Campaign Management Guide

Overview

Marketing campaigns are coordinated efforts to generate leads, nurture relationships, and drive revenue. The CRM system provides comprehensive campaign management capabilities including planning, execution, tracking, and ROI measurement. This guide covers the complete campaign lifecycle from creation to performance analysis.

Campaign Types

The system supports various campaign types:

Type	Description	Typical Duration	Best For
Email	Targeted email marketing	1-4 weeks	Lead nurturing, product launches, announcements
Social Media	Social platform campaigns	2-12 weeks	Brand awareness, engagement, community building
PPC	Pay-per-click advertising	1-3 months	Lead generation, targeted traffic, conversions
Content	Content marketing initiatives	3-6 months	Thought leadership, SEO, education
Event	In-person/virtual events	1 day - 1 week	Networking, demonstrations, relationship building
Webinar	Online seminars	1-2 hours	Education, product demos, thought leadership
Trade Show	Industry exhibitions	1-5 days	Lead generation, brand visibility, networking
Direct Mail	Physical mail campaigns	2-8 weeks	High-value prospects, account-based marketing
Digital	Multi-channel digital	1-6 months	Comprehensive online presence
Traditional	Print, radio, TV	4-12 weeks	Mass market, brand awareness
Integrated	Multi-channel coordinated	3-12 months	Comprehensive marketing initiatives

Campaign Status Lifecycle

Campaigns progress through defined statuses:

Status	Description	Actions Available
Draft	Being prepared, not launched	Edit, Schedule, Activate, Delete
Scheduled	Scheduled for future start	Edit, Activate, Cancel
Active	Currently running	Pause, Complete, Cancel
Paused	Temporarily paused	Resume (Activate), Complete, Cancel
Completed	Successfully finished	View metrics, Archive
Cancelled	Cancelled before completion	View metrics, Archive

Valid Transitions:

Draft → Scheduled → Active → Paused → Completed
           ↓           ↓        ↓
      Cancelled   Cancelled  Cancelled

Creating Campaigns

Create Campaign

Endpoint: POST /api/v1/crm/campaigns

Authentication: Required (Bearer token)

Request Body:

json

{
  "name": "Q1 2026 Enterprise Product Launch",
  "type": "integrated",
  "status": "draft",
  "description": "Comprehensive launch campaign for Enterprise Platform 2.0. Multi-channel approach including email, social, webinars, and content marketing.",
  "budget": 75000.00,
  "currency": "USD",
  "start_date": "2026-01-15",
  "end_date": "2026-03-31",
  "target_audience": "Enterprise IT decision makers, 500+ employee companies, manufacturing and technology sectors",
  "objectives": [
    "Generate 500 qualified enterprise leads",
    "Achieve 15% conversion rate to opportunities",
    "Close $2M in new business revenue",
    "Establish thought leadership in enterprise integration"
  ],
  "channels": [
    "Email marketing (Mailchimp)",
    "LinkedIn advertising",
    "Industry webinars (3 sessions)",
    "Content hub (case studies, whitepapers)",
    "Trade show (ManufacturingTech Expo)"
  ],
  "expected_leads": 500,
  "expected_revenue": 2000000.00,
  "owner_id": 15,
  "tags": ["enterprise", "product-launch", "integrated", "q1-2026"],
  "custom_fields": {
    "campaign_theme": "Digital Transformation",
    "landing_page": "https://example.com/enterprise-2.0",
    "tracking_code": "ENT-Q1-2026"
  }
}

Required Fields:

name - Campaign name
type - Campaign type
budget - Allocated budget
start_date - Campaign start date
end_date - Campaign end date

Optional Fields:

status - Initial status (defaults to draft)
description - Detailed campaign description
target_audience - Target audience description
objectives - Campaign objectives array
channels - Marketing channels array
expected_leads - Target lead count
expected_revenue - Revenue target
owner_id - Campaign owner/manager
tags - Campaign categorization
custom_fields - Additional campaign data

Response (201 Created):

json

{
  "message": "Campaign created successfully",
  "data": {
    "id": 456,
    "name": "Q1 2026 Enterprise Product Launch",
    "type": "integrated",
    "status": "draft",
    "budget": 75000.00,
    "currency": "USD",
    "start_date": "2026-01-15",
    "end_date": "2026-03-31",
    "duration_in_days": 75,
    "expected_leads": 500,
    "expected_revenue": 2000000.00,
    "actual_leads": 0,
    "actual_revenue": 0.00,
    "owner": {
      "id": 15,
      "name": "Marketing Manager",
      "email": "marketing@yourcompany.com"
    },
    "created_at": "2025-12-18T00:00:00Z"
  }
}

Listing and Filtering Campaigns

Get All Campaigns

Endpoint: GET /api/v1/crm/campaigns

Query Parameters:

type (string) - Filter by campaign type
status (string) - Filter by status
owner_id (integer) - Filter by campaign owner
start_date_from (date) - Start date range begin
start_date_to (date) - Start date range end
min_budget (number) - Minimum budget
max_budget (number) - Maximum budget
search (string) - Search in name and description
per_page (integer) - Results per page (default: 25)
page (integer) - Page number
sort_by (string) - Sort field (start_date, budget, actual_revenue)
sort_direction (string) - Sort direction (asc, desc)
includes (string) - Relationships: owner, leads, opportunities

Example Request:

bash

GET /api/v1/crm/campaigns?status=active&type=email&sort_by=start_date&sort_direction=desc

Response (200 OK):

json

{
  "data": [
    {
      "id": 456,
      "name": "Q1 2026 Enterprise Product Launch",
      "type": "integrated",
      "status": "active",
      "budget": 75000.00,
      "actual_cost": 25000.00,
      "expected_leads": 500,
      "actual_leads": 157,
      "expected_revenue": 2000000.00,
      "actual_revenue": 425000.00,
      "start_date": "2026-01-15",
      "end_date": "2026-03-31",
      "days_remaining": 62,
      "owner": {
        "id": 15,
        "name": "Marketing Manager"
      },
      "created_at": "2025-12-18T00:00:00Z"
    }
  ],
  "meta": {
    "current_page": 1,
    "per_page": 25,
    "total": 8,
    "last_page": 1
  }
}

Specialized Campaign Lists

Active Campaigns:

bash

GET /api/v1/crm/campaigns/active

Upcoming Campaigns (scheduled to start soon):

bash

GET /api/v1/crm/campaigns/upcoming

Completed Campaigns:

bash

GET /api/v1/crm/campaigns/completed

Viewing Campaign Details

Endpoint: GET /api/v1/crm/campaigns/{id}

Query Parameters:

includes (string) - Relationships: owner, leads, opportunities, activities

Response (200 OK):

json

{
  "data": {
    "id": 456,
    "name": "Q1 2026 Enterprise Product Launch",
    "type": "integrated",
    "status": "active",
    "description": "Comprehensive launch campaign for Enterprise Platform 2.0...",
    "budget": 75000.00,
    "actual_cost": 25000.00,
    "currency": "USD",
    "start_date": "2026-01-15",
    "end_date": "2026-03-31",
    "duration_in_days": 75,
    "days_remaining": 62,
    "target_audience": "Enterprise IT decision makers, 500+ employee companies...",
    "objectives": [
      "Generate 500 qualified enterprise leads",
      "Achieve 15% conversion rate to opportunities",
      "Close $2M in new business revenue"
    ],
    "channels": [
      "Email marketing (Mailchimp)",
      "LinkedIn advertising",
      "Industry webinars (3 sessions)"
    ],
    "expected_leads": 500,
    "actual_leads": 157,
    "lead_conversion_rate": 31.4,
    "expected_revenue": 2000000.00,
    "actual_revenue": 425000.00,
    "revenue_performance": 21.25,
    "roi": 17.0,
    "cost_per_lead": 159.24,
    "owner": {
      "id": 15,
      "name": "Marketing Manager",
      "email": "marketing@yourcompany.com"
    },
    "leads_count": 157,
    "opportunities_count": 23,
    "tags": ["enterprise", "product-launch", "integrated"],
    "created_at": "2025-12-18T00:00:00Z",
    "updated_at": "2026-01-28T10:00:00Z"
  }
}

Updating Campaigns

Endpoint: PUT /api/v1/crm/campaigns/{id} or PATCH /api/v1/crm/campaigns/{id}

Request Body (partial update):

json

{
  "budget": 85000.00,
  "actual_cost": 32000.00,
  "actual_leads": 175,
  "actual_revenue": 480000.00,
  "notes": "Budget increased due to high-performing LinkedIn ads. Extended social media campaign by 2 weeks."
}

Response (200 OK):

json

{
  "message": "Campaign updated successfully",
  "data": {
    "id": 456,
    "budget": 85000.00,
    "actual_cost": 32000.00,
    "actual_leads": 175,
    "actual_revenue": 480000.00,
    "roi": 15.0,
    "updated_at": "2026-02-05T11:00:00Z"
  }
}

Campaign Status Management

Activate Campaign

Endpoint: POST /api/v1/crm/campaigns/{id}/activate

Request Body (optional):

json

{
  "notes": "All assets ready. Email sequences configured. LinkedIn ads approved. Launching campaign."
}

Response (200 OK):

json

{
  "message": "Campaign activated successfully",
  "data": {
    "id": 456,
    "status": "active",
    "activated_at": "2026-01-15T09:00:00Z",
    "updated_at": "2026-01-15T09:00:00Z"
  }
}

Pause Campaign

Endpoint: POST /api/v1/crm/campaigns/{id}/pause

Request Body:

json

{
  "reason": "Pausing LinkedIn ads - need to revise creative based on low engagement. Will resume next week with updated assets."
}

Response (200 OK):

json

{
  "message": "Campaign paused successfully",
  "data": {
    "id": 456,
    "status": "paused",
    "paused_at": "2026-02-10T14:00:00Z",
    "pause_reason": "Pausing LinkedIn ads - need to revise creative...",
    "updated_at": "2026-02-10T14:00:00Z"
  }
}

Complete Campaign

Endpoint: POST /api/v1/crm/campaigns/{id}/complete

Request Body (optional):

json

{
  "final_notes": "Campaign completed successfully. Exceeded lead target by 15%. Revenue target 65% achieved with strong pipeline remaining. Key learnings: LinkedIn ads performed best, webinars had 40% attendance rate."
}

Response (200 OK):

json

{
  "message": "Campaign completed successfully",
  "data": {
    "id": 456,
    "status": "completed",
    "completed_at": "2026-03-31T23:59:59Z",
    "final_metrics": {
      "total_leads": 575,
      "lead_target_achievement": 115.0,
      "total_revenue": 1300000.00,
      "revenue_target_achievement": 65.0,
      "total_cost": 78000.00,
      "roi": 16.67,
      "cost_per_lead": 135.65
    },
    "updated_at": "2026-03-31T23:59:59Z"
  }
}

Cancel Campaign

Endpoint: POST /api/v1/crm/campaigns/{id}/cancel

Request Body:

json

{
  "reason": "Product launch delayed to Q2. Campaign cancelled. Will reschedule for Q2 with updated messaging and timeline."
}

Response (200 OK):

json

{
  "message": "Campaign cancelled successfully",
  "data": {
    "id": 456,
    "status": "cancelled",
    "cancelled_at": "2026-01-20T10:00:00Z",
    "cancellation_reason": "Product launch delayed to Q2...",
    "partial_metrics": {
      "leads_generated": 47,
      "cost_incurred": 12000.00
    },
    "updated_at": "2026-01-20T10:00:00Z"
  }
}

Campaign Performance

Get Campaign Metrics

Endpoint: GET /api/v1/crm/campaigns/{id}/metrics

Response (200 OK):

json

{
  "data": {
    "campaign_id": 456,
    "campaign_name": "Q1 2026 Enterprise Product Launch",
    "performance_summary": {
      "budget": 85000.00,
      "actual_cost": 78000.00,
      "budget_utilization": 91.76,
      "expected_leads": 500,
      "actual_leads": 575,
      "lead_target_achievement": 115.0,
      "expected_revenue": 2000000.00,
      "actual_revenue": 1300000.00,
      "revenue_target_achievement": 65.0,
      "roi": 16.67,
      "cost_per_lead": 135.65,
      "lead_to_opportunity_rate": 18.43,
      "opportunity_to_customer_rate": 42.45
    },
    "channel_performance": [
      {
        "channel": "LinkedIn advertising",
        "cost": 35000.00,
        "leads": 275,
        "cost_per_lead": 127.27,
        "conversion_rate": 22.5
      },
      {
        "channel": "Email marketing",
        "cost": 12000.00,
        "leads": 180,
        "cost_per_lead": 66.67,
        "conversion_rate": 15.3
      },
      {
        "channel": "Webinars",
        "cost": 15000.00,
        "leads": 120,
        "cost_per_lead": 125.00,
        "conversion_rate": 18.7
      }
    ],
    "timeline_performance": {
      "week_1": {"leads": 45, "cost": 8500.00},
      "week_2": {"leads": 67, "cost": 10200.00},
      "week_3": {"leads": 82, "cost": 11500.00}
    },
    "lead_quality_metrics": {
      "qualified_leads": 485,
      "qualification_rate": 84.35,
      "opportunities_created": 106,
      "opportunity_rate": 18.43,
      "deals_closed": 45,
      "close_rate": 42.45
    }
  }
}

Compare Campaign Performance

Endpoint: GET /api/v1/crm/campaigns/compare

Query Parameters:

campaign_ids (array) - Campaign IDs to compare

Example:

bash

GET /api/v1/crm/campaigns/compare?campaign_ids[]=456&campaign_ids[]=457&campaign_ids[]=458

Response (200 OK):

json

{
  "data": {
    "campaigns": [
      {
        "id": 456,
        "name": "Q1 2026 Enterprise Product Launch",
        "type": "integrated",
        "leads": 575,
        "cost": 78000.00,
        "revenue": 1300000.00,
        "roi": 16.67,
        "cost_per_lead": 135.65
      },
      {
        "id": 457,
        "name": "Q4 2025 Email Nurture Campaign",
        "type": "email",
        "leads": 320,
        "cost": 15000.00,
        "revenue": 425000.00,
        "roi": 28.33,
        "cost_per_lead": 46.88
      }
    ],
    "comparison_insights": {
      "best_roi": {
        "campaign_id": 457,
        "campaign_name": "Q4 2025 Email Nurture Campaign",
        "roi": 28.33
      },
      "lowest_cost_per_lead": {
        "campaign_id": 457,
        "cost_per_lead": 46.88
      },
      "highest_revenue": {
        "campaign_id": 456,
        "revenue": 1300000.00
      }
    }
  }
}

Business Scenarios

Scenario 1: Launching Multi-Channel Campaign

Context: Product launch requiring coordinated email, social, and event marketing

Workflow:

bash

# 1. Create campaign in draft
POST /api/v1/crm/campaigns
{
  "name": "Enterprise 2.0 Launch - Q1 2026",
  "type": "integrated",
  "status": "draft",
  "budget": 75000.00,
  "start_date": "2026-01-15",
  "end_date": "2026-03-31",
  "expected_leads": 500,
  "expected_revenue": 2000000.00,
  "channels": ["Email", "LinkedIn", "Webinars", "Trade Show"],
  "owner_id": 15
}

# 2. Plan campaign assets and activities
# - Create landing page
# - Prepare email sequences
# - Design LinkedIn ads
# - Schedule webinars
# - Book trade show booth

# 3. Schedule campaign
PATCH /api/v1/crm/campaigns/456
{
  "status": "scheduled",
  "custom_fields": {
    "landing_page_ready": true,
    "email_sequences_configured": true,
    "linkedin_ads_approved": true
  }
}

# 4. Activate on start date
POST /api/v1/crm/campaigns/456/activate
{
  "notes": "All assets ready. Campaign launched."
}

# 5. Track leads as they come in
# Leads automatically tagged with campaign_id when created

# 6. Update metrics weekly
PATCH /api/v1/crm/campaigns/456
{
  "actual_leads": 157,
  "actual_cost": 25000.00,
  "actual_revenue": 425000.00
}

# 7. Monitor performance
GET /api/v1/crm/campaigns/456/metrics

# 8. Complete campaign at end date
POST /api/v1/crm/campaigns/456/complete
{
  "final_notes": "Campaign completed. Target exceeded by 15%."
}

Scenario 2: Optimizing Underperforming Campaign

Context: Campaign not meeting targets, need to adjust

Workflow:

bash

# 1. Review current performance
GET /api/v1/crm/campaigns/457/metrics

# Findings:
# - LinkedIn ads underperforming (high cost, low conversions)
# - Email performing well
# - Webinars exceeding expectations

# 2. Pause campaign to make changes
POST /api/v1/crm/campaigns/457/pause
{
  "reason": "Pausing to optimize underperforming LinkedIn ads and reallocate budget to high-performing channels."
}

# 3. Adjust budget allocation
PATCH /api/v1/crm/campaigns/457
{
  "custom_fields": {
    "linkedin_budget": 15000.00,
    "email_budget": 25000.00,
    "webinar_budget": 20000.00,
    "optimization_notes": "Reduced LinkedIn spend by 50%. Increased email and webinar budgets."
  }
}

# 4. Resume campaign with optimizations
POST /api/v1/crm/campaigns/457/activate
{
  "notes": "Resuming campaign with optimized budget allocation. New LinkedIn creative deployed."
}

# 5. Monitor improved performance
GET /api/v1/crm/campaigns/457/metrics

Scenario 3: Campaign ROI Analysis

Context: Quarter end - analyze all campaign ROI for planning

Workflow:

bash

# 1. Get all completed campaigns for quarter
GET /api/v1/crm/campaigns?status=completed&start_date_from=2026-01-01&start_date_to=2026-03-31

# 2. Compare campaign performance
GET /api/v1/crm/campaigns/compare?campaign_ids[]=456&campaign_ids[]=457&campaign_ids[]=458

# 3. Analyze individual high performers
GET /api/v1/crm/campaigns/457/metrics

# Insights:
# - Email campaigns had best ROI (28% vs 16% integrated)
# - Webinars had high engagement, good conversion
# - Social media ads had high cost per lead
# - Trade shows generated fewer leads but higher value

# 4. Document learnings for next quarter
PATCH /api/v1/crm/campaigns/456
{
  "custom_fields": {
    "key_learnings": [
      "LinkedIn ads need better targeting",
      "Webinars are highly effective - do more",
      "Email nurture sequences outperform cold outreach",
      "Trade show leads convert at 2x rate but longer cycle"
    ],
    "recommendations_q2": [
      "Increase webinar frequency to monthly",
      "Refine LinkedIn audience targeting",
      "Develop longer email nurture sequences",
      "Focus trade shows on enterprise accounts only"
    ]
  }
}

Best Practices

1. Set Clear Objectives

SMART Goals:

Specific: Generate 500 enterprise leads from manufacturing sector
Measurable: Track leads, opportunities, revenue
Achievable: Based on historical performance and budget
Relevant: Aligned with business growth targets
Time-bound: Q1 2026 (Jan 15 - Mar 31)

2. Track Everything

Essential Metrics:

Budget vs actual cost
Expected vs actual leads
Lead quality (qualification rate)
Conversion rates (lead → opportunity → customer)
ROI and cost per acquisition
Channel performance

3. Test and Optimize

Continuous Improvement:

A/B test messaging and creative
Monitor channel performance daily
Reallocate budget to high performers
Pause underperforming channels
Iterate based on data

4. Integrate with Sales

Sales Alignment:

Define lead qualification criteria
Set SLAs for lead follow-up
Track lead-to-opportunity conversion
Measure campaign influence on deals
Gather sales feedback on lead quality

5. Document Learnings

Knowledge Capture:

What worked well
What didn't work
Unexpected findings
Recommendations for future
Channel-specific insights

Troubleshooting

Low Lead Quality

Issue: Campaign generating leads but low qualification rate

Analysis:

Review targeting criteria
Analyze lead sources
Check messaging alignment
Evaluate offer relevance

Actions:

bash

# Pause campaign
POST /api/v1/crm/campaigns/456/pause
{
  "reason": "Low lead quality. Refining targeting and messaging."
}

# Adjust targeting and messaging
# Relaunch with improvements
POST /api/v1/crm/campaigns/456/activate

Budget Overrun

Issue: Campaign exceeding budget

Actions:

bash

# Review spend by channel
GET /api/v1/crm/campaigns/456/metrics

# Pause high-cost, low-return channels
# Reallocate budget

PATCH /api/v1/crm/campaigns/456
{
  "custom_fields": {
    "budget_adjustment": "Paused PPC, reallocated to email"
  }
}

Poor ROI

Issue: Campaign not generating positive ROI

Analysis:

Cost per lead too high
Conversion rates too low
Deal sizes smaller than expected
Sales cycle longer than planned

Solutions:

Improve targeting to reduce cost
Enhance lead nurturing to improve conversion
Focus on higher-value opportunities
Adjust ROI expectations for channel/product

Lead Management - Managing campaign-generated leads
Customer Management - Customer acquisition campaigns
Opportunity Pipeline - Campaign-sourced opportunities
Activity Management - Campaign activities and events

Campaign Management Guide ​

Overview ​

Campaign Types ​

Campaign Status Lifecycle ​

Creating Campaigns ​

Create Campaign ​

Listing and Filtering Campaigns ​

Get All Campaigns ​

Specialized Campaign Lists ​

Viewing Campaign Details ​

Updating Campaigns ​

Campaign Status Management ​

Activate Campaign ​

Pause Campaign ​

Complete Campaign ​

Cancel Campaign ​

Campaign Performance ​

Get Campaign Metrics ​

Compare Campaign Performance ​

Business Scenarios ​

Scenario 1: Launching Multi-Channel Campaign ​

Scenario 2: Optimizing Underperforming Campaign ​

Scenario 3: Campaign ROI Analysis ​

Best Practices ​

1. Set Clear Objectives ​

2. Track Everything ​

3. Test and Optimize ​

4. Integrate with Sales ​

5. Document Learnings ​

Troubleshooting ​

Low Lead Quality ​

Budget Overrun ​

Poor ROI ​

Related Documentation ​

Campaign Management Guide

Overview

Campaign Types

Campaign Status Lifecycle

Creating Campaigns

Create Campaign

Listing and Filtering Campaigns

Get All Campaigns

Specialized Campaign Lists

Viewing Campaign Details

Updating Campaigns

Campaign Status Management

Activate Campaign

Pause Campaign

Complete Campaign

Cancel Campaign

Campaign Performance

Get Campaign Metrics

Compare Campaign Performance

Business Scenarios

Scenario 1: Launching Multi-Channel Campaign

Scenario 2: Optimizing Underperforming Campaign

Scenario 3: Campaign ROI Analysis

Best Practices

1. Set Clear Objectives

2. Track Everything

3. Test and Optimize

4. Integrate with Sales

5. Document Learnings

Troubleshooting

Low Lead Quality

Budget Overrun

Poor ROI

Related Documentation