How to

Demand Generation? Lead Generation? Brand Awareness? How to decide which campaign you need.

23 Feb 2024 By Matt Hicks 5 min read

You have metrics to meet and stakeholders to satisfy. Here’s how to decide which objective to focus on for your next B2B marketing campaign.

Standing at the precipice of a new B2B marketing campaign is an exciting place to be. A vast ocean of opportunity lies ahead – but without a clear objective to guide the way, your campaign could fall into uncharted water.

So how do you know which objective is going to set you on the path to success?

Determine the overarching business goal.

Your

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Matt Hicks

Strategy Director

Matt has worked in senior B2B marketing roles around the world for 20 years. Much of his career has been spent in-house, leading global projects for industry specialists such as Mammoet, Orbia and Bitdefender. Matt leads the strategy and performance teams at Lesniak Swann, ensuring that clients benefit from high-quality thinking throughout projects, and high-performing campaign activation that’s keenly aligned to commercial goals