GET TO KNOW MARKETING AUTOMATION

Transcription

1 GET TO KNOW MARKETING AUTOMATION for Microsoft Dynamics CRM ONLINE Friday, June :00 PM EDT

2 Microsoft Dynamics CRM Center of your Digital Strategy Historically, Microsoft Dynamics CRM is known for it s three main modules: Sales Marketing Customer Service The general entities used in CRM are: Accounts, Contacts, Leads, and Opportunities; and Customer Service Cases. For Marketing, we have: Campaigns, Marketing Lists, and Campaign Activities

3 Microsoft Dynamics CRM Center of your Digital Strategy Microsoft Dynamics CRM offers Numerous other entities Ability to create your own entity relationships Includes a complete platform for process development, operational capabilities, mobility, security, search, and analytics, etc. All-in-one platform to engage your customers, enable your employees, optimize your processes, and transform your business.

4 Customer Experience, Mobility, Insights In the first session of our Get to Know CRM Online five-part series, we discussed the value of the customer experience. It is projected that by 2020, Customer Experience will outweigh price and product features as the most important product, or business, attribute. CRM Online works in tandem with Office 365 and related technologies like Power BI Makes your employees more cognizant of your clients or customers history Creating experience that will win new customers and keep your existing customers happy and loyal.

5 What else did we learn from the GTK CRM Online Customer Experience Webinar Demo? 86% of consumers are willing to pay more for a better customer experience 65% of customers have left a brand due to bad customer service Customer Experience is what differentiates you Implementing CRM doesn t have to be difficult Start with tools that your employees are already familiar with Powerful tools are available that can help your team work more efficiently, from guided business process flows based on your best practices, to turning cold calls into warm introductions, to knowing your customers better than your competitors, to document generation, Excel reporting templates, to having all this available on your mobile tablet, to powerful business intelligence. Recorded session:

6 We re giving CRM Online Webinar Demos in Sequence, according to: Overview Marketing Automation Get more Qualified Leads Sales Automation Manage those Leads (Lead-to-Opportunity process) Opportunity Management Customer Service Case Management Keep existing customers happy Social Engagement Stay on top of brand sentiment, issues, and convert Tweets to Leads

7 Back to Getting to Know Marketing Automation (and Marketing) Notice that when we listed the entities that are associated with CRM Marketing module, we mentioned Campaigns, Marketing Lists, and Campaign Activities. Of course campaign activities can be leaflets, direct mail, , or phone calls, and the like. There can also be planning activities like budgeting, goal-setting, and various printing or logistical tasks. But, in today s modern age, we re not seeing a marketing system as a complete set of tools if it doesn t include marketing, for one thing. Also, tracking analytics are a given Enter ClickDimensions for Microsoft Dynamics CRM

8 ClickDimensions for Microsoft Dynamics CRM ClickDimensions is an add-on solution for Microsoft Dynamics CRM, provided by a third-party independent software vendor that is, none other than: ClickDimensions. It s a suite of modules that is installed directly into your CRM system as an integrated solution. This has a number of advantages, which we ll cover. In the past, there were many competitors for marketing solutions for Microsoft Dynamics CRM, but many of the competitors have dropped out of the game, leaving, really only ClickDimensions and Microsoft Dynamics Marketing as the remaining viable contenders. This presentation focuses on the ClickDimensions solution for Microsoft Dynamics CRM. Note that ClickDimensions works equally well (100%) with CRM on-premises deployments as it does with CRM Online.

9 Marketing Automation with ClickDimensions In general, Marketing Automation is also known as Nurture Marketing or Drip Marketing ClickDimensions has a new module, called Campaign Automation Builder, which we ll demo in this presentation. ClickDimensions also has a (legacy) module known as Nurture Campaigns (we won t be demoing the Nurture Campaigns module) The Campaign Automation Builder is the newer and (to be) more robust version of Nurture Campaigns Marketing is also a big part of what ClickDimensions offers.

10 Redux: What did we learn from the GTK CRM Online Customer Experience Webinar Demo? (Yes, this is a quiz) 86% of consumers are willing to pay more for a better customer experience 65% of customers have left a brand due to bad customer service Customer Experience is what differentiates you Implementing CRM doesn t have to be difficult Start with tools that your employees are already familiar with What one thing will we learn this session: If you don t remember anything else from this webinar demo, just remember this one thing: Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads.

11 But, wait, there s more!!! (Ref.) 1. 58% of top-performing companies (those in which marketing contributes over 50% of the sales pipeline) have adopted marketing automation. (Forrester Research, 2013) 2. 79% of top-performing companies have been using marketing automation for more than two years. (Gleanster, 2013) 3. 78% of high-performing marketers say that marketing automation software is responsible for improving revenue. (The Lenskold and Pedowitz Groups, 2013) 4. 75% of companies using marketing automation see ROI within 12 months, 44% see it within 6 months. (Focus Research, 2013) 5. Specifically, companies that automate lead management see a 10% or greater increase in revenue in 6-9 months. (Gartner Research, 2013) 6. Companies that invest in marketing automation solutions see 70% faster sales cycle times, and 54% improvement in quota achievement. (Bulldog Solutions, 2013) 7. Marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead. (Nucleus Research, 2014) 8. B2B marketers who implement marketing automation increase sales by 10%. (Forrester Research, 2014) 9. B2C marketers who take advantage of automation which includes everything from cart abandonment programs to birthday s have seen conversion rates as high as 50%. (emarketer, 2013)

12 But, wait, there s more!!! (Ref.) 10. Marketing automation users report 3x more leads passed to sales after one month. (Marketo, 2013) 11. Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost. (Forrester Research, 2013) 12. Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads. (The Annuitas Group, 2013) 13. Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. (DemandGen Report, 2014) % of nurtured leads make larger purchases than non-nurtured leads. (The Annuitas Group, 2013) 15. The advantages of time freed up by marketing automation are many. (The Lenskold and Pedowitz Groups, 2013) 54% of companies with marketing automation capture intelligence for the sales team, compared to 25% of companies without marketing automation. 49% of companies with marketing automation customize content to the Buyer Journey stages, compared to 21% without. 59% of companies with marketing automation are able to use intelligent targeting to trigger content, compared to 17% without. 45% of companies with marketing automation regularly repurpose content for efficiency, compared to 28% without.

13 No, really, what is Marketing Automation, then? According to the newly-published ClickDimensions Campaign Automation Playbook: sending a series of relevant and timely communications to prospects or customers over time. These automated campaigns respond to the recipients actions, thus creating a more personalized experience and a winning marketing play.

14 Just a few more definitions and statistics So, just for the record, What Marketing Automation is Not: Sending the same s over-and-over to the same leads / prospects / customers, regardless of whether they re interacting with your communications. Marketing automation is a type of software that empowers companies to manage, automate and measure their marketing efforts so they can become more efficient and generate revenue faster. It s a multi-channel marketing approach that generates new opportunities and establishes nurturing customer relationships. (Ref.) You ll surely get amped when you see all the magical things that automated marketing tools can do for you but (Ref.) 86% of marketers believe that ease of use is the most important criterion when choosing a marketing automation platform. (Ref.)

15 So let s get started, right? What do I need to get started? CRM either CRM Online or on-prem they both work great with ClickDImensions A ClickDimensions subscription if you don t already have it, buy now, there s a 15-month-for-theprice-of-12 promo going on until the end of June. Call Joel Hinton and mention this webinar and SyncraTec or Computer Solutions East You ll import the ClickDimensions solution into your CRM system; and voilà! Decide on a marketing automation strategy Training, included with subscription Implementation, a consultant can help get you started Templates Targeted / Segmented Marketing Lists

16 Release Notes Version [April 2016] First, make sure you re on the latest version:

17 So, besides all the text book definitions, here s what s in-the-box when you get ClickDimensions Robust Marketing Engine High Deliverability, high volume Templating Tools from Block Style, WYSIWYG, to custom html Analytics Hard / Soft Bounces, Deliveries, Opens, & Click-throughs Subscription Management Web Forms Web Analytics Lead Scoring Campaign Automation Builder A PowerBI Content Pack

18 Did I Miss Anything?

19 Apparently, I did SMS Messaging Campaign Tracking Form Capture Surveys Landing Pages Social Discovery Event Management integration

20 Menu / Navigation Marketing Sends Templates Sent s Events Unsubscribes Posted Subscriptions Subscription Preferences Campaign Automation Analytics IP Organizations Anonymous Visitors Visits Page Views Posted Forms Posted Fields Posted Surveys Survey Answers

21 Menu / Navigation Settings ClickDimensions Settings CNAME Domains Survey Questions Subscription Lists Web Content

22 Building Marketing Lists Your Customers and Prospects Leads and Contacts Adding Leads and Contacts to Marketing Lists Associating Marketing Lists with Subscription Lists to enable Subscription Preferences Every Marketing List should be associated with a Subscription List Each Subscription List is an option for recipients to opt-in or opt-out of that specific subscription these opt-ins / opt-outs would be their Subscription Preferences Always provide means for one-click unsubscribe

23 Send Add Marketing Lists Subject Line Preheader (a.k.a. Preview Text) From Name (Sender) When to Send Inbox Preview A / B Testing

24 Split Testing A/B Testing Select A and B content strategies; modify the existing template or create a new one. Select the size of your test group and the winning strategy. Results are displayed inside the Send record in CRM.

25 Analytics

26 Events Events are records that track interactions. Each Event Record has the name of the Lead or Contact and pertinent information, such as which link they clicked on, if applicable. Types of Events are: Deliveries Opens Clicks Bounces Hard Bounces Invalid Recipient, DNS Failure Soft Bounces Auto-replies, out-of-office, etc.

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28 Heat Map

29 Power BI ClickDimensions Content Pack

30 Fan Profile

31 Quickly send SMS messages to your marketing lists With ClickDimensions you can send SMS (text) messages in bulk to Microsoft CRM marketing lists. The messages are sent to the mobile numbers of the lead and/or contact records on the marketing lists. CRM activity records are created to document that the message was sent. Even personalize your text messages using data stored in CRM. Deliveries

32 Contact Us Campaign Automation Builder Demo As part of our interactive demo today; we d ask you to go ahead and fill out our Contact Us page, and click on one or more of the checkboxes, which will do the following: Add you to a Marketing List, depending on which checkbox you checked Assign your Lead or Contact record in CRM to the appropriate Account Manager Send you a Welcome Wait for you to interact with the see what happens next in the live demo

33 The Real Contact Us Victor Sai (Sales Manager, Computer Solutions East, Inc.) www. computersolutionseast.com Ian Smith (Owner & President, SyncraTec Solutions LLC)

34 UPCOMING WEBINARS IN THE SERIES Webinar 3: Get to Know Sales Automation for CRM Online Friday, July 1, :00 PM EDT Click Here to Register Webinar 4: Get to Know Customer Service with CRM Online Webinar 5: Get to Know Social Engagement with CRM Online Friday, July 22, 2016 at 01:00 PM EDT Friday, August 12, 2016 at 01:00 PM EDT Click Here to Register Click Here to Register