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Marketing Campaign Management: Planning and Creating A Successful Campaign

Why do marketing campaigns fail? Many times, it is due to improper budget management, time mismanagement, unclear objectives, poor customer impact, or a combination of these factors. 

And since modern marketing campaigns are anything but linear, it is challenging to pinpoint the answer to “why did this campaign fail, and where are we going wrong?” 

The simplest way to avoid these pitfalls is by implementing proper marketing campaign management.

What is Marketing Campaign Management? 

Whenever you launch a marketing campaign, you deploy several strategies directed at a common, long-term goal. These strategies aim to spread a marketing message to a defined yet varied audience through several channels or tactics. 

While you may have tracking and management measures in place for each of these tactics, end-to-end campaign management concerns the big picture. 

Marketing campaign management ties all marketing tactics together and involves planning, executing, tracking, and analyzing the overall campaign.

Your campaign’s tasks may be managed by an individual, a team, or even several teams. Over time, your campaign may change hands, be expanded over more channels, and undergo a complete metamorphosis depending on your business goals. To ensure seamless and efficient multichannel campaign management, automation is the way. 

Why You Need Automated Campaign Management

Campaign management platforms help you automate planning, execution, and tracking. It can streamline the process of launching and running a campaign and optimizing the budget throughout the duration of the campaign. 

Here are the top three benefits of marketing campaign management

#1 It Reduces Marketing Lead Time 

Maintaining marketing lead time is the core of agile marketing. Every marketing team wants to reduce the time taken to complete internal processes and tasks and deliver punctually. Campaign management platforms can reduce lead time significantly by automating the launching, scheduling, coordinating, and monitoring of marketing campaigns across channels

#2 It Helps You Launch (More) Effective Campaigns

There is always room for improvement. When you use a campaign management platform in tandem with your marketing efforts, you can tweak them in the right ways at the right time. 

Modifying your campaign to make it more effective saves time and money that you can reinvest for future developments. But, many marketers hesitate to change strategies mid-way because they fear overspending their budget. Here’s where marketing campaign automation can help you identify how to change or test your strategy while optimizing the budget and ad spend. 

Once you are confident about tweaking your campaigns, you can leverage techniques like A/B testing and other experiments in the short term and build upon the best strategies for your long-term campaign.

#3 It Helps You Personalize Your Campaigns 

In 2022, personalization is an integral plan of all B2B marketing campaigns. According to research, 94% of marketing professionals across multiple industries say that personalization is a necessity for meeting their current marketing objectives. Marketing campaign automation platforms have goal-based personalization and customization tools that help you find the best ways to tailor your campaigns for your audience segments. 

This helps improve customer satisfaction, increase sign-ups and conversions, and boost the marketing ROI. Marketing campaign management platforms also collect campaign data that gives managers valuable customer insights. Thus, they can easily achieve high personalization and precise targeting with tailored emails, landing pages, and offers. 

Making The Most of Your Marketing Efforts With Campaign Management 

Here are the prerequisites to a well-defined and well-managed marketing campaign:

  1. Build your team: Form a team of people who will work on campaign-wide tasks and clearly assign their responsibilities. 
  2. Define your goals and KPIs: Be clear on your goals and how you want to quantify them.
  3. Understand your target audience: Define the audience you need to reach with your marketing campaign.
  4. Contact database: Gather a contact database containing comprehensive information about your target audience. You can collect first-party data (in sales lists, opt-in lists, and so on) or purchase marketing data from a third-party data provider. 
  5. Value proposition: Next, you need a good value proposition to drive your campaign’s messaging. What does your target audience need? How can your product or service solve their problems? Once you have these answers, build your campaign to communicate them to your audience. 
  6. Call to action (CTA): Once you catch your target audience’s attention, direct them to a clear call to action. Ideally, A CTA should provide your potential customers with an incentive. For example, CTAs like signing up for a newsletter or webinar will provide them with educational value while still keeping them engaged with your content. 
  7. Channel mix: Next, determine where to “release” your message in a way that it reaches the highest number of potential customers. 
  8. Follow-up strategies: Without timely follow-up messages, you risk losing the attention of your leads and prospects. 
  9. Metrics and analytics: Determine the metrics that are the most crucial for your campaign objectives and use campaign analytics tools to track and measure them. 

Optimize Your Campaigns with Better Management

With marketing campaign management, you can automate internal tasks and gain an accurate insight into how well your campaign is doing. While you let campaign management platforms do the heavy lifting and reduce your lead time, you can run highly personalized marketing campaigns and drive conversion rates. 

Tracking and analyzing campaign data can help you test and improve your ongoing campaign, as well as plan better for future campaigns.