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reopt Handbook
reopt Handbook
New Brand Marketing Strategy

Brand Strategy

Brand Strategy

Agent-Based Marketing

Agent ArchitectureMarket IntelligencePersona Engineering

Digital Marketing Channels

Search MarketingContent MarketingSocial MediaPerformance Marketing

Customer Relationships and Offline

CRM and EmailOffline Marketing

Measurement and Operations

Marketing AnalyticsExperimentationCalendar and OKRs

References

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Handbook›New Brand Marketing Strategy›Performance Marketing
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Performance Marketing

Run paid acquisition as a controlled learning system, not only a spend channel.

Key takeaways

  • Performance marketing should buy learning before scale, revealing which audience, promise, creative, and offer can become repeatable.
  • The campaign brief fixes audience, hypothesis, offer, creative angle, budget guardrail, and success metric before spend.
  • The test matrix isolates audience, message, creative, landing page, and bidding variables.
  • Guardrails forbid scaling campaigns that only produce unqualified leads and require finance or GTM sign-off when spend thresholds are crossed.
  • The decision rule maps results to action: scale, fix audience or message, improve creative distribution, or retire the hypothesis.

Performance marketing should buy learning before it buys scale. A campaign is useful when it tells the team which audience, promise, creative, and offer can become repeatable.

Campaign Brief

FieldDecision
AudienceICP, segment, role, exclusion
HypothesisWhy this message should work
OfferDemo, trial, guide, event, consultation
Creative anglePain, outcome, proof, urgency, comparison
Budget guardrailTest budget, scale rule, stop rule
Success metricQualified conversion, pipeline, payback signal

Test Matrix

VariableWhat to test
AudienceRole, industry, company size, maturity
MessagePain, outcome, proof, objection handling
CreativeFormat, hook, visual, CTA
Landing pageHeadline, proof, form, offer
Bidding and budgetTarget, pacing, caps

Guardrails

  • Do not scale a campaign that only produces unqualified leads.
  • Keep creative tests small enough to learn but large enough to compare.
  • Separate brand learning from short-term conversion pressure.
  • Review spend changes with finance or GTM owner when thresholds are crossed.
  • Feed winning claims into organic content and sales enablement.

Decision Rule

ResultAction
Good conversion and good qualificationScale carefully
Good clicks but poor qualificationFix audience or message
Low clicks but strong conversionImprove creative distribution
Poor results across all signalsRetire the hypothesis

Related docs

Experimentation

Turn marketing ideas into controlled tests with hypotheses, guardrails, and decisions.

Brand Strategy

Define the strategic foundation that makes marketing decisions consistent.

Experiment Design

Agentic MVP · Choose the right MVP experiment and define success criteria before building.

Go-to-Market

Agentic MVP · Launch MVP experiments through controlled channels that produce interpretable signal.

Templates

Agentic MVP · Reusable templates for agentic MVP planning, execution, and decision-making.

Social Media

Define channel roles, cadence, community behavior, and proof for social distribution.

CRM and Email

Build lifecycle messaging with consent, segmentation, triggers, and useful follow-up.

On this page

Campaign BriefTest MatrixGuardrailsDecision Rule