What Marketing Program Management Software Should I Use?

Marketing is a complex field, which is why working as a marketing manager is not always easy. Marketers are often responsible for handling every aspect of a marketing campaign, including the initial research, development, implementation of the strategy, and analysis of the results. On top of all of this, marketers are also expected to maintain strong relationships with their internal and external partners, including clients. 

Because there’s so much going on in the world of marketing, it’s not surprising that marketers typically rely on marketing program management software to get their work done efficiently. In fact, many marketers utilize a wide range of tools to perform their job duties. What types of tools should marketers use? Here’s what you should know:

Marketing Strategy 

Every successful marketing campaign starts with a well-thought-out marketing strategy. But mapping out the details of your marketing strategy in your head is challenging and inefficient. This is because marketing campaigns can consist of dozens of different strategies, including content marketing, SEO, site audits, pay-per-click campaigns, social media, and link building. To keep your plans organized, it’s best to use a tool designed to assist with marketing strategy and roadmapping.

Marketers can use these tools to:

  • Define their campaign goals and marketing strategies.
  • Outline the steps they need to take to achieve their goals.
  • Track their progress towards meeting their goals.
  • Set and track budgets.
  • Create visual roadmaps for marketing strategies. 

Using these tools to map out your marketing strategies and goals ensures that everyone on your team is on the same page regarding what needs to be done and why. Regardless of whether you are running one or one hundred campaigns, using these tools makes it easier to figure out where you are trying to go and how you are going to get there.

Marketing Program Management Software

Project Management

The days of using multiple spreadsheets to track your marketing campaigns are over. In today’s world, no marketing manager can survive without an effective project management tool. These tools are designed to help marketers organize and manage projects and tasks. Marketers can use project management tools to:

  • Break down projects into smaller tasks. 
  • Define workflows, which are sequences of tasks that need to be done in order to complete a project.
  • Schedule projects and tasks in advance. 
  • Write detailed project briefs so all parties involved in a project have the information they need to complete their work.
  • Assign tasks to freelancers, contractors, employees, or other parties.
  • Set deadlines for tasks and projects.
  • Prioritize tasks and projects.
  • Track the status of each task to ensure projects are completed on time.
  • Follow up on pending tasks.
  • Manage workloads. 

Just as every campaign can consist of dozens of strategies, every strategy can consist of dozens of tasks. Because marketing strategies are so complex, using the right project management tool is crucial to the success of your campaign. 

Analytics and SEO

SEO is an important part of every digital marketing campaign, but it’s incredibly time-consuming. Even after an SEO campaign has been launched, marketers must continue to track their results so they can immediately identify issues and opportunities to address. 

Marketers must also track the results of other marketing efforts, including social media and pay-per-click campaigns. Manually tracking the results of these efforts would take hours, and marketers can’t afford to let that time go to waste. To avoid this problem, marketing managers use SEO and analytics tools to streamline the process.

Marketers use these tools to:

  • Increase their visibility in the search results. 
  • Track key metrics, including keyword ranking, position, impressions, click-through-rate, bounce rate, time per session, and more.
  • Measure the impact of SEO experiments and search engine algorithm updates.
  • See data for dozens of pages and clients at a glance. 
  • Measure digital engagement across Facebook, Twitter, LinkedIn, Instagram, and other social media platforms.
  • Calculate the return on investment for pay-per-click advertising campaigns. 

Because of these tools, marketers are able to quickly and easily monitor the results for countless clients.

Marketing Program Management Software


There’s no “I” in marketing, which is fitting since every marketing campaign is truly a team effort. A number of parties might be involved in a marketing campaign, including writers, editors, graphic designers, SEO experts, social media managers, project managers, and of course, the client. To bring all of these parties together, marketing managers rely on collaboration tools.

Some marketers simply use Gmail or another email service to collaborate with their team, but there are more advanced tools available. There are collaboration tools that allow marketers to send and receive audio and video calls, whereas others allow teams to communicate via instant messaging. You can use these tools to chat one-on-one with a team member or with your entire team at once. This gives you the power to control who sees the conversation and who is invited to collaborate and contribute.

There are also collaboration tools that allow marketing teams to share, edit, and download files related to projects they are working on. These tools make it easier for marketing teams to organize all of the files associated with a specific project.

Customer Acquisition

Marketers are always looking for new ways to acquire new customers. Some marketers generate leads by attending networking events and passing out business cards. This old-fashioned method can be effective, but also time-consuming. For this reason, most marketers use customer acquisition software to assist with the process of attracting new clients. 

Customer acquisition software is designed with a wide variety of features, including:

  • Live chat and chatbots, which can interact with prospective clients who visit your website. This allows prospective clients to communicate with your marketing team at any time, even if it’s outside of standard business hours.
  • Email marketing, so marketers can create effective email campaigns to convert leads into customers.
  • Retargeting ads that will target prospective clients who have visited your website in the past without converting.
  • Custom landing pages that are designed to capture information from prospective clients.

This software will handle most of the work involved in acquiring new customers so marketers can focus on exceeding the expectations of the customers they already have. 

Marketing Program Management Software

Customer Feedback and Relationship Management

Marketers must ensure they are meeting each client’s expectations in order to maintain strong relationships with them. One way they can do this is by using customer feedback and relationship management software

Marketers can use customer feedback software to:

  • Build, design, and send custom online surveys to clients.
  • Solicit feedback from clients on everything from customer service to campaign performance.
  • Evaluate feedback from clients to identify areas that need to be improved upon.

On the other hand, customer relationship management software is used to:

  • Keep track of new leads as they move through the sales funnel.
  • Store contact information for new leads and current and former clients.
  • Write detailed notes about each new lead to assist the sales team.
  • Track all interactions with new leads.

No marketing team can survive without happy clients, and both of these types of software are crucial to establishing, growing, and maintaining good relationships with them. 

Marketing Automation

Marketing campaigns often consist of a number of repetitive, low-skill tasks. Performing these tasks manually is time-consuming, which is why marketers typically use marketing automation software to speed up the process.

Marketing automation software can automate many of the repetitive tasks involved in a marketing campaign. Some of the many benefits of marketing automation include:

  • Frees up marketers’ time so they can focus on more complex, high-skill tasks.
  • Reduces the number of errors made on repetitive tasks.
  • Ensures marketing teams create consistent, high-quality work.
  • Keeps projects moving forward toward completion at all times.

One of the most popular types of marketing automation software is used to manage social media campaigns. Marketers can use this software to schedule social media posts in advance. Then, the software will automatically post the content according to the schedule. This software makes it easier for marketers to manage dozens of different social media campaigns for their clients without having to log into each social media account to create unique content. 

Marketing Program Management Software

What is the Best Marketing Program Management Software?

There’s no need to switch back and forth between all of these different tools to get your work done. Gryffin is an all-in-one marketing program management software tool that is designed with all of the features you need to plan, execute, and manage your marketing campaigns.

Gryffin was built for digital marketers, by digital marketers. It is designed for digital marketing teams of all sizes, from solopreneurs to large digital marketing agencies. Whether you are working on your own or managing a team of dozens of freelancers or employees, Gryffin can help. Some of its many features include:

From concept to completion, you can manage every part of your marketing campaigns with just one tool. Learn more about how Gryffin can help you grow, measure, automate, and optimize your marketing campaigns by starting a free 14-day trial today.