Strategic Content Planning For Integrated Campaigns

May 2nd, 2024

Craig Moore VP, Principal Analyst

Phyllis Davidson VP, Principal Analyst

With contributors:

Matthew Selheimer , Brett Kahnke , Aidan Doyle , Kate Pierpont

Summary

B2B marketing teams often feel as though they live on a treadmill of creating content for short-lived demand-oriented tactics. With a focus on rapidly engaging potential buyers, the initial impact fades, and the attention of the marketing team shifts to the next tactic and new content. When marketers use the Forrester Campaign Framework and the Campaign Implementation, Campaign Content Strategy, and Strategic Budget Allocation processes, they can achieve greater efficiency and effectiveness across all customer lifecycle stages and audience segments.

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