KEY TAKEAWAYS
Start here.
- Define the customer action before channels.
- Separate planning, production, and managed operation.
- Measure enquiry quality and follow-through.
Start with audience, offer, and action
A marketing brief should explain who you need to reach, what you offer, and the useful next action. A startup launch and an enterprise campaign need different inputs. Describe buyer roles, approval owners, buying context, and what triggers the need.
Use evidence from customer questions and sales conversations. Mark assumptions. State scope, differentiators, approved proof, and exclusions; wider distribution cannot fix an unclear offer.
Complete this brief template
Use these fields to compare proposals and identify missing inputs.
| Field | What to record |
|---|---|
| Goal | Commercial decision or customer action |
| Audience | Role, need, geography, buying context |
| Offer | Scope, message, proof, exclusions |
| Conversion | Landing page, form or purchase, follow-up owner |
| Inputs | Assets, access, technical needs, approvals |
| Budget | Fees, media, production, software |
| Measurement | Events, enquiry criteria, review cadence |
Separate planning and execution
Planning defines audience, content, channels, conversion, and measurement. Production creates assets. Managed operation adds ongoing account activity, optimization, and reporting. Proposals should identify what is commissioned and who owns the rest.
Keep media spend separate from fees. Name account owners, creative approvers, publishers, and enquiry responders. CRM routing and automation also need clear integration and data responsibilities.
- Which channels are managed or advisory?
- Who approves content and campaigns?
- Who follows up on enquiries?
- Which assets and access are dependencies?
Measure the conversion path
For a B2B campaign, review visits, relevant project enquiries, and sales follow-up together. Choose events that answer useful questions without unnecessary personal data. Treat channels as hypotheses; rankings, lead counts, and returns cannot be guaranteed.
Define a relevant enquiry in terms your sales team can use: service interest, business need, and a feasible next conversation. Agree on reporting questions and the review cadence before activity starts. Traffic alone does not establish commercial value.
Bring the brief to Unanimous to connect messaging, search, content, conversion, and measurement. Implementation and ongoing management are scoped separately.