What two things must every campaign have?

• A. A business objective and a tie to an account segment
• B. A blog post and a landing page
• C. A video and a webinar
• D. A social post and email copy

Answer: (A)

A campaign needs a clear business objective and a defined account segment to be effective. The objective states what outcome you’re aiming for and how you’ll measure success, which guides every decision, from which channels to use to how you allocate budget. Linking the campaign to a specific account segment ensures your messaging, offers, and channels are relevant to the people you’re trying to reach, enabling precise targeting and meaningful engagement. Without an objective, you lack direction and metrics; without a segment, you risk broad, unfocused messaging that misses the mark. The other options describe particular content pieces or formats, which are useful tactics but not universal requirements for every campaign.