There are countless marketing campaigns running all over the world at the same time (chances are, there's a few in your inbox as we speak). It's no wonder why people have become so immune to those "eye-catching" subject lines.
With ad campaigns, email campaigns, trade show campaigns, print campaigns, etc... it's sometimes overwhelming, and due to their frequency, it can be difficult to decipher why you're even running them in the first place.
Campaign management requires diligent planning, timely execution, and a ton of knowledge and insight into the audience you're reaching out to. Marketing campaign management normally requires a team of marketers, depending on how big the campaign actually is, and your marketing campaign calendar.
Let's dive into the world of campaign management and learn what it takes to bring your marketing campaigns to the next level.
What is Campaign Management?
Campaign management is the planning, execution, tracking, and analysis of a marketing initiative; sometimes centered on a new product launch or an event. Campaigns normally involve multiple pushes to potential buyers through email, social media, surveys, print materials, giveaways, etc. all focusing on a similar topic or idea.
Marketing campaigns are launched to get potential buyers thinking about a specific problem — a problem that can be solved using your product or service. These campaigns are crucial to engaging your audience and raising market awareness around your brand.
In order to master multi-channel campaign management, you need to understand what your audience is interested in. What problems are they trying to solve? What does their daily routine look like? What would catch their attention? These are the basics of building a marketing campaign that leads to conversions.
What Does a Marketing Campaign Manager Do?
Now that you know what campaign management is, it's time to answer: what is a campaign manager? And what does a campaign manager do?
A marketing campaign manager is usually someone who has experience in email marketing and is familiar with CRM and digital marketing automation tools like Marketo, Eloqua, and Salesforce. They usually work closely with sales, sales ops, and external agencies to execute marketing campaigns and measure and report on their effectiveness.
A marketing campaign manager is responsible for planning and executing the marketing campaign so that it meets the goals and needs of the marketing team. They also oversee and schedule everything customer-facing; including all copy, design, and audience segments.
What are Some Popular Marketing Campaign Management Tools?
Some of the most popular marketing campaign management tools include Marketo, Pardot, Hubspot, and Eloqua. But don't rush into purchasing one just yet.
It's important to understand what to look for in a successful marketing campaign management software. You want to make sure that it's intuitive and easy to use for your marketing team. Nothing wastes more time than countless training sessions and meetings going over a new software. So make sure the tool you choose can be picked up quickly, so you can dedicate more time to perfecting your campaigns.
Another important aspect to look for is multi-channel marketing automation. Make sure that you are able to interact with your customers in ways other than just email: social media, SEM, PPC, Google Adwords, and live chats, are all great ways to learn more about your buyers and drive traffic to your website, so make sure your new tool can support it.
Lastly, make sure the analytics are built in and provide you will good metrics on the performance of your campaigns. Analytics tell you what content is working and how your customers are responding to your campaigns. This data is especially useful to sales, as they need to work in sync with marketing to make sure all messaging is consistent and on brand.
Other Campaign Management Resources
- Top Campaign Management Software Products. Learn more about which tools are ranked the highest in managing online campaigns.
- How to Craft and Agile Marketing Campaign. HBR covers the importance of incorporating agile in your next campaign.
- How to Manage a Successful Marketing Campaign That Meets Your Objectives. Stop running marketing campaigns just to check it off your to-do list. Start optimizing your marketing strategy so you can meet your quarterly goals.