Campaign Manager: How to Improve Campaign Investment and ROI Tracking

This guide outlines how to utilize RevSure's capabilities to refine campaign investments and achieve superior ROI.

Step 1: Analyze Current Campaign Performance

Go to RevSure's Demand Generation Effectiveness module and begin by assessing the effectiveness of your existing campaigns:

• Evaluate Full-Funnel Impact: Use RevSure to gain insights into how each campaign influences various stages of the buyer's journey, from lead generation to conversion.
• Identify Underperforming Campaigns: Pinpoint campaigns that are not meeting performance expectations, considering metrics such as lead volume, conversion rates, and generated pipeline value.
• Highlight High-Performing Campaigns: Recognize campaigns that exceed goals and contribute significantly to the pipeline.

RevSure provides recommendations on whether to increase a campaign's budget, pause the campaign, or stop it altogether.

Step 2: Utilize AI-Powered Recommendations for Budget Reallocation

Now, if you navigate to RevSure's Campaign Spend Reallocation module, you can leverage its AI-driven insights to make informed budget adjustments:

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• Receive Reallocation Suggestions: Reallocate funds from underperforming campaigns to those delivering the highest impact, all while staying within your existing budget.
• Any number of Campaigns for Reallocation: RevSure allows you to select the top-performing and underperforming campaigns—such as the top and bottom 5 or 10—and strategically redistribute budgets to optimize key performance metrics. You can even expand the selection to include more campaigns, tailoring the reallocation to align with your specific goals and maximize overall campaign efficiency.
• Choose Reallocation Method: Select between Equal Allocation, which distributes funds equally among high-performing campaigns, or Proportionate Allocation, which allocates funds based on past or projected performance.
• Visualize Projected Outcomes: See how your metrics would look post-reallocation, allowing you to anticipate the impact of budget adjustments on campaign performance.

Step 3: Monitor Pipeline Contribution and Projections by Campaign

You can drill down into each campaign to understand its contribution to the pipeline within the same module:

• Assess Generated and Projected Pipeline Value: Analyze both the current and anticipated pipeline value attributed to each campaign, enabling data-driven decisions.
• Drill Down into Campaign Details: Examine the leads, accounts, and opportunities associated with each campaign to understand their quality and progression.
• Track Opportunity Generation: Monitor the number of opportunities generated by each campaign to gauge effectiveness.

Step 4: Measure Campaign Effectiveness and Prioritize Budgets

Continuously evaluate and adjust your campaigns to ensure optimal performance:

• Analyze ROI Metrics: Review the return on investment for each campaign, considering factors like pipeline generated, pipeline projected, spends, and ROI.
• Implement Real-Time Optimization: Use RevSure's real-time analytics to make immediate adjustments to underperforming campaigns, reallocating budgets as necessary.
• Customize Reallocation Strategies: Tailor your reallocation approach by choosing between generated metrics (historical performance) and projected metrics (future performance predictions) to guide your strategy.

Step 5: Leverage Cohort Intelligence

Deepen your analysis to refine strategies further with RevSure's Cohort Intelligence module:

• Track Funnel Progression: Understand how cohorts move through the funnel, identifying bottlenecks and drop-off points to improve campaign performance.
• Analyze Campaign Impact: Compare cohort performance across different campaigns or time periods to identify trends and evaluate ROI.
• Segment and Target Effectively: Break down cohorts by regions, industries, channels, and titles to refine campaign strategies for high-performing segments.

Step 5: Maximize Impact with Advanced Attribution Models

Within RevSure's Campaign Reallocation and Demand Generation Effectiveness module, you can

• Apply Attribution Models: Select different attribution models within RevSure to understand each campaign's impact on the buyer's journey, allowing for more precise budget allocation.
• Perform Opportunity Attribution: Attribute opportunities by account, primary contact, or all contacts to gain a comprehensive view of campaign influence.

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By leveraging RevSure's Campaign Budget Reallocation feature, Campaign Managers can make informed decisions to optimize budget allocation, enhance campaign performance, and maximize ROI. This strategic approach ensures that marketing investments are directed toward initiatives that drive the most significant business impact, all within your existing budget.