Base module features

[john]

We are working on a new campaign management module for 3.0 to ship in April. We’ve got an initial design coalesced from previous threads but feel free to weigh in with your design thoughts.
John

[PrimalBlue]

1) Leads add Task Automation: If task A is complete create Task B or create Task C if condition X is met.
2) Templated PDF's for printing Direct mail
a) Ability to print one at a time, or a group at a time (mail merge)

[ideaguy]

I guess you're looking for suggestions?

• ability to have directed content/web capture tie in: for example someone logs in to a specific url like /yourname and that hit is logged against their contact or lead information

• ability to ouput marketing list with whatever details in CSV format for digital/on-demand customization

• ability to add extra marketing fields of information for above (i.e. "interested in CRM systems" on demand = [name], are you [interested in CRM systems]?

• customer loyalty hooks for discounting, upgrade/cross-sell etc

• 3rd party/affiliate interface/system to manage sales channel in a simplified fashion

• newsletter/automated publishing with custom or RSS (multiple lists and flags)

• basic campaign management features with lead/timeframe tie ins and automated follow up dates (for example 10 salespeoaple x 50 leads a day for two weeks, tied in with direct marketing effort on certain days for follow up)

[malcolmh]

HI,

in addition to features requested in the previous posts, I have an additional request.

I would like a better view on each marketing phase associated with a marketing campaign or trade show. Here I would like to log the status of each phase, the effort and costs involved and compare the campaign costs with the opportunities acquired i.e. ROI.

The information about each project phase can be used to optimize future marketing actions.

Cheers Malcolm

[Jumlong]

compare the campaign costs with the opportunities acquired i.e. ROI.

Yeah, we need this. Opportunity should have a field to enter a compaign that generates it.

[kjellkahlenberg]

Here are some ideas for campaign management:

1) ad hoc and logical (Boolean on contact and account fields) contact groups, with some ability to convert a logical group to a frozen ad hoc group. campaign object should be n-n with contacts.
2) group export for outsourcing the list
3) campaign workflow definition, with stages and steps (linear), fully linked to calendar tasks & activities, email. This may already be a part of your project module, but campaigns need workflow, so perhaps some sharing of these objects. event triggers would be very cool.
4) collaborative workflow updating features, so campaign steps can be updated by users...complex grid view of action steps (x axis) for all "my" contacts (y axis)...like a spreadsheet, makes progress monitoring easier.
5) promotions and offers object, integrate with email templates to track replies to a promo.
6) an object that could be a huge competitive advantage for you (every CRM, PRM and marketing automation component I've ever seen misses this)..brand/business segment object, that can link to users, products, accounts, and campaigns. This object actually helps define a business model, and can become the basis for data-driven business rules throughout the CRM suite, especially for channel-management. e.g. Playtex(tm) Sun Care products would link to specific products (Banana Boat(TM) SPF12, etc). Also to Users (controlling user access to products, etc). Also to accounts, extremely helpful in defining B-B channel account relationships. Finally, to campaigns, so accounts and contacts can be filtered by the brand target that is the focus of the campaign...
7) ROI: The most helpful ROI I've ever seen again relates the campaign focus (brand-segment) to any change in product sales. Products related to the same brands can be associated with relative campaign success, especially in non direct-marketing campaigns.
8) Lead source integration with campaigns.
9) fulfillment campaigns link to order management by grouping selected products (samples, POP, premiums, literature) to the campaign, such that users can order just specific items defined as part of the campaign, to specific target accounts linked to the campaign.

[tomwitt]

1. Audience definitions vs Audiences

Furthering the ad-hoc / logical idea brought up by kjellkahlenberg, have soft audience definitions ('ad-hoc' if I understood kjellkahlenberg correctly) which are dynamic in nataure and defined by queries (contacts matching the query are part of the ad-hoc definition with the full realization that, as the attributes for given contact change, that contact may fall out out of the ad-hoc group). For grins we'll call this an 'audience definition'. Examples examples would be campaign xyz responders (growing over time), people in the new england (expands/contracts as contacts are acquired or change address), uncontacted warranty holders (shrinks over time as contacts as communicated with)

The counter-part to an audience definition would be an audience ('logical' per kjellkahlenberg). I would envsion this being nothing more than a fixed list of contacts matching an audience definition at a given point in time based on some event (email broadcast, list export for direct mail or telemarketing followup, campaign cell creation, whatever).

2. Ability to test messages/audiences

Assuming a normal campaign flow of
a. audience definition and refinement
b. message/content creation
c. campaign/cell assignment
d. campaign execution
e. campaign measurement

Allow testing of messages and/or audiences. Something like grabbing 10% of from each of multiple audiences and sending a consant message, or conversely, sending 15% of an audience 3 different messages.

I suppose this could be done with cell assignments but make it easy to roll out the results of the test into a full-fledged campaign.

3. Real time click-through tracking (or any inbound user interaction event tracking) for URLs embedded in broadcast emails or HTML opens.

4. AOL/HTML/ASCII Message editing. Make it easy to edit messages for each of these types.

5. An API for linking to high volume commercial email broadcast systems (port25, lsmtp, ecelerity, iron port etc) (maybe a Pro feature)

[jade]

The ability to linke opportunities and leads to campagins, and track them as time goes on. For example if I go to a trade show, create an email campaign, I want a report and dashboard.

1. Dashboard to reflect sales per campaing
2. report: which campaigns are the best
3. associate products with a campaign, and looks at the number of opportunities with a given product linked to a campaign
4. be able to upload results from Send Studio and associate it with leads/contacts/opportunities
5. manage campaign lists
6. keep track of multiple campaigns per contact
7. track html mail