing what the campaign should help the business achieve. Separate that objective from the channel you expect to use. A webinar is a format; helping a defined audience evaluate a new solution is an objective.
What does this mean for your program? Record your decision, supporting evidence, and the next question to resolve.
2. Describe the buying situation
List the account types, roles, business pressures, and questions that define a relevant audience. Note where your understanding comes from and which assumptions need validation.
What does this mean for your program? Record your decision, supporting evidence, and the next question to resolve.
3. Connect the offer to the next action
Explain what the audience receives and what they can do afterward. Match the level of commitment you request to the usefulness of the offer. Assign an owner for each response.
What does this mean for your program? Record your decision, supporting evidence, and the next question to resolve.
4. Agree on delivery and learning
Record assets, channels, timing, review owners, and the measures you will examine. Include a date to discuss what the response means, not only a date to send a report.
What does this mean for your program? Record your decision, supporting evidence, and the next question to resolve.
Bring the brief together
Review the completed notes with everyone responsible for delivery and follow-up. Resolve conflicting expectations before production starts, and keep one shared version of the plan.
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