Goal

Understand how to define, select, and align GTM strategies and campaign types to business objectives within a B2B context for predictable growth.

What you will learn

• Define what a campaign strategy is and why it's central to predictable pipeline growth
• Distinguish between Inbound-, Outbound-, and Account Based Marketing (ABM) campaigns strategies
• Break down the 3 types of of ABM: Strategic, Lite and Programmatic
• Understand how campaign goals align to funnel stages using the bowtie funnel model
• Differentiate between campaign types: Awareness, Demand Generation, and Conversion campaigns
• Recognise key pipeline metrics across the bowtie such as MEL, MQL, SQL, SAL, and how they inform decisions.

Lesson Walkthrough

Additional Resources

Lesson 1: Slides - Campaign Strategy, Goals & Types

Lesson 1: Learning Guide

GTM Blueprint Template