Case Study

National Instruments: Implementing The Campaign Framework

January 1st, 2018

Summary

The Forrester Campaign Framework facilitates the alignment of needs-based campaign themes with the B2B offerings that each campaign promotes. The marketing campaign and budget processes are interdependent activities whose alignment must be closely managed. By shifting from product-centricity to a needs-based marketing approach, National Instruments was able to deploy integrated campaigns with an aligned investment strategy. In this case study, we describe how National Instruments implemented the Forrester Campaign Framework and Marketing Budget Allocation Model to develop needs-based campaign themes and boost the interdepartmental planning process.

Want to read the full report?

Buy this report
Contact us to become a client

This report is available for individual purchase ($1495).

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.