Best Practice Report

Building Effective Reputation Programs

June 7th, 2019

Summary

B2B marketing teams hope that their campaigns will resonate with the intended audiences and build brand equity. Reputation programs are a key part of what ignites campaign performance through creativity and compelling messaging all designed to measurably improve awareness, perception, and preference. These reputation programs must combine thoughtful planning with a well-crafted mix of programs tailored to audience needs and build around well-defined brand objectives. This report outlines the steps organizations should take to create effective reputation programs using the Forrester Marketing Program Planning Framework.

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