31 Examples of how Microsoft Dynamics CRM Integrates with Marketing Automation

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1 31 Examples of how Microsoft Dynamics CRM Integrates with Marketing Automation Manage Campaigns In-House 1. Quickly Design s Save time creating marketing s using drag and drop template editors with integrated marketing automation solutions like dotmailer and Click Dimensions. Quickly create smart templates for newsletters, events, promotions, product launches and other messages. You can create a fully customised template from scratch, or personalize suggested templates with your own branding to create an library. 2. Schedule Campaigns in CRM Use reporting to understand when your audience are most receptive to your marketing communications and use integrated marketing automation to schedule messages that are timed for the best day and time.

2 3. Real-Time Campaign Reporting data begins flowing into CRM as soon as marketing messages are sent so you can immediately understand the impact of each message and identify which contacts and leads are engaging with your message. 4. Marketing Calls Lists in CRM Specialist providers like dotmailer and Click Dimensions track every open and click in CRM. As a result the top prospects from each campaign are easily identifiable in Microsoft Dynamics so follow up calls can be scheduled to target the hottest prospects. 5. CRM Marketing Dashboards Integrated marketing automation solutions track each action which can be monitored in CRM dashboards. Consistent with Dynamics CRM dashboard these are customised to suit individual preferences. Individual dashboard displays can include: recent clicks, latest unsubscribes, emarketing campaign charts, hard bounce responses and recent actions that exceed a defined lead score. 6. ROI Analysis Connect tracked actions to your web site analytics, web conversions, campaign responses and sales opportunities to measure and report the return on investment from your marketing activity. Lead Generation 7. Send Promotional Messages Give your sales pipeline an immediate boost by sending timely s that communicate new offers and promotions to your target audience. 8. Run Cross-Sell & Upgrade Campaigns Build CRM marketing lists that target customers by order history, recent enquiries or known products of use to send targeted s that promote upgrades, alternative products or additional services that will increase account values. 9. Embedded Sign-Up Web Forms Embed marketing automation sign-up forms within your company website to discover new leads and add more prospects to your CRM database.

3 10. Event Registration Send s to promote your next event and drive attendance with links to your registration page. Click Dimensions works with leading event platforms GoToWebinar and Eventbrite to import events and registrants into CRM that automatically tracks which contacts or leads are registered for each event. 11. Lead Scoring Click Dimensions is one example of a marketing automation service that automatically applies a weighted value for every action to calculate a total lead score which means that the hottest campaign prospects are immediately identified in CRM. Customer Engagement 12. Customer Feedback Surveys Whether your focus is sales, marketing or customer service integrated survey tools give you the answers you need in CRM to develop strategy and make informed decisions. For example, Click Dimensions enables surveys to be created in Microsoft Dynamics CRM for customer satisfaction, post event feedback, market research, cancellation surveys, project feedback and any other example with the aim of gathering feedback, answers and opinions. Each survey response is tracked in CRM and can trigger automated actions including auto responder s and follow up activities when an individual survey is posted Newsletters Newsletters are one of the most important communications in your marketing schedule. Create newsletter templates from CRM to share your best content including topics such as company and industry news, best practice ideas, upcoming events, and latest offers. Manage newsletter recipients using CRM marketing lists and schedule regular newsletters that inform, educate and drive customer engagement. 14. Client Lifecycle Campaigns Formulate a series of s to automatically send CRM contacts contextual lifecycle messages that increase engagement, on-board new customers, reactivate contacts and earn trust. Depending on your products and services lifecycle campaigns can be triggered by CRM data to send: welcome messages, convert trial accounts, cross-sell offers, survey requests, inactivity s, new features introductions, renewal notifications and other messages which reflect an individual s place in your lifecycle.

4 15. Drive Web Site Traffic Use marketing templates to promote your blogs, PDF guides and other digital content to drive increased levels of traffic to your website and use tracking tools like Google Analytics to measure the impact of your marketing. Each URL click is tracked and reported in CRM to understand which pages, and what type of content, was most popular, and by which audience segment. 16. Split A/B Testing Configure Split A/B tests for marketing campaigns that are sent from CRM to maximise open and click through rates. Split tests can evaluate different senders, templates and subject lines to assess which variation resonates best with your audience. CRM data can be applied to each test. For example, prefix a subject title with a recipient s first name by applying the relevant CRM field. Or, test dynamic content with personalised text and images that reflect demographic, location or other CRM driven data. Each split test result is shown in CRM to understand how different segments of your audience react to your messages. 17. Social Sharing Marketing automation packages like dotmailer and Click Dimensions include social sharing tools enabling recipients to easily share and promote content on their social networks including Twitter and LinkedIn. Each social share is tracked and reporting in CRM. Personalisation 18. Personalised Sender Name Rather than applying a single generic sender name to every campaign message CRM data can be used to personalise individual s by dynamically applying the record owner or account manager specific to each record. As a result, your audience will receive s from an individual within your organisation who they already know, thereby increasing the likelihood that they will engage with your message. 19. Customising Templates with CRM Data Personalise the body of each template with any data from CRM. This can include salutation, full name, address, mailing address lines, user name, serial key, dates and any other contact, lead and account fields.

5 20. Personalising Subjects subject lines can also be personalised with CRM data from contact or lead records. An obvious example is to prefix an subject with a recipient s first name. Adding a person s first name to an header might not be appropriate for every business but as we ve highlighted this is an component that can be evaluated in a split A/B test. Other subject line personalisation examples can include adding an address, company name or even a specific date, for example an expiry date. 21. Dynamic Content Dynamic content is where you use what you know about your customers and prospects to promote content that is personalized for them. Whereas classic personalisation inserts the exact data into an , dynamic content takes it further by using that information held in CRM to display different content to different people. By making content more relevant to individual recipients this will grab attention and increase engagement. For example, if you are tracking job roles in CRM this data can be used as the basis for dynamic content. This could mean that any contacts in your marketing list who work in an IT role would see a technical topic as the lead article in a newsletter whereas a sales contact in the same marketing list would instead see content specific to their role. Dynamic content can also be determined by gender, location, product and any other data in CRM. 22. Targeted Marketing Lists Regular Microsoft Dynamics marketing lists can be used to segment your audience using any criteria that is specific to your business and is tracked in CRM. In addition to demographic or location data marketing lists can be targeted using behaviour data including tracked opens and clicks from earlier campaigns, or using order history and transactional data. Automation 23. Nurture Campaigns Place CRM leads and contacts who aren t yet ready to buy into marketing automation nurture programs. Each recipient will be fed a stream of relevant messages and sales will be notified as people respond to your messaging.

6 24. CRM Triggered Campaigns Create marketing automation programs in minutes that are triggered by CRM data and events to increase productivity and drive up revenue. One each example of a trigger could be when an recipient clicks through to a specific URL they will be placed into a campaign that will send a sequence of messages specific to this topic. Other campaign triggers could include a date field in CRM, changes to a status field or other CRM segmentation rules. 25. Subscription Management Marketing automation services work with CRM to handle global unsubscribe instructions by automatically updating contact and lead records which removes the need to manually supress addresses. Personalised subscriptions are also handled automatically between these solutions enabling recipients to control which type of messages they receive. These preferences are stored in CRM and applied to marketing campaigns which ensures that recipients receive the messages they ve opted in for. 26. Multi-Channel Campaigns Marketing automation services like Click Dimensions integrate with CRM to go beyond marketing to support multi-channel automated campaigns. Send SMS messages, instruct your warehouse to re-stock a product, tell your printers to send a brochure and create contacts and follow-up tasks in Dynamics CRM. Audience Insight 27. Tracking Every Action Every send, open, click and social share is tracked by marketing automation services and reported in CRM. Dotmailer extends even further by highlighting which recipients have forwarded your message, and how many people they ve shared it with Campaign Reporting in CRM Full campaign details are reported in CRM including opens, click rates, unsubscribes, s delivered and bounce statistics to assess the results of individual campaigns, identify trends and determine which campaigns have worked best. Click here for 18 examples of how dotmailer and Microsoft Dynamics CRM answer campaign reporting questions

7 29. Marketing Engagement History Each action is linked to an associated CRM lead or contact record. As a result, marketers and account managers are able to view the recent engagement history view for each customer and prospect in a single CRM list. 30. Click Path Analysis In addition to reporting every landing page click integrated marketing automation services will also track visitors when they view other pages on your website. All this data is reported in CRM so each click path journey through your website can be followed and understood Bounce Reporting By using a marketing automation service to send your message bounce data is clearly visible in CRM making this easy to follow up. For example, review hard bounces to identify invalid addresses and contacts who are no longer working for a company to correct spelling mistakes, discover replacement contacts and protect delivery rates. Soft bounce data can even be used to resend messages to recipients who were out of the office when the original was communicated. About Preact Preact have been implementing CRM solutions for sales teams since 1993 and with low staff turnover our team is one of the most experienced in the UK. Our CRM services include requirements scoping, database customisation, project management, CRM integration, training and user support. We offer you the reassurance of strong customer reference sites in many industry sectors who advocate our services. Our Microsoft Gold Competency in CRM marks the fact that we are one of a select group of partners who have met Microsoft s stringent criteria to earn these highest competencies and confirms Preact's status as one of the leading CRM partners in the UK. Our marketing automation solutions including Click Dimensions and dotmailer. Contact us to learn more about Microsoft Dynamics CRM and receive advice from our consultants. Tel: or +44(0) Vandervell House, Vanwall Road, Maidenhead, Berkshire SL6 4UB

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