Introduction

Clear, measurable objectives are the foundation of a successful B2B marketing strategy. Putting them in place provide a lens to focus for tactics, campaigns and other marketing activities. The following section provides actionable best practices and introduces frameworks that add structure and measurability.

warning

A word of caution; as you implement this section, limit your goals. Focus on a few high-impact objectives rather than trying to do too much at once. This ensures resources are concentrated on what brings the most value.

As with most marketing initiatives, goal setting is a regular periodic task rather than a do it once, set-and-forget type of exercise. You can, and should always strive, to expand and add more in the future.