How to plan an email marketing campaign Before you can start sending emails and nurturing leads, you need to plan. Cognism’s Head of Demand Generation, Liam Bartholomew, shares his guide to effective campaign planning. Formalising a campaign plan may seem like an unnecessary step, when you all want to do is get your campaign live and start delivering results. However, building out your campaign will take time, so it’s important to give yourself structure. This will help you to execute your campaign methodically and to schedule. While your campaign is in development, it’s delivering no B2B lead generation value to you. Setting yourself milestones and targets means you will get the campaign live quicker! The Inbound Marketing Playbook / 54