Well hello everyone and welcome back to ‘Focus on Growth’. It’s almost Valentine’s Day so don’t forget to show your customers and team members some love! Finally (like really?!), here is part 2 of the 8 essential elements of marketing. If you missed part 1, check it out here. Now that we have done all the work to define the four foundational elements, let’s turn those into integrated, multi-channel campaigns that drive full-funnel results. 4. Campaign Framework  A campaign framework outlines the hierarchy of the entire program – from the overall campaign/theme - to the key programs that will support that theme, the tactics under those programs and digging even deeper into specific use cases that will require specific content that will then roll up into the theme . . .you get the idea. SiriusDecisions (who I love and is now a part of Forrester) -  is the originator of the theory and there’s a great video that explains it and why it’s important in much more detail here. Remember the creative execution of the campaign - that comes from all the foundational elements (in the form of a creative brief) - can actually be creative. I mean, that’s the most fun part, right? Even developers and IT professionals can relate to and appreciate a fun and clever concept. Plus, awesome creative that hits the messaging just right will open eyes and create interest from prospects, customers, partners, competitors – and employees too! The programs denote topline ‘buckets’ for which you will fill with tactics. Popular buckets include brand/reputation, demand generation, engagement and enablement. Your campaign aspects of all four programs (or other programs you may define). Next, you define your tactics for each program whether it’s specific content, paid media, social strategy, engagement/email campaigns, etc. etc. Finally, you can go even further with use cases for which you can support with specific content and tactics – i.e. customer case studies and quotes, use case webinars, key integrations and the like. Please excuse my not-very-exciting PowerPoint slide, but it’s a good representation of how all the campaign parts fit together. Now that you hopefully have a creative theme that you love – and cross-functional team members have approved – and a documented set of deliverables for your tactics, it’s time to pay attention to those details. It’s imperative that the creative theme (supporting the target audience and value prop) comes through at each touchpoint so the campaign is cohesive and consistent. Special note that I realize my blog images are anything but consistent, but that’s what you get when you have to rely on available images online, ha! Fine-Tuned Execution Integrating the creative and messaging through all content, social posts, landing pages, webinars, email templates, sales scripts and more makes…