HomeResearch Articles National Instruments: Implementing the Campaign Framework

National Instruments: Implementing the Campaign Framework

  • The SiriusDecisions Campaign Framework facilitates the alignment of needs-based campaign themes with the b-to-b offerings that each campaign promotes
  • The marketing campaign and budget processes are interdependent activities whose alignment must be closely managed
  • By shifting from product-centricity to a needs-based marketing approach, National Instruments was able to deploy integrated campaigns with an aligned investment strategy
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