Purpose

To standardize the planning and execution of marketing campaigns across all channels. This ensures campaigns are strategically aligned, properly resourced, reviewed, and delivered with maximum effectiveness and minimal rework or risk.

Scope

This SOP applies to all marketing campaigns, including but not limited to email marketing, paid ads, webinars, product announcements, social media initiatives, and multi-channel lead generation efforts.

Roles & Responsibilities

• Marketing Manager

• Owns the campaign strategy, timeline, and cross-functional coordination.

• Content Creator / Designer

• Develops creative assets, ad copy, emails, landing pages, and visuals.

• Digital Marketer / Ads Specialist

• Builds and launches campaigns on ad platforms, email tools, or social channels.

• Sales or Product Liaison

• Ensures alignment with pipeline targets, product releases, or customer messaging.

• Marketing Analyst

• Tracks performance metrics and delivers post-launch reporting.

Process Steps

1. Campaign Brief & Planning

A campaign brief is created outlining:

• Objective (e.g. lead generation, brand awareness, product launch)

• Target audience and personas

• Key message and value proposition

• Channels to be used

• Start and end dates

• Success metrics (e.g. CTR, MQLs, conversions)

The brief is reviewed with stakeholders (Sales, Product, Execs) for alignment and approval. A project timeline is created using task management tools (e.g. Asana, ClickUp).

2. Asset Development

Content and design teams begin work on campaign deliverables:

• Email copy and visuals

• Landing page design and form setup

• Paid ad creatives (banners, video, social posts)

• Blog articles or lead magnets (eBooks, case studies)

Assets are reviewed by the Marketing Manager and edited based on brand, tone, and compliance guidelines. Final assets are version-controlled and uploaded to a shared folder.

3. Platform Configuration & QA

Digital marketing specialists set up the campaign in all platforms:

• Email tool (e.g. Mailchimp, HubSpot): lists, segmentation, automation

• Ad platforms (Google Ads, Meta Ads, LinkedIn): targeting, budgets, creatives

• Analytics tracking (UTMs, GA4, CRM integration)

A QA checklist is completed to ensure:

• All links work

• Correct audience is targeted

• Budget caps are in place

• Pixel and tracking codes are active

Test sends and sandbox previews are performed prior to launch.

4. Internal Review & Pre-Launch Sign-Off

The Marketing Manager coordinates a review session with relevant stakeholders. The checklist includes:

• Final creative approvals

• Legal or compliance sign-off (if required)

• Budget confirmation

• Lead routing and scoring in CRM

All sign-offs are recorded via email or project tracker before proceeding to launch.

5. Campaign Launch

The campaign is launched across selected platforms on the scheduled date. All automated sequences (emails, lead scoring, remarketing audiences) are activated.

The Marketing Manager monitors launch performance closely during the first 24–48 hours to ensure:

• Deliverability is high

• No technical errors occurred

• Budget pacing is appropriate

Urgent issues are flagged to the relevant specialist for correction.

6. Live Monitoring & Mid-Campaign Optimization

Ongoing performance is reviewed daily or weekly depending on campaign duration. Adjustments may include:

• Replacing underperforming creatives

• Pausing low-ROI audiences

• A/B testing subject lines or CTAs

• Adjusting bids or budget allocations

All changes are documented with reasons and results.

7. Post-Campaign Reporting & Review

Once the campaign concludes, the marketing analyst prepares a performance report covering:

• Impressions, clicks, conversions

• ROI and cost-per-result

• Funnel impact (MQLs, SQLs, revenue influence)

• Wins, blockers, and areas for improvement

A retrospective is held with stakeholders to discuss learnings and apply them to future campaigns. The campaign folder is archived and shared with the team.

Documentation & Tools

• Campaign brief template

• Task/project management system (e.g. Trello, Asana)

• Asset repository (e.g. Google Drive, Dropbox)

• Platform dashboards (Google Ads, Meta, HubSpot, etc.)

• Campaign QA checklist

• Campaign performance report template

Compliance & Brand Requirements

• All external-facing content must comply with brand voice and design standards

• Email marketing must comply with GDPR/anti-spam laws (unsubscribe links, consent)

• Paid media assets must meet ad platform policies

• Tracking must respect data privacy regulations and use approved scripts