Campaign Management with CRM

1. CRM campaign (management): What is it?
2. What do CRM campaign managers do?
3. What are the advantages of using a CRM system in campaign management?
4. Step 1: Define, Plan, Prepare
5. #1:
6. A comprehensive overview of the most popular software, their functions, prices, and ratings can be found in the
7. So using CRM software isn't strictly necessary to publish good and successful campaigns. However, said software contains a wealth of improvement measures and options that are rarely used to their full extent - instead, they lie dormant on numerous company servers, waiting for their big moment in terms of campaign optimization.

In the case of CRM campaign management, several steps can be done in one go and even be simplified at the same time! Because in most cases, companies are already using CRM software for collecting and segmenting their customer data. However, many miss the fact that these tools can also be used excellently for campaign optimization - and thus also the chance for cost- and time-efficient processes and results.

Our guest author Michael Kröner explains in the following article what CRM campaign management typically looks like, why it is so effective, and which 7 practical tips should definitely be considered.

CRM campaign (management): What is it?

As the name already suggests, CRM campaigns are campaigns that are designed with the inclusion of a CRM tool. If this is also used to create, publish, track and/or optimize the campaigns, it is called CRM campaign management.

This accompanies the involved teams before, during and after the campaigns, whereby operational management is by no means the only important factor. Rather, the explicit goal of CRM campaign management is to optimize the campaigns as well as all associated processes. The starting point for these desired improvements is the CRM's internal database, which is used for target group definition and personalization. In addition, CRM software includes useful applications and insights that help make processes more effective and achieve better performances.

What do CRM campaign managers do?

Put simply, CRM campaign managers look after the preparation, execution and evaluation of marketing campaigns. They therefore oversee and manage the entire campaign process from start to finish. Their knowledge of the respective CRM software and the channels used for publication must therefore be correspondingly extensive.

A particular challenge is the interface between analytical and operational tasks: Collected customer data must be transformed into tangible (inter-)actions using well-thought-out campaigns. It is therefore essential for campaign managers to know their customers and target groups and understand their needs. The basis for their knowledge is the information collected in the CRM, which is used for campaign planning.

During and after the campaign, campaign managers also review all insights, make any necessary improvements and note down the learnings gained for future measures.

Another important part of their tasks is the automation of individual tasks with the help of sensibly defined triggers. Similar to marketing automation tools CRM automations can be used to assign, schedule and execute work processes, contacts, deals, assets and tasks. This area of responsibility contributes to improved collaboration and therefore to time- and cost-efficient processes.

What are the advantages of using a CRM system in campaign management?

Target group segmentation

One of the first and most important steps in planning and preparing a CRM campaign is the definition of the target group. Whether this is done according to demographic, local, interest-based or other criteria depends on the industry, product and campaign goal. CRM software is extremely helpful in researching and defining the target group, as all customer data is collected and continually updated in its database.

Personalization 

As already explained, the topic of personalization plays a major role in CRM campaigns. Their performances can be improved if they are played out at the right time on the right channel to the right people. Here too, CRM software is helpful, as it contains large amounts of relevant customer data. These include, for example, past customer activities, which provide important answers to the optimal campaign timing, type, and style.

Automation of tasks and workflows

A key advantage of using a CRM tool is the included options for automation of campaign-specific tasks and general marketing tasks. With CRM automation processes that would otherwise be carried out manually are completed, e.g. the automatic sending of emails or task assignments based on defined triggers. This is where the proximity between CRM automations and marketing automations becomes particularly visible, as they fundamentally pursue the same goal: to reduce costs, errors and time expenditure with the help of prioritizations and automations and thus optimize (internal) processes.

Campaign optimization

To ensure that CRM campaigns actually achieve the successes that were defined in advance, it is indispensable to track their performance. CRM software initially offers various insights into the performance of past and ongoing campaigns. Based on these analyses, current campaigns can be adjusted, but above all future campaigns can be optimized.

Furthermore, target groups can be created in the CRM tool and transferred to the ad management software being used, such as Meta, Google or LinkedIn. Last but not least, CRM campaigns can be optimized by using the CRM for its actual "core task": collecting information about qualified leads and using this data to optimize corresponding campaigns

. More specifically, this means that a lead is captured in a campaign along with certain data in a CRM. The lead then goes through various steps in the marketing and/or sales funnel, after which updated information is transmitted to the advertising platform. Algorithms can then search for people with similar characteristics and optimize campaigns for qualified conversions.Campaign planning with the help of a CRM system in 4 easy stepsThe "classic" campaign management includes the planning, creation, publication, and evaluation of campaigns. With CRM campaigns and their management, some of these steps are shifted into the respective CRM tool or executed from there.

Step 1: Define, Plan, Prepare

At the beginning of every campaign is the definition of the goal, budget, and especially the target group. Using a CRM tool significantly simplifies the latter: the stored customer information can be filtered, prioritized, analyzed, and transferred to Ad Managers in the form of lists. In this way, campaigns can be aligned with the interests and needs of the desired target group based on data. The extensive data also help to find the right communication channel and timing for publication.

Practice example

: Using the CRM, a list of all contacts converted to customers is created. These are sent as a Custom Audience to Meta, LinkedIn and/or Google. Subsequently, Lookalike Audiences are created based on this to be able to play out campaigns to similar people.

Step 2: Design and PublishIn the next step, the planned campaigns need to be created and published. In the case of email campaigns, users generally have access to pre-made templates and designs that then only need to be filled with the respective contents. Often, the completed campaigns can be published or scheduled from the same tool.

Practice example

: Especially with newsletter campaigns, a lot of time can be saved by reusing (own) design templates. And the automated newsletter dispatch to individually defined recipient lists also significantly simplifies the procedure.

Step 3: AutomateUsing a CRM tool to optimize campaigns only makes sense if the included options for automating various tasks are also used. In doing so, you should not only focus on campaign-specific processes, but always also keep "the big picture" in mind. Since several departments or teams usually work with a CRM, CRM automations can be used sensibly to bridge problematic interfaces, manage leads better, and ensure more effective procedures in general.

Practice example:

If a lead remains in the sales funnel for too long without interaction or feedback, this triggers a CRM automation and the lead receives a personalized email. Based on its occurring or lack of interaction, further, previously defined measures are taken by the sales or marketing team.

Step 4: EvaluateCRM systems offer various options for evaluating the performance of a campaign. Both past and ongoing measures can thus be analyzed and potentially improved promptly. This way, not only is the current campaign budget conserved: The evaluation of the insights can form a reliable knowledge base that enables faster and more efficient setting up of future campaigns. It is important here to think about the evaluation modalities in advance so that the required information is actually collected.

Practice example

: When a lead is created in the CRM, the UTM parameters are also passed along. These can subsequently be used for an evaluation to find out through which ads the most and highest quality leads came.

7 tips for better CRM campaignsThe previous steps have (hopefully) clarified how a CRM campaign typically runs and provided a glimpse of the numerous practical possibilities. To summarize these again clearly and to supplement them, here are seven tips that should definitely be considered when working with CRM campaigns:

#1:

Create target groups in the CRM and use them for custom and lookalike audiences in the Ad Managers.

#2: Make sure all important parameters of leads are captured, for example. UTM parameters, Clicks-IDs, source of the lead.

#3: Create custom fields in the CRM to make evaluation easier.

#4: Use hidden fields in forms to collect a maximum amount of information.

#5: Evaluate campaigns based on the qualification of leads or even customers.

#6: Get additional feedback from sales to evaluate campaigns.

#7: Use marketing automations to process leads efficiently and save time.

Which CRM systems are suitable for campaign management?As so often, the choice of the right CRM software depends on several factors: budget, campaign goal and range of services determine whether a tool fits the respective requirements. Since CRM software is used beyond campaign management and offers a variety of wide-ranging functions, the market is large. Everything from all-in-one solutions to specific applications for individual types of campaigns is possible and available.

A comprehensive overview of the most popular software, their functions, prices, and ratings can be found in the

OMR Reviews

:Conclusion: Stage free for optimized campaign managementCampaign management and CRM tools are essential parts of most marketing and sales departments. So why not combine what is already there? Many popular CRM software packages - in addition to their valuable treasure of customer data - offer various options for optimizing campaigns and their processes. If these are used consistently and thoughtfully, time, costs and occasionally also nerves can be saved at all stages of the campaign.

TecArt CRM

Optimizely Campaign

Samdock

SugarCRM

SuperOffice

CentralStationCRM

SAP Sales Cloud

HubSpot Marketing Hub

BSI Customer Suite

monday CRM

Zoho CRM

Bloomreach

ELAINE

socialPALS

AIC Marketing Automation

Zendesk Support Suite

TecArt CRM

HubSpot Sales Hub

So using CRM software isn't strictly necessary to publish good and successful campaigns. However, said software contains a wealth of improvement measures and options that are rarely used to their full extent - instead, they lie dormant on numerous company servers, waiting for their big moment in terms of campaign optimization.

Kampagnenmanagement und CRM-Tools sind feste Bestandteile der meisten Marketing- und Vertriebsabteilungen. Wieso also nicht verbinden, was bereits vorhanden ist? Viele gängige CRM-Softwares beinhalten - neben ihrem wertvollen Schatz an Kund*innendaten - verschiedene Möglichkeiten zur Optimierung von Kampagnen sowie deren Abläufen. Werden diese konsequent und durchdacht genutzt, lassen sich Zeit, Kosten und gelegentlich auch Nerven in allen Kampagnenabschnitten sparen. 

Die Nutzung von CRM-Softwares ist also nicht zwingend nötig, um gute und erfolgreiche Kampagnen zu veröffentlichen. Jedoch beinhalten besagte Softwares eine Vielzahl an Verbesserungsmaßnahmen und -möglichkeiten, die selten vollumfänglich genutzt werden - stattdessen schlummern sie auf zahlreichen Unternehmensservern und warten auf ihren großen Auftritt in Sachen Kampagnenoptimierung.