Demand generation? Lead generation? Brand awareness? How to decide which campaign you need

Kimi Brown
21 February 2024
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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?


1. Determine the overarching business goal.

Your objective shouldn’t automatically be to ‘launch a lead generation campaign’ just because you have revenue targets to hit. You


Kimi Brown

Senior Content Writer.
Copy machine. Mayo queen.