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Campaign Naming Convention: An Underrated, Critical Aspect of B2B Marketing Campaigns

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Shiv Panchagiri
CEO and Co-Founder at Digital Di Consultants
Posted on June 29, 2023
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Is there anything worse than spending an obscene amount of time juggling through disorganized campaigns? Scattered shards of campaigns can’t give you a clear illustration of your overall marketing performance.

The real challenge is to create a consistent target campaign schema that allows marketers to analyze and develop an understanding of whether their efforts are bringing them closer to their goals.

This is where the role of a standardized campaign naming convention comes into play.

Naming conventions (often overlooked) are an essential aspect of B2B marketing campaign management and optimization. It can not only save you time and money but also reduce unnecessary frustration arising from data silos.

Let’s deep dive into naming conventions for B2B marketing campaigns!

What are campaign naming conventions in B2B marketing?

To put it simply, a campaign naming convention is a name you give to your marketing campaign. It is essential in searching for the right programs within your MarTech instances. Research suggests data marketers spend about 15% of their time SEARCHING for the correct data!

Naming conventions lay down a streamlined and structured process to make your B2B marketing campaigns more organized and manageable. That means, instead of relying on campaign names mid-flight – you can have structured marketing campaign names with custom

Why use campaign naming conventions in B2B marketing?

B2B marketing campaign naming conventions reveal the most critical details and let you instantly filter and pivot across variables. You get a better overview of the campaign. Here are some more benefits of naming a campaign.


Best practices of campaign naming conventions in B2B marketing

The below naming convention practices are not set in stone, but they are guaranteed to help your team save tons of hours and make campaign optimization more efficient.

  • Attributes
    Naming a campaign should start by including attributes like the channel, date, target country, budget type, optimization event, and other elements as they seem appropriate.
    The attributes may vary as per your organization. For instance, demographics may be an essential element for an enterprise but absolutely redundant for a small organization.
  • Standard Delimiter
    Companies have different approaches to writing delimiters. Some teams use hyphen (-) delimiters, while others prefer to use underscores (_), and some use pipes (|). While any of these can be used, the key is to pick a standard one for all campaigns.
  • Dates
    Adding the year and month of the campaign in the name is a good practice that helps focus your search. Additionally, the dates should be in the same format. The YYYY-MM-DD format is preferable since it is a global ISO standard and can automatically be read as a date by various data tools.
  • Text case
    Ensure to use a standard text case type. The same text case would make it easier to use the attributes from the campaign’s name as variables in an analytics solution.
  • Playbook
    Everything needs to be followed exactly, no matter which attributes, text case, or delimiter you choose. Prepare a playbook outlining every letter, number, character, and spacing.


Having a standardized campaign naming taxonomy is essential. From budget allocation to reporting, optimizing campaigns, and creative experimenting – it can impact your operations in ways more than you realize.

Leverage our best practices to gain more visibility, reduce errors, and get a better overview of your B2B marketing efforts.