ActiveDEMAND is a tool that is used to apply pressure to a population of people with the intent to move the population towards a buying decision. The mechanism for tracking and executing these initiatives is known as an ActiveDEMAND Campaign. The Campaign is a focused effort using one or more channels. A campaign has Goals.
This is a desired outcome for the given initiative. Every ActiveDEMAND Campaign has a goal-setting section that allows you to track one or more desired outcomes for the given campaign. Common goals are 'filled out this form', or 'purchased', etc. Everyone who completes a goal is added to the 'goal completion' contact list.
ActiveDEMAND has 4 campaign types.
- Newsletter Campaign
- Drip Campaign
- Event Campaign
- Generic Campaign
A newsletter campaign is the classic email blast. This has a date/time for sending the newsletter. A newsletter is sent to a group of people that are brought into the campaign via contact lists.
The drip campaign is also known as a 'nurture campaign' or a 'trigger campaign'. Each person who goes through a drip campaign is processed from the time they enter the campaign via the trigger event and remain in the campaign until no further steps remain to filter the prospect.
This campaign is essentially a Newsletter campaign without a send date. You can schedule social posts in a generic campaign, and send a newsletter. The big difference between a generic campaign and a newsletter campaign is the campaign's defined send date/time (which a newsletter campaign has, a generic campaign does not). Generic campaigns are typically used to post and track social media posts.
The event campaign is a cross between a newsletter campaign and a drip campaign. The Event Campaign has multiple steps, each step has a full workflow.