Template

The Forrester B2B Marketing Program-Plan-On-A-Page Template

Build Programs For Reputation, Demand, Customer Engagement, And Enablement Within An Integrated Campaign

March 21st, 2024
Rani Salehi, Principal Analyst
Rani Salehi Principal Analyst
Renee Irion, Principal Analyst
Renee Irion Principal Analyst
With contributors:
Matthew Selheimer , Nicole Bouchie , Kara Hartig

Summary

The Forrester B2B Marketing Program-Plan-On-A-Page Template leverages the Forrester Marketing Program Planning Framework to guide program development. This framework provides a flexible methodology for the program families within the Campaign Framework — encompassing reputation, demand, customer engagement, and enablement — or standalone programs. This template guides the development of programs with consideration of key inputs (e.g., audience insights, marketing goals) from campaign strategy or from portfolio, sales, customer success, and other key functions to achieve objectives aligned with the program family’s purpose.

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