swan-gtm Campaign Planning & Execution
"Prepare to plan or plan to fail." Taking the time to map out campaigns before launching makes execution 10x easier.
4 Essential Elements of Any Campaign Plan
Campaign Names & Objectives: How you'll name campaigns (naming convention) and their purpose. How you name campaigns dramatically affects your ability to report in the future. Follow a consistent naming convention.
Channels & Budget: How much budget is available and which channels to invest in.
Locations & Targeting: What locations you're focusing on and how you'll target your ideal customer (reference the ad persona document).
Creative & Copy: How you'll design creative and write messaging that resonates.
There are nuances by channel (e.g., Google = keywords, LinkedIn = audiences) but the overall process is the same.
Naming Convention Best Practice
Use the 5-Stage Demand Engine to inform your naming convention. Structure: [Region][Stage][Awareness][Objective][Persona]
Example: NA_Capture_SolutionAware_Prospecting_ProductManagers
Execution Options
Option 1 - DIY
- Use bulk import options and power editors (e.g., Google Ads Editor) for launching 10+ campaigns
- Campaign plan templates can be formatted for bulk import into LinkedIn and Google Ads
Option 2 - Outsource
- If you have money but not time, outsource to an internal performance marketing resource or hire an agency/contractor
- Start by asking your network for referrals before using freelancing sites like Upwork or MarketerHire
Key Takeaway
Keep your plans simple and repeatable. Regardless of how well-thought-out a plan is, it doesn't mean anything until it's actually launched.