How often do you think about the ways your marketing campaigns could fail? What if you did?

We try to think that all of our work will be successful and often avoid planning for those worst-case scenarios... But once we get past the unpleasant nature of imagining failure we get something much more valuable. An ability to prepare for and mitigate risks. Your campaigns might fail. But if you do some basic risk assessment and planning, those failures will still be productive and drive your future marketing efforts.

Here is our framework for running risk assessments for B2B campaigns, and Mariya Delano's argument why you need to regularly assess those risks in the first place.