Have you ever felt overwhelmed by the amount of information you have about your customers? Their age, occupation, place of residence, favorite breakfast cereals… What does it all mean? There are plenty of tools and tips out there to help you gain as much insight as possible about the buying cycle, but what do you do with all that information once you’ve gathered it?
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That’s where campaign management software comes in handy. No, we’re not talking about political campaign management; we’re talking about traditional, old-fashioned marketing campaign management. Knowing your customer helps you understand your brand and the message it sends. Customers are a direct reflection of what you do well and who your brand is interesting to. Having campaign management software that can act as a CRM, provide real-time insights into your prospects, as well as manage and track your email campaigns can be the driving force behind improving qualified marketing leads.
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What is campaign management? Campaign management is the process of austria phone number data organizing, segmenting, localizing, and managing marketing messages across multiple channels. The role of a campaign manager is to integrate target market data with existing customer data to actively drive effective marketing campaigns. Some of the campaign manager’s responsibilities include writing and reviewing campaign materials, managing implementation, ensuring brand identity remains consistent across messages, and providing results and analysis once the campaign has started. But don’t just stick with the definition – the roles and standards of campaign management are constantly evolving.
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So before you close this tab and start researching which campaign management tools are the best, keep these important factors handy during your evaluation .
1. Easy adoption by team members
Unless you're studying to become a campaign manager, you need to find a tool that's easy to teach and easy for your marketing team to use. Some tools come with a whole host of features, but learning how to use them takes hours and hours of training. Try a tool out with your team and see if they like it. If they can't set up a simple campaign after an hour or two of training, keep looking.
2. Contact management
Contact management tools allow you to rank your prospects based on your audience’s willingness to buy, so your sales team can focus their efforts on the best opportunities. Contacts are scored based on their activity in your campaign. Which links do they click on? How much time do they spend reading an email? Have they signed up for your newsletter? Good campaign management software does the legwork for you, so you can know which contacts are most likely to buy, and tailor your marketing message accordingly.
3. Multi-channel marketing automation
Gone are the days of juicy email subject lines and vague, attention-grabbing messages. Customers no longer fall for “ Is a hippo chasing you ?” subject lines and with one click your well-thought-out email goes straight to their spam folder. You need campaign management software that lets you engage with customers and prospects across multiple channels. You want to be present in your customers’ thoughts, whether through text messages, social media, or live chats. This way, the buying process is more controlled by the customer than by the marketer.
4. Content Marketing Features
Businesses need the resources to develop engaging content that drives audiences to their websites across all types of channels. Look for campaign management software that allows you to develop and repurpose content across different campaigns. This allows you to create landing pages where you can display tailored content to specific audience segments that will drive them back to your website.
5. Easy-to-use analysis
These features are useless without measurement and analysis. Being able to measure the success of your campaigns and gain more insights into your audience is very important. Analytics tell you what messaging is working and how customers are responding to your campaigns. This information is especially important for the sales team, who need to work in collaboration with the marketing team to ensure that all messaging is consistent and on-brand.
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