If you’ve ever sat in front of a blank calendar wondering what to post next—or worse, scrambling to fix a last-minute mistake—trust me, you’re not alone. I’ve been there. That endless loop of planning, forgetting, posting late, and apologizing to your…
How to Use KPI Tracking to Optimize Campaign Performance
KPI tracking isn’t just about knowing how a campaign performed. It’s about knowing how to make the next one better. Too often, performance tracking becomes a postmortem exercise: we pull the numbers after launch, slap together a dashboard, and say, “Here’s…
Common Mistakes in KPI Tracking and How to Avoid Them
KPI tracking should help you make better decisions. But too often, it becomes a reporting ritual that looks impressive and tells you… absolutely nothing. I’ve worked with teams who tracked everything from bounce rate to emoji clicks (yes, really), only to…
Aligning KPIs with Business Goals: Best Practices for Strategy Mapping
One of the most common issues I see with KPI tracking? Teams are measuring things—but they’re not measuring the right things. The KPIs are technically correct… but strategically off. That’s what happens when you set KPIs in isolation. They look great…
What Is Goal-Based Campaign Planning? A Complete Guide for 2025
Success in marketing isn’t built on guesswork. It’s built on clarity. Clarity about who you’re targeting, what you want to achieve, and how you’ll measure progress along the way. That’s where goal-based campaign planning comes in—and why I’ve used it as…
How to Plan Marketing Campaigns Based on Business Goals
Most campaigns fail not because they’re poorly designed, but because they’re poorly aligned. If your campaign looks great but doesn’t support a clear business outcome, it’s just expensive noise. Planning based on business goals is how you go from “busy marketing”…
Top Mistakes to Avoid in Goal-Based Campaign Planning
Goal-based marketing campaigns sound straightforward—set a goal, build the strategy, launch, and track. But in practice, I’ve seen plenty of campaigns that say they’re goal-driven but miss the mark completely. The problem? The goal is often vague, misaligned, ignored, or just…
How to Structure a Campaign Brief Around Marketing Goals
Most campaign briefs are too long, too vague, or too focused on creative direction without answering the most important question:“What is this campaign supposed to accomplish?” I’ve seen briefs with beautiful formatting, brand voice guides, and long backstories—but no clear goal….
Goal-Based Campaign Planning for B2B vs. B2C: Key Differences
Whether you’re targeting a CFO at a mid-market SaaS company or a parent buying skincare on Instagram, one thing stays true: your campaign needs a goal. But the way we set, plan, and track goals for B2B vs. B2C marketing? That’s…
Funnel Metrics That Matter: How to Measure Each Stage Effectively
A well-built marketing funnel can attract, nurture, and convert your ideal customers—but only if you know what’s working (and what isn’t). Too often, businesses pour time and money into content and campaigns without a clear idea of how their funnel is…