Learn how campaign management software can help your marketing team. This software helps your marketing team track, analyze, and optimize their marketing efforts to get better results. An idea that came to mind during a brainstorm or a concept scribbled on a whiteboard can be the spark that starts a successful marketing campaign. To make your campaigns successful, you need advanced tools to manage, monitor, analyze, and refine them. This is where campaign management software comes in. With features designed to simplify campaign management, this software is an essential companion for your marketing team.

In this article, we explore the 7 best campaign management software options for marketing teams looking to take their campaigns from concept to reality. You’ll also learn about the key features to look for when considering software.

What is Marketing Campaign Management Software?

Marketing campaign management software helps you plan, execute, and monitor your marketing strategies across multiple channels, including email, social media, and search engines. The software streamlines the marketing campaign management process by providing scheduling, targeting, personalization, and analytics features.

This software helps businesses and marketing professionals create more effective campaigns. It provides a centralized platform to organize marketing activities, analyze performance data, and optimize based on insights.

Benefits of Campaign Management Software

The best campaign management tools help you streamline and improve your marketing efforts. Here are some of the key benefits:

Improve organization and planning

Campaign management software consolidates campaign-related data and resources into a centralized platform for easy access and improved organization. This centralization simplifies the campaign planning process and makes campaign execution easier to manage through precise scheduling.

Improved targeting and personalization

Campaign management tools provide advanced customer segmentation capabilities, allowing marketers to deliver personalized content to specific audiences. Additionally, built-in A/B testing capabilities optimize various campaign elements, such as landing page headers and newsletter subject lines, to ensure the most effective version reaches the right audience. These capabilities can lead to more focused and successful marketing campaigns.

Track campaign results

The best campaign management tools provide real-time analytics so you can track and adjust your campaigns. Custom reports let you analyze key performance indicators (KPIs) relevant to your business. A good campaign software also provides insights that help you measure the return on investment (ROI) of your marketing campaigns, helping you understand their financial impact. These analytics capabilities support data-driven decision-making and help you improve future marketing campaigns.

Key Features of Campaign Management Software

• User friendly interface
• Integrated features
• Collaboration features
• Reporting features
• Scalability

Campaign management tools have the features your marketing team needs to run and monitor campaigns. Here are some essential features to look for in a campaign management tool:

User friendly interface

The user-friendly interface offers a clean design, visual presentation, and consistent layout. These tools help teams easily navigate the platform from the beginning. Features such as intuitive navigation, drag-and-drop functionality, and clear, well-organized dashboards enhance accessibility.

Integrated features

Integrations support a comprehensive approach to campaign execution, enabling data to flow between systems so that every aspect of a campaign—from lead generation to final analytics—is informed by real-time insights.

For example, a marketing team can align sales and marketing efforts through integrations with a customer relationship management (CRM) platform. Integrations with analytics tools like Google Analytics can track campaign performance, and integrations with AI tools can help with predictive modeling and customer segmentation.

Collaboration features

Collaboration features within marketing campaign management tools allow team members to work together remotely. Collaboration software helps you assign responsibilities, set deadlines, and track progress in real time, ensuring team members are aligned and accountable.

Integration with project management tools like Jira or Asana streamlines campaign execution by giving you access to campaign assets (from creative assets to budget) in one place.

Reporting features

The reporting capabilities of our campaign management tool provide marketing teams with insights to evaluate their efforts across channels.

For social media campaigns, reports often include analysis of engagement metrics, audience growth, and campaign reach. Email marketing metrics—open rates, click-through rates, and conversion rates—can be analyzed, while influencer marketing campaigns require reports on content performance and influencer ROI.

Scalability

The scalability of campaign management tools allows you to run more campaigns over time. A scalable campaign management solution can adapt to changing business needs and can run from small, focused efforts to broad, integrated campaigns across multiple channels and markets.

This adaptability allows marketing teams to manage and execute campaigns with the confidence that the tool can scale to fit the company's ambitions.

Popular Campaign Management Software Tools

• HubSpot
• Salesforce
• Marketo Engage
• Mailchimp
• ActiveCampaign
• Klaviyo
• Sprout Social

Choosing the right campaign management software can help you improve your team’s marketing efforts. Here are seven top tools based on customer reviews:

HubSpot

HubSpot is an all-in-one inbound marketing software for customer relationship management (CRM), search engine optimization (SEO), email marketing, content management, and more. HubSpot’s campaign products help you create, manage, and track campaigns across multiple channels, including social media, search engines, and email.

This is best suited for businesses looking to generate leads, build customer relationships, and scale their marketing efforts.

Key Product Features:

• CRM Integration: Manage and track your campaigns by integrating with your own CRM system.
• Collaboration tools: Provides built-in tools like tasks, comments, and calendars to support collaboration between team members.
• Real-time analytics and reporting: Provides real-time campaign reporting and performance insights to measure campaign effectiveness and ROI, and iterate and optimize.

Salesforce

Salesforce is a cloud-based platform that focuses primarily on sales and customer relationship management. It includes campaign management capabilities, helping you create marketing campaigns across a variety of channels, from email marketing to social advertising.

Salesforce is ideal for large enterprises that need advanced CRM and customer interaction tracking.

Key Product Features:

• Lead Management: Track and manage your prospects with lead scoring and advanced segmentation.
• Campaign Impact: Use the Campaign Impact object to link sales opportunities to specific marketing efforts so you can quantify campaign ROI. This allows you to track and analyze relationships between contacts, campaigns, and opportunities.

Marketo Engage

Marketo Engage is part of Adobe Experience Cloud, a marketing automation platform optimized for account-based marketing. You can create personalized campaigns targeting specific accounts or audience segments, including email, mobile, social, digital advertising, web management, and analytics.

Marketo Engage is ideal for large enterprises looking for a comprehensive platform to manage complex marketing strategies.

Key Product Features:

• Lead Nurturing: Automate the process of engaging with leads at different stages of the sales funnel.
• Cross-channel marketing: Coordinate and manage campaigns across multiple channels, including email, social media, webinars, and offline activities.

Mailchimp

Mailchimp is an email marketing service that provides tools for email campaigns, automation, and audience segmentation. The platform helps you create targeted email campaigns based on your customers’ behavior and preferences.

Mailchimp is a great choice for businesses looking for an easy-to-use platform for email marketing and basic automation.

Key Product Features:

• Email Campaign Builder: Create plain, plain text, A/B tested, and automated emails using a drag-and-drop interface and pre-designed templates.
• Segment your audience: Segment your audience based on audience and contact information to send targeted messages.
• Performance Tracking: Provides reports that help you measure campaign performance, including open rates, click-through rates, and conversion rates.

ActiveCampaign

ActiveCampaign is a platform that combines email marketing, marketing automation, sales automation, and CRM. It is useful for creating automated email marketing campaigns that respond to user behavior.

ActiveCampaign is ideal for businesses looking for advanced email marketing features and some CRM functionality.

Key Product Features:

• Marketing Automation: Design complex automated marketing workflows that respond to customer behavior.
• Ecommerce Integration: Connect to platforms like Shopify to plan cart abandonment, cross-selling, and discount campaigns.
• Contact and Lead Scoring: Identify your most active leads and customers so you can prioritize follow-up and resources.

Klaviyo

Klaviyo provides an email and SMS marketing platform for ecommerce businesses, and integrates with platforms like Shopify. It specializes in data-driven campaigns that leverage customer data.

Klaviyo is best suited for ecommerce businesses looking to increase sales through targeted email and SMS campaigns.

Key Product Features:

• Omnichannel Campaigns: Manage SMS, email, and mobile push campaigns and automation flows, unifying data in a single platform.
• Segmentation and Targeting: Use advanced segmentation capabilities to deliver personalized content to your prospects and existing customers.
• ROI-based reporting: Measure ROI by tracking the direct sales impact of your marketing campaigns.

Sprout Social

Sprout Social is a social media management tool that helps you manage your social media presence, schedule posts, analyze data, and engage with your audience. It supports campaign planning and tracking across multiple social platforms.

Sprout Social is ideal for businesses that need a comprehensive social media strategy and analytics tool.

Key Product Features:

• Track campaign links and tags: Track the web traffic your campaigns generate to monitor their effectiveness and provide insights into visitor behavior and campaign performance.
• Social Listening: Gain insights into social conversations and trends to help shape your campaign strategy.
• Engagement Analytics: Provides detailed reports on audience engagement and campaign performance on social media.

Campaign Management Software FAQs