Campaign Process

The top-level process to complete when creating campaigns.

Best practice and processes for creating campaigns in HubSpot.

An inbound campaign is a concentrated effort that aligns all of your marketing channels around a single offer and goal. You can associate a campaign with the following: landing pages, calls-to-action, emails, blog posts (COS only), social messages, keywords, pay-per-click visits, traffic from other sources, and workflows.

Campaigns are important because they help entice and attract prospects to your offer, and they can help you find the offers most effective at generating traffic, leads, or ultimately customers. Creating a campaign in HubSpot allows you to easily organize and align your marketing channels, making it easier to measure your results. You can run a campaign for a variety of reasons. Some examples include: you're launching a new product, you want to establish expertise on a specific subject, or you're trying to change public opinion on something.

Campaign rules

  • Before creating anything in HubSpot a campaign MUST exist.
  • Descriptions, budgets, start and end dates MUST be included with each campaign.
  • Every workflow, email, blog post, external link, ad, social post, etc, MUST be associated with a campaign.

HubSpot guides

Campaign naming conventions and usage

Initial campaigns will be setup during the creative and content strategy process, however, new campaigns can be created at any time off the back of monthly retainer services.
Campaigns should be setup for:
  • Products/Services - as defined by the creative brief
  • Offers - as defined by the creative brief
  • Announcements - as defined by the creative brief
  • Events - as defined by the creative brief
  • Thought leadership - as defined by the content strategy

H&D Campaign naming guidelines 

Campaign names should include the campaign type followed by a descriptive name:

  • Product/Service | {Product/Service name}
    • Product/service | Chat bot service
    • Product/service | Sales leadership programme
    • Product/service | Health, life and trauma insurance
  • Offer | {Offer type} | {Offer name}
    • Offer | Product discount | 20% off coupon
    • Offer | Free gift | Free hat with purchase
    • Offer: Resource | ROI calculator
    • Offer: Resource | Sales panning white paper
  • Announcement | {Announcement name}
    • Announcement | Property award win 2017
    • Announcement | Partnership 2017
  • Event | {Event or event category name}
    • Event | Tech lab series
    • Event | Chris J Reed LinkedIn selling
    • Event | Westpac Business Awards
  • Thought leadership | {Thought leadership topic}
    • Thought leadership | Sales leadership & management
    • Thought leadership | Sales strategy
    • Thought leadership | Inbound marketing
    • Thought leadership | Insurance coverage
    • Thought leadership | Insurance cost

Campaign creation steps

  1. Create a campaign in HubSpot - ensure you include a campaign description, campaign budget (not required for Always-on or ongoing campaigns, should include total spend, i.e. from SoW).
  2. Create campaign register.
  3. Create campaign links and add them to the register (as required).
  4. Create campaign proofs deck.
  5. Complete campaign assets as per campaign register, mark off in the register and add screenshots and links to the proofs deck.
  6. QA of the register as per the Campaigns QA checklist (part of the Campaign register).
  7. Email that the campaign has been launched and post to the #launch slack channel.