What core fields are required?

Include campaign objective, explicit audience criteria, channel mapping, creative assignments, KPIs and measurement definitions, owner and approvers, and effective dates. Omitting any of these increases the risk of misaligned execution and reporting discrepancies.

Can the document be executed electronically?

Yes. Electronic signatures are legally valid under the ESIGN Act (15 U.S.C. §7001) and UETA in most states provided intent, consent, attribution, and retention requirements are met.

How should personal data be handled?

Limit personally identifiable data; follow privacy policies and consent records. For health or financial identifiers, obtain required consents and apply additional safeguards, including BAAs where HIPAA applies.

How often should the document be updated?

Update the document when segment definitions, offers, or legal constraints change. Maintain version history and require re-approval for material changes to protect measurement integrity.

Who should sign or approve the document?

Signatures typically come from campaign owner, data/privacy officer (if personal data is used), legal for compliance review, and finance for budgeted spends; record roles and authority in the governance section.

Where should records be stored and for how long?

Store the canonical document in a secure shared repository with access controls. Retain campaign financial records per tax guidance (e.g., IRC §6501(a)) and keep any HIPAA-related materials for six years per 45 CFR §164.530(j).

Electronic Signature
Templates
Miscellaneous
Marketing Targeting Document

Marketing Targeting Document

This template is fully customizable. Edit the text, fill out the fields, and send it for signature. Give it a try!

MARKETING TARGETING DOCUMENT

This Marketing Targeting Document (the "Document") is entered into effective as of (the "Effective Date") by and between:

Client Name Client Address Agency Name Agency Address

WHEREAS

WHEREAS, Client desires to engage Agency to develop and implement targeted marketing and advertising activities for the campaign titled to achieve the campaign objective: .

WHEREAS, Agency has represented that it possesses the experience, personnel, and systems necessary to design targeting parameters and manage delivery in accordance with applicable law and industry standards, and Client seeks to rely on those capabilities under the terms set forth in this Document.

SCOPE OF WORK

Agency will perform targeting strategy, audience segmentation, creative placement guidance, delivery optimization, and reporting as set forth below. Specific deliverables, acceptance criteria, and timelines are described in the Scope of Work field.

Detailed Scope of Work Primary Deliverables

TARGET AUDIENCE & CHANNELS

Target Demographics Geographic Targeting Interest / Behavioral Targeting

Channels to be used (select applicable):

Social Media Search (Paid) Display / Programmatic Email Marketing Other:

KEY PERFORMANCE INDICATORS

Primary KPI Target KPI Value

PAYMENT TERMS

Client agrees to pay Agency the fees described below in exchange for the services and deliverables. Fees shall be paid in accordance with the invoicing and schedule provisions set forth herein.

Total Fee (USD) Deposit / Upfront Payment Invoicing Schedule & Terms Late Payment Fee

TERM AND TERMINATION

This Document commences on and continues until unless earlier terminated in accordance with this section.

Either party may terminate for material breach if the breaching party fails to cure within days after receipt of written notice. Either party may terminate without cause upon days’ written notice to the other party.

CONFIDENTIALITY

"Confidential Information" means non-public information disclosed by one party to the other in any form that is designated confidential or that reasonably should be understood to be confidential. Each recipient shall (a) use Confidential Information solely to perform its obligations under this Document, (b) not disclose it to any third party except as permitted herein, and (c) exercise at least the same degree of care it uses to protect its own confidential information, but in no event less than reasonable care.

Confidentiality Period (years)

Exceptions include information independently developed, already known without restriction, or legally compelled disclosure subject to prior notice to the disclosing party where permissible.

COMPLIANCE WITH DATA AND ADVERTISING LAWS

Agency shall design targeting parameters and execute campaigns in compliance with applicable privacy, data protection, and advertising laws and industry requirements. Client represents and warrants that it has obtained all consents and rights necessary to permit Agency to use Client-provided data for targeting, and will indemnify Agency for claims arising from Client’s failure to secure such rights.

GOVERNING LAW

This Document will be governed by and construed in accordance with the laws of the State of without regard to conflict of laws principles.

ENTIRE AGREEMENT

This Document, including any attachments or statements of work incorporated herein, constitutes the entire agreement between the parties regarding the subject matter and supersedes all prior and contemporaneous agreements, proposals, and communications, whether oral or written. Amendments must be in writing signed by authorized representatives of both parties.

NOTICES

All notices under this Document must be in writing and delivered to the contact information below for each party.

Client Contact Name Client Contact Email Client Contact Phone Agency Contact Name Agency Contact Email Agency Contact Phone

MISCELLANEOUS

Neither party may assign this Document without the prior written consent of the other, except that either party may assign to an affiliate or in connection with a merger or sale of substantially all its assets. The parties are independent contractors and nothing creates an agency, partnership, or employment relationship.

Client:

By:

Date:

Agency:

By:

Date:

What a Marketing Targeting Document Is and when to use it

A Marketing Targeting Document is a structured plan that defines the audience segments, value propositions, channels, and measurement criteria for a specific campaign or product line. It organizes demographic, behavioral, and firmographic criteria; specifies creative and offer variations; and records legal or compliance constraints. Teams use it to align marketing, sales, and product stakeholders, to reduce ambiguity in execution, and to create a single source of truth for targeting decisions and downstream tracking. The document supports repeatable audience selection and data-driven optimization across paid, owned, and earned channels.

Why a clear Marketing Targeting Document matters

A concise targeting document improves campaign precision, reduces wasted ad spend, and clarifies measurement criteria for stakeholders. It documents assumptions, ensures consistent audience definitions across platforms, and serves as the authoritative record when reconciling performance or conducting audits.

Who prepares and relies on this document

Teams and roles that commonly create or consume a Marketing Targeting Document include both strategic and executional stakeholders.

Marketing managers and campaign owners who set strategy and budgets for channel deployment.
Data analysts and CRM teams responsible for segment definitions and measurement logic.
Sales and product managers who align offers, territories, and lead qualification criteria.

Clear ownership and version control prevent overlap and ensure the document remains the single source of truth during campaign execution.

Step-by-step: build a Marketing Targeting Document

Follow these stages to produce a clear, actionable targeting plan that aligns stakeholders and integrates with execution systems.

01

Define Objective: State campaign goals and success metrics.
02

Segment Audiences: List explicit targeting rules and exclusions.
03

Map Channels: Assign channels and creative variations.
04

Set Measurement: Document KPIs, windows, and data owners.

Customize and automate the document in your digital workflow

Configure template fields and approvals so the document integrates directly with campaign platforms and data warehouses.

Field	Configuration
Template Selection	Choose the correct campaign template for the product line.
Audience Sync	Connect segments to CDP or audience lists for export.
Approval Routing	Set sequential sign-off by marketing, legal, and finance.
Publish Action	Automate push to ad platforms or request manual export.

Where to send the finished Marketing Targeting Document

Identify the destinations and handoffs so the targeting definitions are enacted consistently across platforms and teams.

Internal Archive: Save canonical copy to shared repository.
Ad Platforms: Export segment definitions to each ad platform.
Analytics Team: Provide KPIs and attribution windows for reporting.
Legal/Compliance: Share redacted version for policy review when required.

Sharing and technical requirements for e-submission

Verify that target platforms and storage solutions accept the document format and support required access controls.

File Formats: PDF, DOCX, and CSV exports supported.
Integrations: CRM and ad platforms must support imports.
Authentication: Two-factor recommended for approvals.

Confirm integration settings (API keys, SSO) before publishing segments to production to prevent mismatches or unauthorized changes.

Common timelines and scheduling expectations

Plan and communicate deadlines that align with campaign delivery windows and reporting cycles to avoid last-minute errors.

Planning Window:

Complete targeting doc at least 10 business days before launch.

Approval Deadline:

Require final sign-off 5 business days before media spend starts.

Audience Sync:

Allow 24–72 hours for segments to propagate to platforms.

Performance Review:

Evaluate KPIs at 7 and 30 days post-launch.

Version Lock:

Freeze targeting one business day before scaling changes.

Common mistakes to avoid when preparing the document

Vague audience descriptions that leave interpretation to operators and cause inconsistent targeting across channels.
Mismatched naming conventions between the document and ad platform segments, resulting in duplicate or misapplied audiences.
Failure to document exclusions (e.g., existing customers), which can waste budget and distort measurement.
Not specifying attribution windows or conversion rules, producing misleading performance reports and incorrect optimization decisions.

Core components a professional Marketing Targeting Document should include

Include these elements to make the document actionable, auditable, and reusable across campaigns.

Campaign Objective

A concise statement of the campaign goal, target KPI, and any revenue or volume targets so all stakeholders share the same success criteria.

Audience Definition

Precise inclusion and exclusion criteria using demographic, firmographic, behavioral, and intent signals, with references to CDP or CRM segment IDs when applicable.

Creative & Offers

The exact creative variants, headlines, and offer language paired to each segment to ensure message-to-audience alignment and regulatory compliance.

Channel Plan

Mapping of segments to channels with budgets, pacing guidance, and specific platform settings such as bidding or placement preferences.

Measurement Plan

Definitions of primary and secondary KPIs, attribution windows, tracking pixels, and the reporting cadence to avoid ambiguity in results.

Governance

Owner, approvers, version history, and any legal or privacy constraints including required consent language or data handling notes.

Practical examples showing how teams use a Marketing Targeting Document

Two real-world illustrations show typical uses and the operational details that matter when executing at scale.

Martin Properties (Local Real Estate)

The team defined renter prospect segments by ZIP and income band

Launched geo-targeted ads with lease incentive variations
The document reduced audience overlap and sped approvals so units were listed and leased within the planned window.

Xerox (Enterprise Software Integration)

NetSuite operations mapped account tiers to specific messaging

Coordinated CRM lists and paid campaigns with account-based creative
The targeting document ensured the same named accounts were excluded from redundant outreach and simplified attribution.

Typical eSignature vendor pricing and capability comparison for executing and approving the document

Compare common vendor criteria used when choosing an eSignature service to execute approvals and collect signatures for the Marketing Targeting Document.

	signNow	DocuSign	Adobe Sign	PandaDoc	HelloSign
Starting Price	$8/user/mo	$15/user/mo	$14/user/mo	$19/user/mo	$15/user/mo
Free Trial	7-day free trial	Varies by vendor	Varies by vendor	Varies by vendor	Varies by vendor
Bulk Send	Available on select plans	Yes	Yes	Yes	No
Audit Trail	Yes	Yes	Yes	Yes	Yes
HIPAA Compliant	Yes (BAA required)	Yes	Yes	No	No
Envelope Cap	No envelope cap	100 envelopes/user/year limit	Varies by plan	Varies by plan	Varies by plan

Frequently asked questions about Marketing Targeting Documents

Answers to common practical and legal questions about drafting, signing, sharing, and retaining a Marketing Targeting Document.

Need help? Contact support

What core fields are required?
Include campaign objective, explicit audience criteria, channel mapping, creative assignments, KPIs and measurement definitions, owner and approvers, and effective dates. Omitting any of these increases the risk of misaligned execution and reporting discrepancies.
Can the document be executed electronically?
Yes. Electronic signatures are legally valid under the ESIGN Act (15 U.S.C. §7001) and UETA in most states provided intent, consent, attribution, and retention requirements are met.
How should personal data be handled?
Limit personally identifiable data; follow privacy policies and consent records. For health or financial identifiers, obtain required consents and apply additional safeguards, including BAAs where HIPAA applies.
How often should the document be updated?
Update the document when segment definitions, offers, or legal constraints change. Maintain version history and require re-approval for material changes to protect measurement integrity.
Who should sign or approve the document?
Signatures typically come from campaign owner, data/privacy officer (if personal data is used), legal for compliance review, and finance for budgeted spends; record roles and authority in the governance section.
Where should records be stored and for how long?
Store the canonical document in a secure shared repository with access controls. Retain campaign financial records per tax guidance (e.g., IRC §6501(a)) and keep any HIPAA-related materials for six years per 45 CFR §164.530(j).

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