Best Practice Report

Building Effective Demand Programs

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

February 14th, 2023
Rani Salehi, Principal Analyst
Rani Salehi Principal Analyst
Laura Cross, VP, Principal Analyst
Laura Cross VP, Principal Analyst
Renee Irion, Principal Analyst
Renee Irion Principal Analyst
With contributors:
Srividya Sridharan , Shannon Colford , Drew Zalucky , Marissa Fritz

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.

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