Don't confuse a tactic with a full-blown campaign, which should methodically follow a path of reputation building, awareness, demand-generation, sales, conversion and actualization steps. A comprehensive approach is exemplified in a SiriusDecisions checklist: seed, create, nurture, enable and accelerate. Take a simple e-mail send, for example, and add as many of those elements to the effort as possible to achieve long-term success.

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