# Completed fictional Conversation Ad flow brief

This is a fictional planning example. It is not a live campaign or a Maestro result.

## Campaign decision

- Business question: Which event topic does each warm visitor want, and can we route them to the correct registration page?
- Why a choice is needed: Three sessions solve different problems and have different pages.
- Why one Message Ad is insufficient: One agenda link would not preserve the selected topic.
- Audience: People who visited the fictional Meridian AI event page or downloaded the agenda in the last 90 days.
- Exclusions: Employees, registered attendees and people who selected Not Interested in the current ad set.
- Objective shown in Campaign Manager: Website Visits. Must be reconfirmed before build.
- Paying sponsor: Meridian AI, fictional.
- Sender: Maya Chen, fictional Head of Community.
- Sender permission status: Unknown. Campaign owner must request and verify approval before launch.
- Campaign owner: Demand Generation.
- CRM owner: Marketing Operations.
- Review window: Seven days after launch, then weekly.

## Offer and destinations

- Promise: Pick the session that matches the work on your desk.
- Proof: Public agenda with named speakers and session outlines.
- Lead Gen Form: None.
- Destination inventory: Attribution session, creative production session, audience strategy session and full agenda.
- Tracking: `utm_source=linkedin`, `utm_medium=paid-social`, `utm_campaign=meridian-ops-event`, plus `utm_content` per branch.

## Opening

> Hi %FIRSTNAME%, we are running a practical AI operations session for B2B teams on October 22. You can join the track that matches the work on your desk. Which would help most?

## Choices

### Measurement

- Button: Measurement
- Action: Continue in inbox
- Follow-up: “We will map ad, CRM and sales events without treating every click as pipeline.”
- Second CTA: View session
- Second action: Open website
- Destination: `https://example.com/event/attribution?utm_content=measurement`
- Platform event: CTA click on Measurement
- Analytics event: attribution-session page view, then registration completion
- CRM value: `event_track_interest=attribution`
- Owner: Marketing Operations
- Does not prove: Attendance, qualification or opportunity creation

### Creative production

- Button: Creative production
- Action: Continue in inbox
- Follow-up: “This track covers the brief, example library, review loop and handoff needed to ship more creative.”
- Second CTA: View session
- Second action: Open website
- Destination: `https://example.com/event/creative?utm_content=creative`
- Platform event: CTA click on Creative production
- Analytics event: creative-session page view, then registration completion
- CRM value: `event_track_interest=creative`
- Owner: Marketing Operations
- Does not prove: Attendance, qualification or opportunity creation

### Audience strategy

- Button: Audience strategy
- Action: Continue in inbox
- Follow-up: “This track covers account selection, contact coverage and the difference between a matched audience and a qualified buyer.”
- Second CTA: View session
- Second action: Open website
- Destination: `https://example.com/event/audience?utm_content=audience`
- Platform event: CTA click on Audience strategy
- Analytics event: audience-session page view, then registration completion
- CRM value: `event_track_interest=audience`
- Owner: Marketing Operations
- Does not prove: Attendance, qualification or opportunity creation

### Full agenda

- Button: See the full agenda
- Action: Open website
- Follow-up: None
- Destination: `https://example.com/event/agenda?utm_content=full-agenda`
- Platform event: CTA click on Full agenda
- Analytics event: agenda page view
- CRM value: Unknown until the person submits a form or matches to an existing contact
- Owner: Digital Marketing
- Does not prove: Registration or session preference

## Required exit

- Automatic Not Interested action accounted for: Yes in plan, but must be confirmed in the editor.
- Observable event: `not_interested_selected`
- Owner: Demand Generation
- Follow-up after exit: No campaign follow-up. Respect LinkedIn's delivery behavior and internal suppression rules.

## Pre-launch evidence

All verification items remain Unknown in this planning example. A complete draft is not launch evidence.

## Decision

- Draft status: Ready to review after URLs, date and event offer are replaced with real facts.
- Launch status: Hold.
- Missing facts: Real event details, working destinations, approved sender, budget, audience count, tracking read-back and CRM owner acceptance.
- Smallest next test: Build the complete draft in a non-live ad, send a test message, follow every branch and read back one test record.