Best Practice Report

Gaining Clarity With The Campaign Taxonomy

June 7th, 2019

Summary

B2B marketers use campaign hierarchy to provide clarity around each different campaign component and ensure each program has a measurable objective, target audience, and tactics. The campaign taxonomy supports both the big-picture concept of serving audience needs in several markets as well as individual tactics that might be part of an execution calendar. This report addresses the nomenclature and structure of campaigns and their components, and provides a reference guide to the campaign taxonomy, which guides the consistent design and communication of campaigns, objectives, and performance.

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