Campaign planning helps you create and organize partner marketing strategy to reach their sales and marketing goals. You can specify the plan duration, revenue goals and different types of attributes such as product categories, business segment, industry vertical and geography. Beneath each plan you create campaigns to fill that plan. Each campaign has a set of tactics such as email, direct mail, banner ads and pay per click to reach their target market.
You can create a plan by accessing the Plans tab in the Marketing Center.
Select the New Plan button located at the top of the page.
In the Plan Information fields give the plan a name, revenue goal, duration and the start and end date. Attributes are broken down into four sections and are searchable within the system:
- Product Categories: Product categories that are being targeting.
- Business Segment: Type of business segments that are being targeting.
- Vertical Industry: The industry verticals that are being targeted.
- Geography: Location(s) that is being targeted.
Place a check in the box next to each attribution that belongs to this specific plan.
When you are finished, click Save and Continue at the bottom of the page. This loads the Campaigns screen.
After you have set your overall goal, you can break down your goal into campaigns in order to define what and how you can plan on targeting your marketing and sales force. You can add a ready-made campaign plan or create a new campaign.
Ready Made Campaigns
To add a ready-made campaign plan, select the Browse Ready-Made Campaigns button.
Select a campaign to display a preview. The preview informs you what type of assets are attached to this campaign and also displays the attributes applied to the plan. To select the campaign, choose the Select this campaign button.
The campaign information screen gives you an opportunity to modify the campaign information and attributions.
Select the Save and Continue button located at the bottom of the page when finished.
To setup your own series of campaigns, you can create a new campaign and attach any existing tactic within the system to it. Select the New Campaign button.
In the Campaign Information fields give the plan a name, revenue goal, duration and the start and end date and insert a thumbnail.
Attributes are displayed. Place a check in the box next to each attribution that belongs to this specific plan. When you are finished choose the Save and Continue button located at the bottom of the page. This loads the Campaign Details dashboard.
This screen displays an overview of goals and conversion rates for the campaign. Every section displayed on this screen is connected. As you adjust the values in each section it re-adjusts the conversion rates and the overall costs for the campaign. The dashboard is broken into four different sections:
This is the first section of the dashboard. It provides you with an overview of the campaign's revenue goal, the average order and how many orders you will need to hit to reach your revenue goal for the campaign. You can adjust any of these fields by placing the cursor within the field. It will then recalculate based on the new data entered.
Based on the number of required orders as determined in the Sales Goals section, this section allows you to determine how many total leads are required to achieve the necessary number of orders. It provides you with an overview of conversion rates from leads to opportunities and from opportunities to orders. You can use the slider bar to adjust the conversion rates accordingly. Adjustments made will automatically recalculate. If you don't have enough tactics needed to meet your estimate then your required leads will be highlighted in red.
Planned Marketing Activities
The planned marketing activities are the tactics, such as emails and social campaigns, that you will be utilizing to generate your required leads. Each tactic added in the Marketing Activities will display here, along with the number of Estimated Leads it will generate and the Cost of that activity. Once an email has a mailing list you can even Schedule it from the campaign by clicking the clock icon.
This section simply provides you with a breakdown of costs and goals for the campaign. These values are calculated based on the conversion rates that you set for campaign goals, inbound marketing tactics and outbound marketing tactics.
Click the Marketing Activities tab to continue adding tactics to your campaign.
The Marketing Activities screen provides you with an overview of tactics that are attached to the specific campaign you accessed such as email, direct mail, banner ads or pay per click. You can search, activate and remove tactics directly on this screen.
Ready-Made campaigns auto-populate the tactics that are included within the plan. Use the search filter at the top of the page to search for specific tactics. To activate the tactic choose the Activate button located on the right side of the page. Activating the campaign creates the tactic and brings you directly to the email. You can then setup the mailing list for the campaign.
You have three options when it comes to adding tactics to your campaign:
- Browse Library: Review the library of all tactics available from your vendor to select the tactic you want to add to this campaign.
- Attach Existing activity: Add a tactic you have already created to this campaign.
- New Tactic: Create a brand new tactic from scratch to add to the campaign.
Create the tactic as you normally would. When finished, follow the breadcrumbs back to the campaign.
After the tactics have been added you need to activate the campaigns. Choose the Activate button located on the right side of the page. Activating the campaign creates the email and brings you directly to the email.
The plan dashboard provides you with an overview of the entire plan, detailing how close it is to achieving its initial goals. The dashboard includes the goals, campaigns, results and the marketing timeline. By default you are automatically brought to this page by accessing an existing plan. If you have unplanned revenue you can create additional campaigns directly on this screen by selecting the New Campaign button.