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Campaign Autopsy
Section 1: The campaign
What was the primary goal of this campaign?
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What was the primary goal of this campaign?
A
Generate leads
B
Book meetings/demos
C
Drive trial signups
D
Build pipeline
E
Increase brand awareness in a specific segment
F
Other
If you selected Other, describe the goal
*
Which channels did this campaign run on?
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Which channels did this campaign run on?
A
LinkedIn Ads
B
LinkedIn organic
C
Email outreach (cold)
D
Email outreach (warm/existing list)
E
Google Ads
F
Content marketing / SEO
G
Events or webinars
H
Partner or affiliate
I
Direct mail
J
Other
K
How long did the campaign run?
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How long did the campaign run?
A
Less than 2 weeks
B
2–4 weeks
C
1–3 months
D
3–6 months
E
More than 6 months
F
What was the approximate total budget (ad spend + production + any agency fees)?
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What was the approximate total budget (ad spend + production + any agency fees)?
A
Under $1,000
B
$1,000–€5,000
C
$5,000–$20,000
D
$20,000–$50,000,
E
Over $50,000
F
Primarily time, no significant cash spend
G
Section 2: The audience
Who were you targeting? Describe the ideal buyer you were trying to reach.
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How did you define and reach this audience?
*
Section 3: The message and creative
What was the core message or offer in this campaign?
*
Paste the main copy. Subject line + body for emails, ad copy for paid, post copy for organic. Whatever the customer saw.
*
Did you test multiple versions (A/B)?
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Did you test multiple versions (A/B)?
A
No, we ran one version
B
Yes, we tested subject lines / headlines
C
Yes, we tested full creative variations
D
Yes, we tested audiences
E
Section 4: The results
What result did you expect from this campaign?
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What result did you actually get?
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Where specifically did the campaign lose people?
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Where specifically did the campaign lose people?
A
Nobody saw it (reach or targeting problem)
B
People saw it but didn't engage (message or creative problem)
C
People engaged but didn't convert (offer or landing page problem)
D
People converted but weren't qualified (targeting or positioning problem)
E
Leads came in but didn't close (sales handoff or timing problem)
F
I'm not sure, that's part of what I need diagnosed
G
What have you already changed or tried since the campaign underperformed?
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Section 5: Context
What does your company sell, and who is the buyer?
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Is there anything else you want me to know before I start the diagnostic?
*
Your email address (for delivery of the report)
*
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