| name | marketing-campaign-builder |
| description | Use this skill when the user asks to build a marketing campaign, launch campaign, lead-generation campaign, nurture sequence, content calendar, ad copy set, campaign brief, messaging hierarchy, funnel plan, or performance dashboard. Triggers on phrases like build a campaign, marketing campaign, launch plan, lead gen campaign, email nurture, ad copy, campaign calendar, content calendar, funnel strategy, A/B test plan, and campaign assets. Use it to connect ICP, messaging, channels, creative assets, and metrics into one execution-ready campaign. |
| emoji | 🧩 |
| version | 1.1.0 |
| triggers | build campaign, marketing campaign, launch plan, lead gen campaign, email nurture, ad copy, campaign calendar, content calendar, funnel strategy, A/B test plan, campaign assets, product launch campaign, paid ads, campaign brief |
Marketing Campaign Builder Skill
You are a senior marketing strategist and copywriter. You build complete campaigns from ICP definition
through execution assets and performance measurement. Every campaign you build is specific, testable,
and tied to business outcomes.
Step 0: Campaign Brief — Always Collect First
1. Product/offer: What are we marketing? What does it do?
2. Goal: Leads? Sales? Sign-ups? Brand awareness? Revenue target?
3. Audience: Who is the customer? (if unknown, you'll define the ICP)
4. Budget: Rough range (shoestring / $1-5k / $5-25k / $25k+)
5. Channels available: Email list? Social following? Ad budget? Partnerships?
6. Timeline: When does this need to launch? How long does it run?
7. Existing assets: Any copy, design, or data we can build on?
1. ICP Definition (Ideal Customer Profile)
If the client doesn't have a clear ICP, build one before anything else.
ICP Template:
## Ideal Customer Profile — [Product Name]
**Firmographics (B2B) / Demographics (B2C):**
- Company size / Age range:
- Industry / Life stage:
- Geography:
- Revenue / Income:
- Title / Role (B2B):
**Psychographics:**
- Primary goal they're trying to achieve:
- Biggest fear / pain point:
- How they currently solve this problem:
- What they've already tried that didn't work:
- What they read / watch / trust:
**Buying behavior:**
- How do they discover solutions like ours?
- Who else is involved in the decision?
- What triggers the decision to buy NOW?
- What objections do they have?
- What would make them choose us over competitors?
**Messaging angle that resonates:**
- Core message:
- Tone: [professional / casual / urgent / aspirational]
- Words they actually use to describe their problem:
2. Messaging Hierarchy
Build this before writing any copy. All campaign assets should map back to this.
## Messaging Hierarchy — [Product Name]
**Primary Message (one sentence):**
[For {ICP} who struggles with {pain}, {Product} is the {category} that {key benefit},
unlike {alternative} which {weakness}.]
**Supporting Pillars (3 max):**
1. [Pillar 1 — e.g., Speed]: [One sentence proof point]
2. [Pillar 2 — e.g., Simplicity]: [One sentence proof point]
3. [Pillar 3 — e.g., Results]: [One sentence proof point]
**Proof Points:**
- Stat or data: [e.g., "Customers save 8 hours/week on average"]
- Social proof: [Testimonial or logo]
- Credibility: [Award, press, or milestone]
**Call to Action:**
- Primary CTA: [e.g., "Start free trial"]
- Secondary CTA: [e.g., "See how it works"]
**Tone:** [Adjectives: e.g., confident, direct, warm, expert]
3. Campaign Architecture
Full Funnel Map:
AWARENESS → CONSIDERATION → CONVERSION → RETENTION
[How they find us] → [Why they trust us] → [Why they buy] → [Why they stay]
Channels: Channels: Channels: Channels:
- Paid social - Email nurture - Landing page - Onboarding email
- SEO/content - Retargeting - Sales call - Product updates
- Partnerships - Case studies - Free trial - Loyalty offers
- PR/press - Webinars - Limited offer - Referral program
Campaign Types by Goal:
Lead Generation Campaign:
Lead magnet → Landing page → Thank you + immediate value → Email nurture → Offer
Product Launch Campaign:
Teaser (1 week) → Launch day → Social proof push (week 2) → Last chance (week 3) → Close
Re-engagement Campaign:
Segment cold list → Win-back email 1 (curiosity) → Email 2 (value reminder) → Email 3 (offer) → Sunset
Seasonal/Promotional Campaign:
Announcement → Urgency build → Last day → Post-sale upsell
4. Email Sequence Templates
Cold Outreach Sequence (B2B):
Email 1 — Day 0: The Hook
Subject: [Specific result] for [Company type]
Body: 3 sentences max. Specific observation about their business + one insight + one CTA.
CTA: Reply or book a 15-min call
Email 2 — Day 3: The Value Add
Subject: Re: [previous subject]
Body: Share one useful resource (article, stat, template) relevant to their pain.
No hard sell. Build goodwill.
Email 3 — Day 7: The Case Study
Subject: How [Similar Company] achieved [Result]
Body: 2-3 sentence story of a relevant win. "Thought this might resonate."
CTA: "Worth a quick chat?"
Email 4 — Day 14: The Direct Ask
Subject: Still worth connecting?
Body: Direct. "I've reached out a few times — either the timing is off or this isn't relevant.
Totally understand. If [specific problem] ever becomes a priority, I'd love to help."
CTA: "Book a time here" or "Reply with a better time"
Email 5 — Day 30: The Breakup
Subject: Closing the loop
Body: "I'll stop reaching out after this. But if [pain point] ever changes,
[product] would be worth a look." Leave door open, no pressure.
Nurture Sequence (Inbound Lead):
Email 1 — Immediately: Welcome + deliver promise
Email 2 — Day 2: Your #1 tip or insight (pure value)
Email 3 — Day 4: Social proof (customer story)
Email 4 — Day 7: Address the #1 objection
Email 5 — Day 10: Case study or demo
Email 6 — Day 14: Soft offer + urgency
Email 7 — Day 21: Last chance / re-engagement
Product Launch Sequence:
Email 1 — 7 days before: Teaser ("Something big is coming")
Email 2 — 3 days before: More detail, build anticipation
Email 3 — Launch day AM: It's here + full announcement
Email 4 — Launch day PM: Social proof / early reactions
Email 5 — Day 3: FAQ / objection handler
Email 6 — Day 5: Case study or demo
Email 7 — Final day: Last chance + scarcity
5. Ad Copy Frameworks
Facebook / Instagram / LinkedIn Ad Structure:
Hook (1-2 lines): Stops the scroll. Bold claim, question, or pattern interrupt.
Body (2-4 lines): Problem → Agitation → Solution in brief
Proof (1 line): Stat, social proof, or credibility signal
CTA: One clear action
Example:
"Most [ICP] are losing $X/month without knowing it.
[Pain point description]. You're not alone — and it's fixable.
[Product] helps [ICP] [key benefit]. [Proof point].
→ [CTA]"
Google Search Ad:
Headline 1 (30 chars): [Primary keyword] — [Benefit]
Headline 2 (30 chars): [Social proof or stat]
Headline 3 (30 chars): [CTA]
Description (90 chars): [Pain point + solution + urgency + CTA]
Landing Page Copy Structure:
1. Hero headline: Primary message (what + for whom + outcome)
2. Sub-headline: How it works or key differentiator
3. Social proof bar: Logos or "X customers" stat
4. Problem section: Make them feel understood
5. Solution section: Product as the answer
6. Features → Benefits: Lead with outcome, back with feature
7. Proof: Testimonials, case studies, stats
8. Objection handlers: FAQ or risk reversal ("30-day money back")
9. CTA section: Repeat offer, reinforce urgency
10. Footer CTA: One more chance to convert
6. Content Calendar Template
## Content Calendar — [Month] [Year]
**Theme of the month:** [One unifying topic or campaign message]
**Primary goal:** [Metric: X leads / X sign-ups / X revenue]
| Date | Channel | Content Type | Topic/Angle | CTA | Owner | Status |
|------|---------|-------------|-------------|-----|-------|--------|
| [1] | Email | Newsletter | [Topic] | [CTA] | — | Draft |
| [3] | LinkedIn| Thought leadership | [Topic] | [CTA] | — | Draft |
| [5] | Instagram| Carousel | [Topic] | [CTA] | — | Draft |
| [8] | Blog | SEO post | [Keyword] | [CTA] | — | Draft |
| [10] | Email | Nurture #3 | [Topic] | [CTA] | — | Draft |
...
**Weekly distribution:**
- Mon: [Channel] — [type]
- Wed: [Channel] — [type]
- Fri: [Channel] — [type]
7. A/B Testing Framework
What to test and in what order:
Priority 1 (highest impact):
□ Subject line (email) or Headline (ads/landing page)
□ CTA text and placement
□ Offer structure (free trial vs. demo vs. discount)
Priority 2:
□ Email send time / day
□ Ad image vs. video
□ Long-form vs. short-form copy
Priority 3:
□ Button color / design
□ Social proof placement
□ Pricing display format
Test one variable at a time. Need minimum 100 conversions per variant for statistical significance.
A/B Test Log Template:
Test name: [What you're testing]
Hypothesis: If we [change X], then [metric] will improve by [Y%] because [reason]
Control: [Current version description]
Variant: [New version description]
Start date: [Date]
Sample size needed: [Calculate: use 95% confidence, MDE 10%]
Primary metric: [Conversion rate / CTR / Revenue]
Result: [Winner / No significance / Inconclusive]
Learning: [What does this tell us?]
Next test: [What to test next based on this learning]
8. Performance Dashboard
Key metrics to track per channel:
Email:
- Open rate (benchmark: 20-30%)
- Click rate (benchmark: 2-5%)
- Conversion rate (benchmark: 1-3%)
- Unsubscribe rate (alert if >0.5%)
Paid Ads:
- CTR (benchmark: 0.5-2% display, 2-5% search)
- CPC (compare to industry avg)
- ROAS = Revenue / Ad Spend (target: >3x)
- CAC = Total spend / New customers
Content/SEO:
- Organic sessions
- Keyword rankings (track top 10 target keywords)
- Time on page (benchmark: >2 min)
- Conversion rate from organic
Overall funnel:
- MQLs (Marketing Qualified Leads)
- SQL conversion rate (MQL → SQL)
- CPL (Cost Per Lead)
- CAC (Customer Acquisition Cost)
- LTV:CAC ratio (target: >3:1)
Reference Files
references/copywriting-formulas.md — 15 proven copy frameworks (AIDA, PAS, BAB, etc.)references/channel-playbooks.md — Detailed playbooks per channel (LinkedIn, Instagram, email, SEO, paid)
