Campaign Planning And Implementation

Sound marketing campaign planning is the foundation of B2B marketing success. Yet, too often, campaign planning and implementation are driven by short-term pursuits rather than longer-term business objectives. Read our insights to help build buyer-centric campaign strategies that deliver on marketing goals.

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Insights

Blog

The Critical Role Of Campaign Content Strategy

Phyllis Davidson May 1, 2024
In B2B marketing, the creation and execution of content strategies often fall short of their potential. What's missing is a crucial element: a cohesive strategy that underpins the entire content framework. Join us at B2B Summit North America to help remedy the issue.
Blog

Why Brand And Reputation Programs Should Be More Than Just Air Cover

Karen Tran April 10, 2024
There’s more to planning and executing reputation programs than what we typically see at the usual “air cover” level. Learn more about the Forrester Reputation Program Decision Model in this preview of B2B Summit North America.
Blog

B2B Summit North America 2024: Your Ticket To Turning Disruption Into Growth

Srividya Sridharan January 23, 2024
Explore the strategies and tools needed to drive customer-obsessed growth at our premier event for B2B marketing, sales, and product teams.
Blog

Power Up Your Content With A Plan On A Page

Phyllis Davidson August 29, 2023
A list of characteristics is not a plan! Get yours in order by capturing your consolidated B2B content strategy in a Forrester content plan on a page.
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Three Tips To Guide B2B Demand Marketing Leaders’ Plans For 2024

Renee Irion August 24, 2023
Where should demand and ABM teams focus their efforts in the coming year? Explore the highlights from Forrester's planning guide report.
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Improve Your Loyalty Results With A Loyalty Services Provider

Mary Pilecki August 16, 2023
Does your brand employ a loyalty services provider in addition to a loyalty technology provider? If not, you should consider it. Brands continue to increase spend on loyalty technology and programs, but they often don’t tie their loyalty initiatives to broader corporate goals, negatively impacting their success. Services providers help here. This blog answers key […]
Blog

Looking Ahead To Forrester’s B2B Summit EMEA 2023

Paul Ferron July 12, 2023
Throughout the year, there is an ebb and flow to the things that I look forward to, often triggered by a certain event. For example, once my family has the winter-sport holiday behind us, I look forward to warmer weather and sunshine. The same happens to me when Forrester’s B2B Summit in North America is […]

Supercharge Your APAC B2B Success — And Save $200

Register by June 28 to save $200 on B2B Summit APAC in Singapore. Access growth, revenue, alignment, sales, genAI, and product strategies to boost your brand success.

Blog

Marketing Operations: Hot Topics From B2B Summit EMEA

Simon Daniels November 17, 2022
One of the most popular attractions at Forrester’s B2B Summit EMEA is the Analyst 1-on-1s. This year's hot marketing operations topics included martech, measurement, data and more.
Blog

The B2B Content Guide: Make Sales Your Ally In Content Marketing

Josephine Phua November 2, 2022
Sales reps play a critical role in streamlining relevant content for prospects. Find out more in our latest blog.
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The B2B Content Guide: High-Performing Campaigns Succeed Across The Buyer Journey

Andia Tonner October 19, 2022
Create an insight-driven B2B content strategy development that aligns to the campaign implementation process. Find out more.
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The B2B Content Guide: Buyers Value Diverse Content Sources And Elements

Miriam Oesterreich October 5, 2022
Technology expertise, credibility, and data drive tech buyer decisions. Find out more in our latest blog.
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The B2B Content Guide: The Building Blocks Of Content Strategy

Asha Dinesh September 21, 2022
To meet buyer expectations, b2b content must provide the information buyers need at every stage of their purchase journey.
Blog

Experience Rooms Are Back At B2B Summit To Help You Align Across Your Revenue Engine

April Henderson April 14, 2022
Join us next month in Austin to gain some hands-on experience in improving marketing, sales, and product alignment.
Blog

Unknown Equals Unused: Fix Findability To Increase Content Usage

Kathleen Pierce November 30, 2021
Buyers and sellers alike want immediate, relevant content, but often miss valuable but non-standard content that could advance the sale. Marketing and sales enablement can increase content usage by making sure file names convey unique value.
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How B2B Marketing Leaders Will Build A Path To Growth: A Discussion

Shirley Macbeth October 20, 2021

Blog

Demand Program Plays: Get And Move Buying Group Members Through The Waterfall

Laura Cross October 7, 2021
Traditional acquisition and nurture programs have ignored the reality of how buyers work together. Buyers work as a group to make a unified decision. As organizations embrace the reality of buying groups, demand programs must change from focusing on individuals to opportunities. The new B2B Revenue Waterfall needs demand programs to get new opportunities into […]
Blog

Demand Programs — Using Rules To Design Program Flows

Laura Cross October 7, 2021
Demand marketers need a scalable and repeatable process to support buying group needs while in a demand program. Demand programs have program objectives with corresponding program plays to get and move opportunities with connected buying group members through the B2B Revenue Waterfall. Demand program plays are different types of programs to support demand program objectives of activate, […]

Adapt To EMEA B2B Buyer Change — And Save £200

Register by July 19 to save £200 on B2B Summit EMEA in London. Discover how to adapt your marketing, sales, and product strategies for complex buyer scenarios, longer sales cycles, genAI, and more.

Blog

Moving From A Lead-Centric To A Buying-Group Focus Is Key To Demand And ABM Success

Laura Cross October 7, 2021
As demand and account-based marketing (ABM) leaders look to lay new foundations in 2022, a focus on buying groups and intuitive, highly contextualized experiences will be critical.
Blog

For B2B Marketers, This Is The Next Best Thing To Time Travel

Craig Moore September 13, 2021
It's impossible to know what the future holds for marketing campaigns in development. But you can course-correct at pivotal points to achieve the results you seek.
Blog

Campaign Planning Is Part Of The Budgeting Process — Or, At Least, It Should Be

Brett Kahnke August 30, 2021
Many B2B marketers find joy in campaign planning — but not so much in budgeting. It turns out the two are intimately connected.
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