Ever feel overwhelmed by the amount of information you have about your customers? Their age, occupation, location, favorite breakfast cereal... what does it all mean!? There are so many tools and tips out there to help you obtain as much information as possible about the buyer's journey, but what do you do with all the information once you get it?
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That's where campaign management software comes in handy. No, we're not talking about political campaign management; we're talking about good old-fashioned marketing campaign management. Understanding your customers helps you understand your brand and messaging. Customers are a direct reflection of what you're doing right, and who your brand is resonating with. Having a campaign management software that can act as a CRM, provide real-time information about your prospects, as well as manage and track your email campaigns can be the driving force in improving those MQL numbers. 
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What is campaign management? Campaign management is the process of organizing, segmenting, targeting, and managing multichannel marketing messages. The role of a campaign manager is to integrate data on the target market with existing data about customers to actively drive effective marketing campaigns. Some campaign manager duties include writing and editing campaign copy, managing implementation, ensuring brand identity is consistent in messaging, and providing results and analytics after the campaign is run. But don't get caught up on the definition, the roles and rules of campaign management are constantly evolving.
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So, before you close this tab and start researching the best campaign management tools, keep these important factors in your back pocket during evaluation.

1. Easy to Adopt for Team Members

Unless you are studying up on how to become a campaign manager, you need to find a tool that will be easy to train and use for your marketing team. Some tools have all the bells and whistles but require hours and hours of training. Test drive a tool with your team and see how they like it. If they can't set up a simple campaign after an hour or two of training, continue your search.

2. Lead Management

Tools that offer lead management allow you to value your prospects based on their readiness to buy so sales can focus their efforts on the best opportunities. Lead scores are given based on their activity within the campaign. Which links did they click? How much time did they spend reading an email? Did they subscribe to the newsletter? A good campaign management software does the leg work for you, so you can qualify which leads have the highest propensity to buy, and tailor your marketing messaging accordingly. 

3. Multichannel Marketing Automation

Gone are the days of juicy email subject lines and obscure, attention-grabbing messages. Customers are no longer falling for the "Is a hippo chasing you?" line and with a click of a button, your thought-out email is routed straight into their spam folder. You need a campaign management system that allows you to interact with prospects and customers on multiple channels. Whether it's texting, social media, or live chat—you want to be at the top of your customers' minds. This way, the buying process is more controlled by the customer than the marketer.

4. Content Marketing Functionalities

Companies need resources to develop compelling content that will drive people to their websites through all different channels. Look for a campaign management software that allows you to develop and reuse content across several campaigns. This allows you to build landing pages where you can drive personalized content to audience segments and direct them back to your website.

5. Easy-to-Use Analytics

These features are nothing without measurement and analysis. It's extremely important to be able to evaluate the success of your campaigns and learn more about your audience. Analytics tell you what messaging is working and how your customers are responding to your campaigns. This data is especially important for sales, as they need to work in tandem with marketing to make sure all messaging is consistent and on brand. 
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Researching and testing several tools in comparison will help you understand which features are more important than others. In the end, you need to evaluate what tool is going to work best for you and your marketing needs. Happy marketing!

Additional Resources for Campaign Management Software

What are your campaign management software must-haves?

Share them with us in the comments.
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