Campaigns is traditionally seen as a growth or demand marketers thing. But brand, content and especially product marketers can learn a thing or two by looking at those regularly.
Take this chart for example; breaking down touch points from all the campaigns in the last 12 months, broken down by two things:

1. Industry (repeat this for use case, tier, or any other angle that’s relevant to your business)

2. Whether these touch points happened before or after the sales opportunity was created. You can get there by simple math, comparing the touchpoint date to the associated opportunity creation date.

What can we learn? Let’s dive in.

1. Tailor your campaigns to your Ideal Customer Profile (or ICP)
Different client segments buy differently.
Focus on your ICP and notice how they interact with your content before and during the sales cycle.

👉 Ask yourself:
- Is our ICP actually interacting with our content the most?
- Who really cares about us that we’re not paying attention to?
- Should we?

2. Make strategic bets on different stages of the buyer journey (aka tofu/mofu/bofu)
Now that you know when your ICP is looking for content most, you can come up with hyper relevant ideas.

👉 Ask yourself:
- Is our awareness content working on who we’re aiming for?
- Are there gaps in content per stage?
- Do we have specific(*) enough content for our ICP?

3. Pick the right channels
Do the same analysis for channels and you’ll know where to roll these campaigns.

👉 Ask yourself:
- Is there consistency in where (channel) and when (stage) different segments care about us?
- Do we need to niche down further in any channel to improve ICP engagement?
- Should we sunset specific channels or formats and experiment with others?