Campaign Management – Steps to run a campaign

Posted in: Web Marketing by Jazz on July 23, 2009 | Comments Off

What is Campaign Management?

Campaign Management is a series of marketing steps used to achieve specific goals of a strategy. The goals or key objectives of a campaign can help in deciding the strategy, mode of delivery and to report ROI. We know that one single campaign isn’t enough, there are multiple tactics that come together which influence the creation and closing of opportunities.

Steps to do a Campaign Management in Microsoft CRM

Preparation:
1.    Define campaign goals
Examples of Objectives:
•    Increase sales revenue
•    Acquire new customers
•    Focus on current customer
•    Up sell / Cross sell to current and future customers
•    Sell specials or slow inventory

2. How to target campaign:
•    Existing customers – Define target audience based on objective of campaign. Marketing and sales can collaborate to define fields on the basis of which future segmentation can be done.  This could be fields on sales screens, leads or opportunities.
•    Leads: consider using current and past leads.
•    New Leads: Buying and using 3rd party leads, removing suspect leads, importing, de-duping against existing customers and past lead data.

3.    Determine program/channels and processes: Email / Search Engine PPC / Events / Phone call and define process to for converting to leads and Sales force cycle.

4.    Define responses: In this state clearly defining what a response means and what will be the follow up can help in evaluation success or failure. Examples: Opened Email, Visited website landing page, Registered for event, Registered but no show.

Campaign Execution:
1.    Build campaign
2.    Segment data and build list: based on geography, type of company, company size, product, past history of buying or response.
3.    Create template / content
4.    Mass Email

Campaign Tracking:
1.    Analyze responses and track follow up.
2.    Measure ROI via reports, Budget vs Actual Cost, Response rate, Leads, Opportunities, Quotes, Orders