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These are recommendations, not rules. Start with the parts that fit your team and adapt the rest.

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Why it matters

  • Findability. Anyone can find last quarter’s webinar in seconds.
  • Reuse. Proven campaigns are easy to find and duplicate.
  • Safety. Always-on programs stay apart from one-off campaigns, so nobody edits the wrong thing.
  • Better results from Conversion. Conversion reads your folders to find assets and decide where new ones go.
Use a campaign for each marketing effort and folders to group them. A campaign can’t contain another campaign (see Nesting rules).
Keep it flat. Add subfolders under Marketing once you pass about 20 campaigns.

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Naming conventions

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Campaigns

  • The prefix groups similar campaigns when sorted.
  • Year-first dates sort chronologically. Use YYYY-MM when there’s no single date.
  • Keep the description specific: “AI for MOps”, not “Webinar”.
  • Add a region code after the type if needed: WBN EMEA 2026-11-12 AI for MOps.
  • Stay under 80 characters, the limit when duplicating.

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Assets

Assets also show up outside their campaign, so start with the campaign name:

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Folders

Name for the contents (Webinars, not Misc), use plurals, use four-digit years (2025), and avoid names that go stale (New, Q4 push).

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Templates

A template is a campaign with the assets a program type always needs, already wired together. To build one:
  1. Create a campaign in Templates → Marketing → Events, for example a webinar named TMPL Webinar.
  2. Add the standard assets, named like TMPL Webinar - Invite 1.
  3. Use campaign tokens for values that change each time (date, registration URL, speaker).
Duplicating copies everything inside, including token values. References are updated, so the copy’s workflow points to the copy’s form. External forms aren’t copied. To run a new program:
  1. Duplicate the template, name it, and set Location (for example Marketing → Events → 2026 → Webinars).
  2. Update its token values.
  3. Rename the copied assets.
  4. Connect Salesforce or event integrations if needed. See Salesforce Sync.
To duplicate, click the three dots next to the template and select Duplicate, or ask Conversion. Tell Conversion where the copy goes, or it lands next to the template.

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Archiving

Move finished campaigns into Archive under their year. This doesn’t pause workflows, stop sends, or change reporting.
Archive whole campaigns, not individual assets. Assets use their campaign’s token values, so moving one to another campaign changes what it shows.

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Teach Conversion your conventions

Add your rules to Instructions in your Universal Business Context (Settings → AI). Conversion reads them in every chat, so it knows where to put new assets and what to name them. Here’s an example based on the Big team setup above. Adjust it to match your own folders:

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Let Conversion draft it

If your folders are already set up, paste this into a chat and copy the result into Instructions:
UBC isn’t applied over the MCP server. Add the same rules to your AI tool’s instructions.

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Clean up an existing workspace

Paste this into a chat to get a reorganization plan:
Then have Conversion apply it in batches and delete any empty folders. You approve each change.