Marketing · 8 min

Create a multi-channel campaign brief for a B2B SaaS product launch

Archetype: Explainer Tier 2

Context

A B2B SaaS company is launching an AI-powered analytics dashboard and needs to generate 500 qualified leads in the first 90 days. The marketing director must produce a comprehensive multi-channel campaign brief that the team can execute immediately, with clear KPIs and budget allocation across channels.

Before (Unstructured)

"Create a campaign brief for our B2B SaaS product launch."

What is missing

× No role or organizational context provided
× Product details completely absent — what is being launched?
× No target audience or ideal customer profile defined
× No measurable goals — what does campaign success look like?
× No channel strategy or budget constraints specified

After (MOTIVE-Structured)

[M] Motivation

As a marketing director launching a new B2B SaaS analytics product, I need a multi-channel campaign brief because we need to generate 500 qualified leads in the first 90 days post-launch.

[O] Object

Deliver a campaign brief document with channel strategy, messaging framework, content calendar, and KPI dashboard template. Success criteria: (1) Channel mix justified by expected ROI, (2) Messaging aligned to buyer journey stages, (3) 90-day content calendar with specific deliverables per week.

[T] Tool

Use the AIDA framework for messaging hierarchy. Reference HubSpot B2B benchmarks for conversion rate targets by channel.

[I] Instruction

1. Define target personas and their primary pain points. 2. Map channels to buyer journey stages (Awareness, Consideration, Decision). 3. Create messaging pillars per persona. 4. Build a 90-day content calendar with weekly deliverables. If benchmark data is unavailable for a channel, flag the assumption.

[V] Variables

Product: AI-powered analytics dashboard. ICP: Mid-market SaaS companies (50-500 employees), VP/Director of Operations. Budget: USD 150K. Channels: LinkedIn Ads, email nurture, webinars, content marketing. Tone: Professional, insight-driven. Exclude: Consumer channels, print media.

Output Comparison

Before Output

For your B2B SaaS launch, consider using social media, email marketing, and content marketing. You should create blog posts, run ads, and send emails to potential customers. Make sure your messaging is clear and highlights the benefits of your product.

Show full output

For your B2B SaaS product launch, you should consider a multi-channel marketing approach. Social media platforms like LinkedIn and Twitter are great for reaching business audiences. You could also use email marketing to nurture potential leads and keep them engaged with your product updates. Content marketing is another important channel to consider. Creating blog posts, whitepapers, and case studies can help establish your company as a thought leader in the analytics space. You should also think about running webinars to demonstrate your product's capabilities to interested prospects. Paid advertising can help accelerate your reach. Consider running ads on LinkedIn and Google to target decision-makers in your industry. Make sure your ad copy highlights the key benefits of your product and includes a clear call to action. Don't forget about your existing network. Leverage partnerships, attend industry events, and encourage word-of-mouth referrals. A comprehensive approach that combines organic and paid strategies will give you the best results for your product launch.

After Output

Channel 1 — LinkedIn Ads (40% budget, $60K): Target VP/Director Operations at 50-500 employee SaaS companies. Expected CPL: $85 (HubSpot benchmark: $75-110). Estimated leads: 210. Week 1-2: Launch awareness campaign with 3 ad variants. Week 3-4: Retarget engaged visitors with case study download offer.

Show full output

**Channel Strategy & Budget Allocation** Channel 1 — LinkedIn Ads (40% budget, $60K): Target VP/Director Operations at SaaS companies with 50-500 employees using LinkedIn's firmographic filters. Run 3 ad variants per campaign phase. Expected CPL: $85 (HubSpot B2B benchmark: $75-110). Estimated leads: 210. Channel 2 — Email Nurture (20% budget, $30K): 8-touch drip sequence segmented by persona and engagement score. Target open rate: 28%, CTR: 4.2%. Estimated leads: 120. Channel 3 — Webinars (15% budget, $22.5K): Bi-weekly product demo webinars with guest speakers from target ICP. Expected registration rate: 35% of landing page visitors. Estimated leads: 85. Channel 4 — Content Marketing (25% budget, $37.5K): Weekly blog posts, 2 gated whitepapers, and 1 ROI calculator tool. **90-Day Content Calendar (Weeks 1-4 Detail)** Week 1-2: Launch awareness phase — publish product announcement blog post, activate LinkedIn InMail campaign to 5,000 ICP contacts, deploy teaser email sequence. Week 3-4: Retarget engaged visitors with case study download offer, launch first webinar registration campaign, publish competitive comparison whitepaper. **KPI Dashboard & Milestones** Primary KPI: 500 MQLs by Day 90. Weekly tracking: CPL by channel, MQL-to-SQL conversion rate (target: 25%), pipeline velocity. Month 1 milestone: 120 leads. Month 2 milestone: 180 leads. Month 3 milestone: 200 leads. Escalation trigger: If any channel CPL exceeds 130% of benchmark for 2 consecutive weeks, reallocate 20% of its budget to highest-performing channel. **Messaging Framework (AIDA)** Awareness: "Your operations data holds answers you haven't asked yet." Consideration: ROI calculator showing 15-hour weekly time savings vs. manual reporting. Decision: Free 14-day trial with dedicated onboarding specialist. All messaging pillars tested via A/B split with minimum 500 impressions before scaling.

Evaluation Scores

Average Before

1.5/5

Average After

4.5/5

Improvement

+200%

Before MOTIVE (1-5)

After MOTIVE (1-5)

Key Improvement

The Object component produced the largest quality impact by defining the 500-lead target, specific deliverables, and measurable KPIs — transforming a vague request into an accountable brief with clear success metrics.

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