Business Case Report

Making The Case For Adopting Integrated Campaigns

Business Benefits, Success Elements, And Risk Mitigation

June 26th, 2021

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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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.