Keeping campaigns, assets, and templates organized makes it easier for your whole team to work quickly without getting messy. Below are recommended approaches and real-world patterns we’ve seen.
Campaigns
Naming conventions
Align campaign names with your existing marketing automation system (Marketo, HubSpot, etc.). If your team already has a convention for ABM, nurture, or event campaigns, mirror that here for consistency. Structure names around three key details: timeframe, audience, and campaign type.
For example:
- Q3_ABM_Finance_Prospects
- 2025_Webinar_ProductLaunch_Nurture
- Event_Sponsorship_SaaStr_2025
Why it works:
- Keeps reporting aligned across systems.
- Provides clarity at a glance (what, when, who).
- Scales as your campaign library grows.
Labels
Labels give you quick filtering power. The most useful patterns:
- By owner → tag with a person’s name (e.g., Jessica, Kelsey) to filter by who created or manages the campaign.
- By status → Needs Review, In Progress, For Approval to track workflow.
- Inactive / Archived → apply to campaigns no longer in use. Avoids deleting history while keeping the active view clean.
Playbook organization
Target lists
Target lists only matter when uploading and attaching them to campaigns.
- Campaign-specific lists → follow campaign naming (e.g., Q3 ABM Finance Targets).
- Evergreen lists → keep simple but distinct (e.g., Evergreen Finance Decision Makers).
Assets
Choose an organizational approach that fits your team:
- By channel → Webinars, Blogs, Case Studies, Social, Podcasts.
- By campaign → all resources for one event in one folder.
- By person → each team member manages their own folder.
Templates
Create defaults for the most common content types:
- Marketing Email
- SDR Email
- LinkedIn Social
- Blog Post
- Case Study
Two ways to build templates:
- Tone only → LinkedIn, Blogs (varied style/length).
- Tone + structure → SDR Emails, Case Studies (consistent format).
Variations are optional — for example, Blog Post – Advisory or Email – EU – British English.
General tips
- Be consistent. The system works best when everyone uses the same naming conventions.
- Review quarterly. Archive inactive campaigns and templates to keep clutter down.
- Start simple. Build a small foundation of defaults first; add complexity later.
- Don’t overthink it. The biggest risk is inconsistency, not picking the “wrong” structure.