“We will start with an awareness efforts for the four weeks. This will provide air cover and soften the market for our demand generation campaign.”
Theory, benchmarks and the wisdom of the marketing crowd would indicate that you have a sound strategy. This approach is common in B2B marketing, particularly for mid-sized marketers.
Unfortunately, when you dig into it, the strategy doesn’t hold water. It fails, consistently, for two reasons. [Read more...]
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