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Whether you are a campaign manager or brand leader, creating and integrating reputation programs within campaigns can be challenging. With demand and customer engagement programs often taking center stage, reputation programs can end up deprioritized or disconnected from the overall campaign strategy. This leads to gaps between the brand promise and what targeted audiences care about.
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The Forrester Reputation Program Decision Model explains the decision criteria for designing reputation programs and tactics in the campaign hierarchy.
The Forrester Campaign Framework helps B2B marketing organizations move off the tactical treadmill and develop enduring audience-centric go-to-market initiatives.
Marketing program leaders can leverage this best-practice approach to align program plans to business and marketing context for effective program execution and performance.
Ignite campaign performance with brand and reputation programs that help demand, customer engagement, and internal enablement programs achieve greater traction in integrated campaigns.
This report examines the definition, objectives, tactic sets, and measurement of reputation programs.
In this report, we examine the inputs to brand activation and the tactic mix organizations should use to drive awareness, perception and preference in various situations.
Consistent investments in brand garner tangible, long-term value for B2B companies.
Forrester’s research shows B2B companies are behaving differently than in the past and continue to invest in brands despite economic uncertainty.
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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