Summary
When armed with a well-thought-out campaign strategy, B2B marketers can develop and execute campaigns that support business goals, orchestrate execution, and optimize resources. Without sufficient consideration of influencing factors (e.g., target audiences, evolving buying behaviors, changing market conditions), B2B organizations may not achieve the full potential of integrated campaigns. This report underscores the importance of planning and executing integrated campaigns and outlines Forrester’s Campaign Framework — a field-proven methodology that offers a clear and structured guide for developing a successful and competitive campaign strategy.
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