Summary
Integrated campaigns represent a significant change for many B2B organizations. Marketers must articulate a business case to their leaders to justify the resource investment for the shift and then follow a series of implementation steps to scope the campaign effort, isolate target audiences, construct an overall campaign hierarchy, and develop a program plan for execution and optimization. In this report, we examine the business benefits of integrated campaigns, key factors that must be addressed to enable the successful implementation of campaigns, and how to mitigate adoption risks.
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