The Campaign Toolkit

September 15th, 2022
With contributors:
Aidan Doyle , Michael Belden


As defined in the Forrester Campaign Framework, an integrated marketing campaign includes four program families: reputation, demand, enablement, and engagement. Campaigns are built on themes, based on buyer needs, that drive an organization’s go-to-market strategy for a bounded time period, typically a year. Marketers should use the resources in this toolkit to create a best-in-class approach to planning, implementing, and managing integrated campaigns that have the required impact as an integral component of the organization’s strategy and marketing plan.

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