Contineofy Marketing & Revenue Operations
About Us Grab .SVG

Marketing Strategies Articles

What Is Campaign Management

Written by Josh Hines • August 28, 2024 • 6 Minute Read

How To Setup A Marketing Campaign

Marketing Campaign Management is the planning, executing, tracking, and analysis of direct marketing campaigns. Marketing Campaigns span the entire lifecycle of the Contact from inception to launch to the evaluation of the results you promised.

Was This Article Helpful

What Is A Marketing Campaign

A marketing campaign is a series of intentional steps and activities aimed at promoting your company's product or service with a specific objective in mind. These efforts can involve various mediums, including radio, television, in-person events, and digital media.

Campaign Outcomes

Campaign Management Outcomes

At the very beginning of every campaign should be an ideal outcome that you are trying to drive and this outcome should be measurable.

Too often in my career, has marketing campaigns just been a reactive situation where the idea was to drive leads for sales to try to close. Then at the end of every campaign, you'd just come up with the next one and move forward.

Not only does this not give you any idea of how your marketing campaigns are running, but it doesn't give you any idea of what campaigns you should be creating moving forward.

You're operating in the dark.

Common Campaign Outcomes

When you're setting up marketing campaigns, they'll often fall into four buckets:

  • Value: sharing a functional, emotional or status outcome
  • Promotional: sharing a special promotion when pipeline is behind target
  • Development: updating prospects on newly developed capabilities
  • Thought Leadership: sharing a perspective about something trendy in the market

When thinking through these four buckets, your outcomes must align with the company's outcomes and have a metric you are trying to hit that tells you if you're successful.

Campaign Audience

Campaign Management Audience

Once you have your outcome and focus, the second step is understanding who you will segment as the ideal customer profile so you can personalize the message to speak to them specifically.

When sending out marketing campaigns, most companies usually think of campaigns that target their entire prospect database.

This is too broad and won't allow you to connect and capture the attention of your prospects considering most people see roughly 4,000-10,000 ads per day. You need to be able to cut through the noise.

Audience Segmentation

The first step of determining the campaign message is understanding the audience you are trying to talk to, which includes:

All these questions allow you to segment down to create the perfect message to send to the right person at the right time.

Campaign Message

Campaign Management Message

Once you have your ideal outcome and understand who you are speaking to, the next step is determining what message you will share.

This step depends on the segmentation above but making sure that the message is personalized to the segment and matches the tone of the current stage you are in is of the most importance.

Sharing a message that pushes consideration to an audience segment that has no idea who you are, you have not built trust or reciprocity, is going to fall on deaf ears.

The campaign message is about timing the situation perfectly and naturally so that nothing comes off as forceful.

When developing marketing campaigns, it isn't one piece of content that is going to comprise of the entire campaign.

The campaign message will comprise multiple touches, and when done correctly, will orchestrate taking someone through the entire journey of getting to know you, considering you, and showing intent to buy before you can call the campaign complete.

Campaign Distribution

Campaign Management Distribution

The last aspect of developing your campaign message is understanding where you will distribute it. Are you going to send it out via emails, social media posts, video ads, text messages, or other means of distribution?

You need to create the campaign message in the best way it will be delivered.

For example, how you share a photo on Instagram will be different than you would on LinkedIn. How you share a video on YouTube will be different than you would on TikTok.

Make sure to research and understand how to make the right message that appeals in each situation will allow you to craft the perfect messages throughout the entire marketing campaign.

Campaign Distribution Timing

When it comes time to distribute your marketing campaigns, understanding best practices on when makes all the difference. For instance, sharing a post on Instagram.

You might think, how difficult can this be? I've shared a post on Instagram before. But when doing it professionally, this process becomes entirely different.

Understanding when people view social media platforms, when they ideally open emails in their day, or when they are more likely to pick up a phone call, each engagement will have a best practice on how to use it that you will want to follow to fully capitalize on your marketing campaign.

For instance, using Google Adwords, there are two ways to promote on that platform; search and display.

Knowing when people search, during working hours, weekends, and after hours, on a desktop or their mobile device, can make a big difference when you want to share search ads. Using display ads to grab new attention or retarget someone who has visited your website that you want to bring back can end up using the same criteria as above and alter how you are using it and when.

The thing to remember, it's not about creating random content for random people distributed on random platforms. Using data, you can find out what content to create for specific people to distribute on specific platforms at specific times that will optimize your marketing campaigns the best.

Campaign Execution

Campaign Management Execution

Before you execute your marketing campaign, you'll want to inform the teams impacted such as your development, sales, and customer service teams, depending on the marketing campaign executed.

Sharing all this in a project management tool or a marketing calendar can also be a great way to keep everyone informed on where a marketing campaign currently is.

You can also create a Google Drive or other central area that hosts anything teams will need to respond to a marketing campaign like a specific pitch deck, call scripts for the development team, or battle cards on how to handle obstacles that will be brought up by the leads passed to the teams.

During this stage, it's important to ensure that each teammate is on the same page. Ideally, you'd have a kickoff meeting to rally everyone up before the launch and to do a final checklist to ensure everything is complete and ready to go on launch day.

Campaign Performance

Campaign Management Performance

In the first step, you set your ideal outcome for a reason. This step of the marketing campaign process is about pulling all the campaign performance data and centralizing it to show the full picture of the campaign.

Then evaluate, based on the determined outcome, if the campaign was a success or failure. In both outcomes, it's a win. If it's a success, you win and can understand what to replicate in the next campaign. If it was a failure, you learn what didn't work and adapt for the next campaign to ensure a better outcome.

Campaign Optimizations

Campaign Management Optimizations

Depending on the campaign focus, Value, Promotional, Development, or Thought Leadership, you might end up keeping your marketing campaign turned on, or you could conclude, in the case of a Promotional campaign, that there is a set time in which it would run.

In the case of an always-on marketing campaign, it's important to evaluate these campaigns regularly to

  • Ensure performance matches the ideal outcome
  • Understand if there is a better message to be shared in certain situations
  • See if the distribution needs to change for a platform
  • If the segment of the audience needs to change

Concluding Thoughts

This is but a high pass of all the steps necessary to run a successful marketing campaign to drive leads to your Sales Team but when each step is carefully processed, real magic can happen that hopefully ensures that your organization continues to attract new buyers and reaches higher levels of ARR.

Was This Article Helpful

Share it with your colleagues or network.

Want To Get More Content Like This?

Did you enjoy this content? If so, get more like this in your inbox every month.

Subscribe To Our Newsletter

Other Popular Marketing Strategies Marketing & Sales Articles On Contineofy

Are You Really In The B2B Or B2C Market

Marketing Strategies Articles

August 28, 2024 5 Minute Read

Are You Really In The B2B Or B2C Market

Your customers are people, not corporations. They hate inhumane marketing as much as you do, we promise. Let's change the expectation of what B2B marketing is together.

Continue reading →

Content Marketing vs Copywriting

Marketing Strategies Articles

August 28, 2024 3 Minute Read

Content Marketing vs Copywriting

They say content is king, right? But is all content the same? Some people say content marketing and others say copywriting, what is the difference?

Continue reading →

HubSpot vs SalesForce

Marketing Strategies Articles

August 28, 2024 4 Minute Read

HubSpot vs SalesForce

These two platforms seem to be the top options when it comes to Customer Relationship Management (CRM). But knowing which one will be best for you depends a lot on where you are in the lifecycle of your business, just starting out or predictable ARR.

Continue reading →

How To Personalize Your Website To Your Visitors

Marketing Strategies Articles

August 28, 2024 5 Minute Read

How To Personalize Your Website To Your Visitors

The world is becoming more me centric and that means your ability to personalize your customer experience is a must if you truly want to connect and engage with modern buyers.

Continue reading →

How To Create Your Homepage Hero Section

Marketing Strategies Articles

August 28, 2024 3 Minute Read

How To Create Your Homepage Hero Section

Your homepage hero is often the first interactive media that a potential buyer will engage with that allows you to share information as well as the personality of your brand and how you portray yourself to the world.

Continue reading →

You'll Know We're A Great Fit
After Just One Call

Discover Our Operational Capabilities Let's Book Some Time To Chat
Scroll