Best Practice Report

Creating Effective Campaign Themes

October 5th, 2020


Great B2B marketing campaign themes strike a chord with customers and buyers on an emotional level, motivating them to engage with campaigns in multiple ways. Effective themes are rooted in a deep understanding of buyers, and they intrigue and attract audiences through a unique approach. Campaign themes also help to unite multiple variations and levels of the campaign over time. This report explains the elements of effective themes for campaigns developed in the context of the Forrester Campaign Framework.

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