Campaigns

Campaigns in Xperience by Kentico provide a central location for planning, coordinating, running and evaluating marketing campaigns. Campaigns bring together all related content, such as pages, emails and forms, so you do not need to keep track of everything separately across different applications in the system.

Every campaign uses a customer journey to model the expected path of the target audience and represent the campaign’s goals.

With assistance from AIRA, marketers can efficiently analyze and evaluate their campaigns. See AIRA support for campaigns to learn more.

Create a campaign

1. Open the Campaigns application in Xperience.
2. Select New campaign.
3. Fill in the campaign properties:
   • Campaign name
   • Campaign brief – a free-text field for a structured brief describing the campaign’s goals, audience, channels, KPIs, messaging, and roles. See the Campaign brief section for details.
4. Save the campaign.

Now that you have the basic campaign, continue with the following:

• Write a brief describing the campaign and its goals
• Add campaign assets to have a central overview of all content related to the campaign
• Define the customer journey stages

Write the campaign brief

A campaign brief is a structured text document that outlines the strategic goal, target audience, key messages, role responsibilities and timelines for the given marketing initiative. In Xperience, the brief serves as a blueprint that helps you prepare and choose campaign assets, build the campaign’s customer journey stages, and keep track of the campaign’s goals.

To work with the brief, select the campaign in the Campaigns application and edit the Campaign brief text on the General tab. In the current release, you need to write the campaign brief manually (or copy it from an external system).

The campaign brief should provide answers to the following questions:

• What is your main campaign goal?
  • The goal must be a number of conversions, which will typically match the KPI of the last stage in the campaign’s customer journey.
• What does your company do?
• What is your marketing strategy?
• What products or services do you want to promote?
• Who is your target audience (and what are their characteristics)?
• What region and language will the campaign use?
• What other KPIs do you wish to track?
• What is your key message/value proposition?
• What channels will you use?
• Who are the collaborators preparing the campaign?

Manage campaign assets

Campaigns bring together assets from across Xperience. You can link the following types of assets to a campaign:

• Pages – website channel pages that are part of the campaign, for example, landing pages, product pages, and subscription confirmation pages
• Content items – content used within the campaign’s other assets
• Emails – emails such as form autoresponders or marketing newsletters
• Forms – forms related to the campaign (e.g., subscription, registration, lead capture forms)
• Automation processes – processes that can automate various parts of the campaign

To add assets to a campaign:

1. Open the campaign in the Campaigns application.
2. Select the Assets tab.
3. Expand the Select asset options and select the asset type you want to add.
4. Choose assets that you want to link to the campaign.
5. Save your choices.

The Assets tab provides a clear overview of the content used within the campaign.

Use the Open asset () action to edit and configure assets in their original applications. Campaigns provide an organizational layer that links assets together without changing how you create or edit them.

The Remove () action in the assets list removes items from the campaign. This does not delete the item or affect its behavior in other parts of the system.

Define the campaign customer journey

Every campaign has a customer journey that models the expected path of the target audience. The journey provides measurable stages that the campaign aims to move contacts through. The campaign goal is represented by the KPI of the final stage of its customer journey.

When you add a new campaign, the system automatically creates its customer journey without any stages. You need to define the journey stages and their conditions to match your campaign’s requirements (as outlined in your campaign brief).

You can view a campaign’s journey on the Customer journey tab of the campaign’s editing interface.

Use the Edit journey button to navigate to the Customer journeys application and manage the journey’s stages.

Measurement and KPIs

The primary campaign metric is the campaign goal – the main objective you define in the campaign brief (e.g., “100 new leads” or “50 demo requests”). This goal is represented by the KPI of the final stage in the campaign’s customer journey.

Additional KPIs can include email statistics such as open rate, click rate, and bounce rate.

AIRA support for campaigns

AIRA helps marketers work with campaigns more efficiently by providing AI-powered insights. You can interact with AIRA through the built-in chatbot to consult and evaluate campaigns.

AIRA supports the following campaign interactions:

For detailed information on AIRA capabilities, see AIRA Campaign insights.

Example – Product launch campaign

The following example outlines a standard lead-generation campaign.

Campaign brief

• Overview: Launch campaign for the Spring Collection 2026 product line, targeting existing customers and newsletter subscribers through website and email channels.
• Objectives & KPIs:
  • Campaign goal: 200 new product newsletter registrations
  • Additional KPIs: email open rate, email click rate
• Target audience: Existing customers and newsletter subscribers interested in seasonal products.
• Key message & value proposition: Be the first to experience our Spring Collection – exclusive early access for subscribers.
• Language & region: English, North America
• Channels: Website, Email
• Roles & responsibilities: Marketing team: content creation and email scheduling. Design team: landing page visuals.

Customer journey stages

The following customer journey stages follow a lead-generation setup:

1. Landing page visit
   • Condition: Contact has visited page Spring Collection
2. Registration form submission
   • Condition: Contact has submitted form Spring Collection Registration
3. Email link click
   • Condition: Contact has clicked on a link with a URL that contains <landing page URL> in email Spring Collection – Introducing Our New Collection
4. Confirmation page visit
   • Condition: Contact has visited page Spring Collection Confirmation
   • Stage KPI: 200

The campaign goal (200 registrations) is assigned as the KPI of the last journey stage.

Campaign assets

The following asset structure could be used:

• Website channel
  • Campaigns folder
    • Spring Collection 2026
      • Spring Collection (landing page with form)
      • Spring Collection Confirmation (confirmation page)
• Email channel
  • Spring Collection – Introducing Our New Collection (email with the Form autoresponder purpose)
• Form
  • Spring Collection Registration (form with an autoresponder that sends the Spring Collection email)