The tedious processes of organizing, initiating, and evaluating the results of your marketing campaigns can be automated with the use of campaign management software.
There are a lot of moving components in modern marketing strategies. Campaigns may include several:
- Internal divisions, such as brand, legal, media, and creative.
- other partners (such as media, agencies, and co-marketers).
Software for campaign management aids in maintaining stakeholder organization. Upon launch, the following resources are helpful:
- Gather performance data automatically
- Produce insights.
Understanding the role of campaign management software
What is the primary advantage of campaign management tools?
Arrangement.
To be effective and knowledgeable, every team member involved in a marketing campaign needs to be well-organized prior to, during, and following launch.
At every stage of the campaign, from creating assets prior to launch to compiling results after the campaign, teams will work more efficiently and collaboratively with the support of the appropriate campaign management tools.
But there isn't actually a plug-and-play, end-to-end campaign management solution available.
Instead, you may create an ecosystem that satisfies your campaign management requirements by searching for best-of-breed solutions that work well with the current toolkits and skill sets.
Key features and capabilities of marketing campaign management software
Campaign management tools that assist marketing teams with planning, tracking, and analyzing campaigns will be beneficial.
The marketers who use the products will have a better experience the more tightly they are integrated, whether that integration comes from the box or is achieved by developers or marketing operations specialists.
Implementing discrete point solutions that aren't able to exchange data won't result in the campaign management tool efficiency you're after.
Campaign planning and scheduling
Teams have a lot of challenges when it comes to aligning all the resources and personnel, especially in scattered workforces.
You can assign tasks, keep track of progress, and send notifications using project management solutions from a variety of providers. With the help of these tools' automation, integration, and customization features, your team members can use them whichever best suits their working methods.
The following companies have products that can assist your team in organizing and scheduling campaigns:
- Asana
- Monday.com
- SmartSheet
- ClickUp
- Trello
- Wrike
Audience segmentation and targeting tools
You may stay away from the inherent inefficiencies of spray-and-pray marketing strategies by using data and segmentation. To assist in grouping that data into lists, however, you need to have comprehensive audience and tool data.
Lists can be created using a variety of popular cloud-based marketing solutions by specifying particular criteria. Many also include the ability to construct campaigns that run on other channels (such sponsored advertisements), interact with list members via email, and connect to data sources in order to import data from those channels.
The following suppliers provide tools for audience targeting and segmentation:
- HubSpot
- Salesforce
- Adobe
- ActiveCampaign
- Keap
- Klaviyo
Content creation and personalization
Personalized marketing outreach is another feature that many segmentation and targeting suppliers offer. Vendors of customer data platforms (CDPs) assist marketers in creating tailored communications as well.
Delivering the appropriate message to the appropriate person at the appropriate moment is made possible by the integration of data and personalization features, which is a potent combination for swaying prospects.
Multi-channel campaign execution
"Marketing cloud" providers also provide cross-channel campaign visibility, but implementing this will probably take some effort on the part of the tool administrator or a marketing operations specialist.
The fewer data sources your team has to search through, the better, as leadership teams want high-level, comprehensive perspectives. Your team shouldn't have to waste time gathering information from various sources to compile a PowerPoint deck for campaign reviews and updates.
Tracking and analytics
It is possible that the volume of data produced by their campaigns exceeds the functionality of the campaign management software you currently use.
In that scenario, you can manage your data and track campaign outcomes by assembling reporting tools from suppliers like SAS, Tableau, SmartSheet, and others.
Benefits of campaign management software
Without campaign management software, coordinating, optimizing, and reporting on your efforts is challenging.
The precise tools and features you require will vary depending on a number of criteria, including your team, budget, and current martech stack. However, the correct set of tools will boost productivity and improve results.
A few advantages of employing software for campaign management are:
Improved efficiency and productivity
Your team can automate repetitive operations that are a standard component of marketing campaigns with the use of certain technologies (e.g., deadlines, reporting). Additional technologies will facilitate better coordination between the different roles involved in putting together a marketing strategy.
Enhanced collaboration
Organizing a marketing campaign frequently resembles an assembly line that transforms concepts into reality before releasing them through a variety of media. That calls for a few job functions and, depending on your company, perhaps multiple departments.
Tools for managing campaigns that set roles and due dates help to keep the production line running smoothly.
Data-driven decision making
Data collection and analysis capabilities of campaign management software are essential for promptly determining the performance of a campaign or a section of a campaign. Having this data at hand makes it possible to make tweaks to creative units or reallocate budget from a channel that is underperforming to one that is performing better, among other optimizations.
Software for data analysis is also essential for communicating campaign results to leadership teams who are merely interested in their return on investment.
Considerations for choosing the right campaign management software
If you're like the majority of marketers, you're juggling ambitious business objectives, little resources, and an array of technologies in a martech stack that you inherited from a previous employer.
The cost of licensing will be a major consideration when purchasing any technology. These four additional factors should help you make wise choices when it comes to campaign management software.
Scalability and flexibility
Poor investments are tools that are excessively stiff and unable to expand with the organization.
Everything about marketing is always changing: the channels, the laws governing the gathering and use of data, and the new leaders and their innovative ideas. You should concentrate on using tools made to resist these modifications.
A never-ending cycle of tearing down and replacing tools will impede your progress toward your objectives.
User-friendliness and training
Many marketing teams are made up of individuals with a wide range of skills.
Not only does this cause delays in development, but it also creates bottlenecks when campaign management software is deployed with a high learning curve and only certain people can use it appropriately.
When a new tool is implemented, everyone needs training, so confirm with the vendor that they offer it. However, the more user-friendly the tool, the better.
Customer support and service
There will inevitably be obstacles for your squad to overcome, even with training. A campaign management software vendor that provides excellent customer care can help your team stay productive, exchange best practices, and roll out new features and functionalities.
Look for the areas where your team has the most need. Start there.
In conclusion, the first thing you should do is address the issue if your campaign keeps getting stuck at the same spot in the assembly line.
Software is undoubtedly one tool for solving issues, but there are other ways to boost productivity as well.
Software by itself is unlikely to solve issues if they are related to people or procedures. Thanks for reading my article 🙏.
