Comments on: Next Generation Campaign Management

By: What Will Campaign Management Be Like In 2020? « NxtERA Marketing Blog

What Will Campaign Management Be Like In 2020? « NxtERA Marketing Blog — Tue, 30 Dec 2008 21:46:48 +0000

[...] a broader view. To start, we must incorporate the management of marketing communications through inbound marketing channels into the definition. But beyond that, if you really think about how marketers define [...]

By: Elana Anderson

Elana Anderson — Sun, 31 Aug 2008 13:15:13 +0000

Suaad,
Thanks for your comments and all great points. I think your first point is very much about marketing strategy and approach rather than a core function of the marketing technology. However, as you point out, the technology must support the creation of multi-modal and staged programs. Your second point — profiling, segmentation, targeting — is really core to both being customer aware as well as decisioning. And third point — measurement — is also fundamental and drives the marketing cycle. I appreciate your thoughts on this!

By: Next generation direct marketing with decision management » Smart (Enough) Systems, the blog

Tue, 26 Aug 2008 23:52:13 +0000

[...] Elana Anderson had a great post on direct marketing while I was on vacation -Next Generation Campaign Management. [...]

By: Suaad Sait

Suaad Sait — Wed, 20 Aug 2008 15:56:59 +0000

Elana, great post, I would like to add to what you are saying. I think Next Generation Campaign Management (and Execution) should also:

1. Separate Customer Marketing From Prospect Marketing
Write down your specific goals for each area – for example –
- Customer Marketing’s goal might be to continue to build ongoing relationships with customers AND/OR drive customer relationships based on a land and expand strategy in an account etc.
- Prospect Marketing – new customer acquisition is the number one goal here. It typically takes multiple touches to get a suspect to engage or announce themselves. This means Marketing is tasked with building multi modal programs that offer a variety of call to actions.

2. Enable Marketing teams to segment customers and prospects by similar business characteristics (company attributes) and by their role (contact) in the buying cycle. This allows Marketers to create customized lead generation programs. We all now know that more is not always better. With the ability to laser target messaging at groups with similar characteristics, Marketers will experience increased campaign results and accelerated sales conversions.

3. Track and measure success based on DIRECT impact the businesses top line
Ask yourself – how much revenue (or new orders) were driven by Marketing (direct impact) in a given quarter? Campaign results and web traffic are interesting but adding a new revenue generating customer to the boards with a marketing stamp on it is priceless.

By: Dan Waldron

Dan Waldron — Tue, 19 Aug 2008 03:16:24 +0000

Hi. I read a few of your other posts and wanted to know if you would be interested in exchanging blogroll links?

By: Chris Moran

Chris Moran — Tue, 19 Aug 2008 03:07:03 +0000

Nice writing style. Looking forward to reading more from you.

Chris Moran