Creating Campaigns to Drive Acquisition and Revenue
Campaign logic
A campaign is a coordinated set of activities aimed at a defined audience with a measurable objective. Structure: objective → audience → offer → channel mix → creative → cadence → measurement. The exam tests whether you can distinguish acquisition campaigns (new logos, trial starts) from expansion/retention campaigns (upsell, cross-sell, renewal) and choose tactics that fit.
Funnel and metrics
Know the funnel: awareness → interest → consideration → conversion → retention/advocacy. Map metrics: reach/impressions, CTR, MQL/SQL, conversion rate, CAC, LTV, payback period, ROI. Traps: confusing volume metrics (impressions, clicks) with outcome metrics (revenue, qualified pipeline); and optimizing CTR while ignoring conversion quality.
Channel and offer fit
Different channels suit different funnel stages. Offers (free trial, demo, content, discount) should match buyer readiness - a discount offer to an unaware audience usually underperforms. Questions often reward matching offer strength to intent level.
Testing and optimization
Use controlled tests (A/B), one variable at a time, with sufficient sample and a pre-defined success metric. Trap: declaring a winner on tiny samples or changing multiple variables at once.
Rule of thumb
CAC payback should be shorter than the customer's expected lifetime, and campaign KPIs should ladder to revenue - not stop at engagement.
Worked example
A B2B firm gets high webinar registrations but low pipeline. Diagnose the offer/funnel mismatch (top-funnel content offered to buyers ready to talk), not the creative - add a demo path for high-intent segments.