CUSTOMER SUCCESS SHOWCASE EXACTTARGET + MICROSOFT = RESULTS. DELIVERED. More than 2,000 organizations worldwide rely on ExactTarget s integrated solutions to drastically improve the effectiveness of their interactive marketing. From large enterprises to small businesses, we help customers take what s great about their marketing and make it better by integrating Email, Mobile, Social, and Sites with industry-leading CRM solutions from Microsoft. By combining Email, SMS, Social Media, and Website technology with Microsoft Dynamics CRM, you can target subscriber audiences that were formerly untapped. You ll be able to deliver timely, relevant messages to these market segments, resulting in new revenue opportunities and driving increased conversions. And ExactTarget + Microsoft Dynamics CRM makes it easy to automatically synchronize your important subscriber data so that you can achieve closed-loop reporting and remarketing. This powerful marketing mix will forever change the way you think about digital communications and your ROI. But don t just take our word for it. Our customers are living testaments to the power of our integrated marketing platform. And that s why we re excited to share three different marketing success stories in this Customer Success Showcase. Majestic Realty, Charlotte Bobcats, and Dixon Hughes are just some of the companies that have achieved phenomenal business results with an ExactTarget + Microsoft integrated solution. Read more to see how the integration can provide true closed-loop capabilities within a single data center. 2
WHAT S INSIDE? 04...DATA SHEET : MICROSOFT DYNAMICS CRM INTEGRATION 09...CUSTOMER SUCCESS STUDY : MAJESTIC REALTY 13...CUSTOMER SUCCESS STUDY : CHARLOTTE BOBCATS 16...CUSTOMER SUCCESS STUDY : DIXON HUGHES 19...GET STARTED WITH EXACTTARGET + MICROSOFT 3
DATA SHEET:
DATA SHEET : MICROSOFT DYNAMICS CRM INTEGRATION EXACTTARGET MICROSOFT DYNAMICS TM CRM INTEGRATION You already know that managing your customer and prospect relationships through a powerhouse like Microsoft provides significant returns for your business. But how can you use the information to effectively reach them without creating hassle? What you need is an integration that combines the personalization of CRM with the large scale sending power of a provider who knows what they re doing. With the ExactTarget Microsoft Dynamics CRM Integration, you can finally achieve both. THE PERFECT COMBINATION With the powerful combination of ExactTarget s industry-leading email marketing solution, paired with the insight of Microsoft Dynamics TM CRM, you can finally send targeted, relevant email messages to help you drive prospect and customer engagement through a seamless integration. Send to Account, Contact, and Lead entities, as well as existing or custom entities from right within the user interface. Over 400 Microsoft Dynamics CRM customers (including Volvo, Majestic Realty, Jones Lang Lasalle, and the Charlotte Bobcats) trust ExactTarget to: ONETO ONE PARTNERS Leverage campaigns, marketing lists, workflow, and security within Microsoft Dynamics TM CRM Seamlessly access data through a single database for reporting analytics, campaign, and individual responses Target your most valuable prospects and customers through lead scoring, web analytics, and social profiling powered by ClickDimensions The ExactTarget Microsoft Dynamics CRM Integration is available Online and On-Premise. The ExactTarget Microsoft Dynamics TM CRM Integration is available for 2011 Online and On-premise, as well as for 3.0 and 4.0 On-premise. 5
DATA SHEET : MICROSOFT DYNAMICS CRM INTEGRATION THE BEST MARKETING SOLUTION FOR CRM USERS EMAIL MARKETING AUTOMATION. Microsoft Dynamics CRM includes advanced business process automation based on Microsoft Windows Workflow Foundation to streamline marketing tasks. The easy-to-use Email Marketing Automation feature within the integration helps your organization create multi-step date and event-based Workflows that automatically execute marketing programs. LANDING PAGES AND MICROSITES. ExactTarget s Landing Page functionality allows anyone (regardless of technical background) to build a consistent, branded web presence (Figure 1). From pages built for email campaign support to those designed as information-gathering tools that populate your Microsoft Dynamics CRM account, the ExactTarget Landing Pages add-on helps you extend personalized, one-to-one, relevant communications from email to the real-time web. MARKETING AUTOMATION TEMPLATES. Choose from a variety of pre-defined templates that let you establish unique automation programs without the need to involve your IT department or Value Added Reseller. ExactTarget s Marketing Automation Templates give you all the benefits of automated marketing processes including efficiency and effectiveness without a steep learning curve or substantial investment in resources. Figure 1: ExactTarget Landing Page creation GRANULAR EMAIL ACTIVITY TRACKING. With the ability to track email activity back to Campaign Activity, marketers can clearly see which elements of a campaign drive the most traffic and which elements need to be optimized. SEAMLESS INTEGRATION. With your current data storage system, you re most likely required to move your subscriber information back and forth, which begs for data synchronization issues. But with the ExactTarget Microsoft Dynamics CRM, there s no need for data synchronization. 6
DATA SHEET : MICROSOFT DYNAMICS CRM INTEGRATION ExactTarget accesses your data directly from Microsoft Dynamics CRM to create, deliver, and track your email messages (Figures 2 and 3). You can even edit a message directly from the user interface there s no need to log into ExactTarget. INTEGRATION HIGHLIGHTS REINFORCE RELATIONSHIPS. Send emails on behalf of your Lead, Contact, and Account owners. Marketing creates the content, personalizes the email to reflect the local sales rep or other relationship owner, and sends the email. The from name and email address are that of the owner. VIEW REAL-TIME TRACKING RESULTS. Open, bounce, and click-through data is available at the individual Lead, Contact, or Account level, as well as at an aggregate level. Results can be analyzed using Microsoft Reporting Services to evaluate the effectiveness of your Campaigns. Granular results are available, too. Drill down to individual responses from aggregate tracking to determine a subscriber s level of engagement. The Quick Copy to Marketing List feature makes it easy to send a followup message to an engaged group. Just sort by behavioral data, copy to a new list, and send. MANAGE PROFILE CHANGES AUTOMATICALLY. All emails sent with the ExactTarget Microsoft Dynamics CRM Integration contain a link to a Profile Center where Leads, Contacts, and Accounts can manage their profile. With our Profile Center add-on, any profile changes will be made available to your Microsoft Dynamics CRM installation. Figure 2: Send ExactTarget email from within Microsoft Dynamics CRM Figure 3: Sample email send view HONOR OPT-OUT REQUESTS. Master unsubscribe requests are captured, stored, and honored at the time of send to ensure compliance with CAN-SPAM. You can also manage marketing list level subscriptions using a combination of Microsoft Dynamics CRM custom fields, ExactTarget attributes, and the Profile Center. And if someone accidentally unsubscribes, you can simply resubscribe them via the Microsoft Dynamics CRM user interface. 7
DATA SHEET : MICROSOFT DYNAMICS CRM INTEGRATION Companies looking for more advanced email marketing in Microsoft Dynamics CRM should definitely consider the ExactTarget Microsoft Dynamics CRM Integration. MIKE SNYDER AND JIM STEGER, Sonoma Partners UNPARALLELED DELIVERABILITY. Leads, Contacts, and Accounts are automatically marked as undeliverable after a threshold of acceptable bounces are met. Backed by the industry s largest deliverability team, ExactTarget will help you get in the inbox, provide you with deliverability expertise, and assist you in building meaningful relationships with your prospects and customers WORLD-CLASS SUPPORT. Get up and running faster with an easy installation, greater stability, unparalleled deliverability, and incredible speed to market all from an industry leader who knows what they re doing. And when you need help along the way, we re backed by our world-class ExactTarget ProServices team of experts to help you meet all your interactive marketing needs. THE BOTTOM LINE Over 400 Microsoft Dynamics CRM customers rely on ExactTarget to streamline the sales process. Now you can combine the personalization that CRM affords with mass send capabilities. Isn t it time your job got easier? LEARN MORE AT NEXUS.EXACTTARGET.COM 8
CUSTOMER SUCCESS CASE STUDY:
CUSTOMER CUSTOMER SUCCESS SUCCESS : MAJESTIC SHOWCASE REALTY REAL ESTATE DEVELOPER RELIES INTEGRATION REAL ESTATE DEVELOPER EASES PAIN THROUGH EXACTTARGET + MICROSOFT INTEGRATION As one of the largest privately-held commercial real estate developers in the U.S., Majestic Realty Co. provides a full range of development services from initial land acquisition to ongoing property management. The key to their success? Maintaining open communication channels between brokers, clients, and potential clients. CUSTOMER SUCCESS CASE STUDY Majestic uses a variety of methods to communicate with their three key audiences with email being a large part of their strategy. However, they quickly ran into a problem that many marketers face disjointed data sources and process inefficiencies. The company maintained broker and client contact lists in databases, public folders, spreadsheets, and personal email contact lists located on the network and employees PCs. EXACTTARGET + MICROSOFT ExactTarget s integrated solution with Microsoft Dynamics TM CRM lets you use your most valuable data CRM data in your interactive marketing campaigns. Easily execute and track campaigns directly within Microsoft Dynamics TM CRM. As a result, the process for updating and managing contacts was time consuming and could result in multiple promotional messages going to the same brokers or clients. And even worse, producing a single HTML promotional email could take anywhere from 8 to 40 hours to complete and often required custom code using their internal system. However, Majestic wanted to get their promotional emails out in one day. In conjunction with systems integrator Neudesic, Majestic turned to ExactTarget s integrated solution with Microsoft DynamicsTM CRM, a leading customer relationship management system, to streamline their process and send targeted interactive communications. EMAIL + CRM = STREAMLINED SOLUTION Majestic now houses all of their data in Microsoft DynamicsTM CRM. But that s not all. They develop customer lists for direct marketing campaigns, create and send HTML emails using approved templates, and track the results of each campaign all without leaving Microsoft DynamicsTM CRM. All ExactTarget email tracking data is pushed directly into Microsoft DynamicsTM CRM, giving Majestic a holistic view of their marketing campaigns. And the result? A simplified process that saves Majestic both time and energy. 10
CUSTOMER CUSTOMER SUCCESS SUCCESS : MAJESTIC SHOWCASE REALTY BOTTOM LINE BENEFITS ExactTarget s integrated solution with Microsoft DynamicsTM CRM delivers everything that Majestic was looking for and more. Using templates to develop emails eliminates the need for coding, reduces the time to create promotional messages to less than a day, and allows more leasing staff to create their own messages without relying on an outside department. In addition, with the detailed tracking data that they can access directly in Microsoft DynamicsTM CRM, Majestic has been able to refine its mailing list and send more targeted mailings to key audiences. The ExactTarget Microsoft DynamicsTM CRM Integration allows us to deliver messages faster and gain more exposure of our properties to the key audiences we want to reach. JON GRUNZWEIG, Vice President and Chief Information Officer, MAJESTIC REALTY CO. Looking ahead, Majestic hopes to expand this custom integration to other areas of the company. Now that Majestic is equipped with a streamlined process and has more insight into the results of their marketing messages, the possibilities are endless. READY TO GET STARTED? Below are the highlights of ExactTarget s Microsoft DynamicsTM CRM Integration that helps marketers like Majestic Realty streamline their process to deliver personalized emails through ExactTarget all without leaving Microsoft DynamicsTM CRM. MICROSOFT DYNAMICS CRM INTEGRATION: KEEP YOUR DATA WHERE YOU WANT IT. Data synching, no more! ExactTarget accesses your data directly from Microsoft DynamicsTM CRM to create, deliver, and track your messages. Quickly and easily access the data you need without manual imports and exports. DISTRIBUTED ORGANIZATION. Control what content your users have access to. You can create and distribute approved content using ExactTarget s Lock and Publish model. Or, execute a campaign on behalf of your Lead, Contact, and Account owners with personalized communications tailored to your subscribers. 11
CUSTOMER SUCCESS: MAJESTIC SHOWCASE REALTY REAL-TIME TRACKING RESULTS. See open, bounce, and click-through data at the individual Lead, Contact, or Account level as well as an aggregate level. Use Microsoft Reporting Services to evaluate the effectiveness of your Campaigns. Drill down to see individual responses from aggregate tracking to determine subscriber engagement. Notice an engaged group of subscribers? Easily send a follow-up message using the Quick Copy to Marketing List feature. Just sort by behavioral data, copy to a new list, and send. UNPARALLELED DELIVERABILITY. Leads, Contacts, and Accounts are automatically marked as undeliverable after a threshold of acceptable bounces are met, ensuring that ISPs don t erroneously block your emails. With the Microsoft DynamicsTM CRM Integration, you ll streamline your process and maintain clean lists. 12
CUSTOMER SUCCESS CASE STUDY:
CUSTOMER CUSTOMER SUCCESS SUCCESS : CHARLOTTE SHOWCASE BOBCATS SPORTS ORGANIZATION SCORES WITH INTEGRATION The Charlotte Bobcats are a professional basketball team based in Charlotte, NC. The Bobcats are part of the Southeast Division of the National Basketball Association s Eastern Conference and play home games at Time Warner Cable Arena in Charlotte. Owned by legendary professional basketball player Michael Jordan, the franchise (as well as other arena events) are operated by Bobcats Sports & Entertainment. CHARLOTTE BOBCATS BETTER DATA = BETTER RELATIONSHIPS In 2009, the Bobcats conducted an email database clean-up by removing subscriber accounts that had been inactive for six months or more. They then collected more information on the remaining accounts to build a high quality, core group of subscribers. But, they still needed a way to boost list growth and increase revenue while maintaining email frequency control and internal operating efficiency within the marketing team. The ExactTarget Microsoft Dynamics CRM Integration lets us see the bigger picture of what our subscribers want so that we can provide more relevant, dynamic messages every time. Now, all our information is unified, helping us create a more holistic view of each customer record across all departments and that means a stronger brand presence, more targeted messaging, and increased ROI for our organization. BOBBY CARTER, Senior Coordinator of Digital Strategy & Research, Charlotte Bobcats GOALS. SOLUTIONS. RESULTS. The Bobcats turned to the ExactTarget Microsoft Dynamics CRM Integration for a long-term look at the results of a CRM integration, as well as a more holistic view of their customer records. They established three goals: 14
CUSTOMER CUSTOMER SUCCESS SUCCESS : CHARLOTTE SHOWCASE BOBCATS INTEGRATION MAKES THE SHOT The Charlotte Bobcats now rely on ExactTarget + Microsoft Dynamics CRM for more targeted communications, streamlined process, and better business practices. LIST GROWTH. With their newly-cleaned email database, the Bobcats needed a way to build up the remaining lists by finding more efficient ways of capturing dedicated subscribers from the start. The organization began a welcome series campaign and sweepstakes program to market to untapped groups by updating the welcome email layout to include more enticing content, an ExactTarget ShareThis toolbar, and a dynamically-populated image of the subscriber s favorite Bobcats player information which the Bobcats now have greater insight and access to thanks to the ExactTarget Microsoft Dynamics CRM Integration. Result: 243% increase in click-through rates, 521% increase in weekly sign-ups FREQUENCY CONTROL. The Bobcats were operating email databases separately for the basketball team and the arena, forcing brand standards to be comprised and messages to become redundant. What they needed was more centralized control through a team restructuring, a focus on email and data, and the right tools to implement change could streamline their campaigns, as well as boost results. They began using the ExactTarget Microsoft Dynamics CRM Integration as a single source of information for the entire organization in order to create a more unified approach to their marketing program and a consistent message for subscribers. Result: More efficient email operations, rapid turnaround, data integration across the company CRM INTEGRATION. The Bobcats needed a way to pull everything together, and with targeted messaging and enhanced data collection top-of-mind, they looked to the ExactTarget Microsoft Dynamics CRM Integration for streamlined process, more targeted messaging, and enhanced data collection. The Bobcats now process list management and data capture directly within Microsoft Dynamics CRM, unifying the information and creating a more holistic view of each customer record across all departments. Now, each department across the organization can view the results of their campaigns in real time and integrate marketing campaigns with their specific workflows. Result: Increased ROI, potential for increased revenue, stronger data for more targeted messages 15
CUSTOMER SUCCESS CASE STUDY:
CUSTOMER SUCCESS : DIXON HUGHES REAL ESTATE DEVELOPER RELIES ON INTEGRATION Dixon Hughes provides accounting, auditing, tax, and consulting services to businesses in a variety of industries. It operates with staff of over 900 employees in 24 offices and serves clients throughout the United States. Dixon Hughes affiliation with Moores Rowland International provides access to resources in 88 countries around the world. BUSINESS SCENARIO Dixon Hughes believes that their unique combination of regional, national and international resources, along with local firm responsiveness and personal attention is what provides them the perfect blend of professionalism and service. Seamless information flow from its CRM system to its other systems was crucial to its operation. ExactTarget does an excellent job of tracking the subscriber status information and sharing that information with our CRM system. Through the integration, we can easily push that data back into Microsoft CRM to ensure the entire organization is on the same page. In addition, the ExactTarget system is a great checks-and-balances solution to ensure we don t accidentally email anyone whom we legally shouldn t. D. SCOTT MOORE, Director of Marketing and Business Development, Dixon Hughes PLLC SOLUTION The ExactTarget Microsoft Dynamics CRM Integration enables Dixon Hughes to create, deliver, and track compelling emails that leverage CRM data. ExactTarget s approach is unique in that it includes a comprehensive toolset to drive dynamic content and deliver personalized messages on behalf of Lead, Contact, and Account Owners. 17
CUSTOMER SUCCESS : DIXON HUGHES EXACTTARGET + MICROSOFT With ExactTarget + Microsoft Dynamics CRM, the problem of sharing unsubscribe and bounce information between disparate systems is solved. RESULTS ExactTarget s solution accesses data directly from Microsoft Dynamics CRM through its web services to create, deliver, and track email messages which means users can keep their data right where they want it with no data synching or moving data back and forth between systems. With the ExactTarget Microsoft Dynamics CRM Integration, users no longer have to worry about complicated HTML editors or the load placed on their own servers to deliver email messages. The integration provides intuitive content creation and email delivery tools, along with powerful segmentation and personalization capabilities, real-time tracking results, and analysis using Microsoft Reporting Services and unparalleled delivery. 18
CUSTOMER SUCCESS SHOWCASE THE DAYS OF DISPARATE DATA? OVER. Regardless of your technical expertise, ExactTarget provides marketers with the most sophisticated yet easyto-use interactive marketing platform in the industry. And when combined with Microsoft Dynamics CRM, the days of struggling to organize disparate data across multiple systems are over. You ll be able to access all data directly from your CRM system. With ExactTarget + Microsoft Dynamics CRM, you can: Store your email marketing and subscriber data in one location, eliminating tedious data synchronization. Edit your marketing messages directly from the CRM user interface there s no need to log into the ExactTarget application. Send emails on behalf of your Lead, Contact, and Account owners, so you can build relationships with customers while increasing efficiency. View real-time tracking results across all databases, so you always know how your campaigns are performing. Manage profile changes and honor opt-out requests automatically. Whether you want to implement a lead nurturing campaign, invite prospects to marketing events (on behalf of their sales reps), or automate a subscription renewal process, you can rely on the integration of Microsoft s data management tools and ExactTarget s powerful send engine to deliver messages that drive results.your business is too important to be limited by unorganized data, manual processes, and irrelevancy. Get started with ExactTarget + Microsoft Dynamics CRM today. ExactTarget offers an add-on for Microsoft Dynamics CRM that includes many additional email marketing features and benefits. Companies looking for more advanced email marketing in Microsoft Dynamics CRM should definitely consider the ExactTarget Microsoft Dynamics CRM Integration. MIKE SNYDER AND JIM STEGER, Microsoft Press, March 10, 2008 19
LEARN MORE ABOUT THE INTEGRATION AT nexus.exacttarget.com 20