Getting Started with Marketing Campaign Management

Campaign management is critical for marketing teams to identify what is and is not working with their campaigns. So what is campaign management in marketing? Campaign management in marketing involves planning, implementing, tracking, analyzing, and reporting direct marketing campaigns. Campaign management spans the entire marketing campaign lifecycle, from strategizing to execution to analysis and adjusting. The person who heads the campaign management process is the marketing campaign manager. They are responsible for creating, planning, and executing campaigns, and they oversee and schedule the customer-facing aspects of campaigns, such as the design, copy, and audience. They must juggle many moving parts to ensure a successful marketing initiative. 

Marketing campaign manager responsibilities include:

• Utilizing market segments to create integrated marketing campaigns
• Coordinating marketing teams
• Recruiting and training internal team members
• Improving campaigns based on metrics and feedback from previous and current projects
• Assembling and presenting periodic campaign performance and outcome reports
• Organizing exhibitions, trade shows, and promotional events
• Writing and proofreading marketing copy

Digital marketing — utilizing digital strategies like search engine optimization (SEO) and social media to increase online presence — has arguably become the most effective marketing strategy for businesses today. With 93% of all online interactions starting with a search engine, online marketing can be a tool that rapidly empowers business growth. With millions of businesses utilizing the internet as their primary marketing channel, campaign management in digital marketing is vitally important to measure the success of digital campaigns and ensure they are being implemented successfully. Campaign managers can utilize Proof MRM to collaborate with marketing teams in a 24/7 live environment, increasing transparency. Important figures like executives, business leaders, and the CEO and CFO can see exactly what marketing is doing and its impact on the business.

Marketing campaign management is a complex process with a lot of moving pieces, and it requires constant attention, frequent adjusting, and regular reporting. Marketing campaign management tools streamline the campaign management process, which can make management much easier and increase the effectiveness of your marketing efforts. The best campaign management tools automate key processes, integrate easily with existing platforms, provide end-to-end visibility for all team members and higher-ups, and centralize up-to-date campaign information in one platform for improved communication and collaboration.

Proof Analytic’s Proof MRM software is a campaign management platform that achieves all these objectives. Proof MRM eliminates the need for traditional spreadsheets that require multiple versions and users to piecemeal together workflows. Instead, Proof MRM utilizes customizable workflows to optimize all the important parts of MRM functionality, including:

• Planning
• Budgeting
• Financial reporting
• Legal and compliance
• Digital asset management
• Data management
• Personnel and teams

It installs into your existing Salesforce through integration with Quip, which eliminates expensive installations and implementations, minimizes training and roll-out costs, allows team members to access key information anytime and anywhere, and introduces transparency in the planning, scheduling, and budgeting process. You can leverage Salesforce Kanban and reporting view to generate reports on any key performance indicators (KPIs), including custom sets.

The campaign management process involves several steps designed to move a customer through a funnel to meet a certain company objective. It’s imperative to create a compelling, masterful campaign that spreads awareness about your company and promotes your product or service to end customers. There are several steps in the campaign management marketing process.

1. Determine Goals

First, you need to define the specific goal that your campaign is aiming to achieve. You don’t want to have a vague goal like brand awareness. It’s best to follow the SMART goal framework to ensure your goals are attainable, making sure each one is

• Specific
• Measurable
• Attainable
• Relevant
• Time-bound

So instead of saying increase brand awareness, you can set a concrete goal such as increasing organic traffic to your website by 25% by the end of the second quarter. 

2. Define Your Budget

Once you have a specific goal, you need to come up with a specific marketing budget. You can use data from previous campaigns to create an accurate budget and discuss your proposed budget with other departments and stakeholders to make sure it's realistic. Then, write your budget down.

3. Identify Your Target Audience

Next, you need to figure out exactly who you’re trying to reach with your campaign. Be very specific, creating a customer persona that details your ideal customer. You can use existing audience research and customer personas to define your audience.

Having discovery sessions can help you complete these first three steps.

4. Pick Your Marketing Channel

Once you have the aim, money, and audience down, you can pick your marketing channels, such as social media, email newsletters, paid internet ads, and the like. You’ll more than likely use a combination of channels, so write them all down and decide if you want the channels to be organic, paid, or both. 

5. Create Marketing Content

Next, create your marketing campaign assets to reach your audience depending on your channels. This can include blog posts, websites and landing pages, radio or internet advertisements, social media posts, and more.

6. Measure Your Performance

Lastly, you want to measure your campaign’s effectiveness and success. Decide which metrics you need to track for your objective and frequently look at your analytics and reports. You can then adjust where you need to.

The entire campaign management process is tracked and transparent in Proof MRM. This increases your efficiency and speed, which can improve the effectiveness of your campaigns.

Utilizing campaign management tools and campaign management platforms streamlines the entire campaign management process, making it more efficient and giving you a better understanding of your marketing budget. The best campaign management software aggregates all your campaign planning, customer journey touchpoints, and marketing activities into a singular platform, improves workflow and collaboration, provides transparency into budgeting, expenses, and processes, and easily generates reports. 

One excellent campaign management system example is Proof Analytic’s Proof MRM software. Proof MRM’s campaign management system provides seamless integration into your existing Salesforce platform to achieve these objectives. Our campaign management system features — such as the intuitive hierarchical structure, integration with Quip, and utilization of Salesforce reporting and Kanban view — automate key processes of campaign management so you can enjoy full-power MRM functionality.

Marketing Campaigns Examples

There are many marketing campaign types that businesses can use to promote brand awareness and reach company objectives. When it comes to marketing campaigns, examples include:

• Email marketing campaigns: Using regular newsletters and email series to communicate with customers and promote products or services.
• SEO campaigns: Campaigns that utilize online content, keywords, and websites to increase their online presence and drive organic traffic to their website.
• Social media campaigns: Using social media platforms like Facebook, Instagram, Twitter, TikTok, and Linkedin to reach potential customers.

Other successful marketing campaign examples include paid advertising/marketing campaigns, digital marketing campaigns, influencer campaigns, and more. There are many great best practices and examples of campaign management that can help marketing teams reach their full potential and experience successful campaigns. When marketing campaign managers and their teams look at other successful marketing campaigns, they can gain ideas to implement in their own campaigns. You can also utilize task management tools and campaign management software like Proof MRM to streamline workflows and automate key tasks. This will make you more efficient and effective, increasing the success of your campaign performance.