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Six industry-specific campaign playbooks โ funnel stages, KPI targets, channel mix, cadence, critical gates, failure modes, blueprint examples.
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Based on SOC occupation classification
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| name | campaign-playbook |
| description | Six industry-specific campaign playbooks โ funnel stages, KPI targets, channel mix, cadence, critical gates, failure modes, blueprint examples. |
| user-invocable | true |
| allowed-tools | ["Read","Glob","Grep","Write"] |
Owned by campaign-strategist. One playbook per MarketBliss industry profile. The strategist loads the playbook matching the active profile and merges it with the client's strategic goals and brief.
Each playbook is a starting blueprint โ not a ceiling. Override fields are documented in the brief.
| Stage | Channels | Primary KPI | Cadence |
|---|---|---|---|
| Awareness | Content/SEO, LinkedIn ads, podcasts, PR | Brand search lift, share-of-voice | Always-on |
| Consideration | Webinars, ungated guides, comparison content, retargeting | MQL rate, content engagement | Bi-weekly campaigns |
| Decision | Demo requests, free trial, ABM, sales-enablement | SQL rate, pipeline created | Continuous |
| Retention | Onboarding, in-product, CS-led nurture | Activation, NRR | Lifecycle-triggered |
| Advocacy | Reviews (G2/Capterra), case studies, referral | Reviews/qtr, referral % of new | Quarterly |
| Stage | Channels | Primary KPI | Cadence |
|---|---|---|---|
| Awareness | Paid social (Meta/TikTok), influencer, YouTube, OOH | New customer rate, brand search | Always-on + tentpoles |
| Consideration | Retargeting, email capture, quizzes, UGC | Add-to-cart rate, list growth | Daily creative refresh |
| Decision | Promo, cart abandon, checkout optimization | Conversion rate, AOV | Real-time triggers |
| Retention | Lifecycle email/SMS, loyalty, replenishment | Repeat rate, 90-day LTV | Triggered + weekly |
| Advocacy | Reviews, UGC reposts, referral, ambassador | Reviews/order, referral revenue | Continuous |
| Stage | Channels | Primary KPI | Cadence |
|---|---|---|---|
| Awareness | Thought-leadership, LinkedIn, podcasts, speaking | Brand mentions, content reach | Monthly |
| Consideration | Case studies, gated research, newsletter | Inquiry rate, list quality | Weekly |
| Decision | Referrals, partner intros, sales convos | Inquiry->engagement rate | Continuous |
| Retention | Account expansion, IP reuse, advisory | Account NRR | Quarterly |
| Advocacy | Client co-marketing, awards, referrals | Referral % of new revenue | Ongoing |
| Stage | Channels | Primary KPI | Cadence |
|---|---|---|---|
| Awareness | Brand campaigns (TV/audio/OOH), PR | Aided/unaided brand awareness | Quarterly waves |
| Consideration | Educational content (MLR-approved), KOL | Content engagement, intent signals | Monthly |
| Decision | Branded search, lead-gen forms with consent | Qualified-lead rate (not just MQL) | Always-on |
| Retention | Patient/customer education, adherence comms | Adherence/retention metrics | Lifecycle |
| Advocacy | Patient advocates, ambassador programs (rare) | NPS, advocacy panel size | Ongoing |
| Stage | Channels | Primary KPI | Cadence |
|---|---|---|---|
| Awareness | Portfolio drops, Instagram/TikTok reels, press | Reel views, portfolio visits | Weekly drops |
| Consideration | Portfolio deep-dives, behind-the-scenes, case studies | Inquiry rate | 2-3 per month |
| Decision | Discovery call, scope, proposal | Inquiry->engagement rate | Per inquiry |
| Retention | Repeat-client rhythm, expansion to new formats | % revenue from repeat | Annual |
| Advocacy | Awards, client co-tagging, referrals | Referral % of new | Continuous |
| Stage | Channels | Primary KPI | Cadence |
|---|---|---|---|
| Awareness | Multi-channel media plan (TV/digital/OOH/audio/social) | Reach, brand lift | Always-on + bursts |
| Consideration | Mid-funnel content, video, audience-curated buys | Brand+performance hybrid metrics | Wave-based |
| Decision | DR / performance media | CPA, ROAS | Continuous optimization |
| Retention | CRM-fed lookalike audiences | Repeat-purchase lift | Monthly |
| Advocacy | Social amplification, UGC programs | Earned reach | Tentpole-driven |
marketing-expertise as starting points; profile overrides come from profiles/<industry>.yaml -> kpi_targets.media-buyer-bidder optimizes against the channel-mix solver inputs (see media-mix-modeling).campaign-strategist MUST justify any deviation from playbook in the brief's "Strategic Rationale" section.marketing-expertise (funnel metrics, pricing, content taxonomy)media-mix-modeling (channel-mix optimization)lifecycle-marketing (retention cadence)brand-safety (gate definitions per profile)