National Instruments: Implementing The Campaign Framework

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.