Best Practice Report

The Anatomy Of A B2B Campaign

January 1st, 2018

Summary

B2B organizations waste significant amounts of money on misaligned reputation, demand, engagement, and enablement activities due to the lack of an integrated campaign planning framework. Without such a framework, B2B marketing organizations struggle with common issues such as an excessive focus on products, functional misalignment, and an overemphasis on tactical execution. In this report, we describe the components of a B2B marketing campaign and offer campaign design considerations that incorporate fundamental and advanced marketing planning concepts.

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