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Campaign Management Software


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SharpSpring logo
 
SharpSpring is a fully integrated cloud-based marketing tool that offers customer relationship management, marketing automation, mobile and social marketing, sales team automation, customer service and more, all within one solution. SharpSpring... Read More
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SharpSpring is a fully integrated cloud-based marketing tool that offers customer relationship management, marketing automation, mobile and social marketing, sales team automation, customer service and more, all within one solution. SharpSpring... Read More
 
Act-On logo
 
Established in 2008, Act-On is a comprehensive marketing automation tool designed to offer a complete suite of applications, including email marketing, website visitor tracking, lead management, social media management, reporting and... Read More
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Established in 2008, Act-On is a comprehensive marketing automation tool designed to offer a complete suite of applications, including email marketing, website visitor tracking, lead management, social media management, reporting and... Read More
 
Hatchbuck logo
 
Hatchbuck is a sales and marketing solution designed for small to midsize businesses. The integrated solution offers combined sales automation, marketing automation and email marketing features. Hatchbuck is a good fit for a wide range... Read More
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Hatchbuck is a sales and marketing solution designed for small to midsize businesses. The integrated solution offers combined sales automation, marketing automation and email marketing features. Hatchbuck is a good fit for a wide range... Read More
 
Net-­Results logo
 
Net-Results is a cloud-based marketing automation solution for small, midsize and large businesses. Primary features include lead management, lead scoring, marketing list management, email builder, social media management, insights... Read More
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Net-Results is a cloud-based marketing automation solution for small, midsize and large businesses. Primary features include lead management, lead scoring, marketing list management, email builder, social media management, insights... Read More
 
ActiveTrail logo
 
ActiveTrail is a cloud-based email marketing and newsletter solution suitable for small and midsize marketing agencies. Key features include marketing automation, landing page builder, SMS marketing, online surveys and third-party... Read More
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ActiveTrail is a cloud-based email marketing and newsletter solution suitable for small and midsize marketing agencies. Key features include marketing automation, landing page builder, SMS marketing, online surveys and third-party... Read More

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Campaign Monitor logo
 
Campaign Monitor is a cloud-based email marketing solution that helps businesses manage new subscriptions, send email newsletters and generate reports. It caters to businesses of all sizes across various industry verticals. The solution... Read More
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Campaign Monitor is a cloud-based email marketing solution that helps businesses manage new subscriptions, send email newsletters and generate reports. It caters to businesses of all sizes across various industry verticals. The solution... Read More
 
Delivra logo
 
Delivra is a cloud-based marketing platform designed for companies looking to manage automated email marketing campaigns. It’s suited for small to midsize organizations in a variety of industries, such as education, healthcare, real... Read More
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Delivra is a cloud-based marketing platform designed for companies looking to manage automated email marketing campaigns. It’s suited for small to midsize organizations in a variety of industries, such as education, healthcare, real... Read More
 
emfluence Marketing Platform logo
 
emfluence Marketing Platform is a cloud-based marketing solution that offers tools to create, track and run online marketing campaigns. Key features include email marketing, form and landing page builders, calendars, social media marketing... Read More
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emfluence Marketing Platform is a cloud-based marketing solution that offers tools to create, track and run online marketing campaigns. Key features include email marketing, form and landing page builders, calendars, social media marketing... Read More
 
Salesfusion logo
 
Improve marketing efforts with newly-designed Salesfusion. This web-based software has helped many businesses increase the effectiveness of their marketing campaigns and offers a scalable pricing structure.
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Improve marketing efforts with newly-designed Salesfusion. This web-based software has helped many businesses increase the effectiveness of their marketing campaigns and offers a scalable pricing structure.
 
Growlabs logo
 
Growlabs is a cloud-based customer relationship management (CRM) system for small to midsize companies in the following industries: accounting, advertising, insurance, legal, media, nonprofit, real estate, and software/IT. The Growlabs... Read More
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Growlabs is a cloud-based customer relationship management (CRM) system for small to midsize companies in the following industries: accounting, advertising, insurance, legal, media, nonprofit, real estate, and software/IT. The Growlabs... Read More

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eTrigue DemandCenter logo
 
eTrigue DemandCenter is a cloud-based marketing automation solution that caters to SMBs in various industries including advertising, healthcare, technology, transportation, utilities and B2B. DemandCenter's drag and drop interface... Read More
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eTrigue DemandCenter is a cloud-based marketing automation solution that caters to SMBs in various industries including advertising, healthcare, technology, transportation, utilities and B2B. DemandCenter's drag and drop interface... Read More
 
bpm'online marketing logo
 
Bpm’online marketing is a marketing automation platform that provides users with tools to manage lead management starting at demand generation, through nurturing and the transition to sales.  The solution features tools to test,... Read More
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Bpm’online marketing is a marketing automation platform that provides users with tools to manage lead management starting at demand generation, through nurturing and the transition to sales.  The solution features tools to test,... Read More
 
ActiveDEMAND logo
 
ActiveDEMAND is a cloud-based marketing automation solution that caters to marketing agencies and helps them to create and manage their marketing campaigns. The solution includes marketing automation functionalities for small businesses,... Read More
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ActiveDEMAND is a cloud-based marketing automation solution that caters to marketing agencies and helps them to create and manage their marketing campaigns. The solution includes marketing automation functionalities for small businesses,... Read More
 
Katabat Marketing Automation logo
 
Katabat Liberate is a cloud-based marketing automation solution that helps businesses to manage workflows and customer relationships. The solution caters to a variety of industries including telecom, retail banks, credit-based consumer... Read More
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Katabat Liberate is a cloud-based marketing automation solution that helps businesses to manage workflows and customer relationships. The solution caters to a variety of industries including telecom, retail banks, credit-based consumer... Read More
 
Cosmos Integrated Marketing Portal logo
 
Integrated Marketing Portal (IMP) by Cosmos Communications is a marketing solution serving large companies in industries including accounting, agriculture, education, energy, insurance, manufacturing, non-profit, retail, telecommunications... Read More
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Integrated Marketing Portal (IMP) by Cosmos Communications is a marketing solution serving large companies in industries including accounting, agriculture, education, energy, insurance, manufacturing, non-profit, retail, telecommunications... Read More

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Enabler logo
 
Enabler is a cloud-based email marketing solution featuring lead management, lead generation, campaign management and marketing analytics. It is suitable for businesses across a variety of industries in the UK.  In Enabler, users... Read More
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Enabler is a cloud-based email marketing solution featuring lead management, lead generation, campaign management and marketing analytics. It is suitable for businesses across a variety of industries in the UK.  In Enabler, users... Read More
 
HubSpot Marketing logo
 
With its cloud-based, all-in-one marketing software platform, HubSpot helps companies of all sizes create a web presence, convert online traffic into leads that can be tracked and nurtured and analyze business metrics to ensure marketing... Read More
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With its cloud-based, all-in-one marketing software platform, HubSpot helps companies of all sizes create a web presence, convert online traffic into leads that can be tracked and nurtured and analyze business metrics to ensure marketing... Read More
 
Marketing 360 logo
 
Marketing 360 is a cloud-based marketing platform suited for entrepreneurs as well as small and midsize businesses. This solution allows organizations to run social media advertising campaigns, conduct search engine optimization (SEO)... Read More
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Marketing 360 is a cloud-based marketing platform suited for entrepreneurs as well as small and midsize businesses. This solution allows organizations to run social media advertising campaigns, conduct search engine optimization (SEO)... Read More
 
Marketo logo
 
Marketo offers a cloud-based email marketing platform for companies of all sizes to manage and monitor engaging customer relationships. The solution features integrated applications that deliver a range of capabilities including marketing... Read More
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Marketo offers a cloud-based email marketing platform for companies of all sizes to manage and monitor engaging customer relationships. The solution features integrated applications that deliver a range of capabilities including marketing... Read More
 
iContact logo
 
iContact is a Web-based email marketing tool designed for businesses of all sizes. This solution offers email design, list management, campaign management and social media publishing within a single solution. iContact features multiple... Read More
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iContact is a Web-based email marketing tool designed for businesses of all sizes. This solution offers email design, list management, campaign management and social media publishing within a single solution. iContact features multiple... Read More
 

Buyer's Guide

by Andrew Friedenthal,
Market Research Associate
Last Updated: August 10, 2018


Marketing is a complex business, and the proliferation of modern media only makes it more difficult.

In addition to coming up with strong messaging, brand assets and market-specific pitches, you now need to consider on what channels you'll be publishing your marketing materials—that could mean either traditional print, on your own website or on social media.

Fortunately, campaign management software can help you with this difficult process.

This buyer's guide will explain how campaign management software can help you segment, target and manage multichannel marketing messages.

We'll also examine specific features you should take into consideration when you're looking for a campaign management system.

Here's what we'll cover:

Reviewers' Choice
What Is a Content Management System?
What Is Campaign Management Software?
Common Features of Campaign Management Software
What Type of Buyer Are You?
Key Considerations
Market Trends to Understand

Reviewers' Choice

cms reviewers choice

 

Reviewers' Choice Products

ActiveCampaign HubSpot Marketing
Marketing 360 SharpSpring
SocialPilot Percolate

Our Reviewers’ Choice list shows the five highest user-rated software solutions for Campaign Management when adjusted for total number of reviews and recency of reviews.

If a software solution has more reviews, and more recent reviews, we value those ratings more highly than a product with fewer, older reviews. This is because is it much harder to get 100 five-star reviews than it is to get 10.

We also know that software vendors continually tweak and update their product, so we believe that more recent reviews tend to be more accurate.

To determine which products made the final cut, we looked at how users rated each solution's:

  • Overall performance,
  • Ease of use, and
  • Customer support

A solution can make the Reviewers' Choice top five in all three categories, or just one or two. All software solutions in the Reviewers' Choice have at least 10 reviews from real software users. The final products are listed in alphabetical order from left to right.

For more details on how we selected our Reviewers' Choice, read the full methodology.

What Is Campaign Management Software?

Campaign management software won't help you run for political office, but it will vastly improve your ability to manage marketing campaigns for your organization. So, actually, it might help you run for office!

More directly, though, campaign management software will give you the tools you need to make sure your marketing campaigns are optimized and getting the greatest response for the least amount of resources. By tracking those campaigns across multiple channels (email lists, social media, inbound content etc.) you can focus on what's working for your business and discontinue what isn't.

In addition to helping you assess your past and present campaigns, campaign management tools also help you plan for the future. By analyzing the data generated by prior campaigns, the software can give you recommendations for future actions and even automatically trigger certain actions given an activity or other input from customers.

Campaign management software goes beyond the basic tools of general marketing software in order to provide you with a more granular look at individual marketing campaigns.

Common Features of Campaign Management Software

Data mining Analyze large amounts of information in order to predict customer and prospect behavior. Statistical models that predict certain customer activities can be run against a contact database to assign scores indicating the likelihood of a specific actions taken by those contacts, which will help you with customer segmentation.
Customer segmentation Collect and analyze data from your customers in order to divide your consumer base into different relevant groups by age, income, interests, spending habits etc. This allows you to market specific messages, on specific media, to individually tailored audiences.
Customer-event triggering Also known as “event-triggered marketing," this tool automatically triggers an action based on a customer activity. For example, if a customer purchases an item, it will set an email to go out automatically at a specified time to ask the customer if they've received the item and/or if they're satisfied with it.
Next-best-action recommendations Take into account all of the various ways you can respond to specific customer actions and then decide upon the “best" one given a set of criteria you have provided it. These actions are determined by the customer's needs, interests and previous actions, as well as your own objectives, policies and campaign goals.
Campaign optimization Constantly test and evaluate your marketing campaign materials and goals—including ads, keywords and targeting choices—and fine tune them so that you are receiving an optimized return on your investment.

 

Campaign Monitor's reporting dashboard, utilizing data mining tools

 

Campaign Monitor's reporting dashboard, utilizing data mining tools

What Type of Buyer Are You?

Businesses in all stages of growth need marketing tools to help them get their products and services in front of as many eyes as possible. However, depending upon what your exact size is, you'll have different needs when it comes to buying marketing software, and especially marketing campaign management software.

Most of these buyers will fall into one of the following three categories:

  • Small. These are businesses with under 100 employees and that make under $50 million a year. They also have no IT department and no dedicated marketing department. Without those resources, marketing campaign software may actually be a bit too granular and robust for a company; they are probably better off looking at general marketing automation software or email marketing software until they have expanded enough to have at least one of those two dedicated departments.
  •  
  • Medium. These are also companies with under 100 employees, except that they do have an IT department and/or a dedicated marketing department. Because they possess the resources necessary to implement and utilize the software, they will find campaign management tools useful, though they might be fine with a basic campaign management system rather than a more expensive, more robust one.
  •  
  • Large. These are enterprise-level businesses with more than 100 employees, making more than $50 million a year and with dedicated IT and marketing departments. Because they have dedicated teams able to focus on implementing the software and using it to its fullest, they will be looking for the most robust campaign management tools with the greatest number of useful functions.

Key Considerations

Campaign management software is just one component of a much larger set of marketing tools that you'll need more and more of as your business grows. Here's a list of some other types of marketing software you may need in conjunction with campaign management tools.

Marketing automation software. Marketing automation software helps businesses develop, plan, execute and track their marketing campaigns by providing tools that automate workflows (including email marketing), manage and generate leads and track and analyze campaign success.

Email marketing software. Email marketing software helps marketers reach out to prospects and customers via email using specific tools such as email templates, mass email delivery, drip (scheduled) emails and email open rate and click-through tracking.

Marketing analytics software. Marketing analytics software enables businesses to collect information and measure the relative success of marketing campaigns in order to inform decision-making and generate a higher return on investment per campaign.

Social media management software. Social media management software helps marketers reach out to customers and leads over various social media platforms. These systems include tools for publishing directly to social platforms, monitoring for brand mentions, locating specific users or conversations and measuring campaign success.

Note that many of these types of software can actually be found in the same systems as campaign management software, provided by the same vendors.

Market Trends to Understand

Cloud-based software. Cloud-based software solutions are increasingly popular with most businesses thanks to the advantages they tend to offer modern companies as compared to on-premise systems. On-premise software requires that you have the space for physical hardware and the IT knowledge and resources to implement the software. Cloud-based systems, on the other hand, are more easily and quickly implemented, with fewer up-front costs and less of a need for IT assets. As a result, cloud-based systems are particularly suited for smaller businesses that lack those IT resources.

Mobile functionality. There's a mobile app for almost everything these days, and that includes business software. As mobile app usage rises in prominence and popularity in people's daily lives, employees are increasingly accessing company systems in their work lives. Because of this, mobile functionality is a major market trend for campaign management software. The advantages of being able to access the software on-the-go are numerous, particularly if you will be aligning your marketing with a mobile sales team.

 

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