Best Practice Report

The Elements Of Campaign Performance

January 1st, 2018

Summary

For B2B campaign planners, it’s useful to estimate the performance and impact that each campaign will have, so that they can decide what resources to allocate to the campaign and how these resources should be applied. But estimating the Demand Waterfall® performance of a campaign that is intended to drive thought leadership or customer engagement would make no sense and might result in faulty decision-making. In this report, we discuss how to estimate and plan campaign performance for three common campaign design contexts: reputation, revenue, and engagement.

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