Summary
B2B marketers often run programs that fail to meet their goals because they use a limited set of carelessly selected delivery mechanisms. They may repeatedly choose the one or two delivery mechanisms they know best (e.g., paid media, email). A more strategic approach considers all available delivery mechanisms and applies consistent criteria to select the best ones. In this report, we introduce the Forrester Delivery Mechanism Selection Framework, describe the internal and external factors used for prioritization, and provide an example of the framework in action.
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