Best Practice Report

Building Effective Demand Programs

A Repeatable Approach For Designing And Executing Demand Programs While Advancing Opportunities

 and  four contributors
Feb 14, 2023

Summary

To drive effective and cost-efficient buyer engagement through demand marketing, marketers must build programs with clear goals tied to business objectives and a long-term campaign theme linked to buyer needs. Demand programs help buyers progress through their journey while advancing opportunities through the revenue engine. Organizations can align these programs with those from other program families (e.g., reputation, engagement). In this report, we outline the steps for designing and executing demand programs that cascade from the campaign theme, using the Forrester Marketing Program Planning Framework.

Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
  • Stay ahead of changing market and customer dynamics with the latest insights.
  • Partner with expert analysts to make progress on your top initiatives.
  • Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).