Marketing

End-user documentation

Marketing

A marketing command center for campaigns, CRM pipeline, consent, tracking, social publishing, automations, analytics, and AI-assisted studio work.

Purpose and What Problem This Solves

The Marketing module helps teams plan campaigns, capture and nurture leads, track consent, publish social content, and measure campaign performance. It reduces disconnected spreadsheets and keeps acquisition activity tied to responsible data use.

Who normally uses this module

What You Can Do Here

• Create email campaigns and manage campaign templates.
• Track leads, deals, pipeline stages, and acquisition sources.
• Maintain consent and suppression rules before sending messages.
• Plan and schedule social posts or campaign content.
• Review analytics, attribution, and campaign performance.

Core Concepts and Terms

Learn these words first. Most user mistakes happen when a beginner opens a form without knowing what the record represents.

Beginner Quick Start

Use this first-run path in a training database or with a supervised account before handling live records.

1. Define campaign goals, target audience, offer, consent rules, and success metrics.
2. Prepare templates, landing pages, forms, or tracking links.
3. Build or import the audience only after validating consent and suppression lists.
4. Launch a small test campaign before a full send or publish.
5. Review analytics and pipeline movement after launch.

Standard Operating Procedures

These SOPs describe the routine operating pattern. Your company policy may add approvals, attachments, or segregation-of-duties controls.

Launch an email campaign

1. Confirm objective, audience, message, sender identity, and send schedule.
2. Validate consent, suppression, duplicates, and required opt-out wording.
3. Preview the template on desktop and mobile and send an internal test.
4. Launch, then monitor delivery, opens, clicks, replies, unsubscribes, and pipeline impact.

Manage a deal pipeline

1. Create or update the lead/deal with source, owner, stage, and next action.
2. Move the deal only when the stage definition is actually met.
3. Record notes after calls, replies, meetings, or qualification events.
4. Review stalled deals and trigger follow-up or close-lost reasons.

Prepare a social publishing plan

1. Draft post content and select the audience or channel.
2. Check brand, legal, spelling, link, and image requirements.
3. Schedule or queue the post for approval.
4. Review engagement and route serious replies to the right owner.

Industry Notes and Good Practice

• Marketing operations should begin with consent and audience quality, not creative assets.
• Campaign metrics are only useful when the goal is clear before launch.
• Pipeline stages need definitions. If everyone moves deals differently, reports become unreliable.
• Respect opt-outs and suppression lists. Data trust is a long-term asset.

Controls, Data Quality, and Review Checklist

Use this checklist during onboarding, monthly review, and process audits.

• No campaign sends to contacts without valid consent or allowed business basis.
• Every campaign has a named owner, goal, audience, and success metric.
• Suppression and unsubscribe handling are tested before launch.
• Lead source and stage updates are consistent enough for pipeline reporting.

Related ERPat areas

FAQ and Troubleshooting

Why was a contact skipped from a send?

They may be suppressed, unsubscribed, duplicated, missing consent, or outside the selected audience.

Should I create a new pipeline stage?

Only if it represents a real business decision point with a clear entry/exit rule.

Can AI draft campaign content?

Use AI assistance as a draft helper, but a human should review accuracy, brand fit, consent, and claims.

What should beginners watch first?

Audience selection, consent, template preview, test send, and post-launch metrics.

ERPat Marketing user guide. This static HTML page is documentation-only and does not change module routing, permissions, or runtime behavior.