Have you ever felt overwhelmed by the amount of information you have about your customers? Age, occupation, location, and favourite breakfast cereals… what do they mean?! There are so many tools and tips to help you get all the information you can about the buyer’s journey, but what do you do with them once you have them? This is where campaign management software is useful. No, we are not talking about the management of political campaigns, but the good old-fashioned management of marketing campaigns. Understanding your customers allows you to shape your brand and message. Customers are a direct representation of what you do and the individuals impacted by your brand. Campaign management software that can act as a CRM (customer relationship management), provide real-time information about your prospects, as well as manage and track your campaigns by email, can play a key role in improving MQL (marketing contacts) numbers.
What is campaign management? This is the process of organizing, segmenting, targeting and managing multi-channel marketing messages. The role of a campaign manager is to integrate target market data with existing customer data to actively conduct effective marketing campaigns. This includes writing and editing campaign content, managing implementation, ensuring brand identity is consistent in the message and providing results and analysis after the campaign is launched. But don’t get lost in its definition, the roles and rules of campaign management are constantly evolving.
So before you close this tab and start looking for the best campaign management tools, keep these important factors under control during their evaluation.
Ease of adoption by team members
Unless you are learning how to become a campaign manager, you need to find a tool that your marketing team can easily train and use. Some tools have all the features imaginable, but require hours and hours of training. Try one 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.
Lead management tools allow you to enhance the value of your prospects based on their willingness to buy, allowing the sales department to focus its efforts on the best opportunities. Ratings are assigned to prospects according to their activity in the campaign. What links did they click on? How much time did they spend reading an e-mail? Did they subscribe to the newsletter? A good campaign management software does the basic work for you, so that you can qualify prospects with the highest propensity to buy and adapt your marketing messages accordingly.
Automation of multi-channel marketing
The juicy e-mail objects and obscure messages designed to attract attention are over. Customers are no longer fooled by objects such as “Does a hippo chase you? “and with a click, your carefully thought-out e-mail lands directly in their spam folder. You need a campaign management system that allows you to interact with prospects and customers across multiple channels. Whether by SMS, on social networks or via live chat, you want to be your customers’ main concern. In this way, the purchasing process is more controlled by the customer than the marketer.
Content Marketing Features
Companies need resources to develop compelling content that will drive people to visit their websites through different channels. Look for campaign management software that allows you to develop content and reuse it in multiple campaigns. This will allow you to create landing pages where you can offer customized content to audience segments and redirect them to your website.
These features are useless without measurements and analyses. It is extremely important to be able to evaluate the success of your campaigns and learn more about your audience. Analyses tell you what messages work and how your customers respond to your campaigns. This data is particularly important for the sales department, as it needs to work in tandem with the marketing department to ensure that all messages are consistent and in line with the brand.
Researching and testing several tools by comparing them will help you understand which features are more important than others. Ultimately, you need to determine which tool will best meet your needs and those of your marketing department. Have a good search!