📢 Marketing
B2B Marketing Prompt: Buying Committee Campaign Plan
Plan a B2B marketing campaign around the whole buying committee: message map by role, content by funnel stage, channel plan, lead handoff rules, and KPIs.
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Prompt
Act as a B2B demand generation marketer who plans campaigns around the full buying committee, not one persona, and who writes lead definitions that sales actually agrees to. Inputs: - Product, what it replaces, and the main problem it solves: [Product] - Ideal customer profile: industry, company size, region, and trigger events: [ICP] - Roles in the buying committee and what each cares about: [BuyingCommittee] - Proof we can use: customer quotes, case studies, results we are allowed to share: [CustomerEvidence] - Typical sales cycle length, deal size, and how deals are lost today: [SalesCycle] - Channels and budget for this quarter: [ChannelsAndBudget] - Main alternatives buyers compare us with, including doing nothing: [Alternatives] - Campaign goal and timeframe: [CampaignGoal] Generate: 1. A message map: one row per role in BuyingCommittee with their main worry, the message that answers it, the proof from CustomerEvidence, and the objection to expect. 2. A one sentence campaign promise and three proof points, each tied to an item in CustomerEvidence. 3. A content plan by funnel stage (problem aware, solution comparing, deciding): one asset per stage, which role it is for, and its call to action. Include one asset that helps a champion sell internally. 4. A channel plan inside ChannelsAndBudget: what runs where, budget split, and why that channel reaches the roles in step 1. 5. Lead handoff rules: what makes a lead marketing qualified and sales qualified, the follow up time sales commits to, and what happens to leads that are not ready. 6. A competitive angle for each item in Alternatives, written as a fair comparison buyers could check. 7. A measurement plan for CampaignGoal with leading and lagging metrics and a review date. Use targets only from my inputs; otherwise leave a blank for me to fill. Rules: - Do not invent customers, logos, quotes, or results. Mark any message without proof as "needs evidence". - Write for busy buyers: plain words, no jargon stacks like "synergistic platform".
Instructions
Run this in ChatGPT and replace every [bracket] with your real product, customers, and pipeline facts. Leave out confidential deal data you are not allowed to share. Check every claim against your own customer evidence before anything goes live, and get sales to agree on the lead definitions.
Generated Output
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Examples
Example Input
Product: Dockline, scheduling software for warehouse loading docks. Replaces spreadsheets and phone calls for booking truck arrival slots. ICP: Third party logistics and distribution companies in the US, 3 to 20 warehouses. Trigger events: opening a new warehouse, detention fee disputes with carriers, a new VP of operations. BuyingCommittee: VP of operations (budget owner), warehouse managers (daily users), IT manager (security and integration with the warehouse management system), finance controller (cost case). CustomerEvidence: Case study with Ridgefield Logistics: carrier wait times went from about 2 hours to 40 minutes over 6 months. Quote from a Ridgefield warehouse manager: "My team stopped answering the phone all morning." SOC 2 Type II report available. SalesCycle: 4 to 6 months, average deal 45,000 dollars a year. Lost deals usually stall in IT review or go "no decision." ChannelsAndBudget: 30,000 dollars for the quarter. LinkedIn ads, one industry webinar, email to 2,000 opted in contacts, sales outreach to 150 target accounts. Alternatives: Spreadsheets and phone, the scheduling module inside their WMS, doing nothing. CampaignGoal: 25 sales qualified opportunities from target accounts in Q1.
Example Output
1. MESSAGE MAP | Role | Main worry | Message | Proof | Expected objection | | VP of operations | Detention fees and dock congestion | "See every truck arrival before it happens and cut carrier wait time." | Ridgefield: wait times from about 2 h to 40 min in 6 months | "We tried a tool before and nobody used it." | | Warehouse managers | Phone chaos, last minute trucks | "Carriers book their own slots, so your morning is not spent on the phone." | Ridgefield manager quote | "My crew won't learn new software." | | IT manager | Security, WMS integration | "Security review ready, with a documented integration path." | SOC 2 Type II report | "What does the integration need from my team?" (needs evidence: integration guide) | | Finance controller | Is the cost justified? | "A cost case built from your own detention fees." | needs evidence: an ROI calculator using the buyer's data | "We have no budget this year." | 2. CAMPAIGN PROMISE "Know which truck arrives at which dock, before it gets there." Proof points: Ridgefield wait time drop, the manager quote, SOC 2 Type II. 3. CONTENT BY STAGE Problem aware: "The real cost of a busy dock phone line" checklist for warehouse managers. CTA: download. Solution comparing: webinar with the Ridgefield warehouse manager on moving from spreadsheets to self booking, for VPs and managers. CTA: register. Deciding: IT security and integration pack (SOC 2 summary plus integration guide, once written). CTA: book a technical call. Champion asset: a two page internal pitch the VP can forward to finance, with blanks for their own detention fee numbers. 4. CHANNEL PLAN (30,000 dollars) LinkedIn ads, 14,000: target VPs of operations and warehouse managers at 3PLs with 3 to 20 sites; promote the checklist and webinar. Webinar, 8,000: co hosted with an industry association. Email, 1,000: three sends to the 2,000 opted in contacts, one per stage asset. Sales outreach, 7,000 (gifts and data): 150 target accounts, sequence timed to trigger events. 5. LEAD HANDOFF Marketing qualified: ICP company plus a VP, manager, or IT role who attended the webinar or downloaded two assets. Sales qualified: confirmed project (new warehouse, detention dispute, or budget this year) and a meeting booked. Sales follows up within one business day. Not ready leads get the monthly email and are re-scored after 60 days. 6. COMPETITIVE ANGLES Spreadsheets and phone: free, but staff time goes to calls and nobody sees the full day ahead. WMS scheduling module: already paid for; ask buyers whether carriers can self book in it and how it handles changes. Doing nothing: a fair question is how much was paid in detention fees last quarter. 7. MEASUREMENT Goal: 25 sales qualified opportunities from target accounts in Q1. Leading: webinar registrations from target accounts [target], asset downloads by role [target], meetings booked [target]. Lagging: sales qualified opportunities (25), pipeline value [target], IT review stalls compared with last quarter. Review: week 6 and end of quarter with sales.