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This “best practice” comes from Carol Hague.  Carol is an experienced integrated marketing campaign manager and offers a helpful approach to mapping marcom activities and content appropriately to the lead funnel.

She and I collaborated on this graphic and share it as a powerful reference tool for B2B marketers everywhere.  This is by no means a comprehensive list of available activities and content types, but it is enough to help guide teams as they draft their marketing blueprints.

I offer this graphic as a companion tool to the marketing blueprint examples you can find elsewhere on this blog and in my book, Marketing Campaign Development.

What suggestions do you have to make this tool/graphic even stronger?