Best Practice Report

Creating Effective B2B Campaign Themes

 and  two contributors
Updated Mar 17, 2025

Summary

Great B2B marketing campaign themes resonate emotionally with customers and buyers, encouraging diverse engagement. These themes must be based on a deep understanding of buyers’ needs and the unique perspectives of their roles. Ideally, a campaign theme aligns buyers’ organizational, functional, and emotional needs with the seller’s offerings. This report outlines the key elements of effective campaign themes and provides a process for developing them using the Forrester Campaign 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).