Archives: Documents

Purpose

To define a standardized workflow for integrating leads into the CRM and handing off MQLs (Marketing Qualified Leads) to Sales.

This ensures no lead leakage, pipeline clarity, and smooth Marketing → Sales alignment.

Scope

• Applies to all inbound, paid, and referral leads.
• Used by Marketing Managers, CRM Specialists, and Sales Teams.
• Covers lead capture, scoring, tagging, ownership assignment, and feedback loop.

Objectives

• Ensure all leads are captured in CRM automatically (no spreadsheets or manual gaps).
• Define clear lead qualification (MQL → SQL → Opportunity).
• Standardize handoff rules between Marketing and Sales.

Step-by-Step Process

Step 1 – Lead Capture & Integration

1. Capture Sources:
   • Landing pages (Doc 1 – CRO Workflow).
   • Paid campaigns (Doc 5 – Ad Brief).
   • Organic forms (SEO/blog CTAs).
   • Referrals/Events.
2. Integration Setup:
   • Connect all forms & ads → CRM via API or middleware (Zapier/HubSpot native/Zoho Flow).
   • Apply UTMs & source tags for attribution.
3. Validation: Test every new form/campaign to confirm lead flows into CRM.

Step 2 – Lead Scoring & Qualification

Threshold Rule:

• MQL: Score ≥ 60.
• SQL: Sales validates via a discovery call.

Step 3 – Handoff Workflow

1. Marketing → tags lead as MQL in CRM.
2. Assign to Sales Owner (auto-assignment by territory/ICP segment).
3. Notify via CRM task + email/slack integration.
4. Sales accepts lead → converts to SQL if validated.
5. If not ready → nurture loop (Doc 2 – Lead Nurturing Sequences).

Step 4 – Sales Feedback Loop

• Sales updates status: SQL → Opportunity → Won/Lost.
• Feedback captured in CRM: reason for win/loss, objections (feeds into Doc 4).
• Monthly Marketing–Sales sync → review lead quality, objections, messaging gaps.

Step 5 – Reporting

• Track MQL → SQL conversion rate (goal ≥ 30%).
• Track SQL → Opportunity → Win rate.
• Attribute revenue to campaigns (ties back to Doc 7 – Attribution Framework in Paid).

Roles & Responsibilities

Governance

• Lead SLA: Sales must accept/reject MQL within 24 hours.
• System Audit: CRM integrations checked monthly.
• Scoring Review: Rules updated quarterly to improve accuracy.
• Escalation: Leads without owner assignment flagged to CRM Admin within 12 hrs.

Purpose

To define a structured process for designing, testing, and optimizing landing pages so they consistently convert visitors into leads, trials, or customers.

This ensures that traffic from SEO, content, and paid campaigns turns into measurable business outcomes.

Scope

• Applies to all landing pages (ad landing pages, gated content, service/product pages, event sign-ups).
• Used by Marketing Strategists, Designers, Copywriters, Paid Ads Specialists, and CRO Analysts.
• Covers design, UX, copy, testing, and ongoing optimization.

Objectives

• Ensure landing pages follow conversion best practices.
• Minimize friction in forms, CTAs, and page flow.
• Use data-driven testing to increase conversions over time.

Step-by-Step Process

Step 1 – Pre-Build Planning

1. Define goal (e.g., demo request, newsletter signup, purchase).
2. Map persona + funnel stage from ICP (EPIC 1 – Doc 2).
3. Select messaging pillar (EPIC 1 – Doc 3) that page must reinforce.
4. Draft Ad Brief (EPIC 4 – Doc 5) if linked to campaigns.

Step 2 – Landing Page Structure Checklist

Step 3 – Testing & Optimization Process

1. Baseline Audit
   • Check page speed (<3s load).
   • Ensure mobile optimization.
   • Verify CTAs functional.
2. A/B Testing (Doc 6 – Paid A/B Testing SOP)
   • Test headlines, CTAs, form length, visuals.
   • Run for 2–4 weeks with statistical significance.
3. Behavior Analytics
   • Use heatmaps (Hotjar, CrazyEgg) to track scrolls/clicks.
   • Identify drop-offs (form abandonment, exit points).
4. Iterate & Improve
   • Remove friction (too many fields, unclear CTAs).
   • Add missing proof (testimonials, security badges).
   • Optimize for funnel stage (TOFU → softer ask, BOFU → hard conversion).

Step 4 – Integration with Tracking

• Apply UTMs to all campaigns driving to landing page.
• Ensure CRM mapping (form fields → CRM pipeline).
• Track: Visitors → Conversions → Conversion Rate → CPL/CPA.

Roles & Responsibilities

Governance

• QA before publish: Mandatory checklist sign-off (headline, CTA, mobile, form test).
• Optimization cycle: Every 30 days → review heatmaps + conversion reports.
• Testing budget: 10–15% of campaign spend reserved for landing page experiments.
• Escalation: If conversion rate <2% for >4 weeks → CRO priority review.

Purpose

To define a structured process for analyzing campaign performance, reallocating budgets, and scaling winning campaigns while reducing wasted ad spend.

This ensures paid marketing achieves consistent ROI growth and efficiency.

Scope

• Applies to all paid channels (Google, Meta, LinkedIn, YouTube, TikTok, Display).
• Used by Performance Marketing Managers, Paid Ads Specialists, and Analysts.
• Covers campaign optimization cadence, decision-making rules, and scaling methods.

Objectives

• Ensure campaigns are continuously optimized against KPIs (CTR, CPC, CPL, CPA, ROAS).
• Define clear rules for budget reallocation.
• Provide a scaling framework to increase spend on high-performing campaigns safely.

Step-by-Step Process

Step 1 – Performance Data Collection

• Pull weekly and monthly performance reports from:
  • Ad platforms (Google, Meta, LinkedIn, YouTube).
  • Analytics (GA4, CRM, Attribution framework from Doc 7).
• Collect KPIs by campaign → ad set → creative → audience → funnel stage.

Step 2 – Diagnose Campaign Performance

1. Compare KPIs against benchmarks (set per industry + client goals).
   • CTR Benchmarks: Google Search >3%, LinkedIn >0.5%, Meta >1%.
   • CPL Benchmarks: Must be within 20% of target CPL.
   • ROAS Benchmarks: SaaS ≥ 3x, B2C ≥ 4x.
2. Identify:
   • Winners: High CTR, low CPL, strong ROAS.
   • Underperformers: High CPC, low CTR, poor conversion rate.

Step 3 – Optimization Actions

Step 4 – Scaling Rules

• Only scale winning campaigns after 2+ weeks of consistent performance.
• Increase budget by no more than 20–30% at a time (avoid algorithm reset).
• Prioritize scaling:
  1. BOFU conversion campaigns with best CPL/ROAS.
  2. MOFU retargeting with proven engagement.
  3. TOFU awareness only if feeding MOFU → BOFU pipeline.

Step 5 – Budget Reallocation

• Shift budget from underperformers → winners based on attribution insights (Doc 7).
• Maintain minimum spend on TOFU (10–20%) for pipeline health.
• Allocate 10–15% budget for ongoing testing (Doc 6 – A/B Testing).

Step 6 – Continuous Feedback Loop

1. Weekly optimizations: Adjust bids, creatives, audiences.
2. Monthly review: Budget reallocations + scaling decisions.
3. Quarterly strategy: Rebuild matrix (Doc 2) if ICP or market shifts.

Roles & Responsibilities

Governance

• Optimization Frequency:
  • Weekly: Tactical fixes (bids, audiences, creatives).
  • Monthly: Scaling & budget reallocation.
• Escalation: Any campaign overspending 20% above budget must be flagged same day.
• Creative Refresh Rule: Ads running >6 weeks without engagement uplift must be refreshed.
• Documentation: All optimizations logged in a Campaign Optimization Tracker (Excel/Sheets).

Outcome

• Paid campaigns continuously improve over time instead of plateauing.
• Budgets flow into high-ROI campaigns, reducing waste.
• Provides direct input to Doc 9 (Campaign Performance Reporting) for transparency with clients.

Purpose

To define a structured process for testing ad creatives, audiences, targeting, and landing pages in order to maximize performance and ROI.

This ensures decisions are data-driven, not guesswork.

Scope

• Applies to all paid campaigns (Google, Meta, LinkedIn, YouTube, TikTok, Display).
• Used by Paid Ads Specialists, Performance Marketing Managers, and Analysts.
• Covers ad-level, audience-level, and landing page experiments.

Objectives

• Standardize A/B testing methodology across all channels.
• Improve campaign performance by identifying winning variables.
• Ensure tests are conducted scientifically (one variable at a time).

Step-by-Step Process

Step 1 – Define Test Hypothesis

• Clearly state what you are testing and expected outcome.
  • Example SaaS: “If we add proof (case study stat) in the headline, CTR will increase.”
  • Example B2C: “If we use video instead of static, conversion rate will improve.”

Step 2 – Select Test Variable

• Only test one variable per A/B experiment.

Step 3 – Set Test Parameters

• Audience Size: Minimum 5,000–10,000 per variation (for statistical significance).
• Budget: Allocate 10–20% of campaign budget to testing.
• Duration: Run tests for at least 7–14 days (avoid premature conclusions).
• Success Metric: CTR, CPL, CPA, ROAS (must be defined upfront).

Step 4 – Execute Test

1. Duplicate campaign/ad set with only one variable changed.
2. Label clearly (e.g., “Demo_Headline_A” vs “Demo_Headline_B”).
3. Launch under same budget & timeframe conditions.

Step 5 – Analyze Results

• Compare performance on primary KPI (defined in Step 3).
• Confirm statistical significance (>95% confidence preferred).
• Log results in Experiment Tracker: Hypothesis → Variation A → Variation B → Winner → Next Step.

Step 6 – Apply Learnings

• Scale winning variation → move into main campaigns.
• Archive losing variation → keep notes for future reference.
• Feed insights back into Creative & Copy Guidelines (Doc 3) and Campaign Optimization (Doc 8).

Roles & Responsibilities

Governance

• Testing Budget: Min 10% of total paid budget reserved for A/B tests.
• Test Limit: Max 2 parallel A/B tests per channel to avoid dilution.
• Review Frequency: Weekly review of live tests, monthly insights report.
• Experiment Tracker: Every test logged with hypothesis, setup, result, and learnings.

Purpose

To standardize the process of setting up, QA’ing, and launching paid campaigns across channels.

This ensures campaigns are aligned with ICP, messaging pillars, and funnel objectives while minimizing setup errors.

Scope

• Applies to all paid campaigns (Google, Meta, LinkedIn, YouTube, TikTok, Display).
• Used by Performance Marketing Managers, Paid Ads Specialists, and Analysts.
• Covers campaign creation, targeting, creatives, QA, and launch protocol.

Objectives

• Ensure campaigns are launched error-free and persona-aligned.
• Maintain consistency across platforms with a defined setup checklist.
• Enable smooth handoff from planning → launch → tracking.

Step-by-Step Process

Step 1 – Pre-Setup Preparation

1. Gather inputs:
   • Campaign Planning Matrix (Doc 2).
   • Creative & Copy (Doc 3).
   • Ad Brief (Doc 5).
2. Confirm:
   • ICP Persona, Funnel Stage, Messaging Pillar.
   • Campaign objective (awareness, engagement, conversions).
   • Approved budget split (Doc 1).

Step 2 – Account & Tracking Setup

1. Ensure client ad accounts are active and verified (Google Ads, Meta, LinkedIn).
2. Install tracking:
   • Pixel/Tag Manager on all funnel pages.
   • Conversion tracking for form fills, purchases, and demo requests.
   • CRM integration (HubSpot, Salesforce, Zoho, etc.) if applicable.
3. Verify UTM parameters are aligned with the reporting template.

Step 3 – Campaign Build

Step 4 – QA Checklist (Pre-Launch)

• Campaign objectives match funnel stage.
• Audience targeting aligned with ICP.
• Creatives + copy uploaded correctly.
• Tracking pixels installed & firing.
• UTMs applied to all links.
• Landing page loads <3s, mobile-friendly, CTA visible.
• Ad policies compliance check (Google, Meta, LinkedIn).

Step 5 – Test Launch

1. Run soft launch with small budget (5–10% of total).
2. Monitor for 24–48 hours:
   • Impressions, CTR, CPC/CPM.
   • Conversion tracking accuracy.
   • Creative delivery (no disapprovals).
3. Fix issues before scaling.

Step 6 – Full Launch & Monitoring

1. Switch campaigns to full budget allocation.
2. Monitor daily for:
   • Budget pacing.
   • CTR, CPC, CPM.
   • Early conversions/leads.
3. Flag anomalies to Marketing Manager immediately.

Roles & Responsibilities

Governance

• Pre-Launch QA: Mandatory before every launch (signed off by 2 roles).
• Soft Launch Rule: No campaign goes to full budget without test run.
• Daily Monitoring: Paid Ads Specialist checks performance every morning.
• Weekly Review: Report sent internally + to client.
• Escalation: Any tracking issue or overspend >10% → flagged same day.