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Business Scenarios - Learn How to Articulate Tangible Campaigns

12 min read

Business Scenarios - Learn how to articulate tangible tactics

Digital Marketing is all around us and as marketers it dominates our agenda. Regardless of our role it impacts all aspects of our lives, in a positive, annoying or negative way. So, our mandate; to keep all engagements positive and drive business results, requires a clear strategy with corresponding tactics. 

This article will help you create tangible tactics that drive business results, using a customer point of view business scenario, and provide best practices for templates.

Table of Contents

What Are Business Scenarios and What Can They Do for Me?

In “Master the challenges of Digital Marketing” we learned how business scenarios describe a "process from customer or tool/technology end user point of view.” To understand what that entails, let's go over the two main scenarios we usually work with:

Customer point of view

  • The customer point of view can be interpreted as campaign briefings. They provide an external view of your digital marketing activities, which can be used to drive business results. Think of your campaign briefings as tactics that drive business results. 

Tool/Technology end user point of view

  • Business scenarios defined from this perspective are tool and technology agnostic, focus on the inside view, and are often referred to as processes. We usually address this point of view by working with personas, such as a campaign optimization leads, Chief Marketing Officer, nurture strategists, and so on. 

It seems like most of us feel comfortable defining scenarios from the internal perspective, which often leads to a well defined inside view scenario, but a weak customer point of view scenario and a bad user experience, for operational marketers and customers. Which is why this article only covers the customer point of view scenario.

In an ideal world, you would start with the customer point of view and then combine it with the internal one. Done right you should get scenarios that satisfy all needs:

  • A good focus on customer experience that will make your teams happy
  • Serve as a pool of best practice templates that can be used across your brand’s geographical and organizational units.
  • A commonly agreed marketing language and terminology internally and externally
  • A foundation for business user training and the enablement plan
  • The perfect blueprint to build and execute campaigns within a tool
  • The solution agnostic nature makes the business scenarios ideal to describe business requirements, which can be translated by your technical and functional teams into tools & technology.
  • In a project …
    • … they serve as epics to cluster user stories and articulate their value
    • … they can be used as prioritization criteria for the backlog items
    • … they are great to break complexity down into multiple releases
    • … they are an ideal foundation for test scripts to run User-Acceptance-Tests
    • … they can be used as sign off & project success criteria
    • … they are the key to derive the correct support measures during the warm up phase

We want to focus on the customer point of view. Therefore, we’re using campaign briefings with the best practice templates. The briefings and templates will help you structure your thoughts and make them consumable by colleagues and agencies. But first, we need to align our terminology.

Short Break for a Terminology Check: Campaign, Program, Nurture Stream or Journey?

It is important to understand the terminology, so you can understand the next chapter. Terms like campaign, program, nurture stream and journey do not have a universal definition. Moreover, sometimes they are used interchangeably, while other times there is a clear difference between B2B and B2C wording or you will find a hierarchy between them. In this article we use only use the term campaign and we made the definition tool agnostic (including SAP Marketing Cloud).

Campaign: The sum of one or multiple activities that trigger an engagement, with known or unknown cookies, prospects, leads, customers, consumers, accounts, or contacts. A campaign can have multiple stages, streams, waves, touchpoints, channels, or steps, and can be onetime or always on, with a temporary or unlimited duration. It can be part of a broader marketing plan or program, with or without budget, success, or response data allocated to it.

Now that we have a universal definition, let’s discuss campaign briefings and our best practice template.

Make it Tangible with Campaign Briefings and Templates

Campaign briefings help your team and other parties understand what your campaign is about, using two main components: characteristics and flow.

Campaign Characteristics

Characteristic Description Example
Title Give it a speaking name Personal Trade Fair Experience

Indicates that the campaign is reused and only distinguishes itself in minor aspects like:

    • Content blocks within an email promoting different products
    • Audience attributes that do not change the buyer’s typology
    • Execution dates of the campaign
Personal Trade Fair Experience Barcelona 2020
Description & objective

The why and what of the campaign at a high-level.

Promote the event and drive top accounts to sales executives to push consideration
Buyer journey or funnel stage

A classification helps to group campaigns. It usually describes a set of campaigns with similar tactics and targets.

We often use buyers journey stages to classify campaigns. These four stages typically serve the purpose:

  1. Awareness & Interest
  2. Consideration
  3. Conversion
  4. Retention & Advocacy


Value-added for the customer

How does this campaign help your customers? Why should they become aware, consider, convert, or stay loyal? You need to offer something to create an impactful campaign.

Personal experience during the fair
Contribution to marketing objectives

Indicates what kind of corporate marketing objectives will be directly affected by this campaign.

Strengthen the relationship to the buying center
Success measurement

Identifies the KPIs that will be used to measure the contribution to the objectives.

#of top account registrations for the trade fair

#of appointments during trade fair

NPS after the trade fair

Engagement type

Describes the starting point of the engagement:

  • Pull: Your customer is reaching out to you and you react. The target audience is not pre-defined, it’s only determined by the trigger your customer is generating.
  • Push: You are pro-actively reaching out to your customers. The target audience is known upfront and defined by you.

Indicates the campaign's reoccurrence; one-time or always-on.

Duration & frequency

Indicates the campaign’s duration, (if it’s not always on) or frequency (if it is always-on).

3.5 months duration starting before the event

Customer segment

Describes what kind of customer or buyer segments you want to address.

Often the customer typology is used as a set definition within marketing teams. This allows to nurture and cultivate your customer base across multiple campaigns and makes it easier to work with best practice tactics and assets per typology.

Top accounts ACME product line
Inclusive customer attributes

Detailed description of the customer typology (calls out the attributes and actual values). The attributes describe all the criteria that need to be met to include a customer into  the target audience of the campaign.

account classification equals Cash Cows

Purchased product category in last 13 months equals ACME

Purchase volume in last 13 months greater than 50k Euro

Event show-up rate greater than 70%

Exclusive customer attributes

If a contact has at least one exclusive attribute, they will not be included in the campaign (in contrast to the inclusive attributes).

opted out
Communication outbound channels

Lists the outbound channels that are going to be used to engage with the customers.


Call by sales

Content description

Describes the different assets that are going to be used at a high level. The description should be detailed enough to give an indication on what it will be about. For instance, a thank you email with dynamic content block to educate the recipient about the event sessions they registered for.

  1. Invitation email to promoting the event as well as the personal experience
  2. thank you email with dynamic content block to educate the recipient about the event sessions they registered for and the slot they registered for the personal session

Overview of the assets that need to be created and are going to be used. We usually ask to provide the number for email, SMS, mobile push (text & banners), ad banner, microsite, form and any other asset types.

Email: 4

Call script: 1


Campaign stages are an indication on the complexity of your campaign’s flow. They usually describe a break in the flow. For example, waiting for 7 days before re-engaging with the client.

Three stages

Exits give your customers the chance to drop out of a running campaign. This is especially relevant for campaigns with multiple stages and engagements. Exits can be explicit or implicit. A typical example for an explicit exit is your customer opting out from a marketing communication, while an implicit exit might be that a customer reached a certain order volume.




Any other important thoughts that you need to share with the reader of your campaign briefing.

Please make sure to check the flow-chart. For any questions feel free to call me.


In addition to the characteristics, it's important to draw your campaign’s flow. The drawing puts the characteristics into perspective and makes your campaign briefing easier to read.

image one: flow chart example 

As you can see, the actual drawing can be done with default flowchart elements that you can find in tools like Microsoft Power Point. We typically sketch out the flows on whiteboards and then digitize them using tools like Microsoft Visio or

The example above including the flow-chart is an extract from the 'personal trade fair experience' campaign briefing. Check the follow-up reads in the conclusion to navigate to the full example.

Download the Campaign Briefing Template

This template is used to document campaign briefings, which will help you establish a common language across various teams. Also, it ensures third parties like agencies or technical consulting firms understand your requirements.


This article introduced you to business scenarios, to help you articulate your campaign’s tactics, and used a basic example to explain the two components of a campaign brief (characteristics and flowcharts).

Knowing how to articulate your ideas is one thing, but generating ideas is another. This is why we’ve developed a design thinking approach for marketers to support the campaign ideation and definition process. Visit Campaign Ideation with Design Thinking to learn more. 

You might also want to take one step back and read Master the challenges of Digital Marketing to understand why it’s important to use business scenarios.

Need some inspiration to get started? Check out campaign examples from our inventory: