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12 Essential Components of Great B2B Marketing Campaigns (And 24 Examples) 12. Measurement and Improvement Initially, creation of a campaign is based on informed guesswork. We don’t really know what is going to work until the content goes live and we can gauge the way people are responding to it. This is why continual tweaking is critical. Optimising on the fly can dramatically bolster your final results, and those who leave out this component are doing themselves a disservice. In the age of metrics for measuring everything, applying insights from campaign data has never been easier. Examples of Effective Optimisation: Think Insights with Google – Think Insights – Google.
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