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Any good campaign has a beginning, middle and end.
The first step in campaign development is defining goals, Terry explained.
"The desired outcome can be lead generation, revenue generation, data collection or any other measurable goal that is tied to a set of marketing and/or organizational objectives. The goals should be very specific and measurable through the campaign tools," Terry said. An example would be "Generate direct sale revenues of $2 million in the third quarter and fourth quarter," she noted.
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Melissa Busch
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