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.

Discover how Forrester supports B2B marketing leaders.



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.

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.

How B2B Marketing Leaders Will Build A Path To Growth: A Discussion

Shirley Macbeth October 20, 2021


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 […]

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, […]

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.

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.

Predictions 2022 Live

Chart a bold path to success in 2022. Hear our predictions for the year ahead.


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.

Optimising Global Campaigns In The Region

Mavis Liew August 18, 2021
What can regional marketing teams do to break through silos and ensure campaigns are relevant to local audiences? Consider these four steps.

Promotions And Offer Management Providers Want To Help You Deliver Personalized And Compelling Incentives

Mary Pilecki August 11, 2021
Have you noticed the growing link between commerce and loyalty? Forrester has, and we’ve set out to explore it. Our first deep dive was into promotions and offer management tools, which we define as: Software that helps businesses personalize, distribute, automate, and track promotions, incentives, and other offers across digital and physical touchpoints. We included […]

Reboot Your Marketing Strategy With Cross-Channel Campaign Management

Rusty Warner April 29, 2021
Done right, CCCM delivers more than outbound campaigns. In this Forrester Wave™, we compare CCCM solutions from enterprise marketing software suite vendors.

Four Building Blocks To Help Campaign Leaders Balance Economies Of Scale And Localization Requirements

Mavis Liew March 31, 2021
How can campaign leaders balance their desire for economies of scale with the need to deliver campaigns that resonate in local markets?

European Predictions 2022

Visit our resource hub to discover the key trends impacting European businesses in 2022.


Don’t Leave Your B2B Marketing Campaigns On Auto-Pilot

Nick Buck March 24, 2021
From pandemics to local disasters, product innovations to mere budget cuts, it's easy for campaign plans to fall out of synch with their environment. Join us at B2B Summit North America to learn how to stay aligned to market conditions and business priorities.

Get The Content You Need From Global Campaigns

Lisa Gately March 16, 2021
Building a global campaign content strategy that works across local markets is a challenge for most B2B marketing organisations. In her latest blog post and upcoming webinar, Lisa Gately outlines how regional marketers can drive the conversation in three areas to improve audience-centricity, decision-making, and content collaboration.

How The COVID-19 Pandemic Accelerated B2C Buying Trends

What It Means September 3, 2020
A confluence of forces is accelerating change in B2C buying this year. In this episode, VPs Sucharita Kodali and Mary Pilecki discuss the near- and long-term impacts.

Eight Essential Elements of Marketing Organizational Design

Jennifer Ross September 14, 2016
  • Organizational design requires a systematic approach that considers the corporate growth objectives
  • Optimizing the structure of the marketing organization requires an understanding of the required competencies
  • Communication is critical throughout each phase of the organizational design process

By the Numbers: Campaign Planning at Emerging Companies

Barbie Mattie August 29, 2016
  • Findings of the 2016 Global CMO study indicate that emerging.companies (under $50 million in revenue) do not have a firm definition of the campaign process.
  • Emerging.companies are 38 percent less likely to use the campaign planning process and 97 percent less likely to add campaign managers than $51 million to $250 million.companies.
  • Emerging.companies can and should run integrated campaigns, even with limited resources.

See the future and gain a competitive advantage for 2022

Discover 12 trends our research reveals will matter most this year. Download our Predictions 2022 Guide.


Measuring Campaigns: Perspectives From Around the Table

Ross Graber July 15, 2016
  • Most companies don’t have a process for understanding what tactics or even programs are supposed to do
  • Tipping-point models focus on the most successful tactics for reaching qualification thresholds
  • Companies are facing a series of operational issues that need to be worked through, but a lot of progress is being made

Six Campaign Questions that Marketing Must Answer

Marcia Trask June 18, 2015
  • As marketing organizations adopt an integrated campaign approach, there’s often a struggle to create buyer-centric campaigns
  • We’ve created a list of six fundamental campaign planning questions that we challenge you to answer
  • The SiriusDecisions Campaign Framework assists with marketing planning and execution to align the overall organization to business goals

Want Customers to Find Your Campaigns Interesting? Start With Being Interested

Isabel Montesdeoca April 8, 2015
  • All too often, we start by focusing on ourselves – our campaign goals, our solutions, our services
  • Perhaps before we put pen to paper, we should talk to our customers to find out what matters to them most and why
  • Regardless of the approach, follow the golden rule of conversation – be an active listener
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