From idea to result: Manage a campaign’s entire life cycle from a single place
A campaign is marketing’s most concrete piece of work: a specific target, a specific audience, a specific message, specific channels, a specific duration, and a specific budget. Yet a campaign’s value emerges not at the moment it is launched,
but across the whole of its life cycle. Defining the objective and target audience, preparing the content and the offer, selecting channels and timing, approval, launch, tracking incoming responses,
converting responses into opportunities and sales, closing the campaign, and evaluating the result; each stage depends on the previous one, and each stage has an owner, a date, and an output.
Campaign management is running this cycle not as a series of scattered tasks, but as a defined process that progresses around a single record.
In most companies, campaigns are reinvented every time. The target audience is selected by hand from a list, and what was sent to the same people in the previous campaign is unknown; the content goes back and forth with the agency by e-mail;
the launch date is known, but approval is obtained the night before. After the campaign is launched, the incoming responses — form submissions, calls, portal logins, dealer requests — are scattered to the sales team without being tied to the campaign;
which opportunity arose from which campaign, who followed it up, and how it ended are not tracked. When the campaign closes, the only measurement is the number of sends. The same campaign is repeated the following year with the same uncertainties,
and marketing never learns which type of campaign works in which segment.
In Minerva, a campaign is a business object in the marketing module with defined stages, owners, and an approval flow. Every campaign is defined with its objective, target segment and selection criteria, offer and price-promotion rule, channels,
start and end dates, budget item, and responsible team; the target audience is built within the system from customer segmentation and business partner data, and overlap with previous campaign contacts is checked.
Content, documents, and images are attached to the campaign record; preparation tasks are assigned to owners and tracked on the marketing calendar. The campaign is launched simultaneously through e-mail, messaging, the B2B and B2R portals, stores, and the call center;
every incoming response, request, call, and portal transaction is linked to the campaign record and routed to the sales team as an opportunity. Because the entire chain from opportunity to quotation and order stays tied to the campaign,
the contacts, opportunities, sales, margin, and cost the campaign generates are reported in real time; when the campaign is closed, its result record becomes the input for the next campaign as learning by segment and channel.
Successful campaigns are saved as templates and reused.
Manage a campaign not as a send, but as a process tracked from its objective to its result; let every campaign teach you how to do the next one better.