Summary
Successful demand marketing programs require the alignment of demand objectives, activities, and success metrics. A demand program has a defined audience and organizes a set of inbound and outbound tactics to achieve a quantifiable objective to activate, validate, or accelerate demand. Demand program objectives are aligned to campaigns and B2B Revenue Waterfall stages to find and progress buying group members as opportunities move through the waterfall. In this report, we examine the purpose, definition, development, objectives, tactics, and measurement of demand programs.
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).