Marketing Pipeline

• Capture new angles, hook concepts, or format ideas
• Script the idea — write hook, body, CTA outline
• Create a creative brief (angle, format, platform, funnel stage)
• Tag against current gaps in the testing matrix

Done when: Idea is scripted and a creative brief is created.

• Brief shipped to creative strategist (Johnmark)
• Coordinate UGC creators
• Coordinate AI video producers
• Coordinate editors — assign cuts
• Creative strategist executes on the brief

Done when: Creative is approved and returned.

• Approved creative received from production
• Campaign structure built in Ads Manager (naming convention applied)
• Targeting, budget, placement, and objective confirmed
• Ad set in draft — ready to go live on next launch window

Done when: Ad set is live and spending.

• Ad is live and spending — monitor daily
• Track: $CPQBC, hook rate, thumbstop ratio, CTR, cost per lead
• Pause if spend exceeds $50 at 2× target $CPQBC — no exceptions
• Hitting target → move to Winners. Kill threshold hit → Losers

Done when: Ad hits kill threshold (→ Losers) or performance target (→ Winners).

• Creative hit or beat the target $CPQBC benchmark
• Scale budget or duplicate to additional ad sets
• Document the winning angle, hook, and format for the brief library
• Use as new benchmark for future split tests
• Monitor for fatigue — refresh creative before performance drops

Done when: Scaled and winning angle documented in the brief library.