A 6–12 month campaign system: channel selection, calendar, webinars, content, partner, lifecycle, follow-up, measurement. Synthesizes Kramer's MKT1 channel-maturity model with operating patterns from B2B SaaS demand-gen.
Steps
- Channel audit and selection. Map existing channels by maturity stage. Evaluate new channels against PMM fit + GTM motion fit (Build earned channels, every dollar in algorithm channels makes Google richer, not you).
- Campaign calendar. 6–12 months. Organized by campaign type × audience × product theme. Aligned to product roadmap.
- Messaging briefs. Per campaign: persona, pain, core message, positioning, proof, CTA. Briefs precede assets.
- Webinar program. Repeatable customer and prospect systems. Playbooks, templates, segmented follow-up.
- Content and asset production. 4-week timeline with milestone reviews: Topic Lock → First Drafts → Reviews → Final Approvals.
- In-app and lifecycle campaigns. Feature adoption and demand-signal campaigns for existing users.
- Partner campaigns. Co-marketing leveraging partner platforms and audiences.
- Event and demo strategy. Interactive demos, workshops, live builds.
- Follow-up and nurture. Segmented post-campaign motion: hot / warm / no-show with distinct sequences.
- Measurement and iteration. Track from registration through revenue influence.
Channel maturity model (MKT1)
Up Next → Testing → Scaling → Core → Big Bet → Not Working. At any point at least one channel should be a Big Bet that could change the growth trajectory. Every 18 months, plan a new growth model and protect it from KPIs for 12 (Add a new growth model every 18 months and protect it from KPIs for 12).
Webinar, customers-first, prospects-next
Run webinars for customers first; repurpose for prospects 4 weeks later. Customer feedback validates the messaging before exposing to cold audiences.
4-segment attendee model
- Expansion-Ready: existing customer, high engagement → CSM expansion play.
- Adoption-Boost: existing customer, low engagement → adoption play.
- Awareness-Only: prospect, low intent → nurture sequence.
- No-Show: registered, did not attend → recording + 1-question survey.
Segment plays are defined BEFORE the campaign launches, not figured out after the event.
Cross-functional ownership
- Demand Gen owns the calendar.
- SLG owns follow-up.
- PMM owns messaging.
- Content owns assets.
Quality gates
- Channel selection justified by audience research + GTM motion fit, not by competitor mimicry.
- Every campaign has a messaging brief before any asset starts.
- Webinar follow-up segmented across hot/warm/no-show.
- Metrics include downstream impact (trials, sessions, feature lift, revenue), not just registrations.
- Content review has deadlines and owners.
- Customer campaigns happen before prospect campaigns.
- Every live event has a dry run recorded at least 48 hours prior.
- Calendar aligns to product roadmap.
- At least one channel is designated a Big Bet.
- CTAs are product-specific verbs, not generic "Learn more."
Common failure modes
- Random Acts of Marketing, unstrategic channel selection (5 R.A.M. signs from MKT1).
- Asset production before messaging brief.
- Generic "thanks for attending" follow-up that ignores segmentation.
- Calendar disconnected from roadmap.
- Webinars going live without dry run.
- Hero copy mismatched to audience tier, outcome-first works for SMB/mid-market; category-claim heroes for enterprise.
- All paid channels, no earned. Every dollar in algorithm channels makes Google richer (Build earned channels, every dollar in algorithm channels makes Google richer, not you).
Outputs
- Channel audit with maturity staging.
- 6–12 month campaign calendar.
- Webinar playbooks (customer + prospect) with templates.
- Messaging brief templates.
- In-app and lifecycle campaign plans.
- Partner campaign framework.
- Event and demo strategy.
- Follow-up + nurture system.
- Measurement dashboard with attribution model.