Objective

Create a cohesive full-funnel campaign plan that balances demand creation (awareness) with demand capture (conversion).

Instructions

1. Choose Your Campaign Focus

Select a specific campaign objective:

Option A: New product/feature launch

Option B: Enter a new market segment

Option C: Quarterly demand generation campaign

Option D: ABM campaign for enterprise accounts

Your selection: _

Campaign name: _

Duration: _ (typically 8-12 weeks)

Budget: $_

2. Define Campaign Goals

TOFU Goal (Awareness):

• Reach: _ impressions or _ unique visitors
• Engagement: _ content downloads or _ webinar registrants
• Lead capture: _ new leads

MOFU Goal (Consideration):

• Nurture: _ MQLs generated
• Engagement: _ email opens/clicks, _ demo requests
• Qualification: _ SQLs created

BOFU Goal (Decision):

• Conversion: _ opportunities created
• Revenue: $_ in pipeline
• Wins: _ new customers

Overall Campaign Target:

"Generate $_ in new pipeline and _ new customers within _ weeks."

3. Map Your Funnel Journey

Chart the ideal path for prospects:

TOFU (Awareness)
     ↓
[Trigger Event]
     ↓
MOFU (Consideration)  
     ↓
[Qualification]
     ↓
BOFU (Decision)
     ↓
[Conversion]

Detailed Journey Map:

Stage 1: TOFU - Awareness

• Persona: _
• Pain point: _
• Mindset: "I have a problem but don't know solutions exist"
• Goal: Get on their radar

Stage 2: MOFU - Consideration

• Persona: _
• Mindset: "I'm evaluating different solutions"
• Goal: Position as the best option

Stage 3: BOFU - Decision

• Persona: _
• Mindset: "I'm ready to choose a vendor"
• Goal: Remove friction and close the deal

4. Design TOFU Tactics (Demand Creation)

Select 3-4 tactics to build awareness:

Tactic 1: [Name]

• Channel: _
• Format: [Blog post / Video / Webinar / Research report / Social campaign]
• Topic/Title: _
• Target audience: _
• Distribution: _
• Budget: $_
• Timeline: Week ___
• Success metric: _
• CTA: [What do you want them to do next?]

Example TOFU Tactics:

Tactic 1: "State of [Industry]" Research Report

• Channel: Gated content on website
• Format: 20-page PDF with original data
• Topic: Industry trends and challenges
• Distribution: LinkedIn ads, email to house list, PR outreach
• Budget: $5K (design + promotion)
• Timeline: Weeks 1-2
• Metric: 500 downloads
• CTA: Download report → Subscribe to newsletter

Tactic 2: Webinar Series

• Channel: Virtual event
• Format: 45-min live presentation + Q&A
• Topic: "How to solve [Problem] in 2024"
• Distribution: Email invites, LinkedIn promotion, partner co-marketing
• Budget: $2K (platform + promotion)
• Timeline: Week 4
• Metric: 200 registrants, 100 attendees
• CTA: Attend webinar → Download slides → Book demo

Your TOFU tactics:

1.

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1.

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1.

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5. Design MOFU Tactics (Nurture & Engagement)

Select 3-4 tactics to move leads toward sales-readiness:

Tactic 1: [Name]

• Channel: _
• Format: [Email nurture / Case study / Product demo / Comparison guide]
• Trigger: [What makes them enter this stage?]
• Content: _
• Timeline: _
• Success metric: _

Example MOFU Tactics:

Tactic 1: Email Nurture Sequence

• Channel: Email automation
• Format: 5-email series over 3 weeks
• Trigger: Downloaded TOFU report
• Content:
  • Email 1: Thank you + additional resource
  • Email 2: Customer success story
  • Email 3: Product overview video
  • Email 4: Comparison guide vs. competitors
  • Email 5: Demo invitation
• Timeline: Automatic, triggered by report download
• Metric: 40% open rate, 10% click-through, 15% demo requests

Tactic 2: Product Demo Webinar

• Channel: Live product demonstration
• Format: 30-min demo + use case walkthrough
• Trigger: Invite sent to engaged leads (opened 3+ emails)
• Timeline: Week 6
• Metric: 50 attendees → 20 demo requests

Tactic 3: Retargeting Campaign

• Channel: LinkedIn + Google Display ads
• Format: Banner ads featuring customer testimonials
• Trigger: Visited pricing page but didn't convert
• Timeline: Weeks 3-8 (continuous)
• Metric: 2% click-through → 100 return visits

Your MOFU tactics:

1.

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1.

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1.

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6. Design BOFU Tactics (Conversion)

Select 2-3 tactics to close deals:

Tactic 1: [Name]

• Channel: _
• Format: [Free trial / Personalized demo / ROI assessment / Proposal]
• Trigger: _
• Sales enablement: _
• Timeline: _
• Success metric: _

Example BOFU Tactics:

Tactic 1: Free Trial + Onboarding

• Channel: Product experience
• Format: 14-day free trial with guided setup
• Trigger: SQL requests trial or clicks "Start Free Trial"
• Sales enablement:
  • Automated onboarding emails (Days 1, 3, 7)
  • In-app tips and tutorials
  • Live chat support
  • Sales call offer on Day 5
• Timeline: Ongoing
• Metric: 30% trial-to-paid conversion

Tactic 2: ROI Calculator + Custom Proposal

• Channel: Sales-led
• Format: Spreadsheet tool + personalized deck
• Trigger: Opportunity created (qualified by sales)
• Content: Calculate prospect's specific ROI, tailored proposal
• Timeline: Sales cycle (2-4 weeks per opp)
• Metric: 40% opportunity win rate

Tactic 3: Executive Briefing

• Channel: High-touch meeting
• Format: 1-hour strategic discussion with C-level
• Trigger: High-value opportunity ($100K+ ARR)
• Sales enablement: Executive sponsor from our team
• Timeline: Week 8-10 for qualified opps
• Metric: 60% win rate for briefed accounts

Your BOFU tactics:

1.

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1.

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7. Create Content Matrix

Map all content pieces to funnel stages:

Asset	Format	Funnel Stage	Persona	Due Date	Owner
Industry Report	PDF	TOFU	All	Week 1	Marketing
Case Study	Web page	MOFU	Economic Buyer	Week 2	Marketing
Demo Video	Video	MOFU	Technical User	Week 3	Product Mktg
ROI Calculator	Spreadsheet	BOFU	CFO/Buyer	Week 4	Sales Ops
Email Sequence	5 emails	MOFU	All	Week 2	Marketing

Your content matrix:

[Create table with all assets needed]

8. Define Success Metrics

Campaign KPIs:

Volume Metrics:

• TOFU: _ leads captured
• MOFU: _ MQLs, _ SQLs
• BOFU: _ opportunities, _ closed-won

Conversion Metrics:

• Lead → MQL: %
• MQL → SQL: %
• SQL → Opp: %
• Opp → Win: %

Revenue Metrics:

• Pipeline generated: $_
• Revenue closed: $_
• Average deal size: $_
• ROI: _x (revenue / campaign cost)

Efficiency Metrics:

• Cost per lead: $_
• Cost per MQL: $_
• CAC: $_
• Payback period: _ months

9. Build Campaign Timeline

Create a week-by-week execution plan:

Week 1-2: Launch TOFU

• Publish research report
• Launch LinkedIn ad campaign
• Send announcement email
• PR outreach

Week 3-4: TOFU + Early MOFU

• Host webinar
• Continue TOFU promotion
• Begin email nurture for report downloaders
• Retargeting campaign starts

Week 5-6: Peak MOFU

• Product demo webinars
• Case studies published
• SDR outreach to engaged leads
• Lead scoring active

Week 7-8: MOFU + BOFU

• Free trials starting
• Sales calls increase
• Executive briefings
• Proposal presentations

Week 9-12: BOFU Focus

• Close deals
• Handle negotiations
• Customer onboarding begins
• Campaign retrospective

Your timeline:

[Create detailed week-by-week plan]

10. Integration & Handoffs

Define how tactics connect:

TOFU → MOFU:

• Report download triggers email nurture sequence
• Webinar attendees get personalized follow-up
• Engaged visitors added to retargeting audiences

MOFU → BOFU:

• Leads hitting MQL score trigger SDR outreach
• Demo request creates SQL and opportunity
• High-engagement accounts flagged for ABM treatment

Marketing → Sales:

• SQL criteria: Lead score > 50 + attended demo/trial
• Handoff process: Auto-assign in CRM + Slack alert
• Context shared: All touchpoints, content consumed, firmographics

Your integration points:

1.

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1.

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Deliverable

Create a Full-Funnel Campaign Plan (5-7 pages or deck) including:

1. Executive Summary (1 page)
   • Campaign objective and goals
   • Target audience
   • Budget and timeline
   • Expected outcomes
2. Funnel Strategy (2-3 pages)
   • TOFU tactics and content
   • MOFU tactics and nurture flows
   • BOFU tactics and sales enablement
   • Content matrix
3. Execution Timeline (1 page)
   • Week-by-week plan
   • Key milestones
   • Team responsibilities
4. Measurement Plan (1 page)
   • Success metrics by stage
   • Conversion targets
   • ROI calculation
   • Reporting cadence

Example Campaign: "CloudSync Q1 Growth Campaign"

Goal: Generate $500K in pipeline, close 10 new customers

TOFU: "Remote Work Productivity" content hub + webinar (500 leads)

MOFU: Email nurture + product demos (100 MQLs → 30 SQLs)

BOFU: Free trials + ROI calculators (30 SQLs → 15 opps → 10 wins)

Timeline: 12 weeks

Budget: $25K

ROI: 20x (assuming $500K closed at 20% win rate = $100K revenue)

Outcome

You'll have:

• Integrated strategy connecting all funnel stages
• Clear playbook for campaign execution
• Aligned teams around shared goals and handoffs
• Measurable success criteria
• Repeatable framework for future campaigns

This full-funnel thinking ensures you're not just generating awareness or running disconnected tactics – you're building a complete system that guides prospects from first touch to closed deal.

Note: Capstone Save Point

Save this full-funnel campaign plan for Section 2 (Full-Funnel Revenue Strategy) and Section 5 (Channel Mix & Campaign Tactics) of your Module 22 plan.