Master Engagement Architecture, the Key to Mapping Out Your Campaigns


Written by Majda Anwar

February 1, 2019

If you only run 1-2 marketing campaigns out of your entire marketing automation system, you can stop reading, this isn’t for you. If, however, you run tens to hundreds of campaigns for your organization – keep reading!

Ever feel like your marketing campaigns are one huge traffic jam? How do your customers and prospects flow in and out of your campaigns without getting overwhelmed? How do you really send the right message to the right audience at the right time?

These questions have been boggling marketing automation users for years, mainly because no technology platform provides a true, single view into your ecosystem of campaigns. While we still are waiting for a platform to be able to show us our ecosystem how leads flow in and out of them, we can strategically create a master plan to control the customer experience through our programs and campaigns.

I’d like to introduce you to the concept of a master engagement architecture:

A Master Engagement Architecture (MEA) is an operationally strategic map of how a company plans to engage their various audiences across integrated tactics to meet their marketing objectives, per their go-to-market strategy. It defines what audiences will be communicated with uniquely vs. collectively and how the company will engage with them in various channels along the buying journey.

Step 1: Identify Your Objectives

In my years of working with marketers, I’ve never met a marketer who didn’t have enough to do – why?

Too many objectives to meet.

This step is all about prioritizing your objectives from a business perspective and from a marketing perspective. Focusing on what really matters helps guide your foundation for a master engagement architecture. In the Master Engagement Architecture 101 series, we identify all key questions needed to narrow your focus

Step 2: Identify Programs by Persona and Buying Stage

Objectives help you focus, but we know that true campaign success comes from customer centricity. Your campaigns should be driven by your defined buyer personas and their buying journey:

What are your personas doing at every stage of the buying journey? Are they involved in every step?

We have an exercise to help you align your core campaigns to your prospects and customers. You’ll list out a ton of campaigns in this step, don’t let that overwhelm you!

Step 3: Identify Operational Programs

Every campaign ecosystem needs operational programs. These are sets of campaigns that serve an operational purpose such as securing a double-opt-in, welcoming leads that have just entered your database and obtaining your lead’s preferences. You may also have some discovery campaigns to help identify the persona and the buying stage of your leads. Without this information, your leads may get lost or sent a message that doesn’t resonate with them.

Develop your digital relationship the right way by setting an expectation as to how you will interact with your leads.

Step 4: Identify and Prioritize all Campaigns

By now, you’ve probably identified a ton of campaigns. I’ve had clients who have identified upwards of 200!

In this stage, we will cull down this list by ranking the viability and business impact of a campaign. You may have a campaign that is super easy to develop but has little to no business impact based on your stated objectives. You may also have a campaign that tackles your hairiest objective but may take months to develop content for.

This step may feel like an intense negotiation, but remember, all of these campaigns will eventually be created. You’re only figuring out which to build in the first phase.

Step 5: Create Messaging and Identify Content Per Campaign

In keeping with our mantra of being customer-centric, this stage begins the messaging for each and every campaign. Each touch of your message map should include three elements to truly be customer-centric.

The first should be the pain point as stated by the customer – get inside their head!

The second is your organization’s response to this pain, your main message.

Finally, for every message you provide, you need to back it up with proof. This proof is typically in the form of a content marketing piece to engage and establish trust with your customer. Content that is developed along the buying journey will engage your customers the fastest.

Step 6: Create a Campaign Development Calendar

Our final step may feel familiar. Campaign calendars are nothing new to marketers. What is new, however, is how you think about them. What are the steps needed to develop and optimize a campaign? How do you estimate development such that you are being realistic AND you can achieve your stated objectives?

Strategic planning and priorities listed from steps 1 and 4 will help you develop your calendar. In step 5, you identified all the content needed for your campaigns which will help you figure out which campaigns need longer development time and which campaigns have content that is ready to go.

Remember, your master engagement architecture is a system of campaigns that will be built over time. It can take a year or 2 to install the evergreen campaigns of your master engagement architecture. Be strategic in your development plan and calendar, but also remember that your first phase isn’t the last phase of planning!

Upgrade your campaign architecture ... and the supporting people / processes that accelerate your demand generation with our Revenue Marketing Center of Excellence eBook

You May Also Like…

Digital Transformation

Turn Strategy Into Action

Lead Management

Accelerate Leads to Revenue

Marketing Operations

Increase efficiency. Remove roadblocks.

Customer Experience

Wow Your Customers

Marketing ROI

Prove Your Power

Experts On Demand

Stop Troubleshooting

Inbound Marketing

Right Channel, Right Message

Account-Based Marketing

Accelerate ABM Success

Custom Training

Tailored Learning Solution


Get the skills you need to drive more revenue with On Demand and live, virtual classrooms

Marketo Engage

Marketo Platinum Partner


Accelerate Leads to Revenue

Microsoft Dynamics

Optimize Your Instance

Salesforce Marketing Cloud

Salesforce Certified Silver Partner

Salesforce CRM

12 Years of Integration Experience


Additional Technology Platforms

Oracle Eloqua

Oracle Platinum Partner

Adobe Experience Manager

Provide world-class experiences



The help you need, when you need it with Experts On Demand

F5 Logo

F5 Network's Case Study

How a Network Security Giant Unified Global Marketing Operations

TraceLink’s Case Study

How a Supply-Chain Solution Provider Built Crucial Capabilities For Revenue

Telecomm Case Study

How A Multi-Channel Inbound Strategy Achieved A 600% Increase In ROI

Resource Hub

Read, Watch and Download

Trending Topics

Our Most Popular Content


Join Us In Real Time


Our Latest Articles

CMO Insights

Hear From Industry Experts


Bolster marketing-sourced revenue In 20 minutes.

About TPG

Learn about TPG and meet the team.


Discover career openings with TPG.


Our latest thought leadership.


Explore our award-winning history.


Learn more about TPG’s Partners.

Ready to transform into a digital revenue machine?


Learn how TPG empowers digital revenue delivery through a blend of strategy, technology and execution.

About TPG

Learn about TPG and meet the team.


Discover career openings with TPG.


Our latest thought leadership.


Explore our award-winning history.


Learn more about TPG’s Partners.

Ready to transform into a digital revenue machine?


Learn how TPG empowers digital revenue delivery through a blend of strategy, technology and execution.