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Update 1: Seamless Marketing Functionality

Introduction

Marketing planning, execution and analysis is becoming more and more complex, due to the fact that there is an ever increasing number of variables to think about when considering how to effectively communicate with your target market. Marketers in 2015 have a record number of technologies, channels, and tactics to choose from. The first step toward a solid strategy is finding focus amid the noise. It is imperative that marketers to keep a close eye on the metrics that not only matter to their business, but also can truly be influenced. Update 1 has introduced and updated a number of new features that have provided many benefits across the spectrum of business functions. This article will outline the benefits related to the marketing functionality of Dynamics CRM.

Update 1 – Marketing

Behind the Scenes

There have been massive improvements behind the scenes, Dynamics CRM is now better equipped to store a higher volume of customers and deal with even bigger databases with even greater efficiency. This equates to;

  • Faster page loads
  • Improved application performance
  • Faster email delivery

Improved Lead Scoring

The Aberdeen Group Stated that 68% of best-in-class companies use lead scoring, in comparison with 28% of laggard firms. With Update 1 users now have the capacity to design a more detailed lead scoring model than ever before, leads can be scored based on;

  • Demographic variables
  • Contact interaction records
  • Custom data field values

For each lead, the system now provides detailed graphical and tabular views that show exactly which rules contributed to the total score over time and how much they affected it. In addition, users can choose to score leads either in real time or via batch processing.

Campaign Automation

The campaign automation canvas now displays the last and next run times for each tile and for the campaign itself. This allows the user to see how recently each tile was executed and the next time that it is due to run. On top of that, it provides statistics on emails that have been; Sent, opened, bounced and blocked. This information is key to adapting and incrementally improving any email campaign on an ongoing basis in order to improve on ROI. Forrester Research asserted that B2B marketers who implement marketing automation software increase their sales pipeline contribution by an average of 10%.

Seller Portal

The seller portal is an extremely useful too which helps bridge the gap between sales and marketing as it gives the sales people a high level overview of which marketing messages are reaching which contacts. This information is valuable as it ensures that sales people are well informed about which communications their customers have received before they meet with them. The sales portal provides the facility to have specific people removed from communications that will not interest them.

Folder level Tracking

Folder level tracking allows users to track emails on any device that supports Microsoft exchange folders. Users can create folders that automatically track emails so there is no need to do this manually for individual emails, simply drag and drop the email into the relevant folder. When the user creates a folder in CRM they associate against an account or opportunity. The use of inbox rules can automate the tracking of emails for specific addresses.

Behavioural Analysis

It is now possible to collect data about how contacts interact with your various marketing initiatives, including email interactions, landing page interactions and web visits. Behavioural-analysis script is generated for each website or sub-site that you wish to include in your analysis. Script must be add to each page that is to be monitored. This can be done by adding the script to the page templates in your CMS system.

Manage leads

The new update has introduced a comprehensive set of opportunity management, marketing database and lead management functions to break down the silos between sales and marketing and enable them to work together to nurture leads through their life cycle from capture to closure.

Keep track with calendars and activities

To increase communication and to ensure that everyone within an organisation is on the same page Dynamics CRM now has a fully customisable calendar that everyone with the necessary security roles can enter relevant information i.e. meetings, trade shows, conferences etc.

Event management

It is now possible to manage marketing events taking place at a specific location i.e. conferences, exhibits, trade shows, meetings and many more directly from CRM. Dynamics CRM keeps track of all event information in one central place and it is now possible to attach notes to each event if necessary to keep all relevant information together. It is also possible to track financial information and associate contacts with specific events so that all relevant information is at your fingertips. Other things that users are able to keep track of using event management include; Facilities, Staffing, Equipment/Materials, Jobs, tasks, Travel/Transportation, Media and Shipping.

Marketing performance measurement results

Marketing is becoming more of a science in terms of measurement and as a result there is more pressure to demonstrate its overall contribution to the organisation. A long standing issue in business is the fact that it is notoriously difficult to accurately measure and isolate marketing’s effect on sales. Microsoft Dynamics CRM allows for the accurate measurement of and organisations marketing efforts.

Marketing plans

Dynamics CRM marketing marketing’s plans functions allows users to formulate marketing plans, deliver them and analyse their results. Users are able to set specific objectives, conduct SWOT analysis.

Social media

Microsoft Dynamics CRM provides tools Dynamics CRM can be used to manage social media marketing campaigns and look at how social media users are responding. This is a great way for companies to see what works, and what does not and adjust their campaigns accordingly.

Social engagement provides users with insight into the way social media users view their brand. It is now possible to connect directly from Dynamics Marketing to social engagement to manage search terms and view a wide variety of widgets.

Generate built-in reports and work with analytical views

Microsoft Dynamics Marketing provides both analytical views and pre-designed reports that make it easy for you to analyze and present your marketing results and other data. The analytical views are intended for viewing on-screen, though you can also export them to Excel, while the reports are optimized more for exporting and printing. Analytical views and pre-designed reports make it easier to analyse and present marketing data.

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John Bisset

John Bisset

Marketing Executive at Redspire
John is a Marketing Executive and Microsoft Certified Professional, he finds digital technology and its application within the marketing industry fascinating. His role is to construct, coordinate and implement the content strategy, social media and design work here at Redspire.
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