GET TO KNOW

MARKETING

AUTOMATIONfor Microsoft Dynamics CRM ONLINE

Friday, June 10 2016 | 01:00 PM EDT

● Historically, Microsoft Dynamics CRM is known for it’s three main modules:

ᴥ Sales

ᴥ Marketing

ᴥ Customer Service

● The general entities used in CRM are:

ᴥ Accounts, Contacts, Leads, and Opportunities; and Customer Service Cases.

ᴥ For Marketing, we have: Campaigns, Marketing Lists, and Campaign Activities

Microsoft Dynamics CRM | Center of your Digital Strategy

● Microsoft Dynamics CRM offers

ᴥ Numerous other entities

ᴥ 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.

Microsoft Dynamics CRM | Center of your Digital Strategy

● 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.

Customer Experience, Mobility, Insights

● 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: http://tinyurl.com/gw85em2

What else did we learn from the GTK CRM Online Customer Experience

Webinar Demo?

● Overview

● Marketing Automation

ᴥ Get more Qualified Leads

● Sales Automation

ᴥ Manage those Leads (Lead-to-Opportunity process)

ᴥ Opportunity Management

● Customer Service Case Management

ᴥ Keep existing customers happy

● Social Engagement

ᴥ Stay on top of brand sentiment, issues, and convert Tweets to Leads

We’re giving CRM Online Webinar Demos in Sequence, according to:

● Notice that when we listed the “entities” that are associated with CRM Marketing module, we

mentioned Campaigns, Marketing Lists, and Campaign Activities.

ᴥ Of course campaign activities can be leaflets, direct mail, email, or phone calls, and the like.

ᴥ 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 email marketing, for one thing. Also, tracking analytics are a given…

● Enter ClickDimensions for Microsoft Dynamics CRM

Back to Getting to Know Marketing Automation (and Email Marketing)

● 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 email 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.

ClickDimensions for Microsoft Dynamics CRM

● 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

● Email Marketing is also a big part of what ClickDimensions offers.

Marketing Automation with ClickDimensions

● (Yes, this is a quiz)

ᴥ 86% of consumers are willing to pay more for a better customer experience

ᴥ 65% of customers have left a brand due to bad customer service

ᴥ Customer Experience is what differentiates you

ᴥ Implementing CRM doesn’t have to be difficult

ᴥ Start with tools that your employees are already familiar with

● What one thing will we learn this session:

ᴥ 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.”

Redux: What did we learn from the GTK CRM Online

Customer Experience Webinar Demo?

1. 58% of top-performing companies (those in which marketing contributes over 50% of the sales pipeline) haveadopted 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. (FocusResearch, 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 inquota 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 tobirthday emails – have seen conversion rates as high as 50%. (eMarketer, 2013)

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. (TheAnnuitas Group, 2013)

13. Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. (DemandGenReport, 2014)

14. 47% 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)

ᴥ 54% of companies with marketing automation capture intelligence for the sales team, compared to 25% of companies without

marketing automation.

ᴥ 49% of companies with marketing automation customize content to the Buyer Journey stages, compared to 21% without.

ᴥ 59% of companies with marketing automation are able to use intelligent targeting to trigger content, compared to 17%

without.

ᴥ 45% of companies with marketing automation regularly repurpose content for efficiency, compared to 28% without.

But, wait, there’s more!!! (Ref.)

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.”

No, really, what is Marketing Automation, then?

● So, just for the record, What Marketing Automation is Not:

ᴥ Sending the same emails 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.)

Just a few more definitions and statistics…

● What do I need to get started?

ᴥ CRM – either CRM Online or on-prem – they both work great with ClickDImensions

ᴥ A ClickDimensions subscription – if you don’t already have it, buy now, there’s a 15-month-for-the-

price-of-12 promo going on until the end of June.

ᴥ Call Joel Hinton and mention this webinar and SyncraTec or Computer Solutions East

ᴥ You’ll import the ClickDimensions solution into your CRM system; and voilà!

ᴥ Decide on a marketing automation strategy…

ᴥ Training, included with subscription

ᴥ Implementation, a consultant can help get you started

ᴥ Email Templates

ᴥ Targeted / Segmented Marketing Lists

So let’s get started, right?

● Release Notes Version 8.0.0 [April 2016] - 8.0.2

First, make sure you’re on the latest version:

● Robust Email Marketing Engine

ᴥ High Deliverability, high volume

● Email Templating Tools from Block Style, WYSIWYG, to custom html

● Email Analytics – Hard / Soft Bounces, Deliveries, Opens, & Click-throughs

● Subscription Management

● Web Forms

● Web Analytics

● Lead Scoring

● Campaign Automation Builder

● A PowerBI Content Pack

So, besides all the text book definitions, here’s what’s in-the-box

when you get ClickDimensions

Did I Miss Anything?

● SMS Messaging

● Campaign Tracking

● Form Capture

● Surveys

● Landing Pages

● Social Discovery

● Event Management integration

Apparently, I did…

● Email Marketing

ᴥ Email Sends

ᴥ Email Templates

ᴥ Sent Emails

ᴥ Email Events

ᴥ Unsubscribes

ᴥ Posted Subscriptions

ᴥ Subscription Preferences

● Campaign Automation

Menu / Navigation

● Analytics

ᴥ IP Organizations

ᴥ Anonymous Visitors

ᴥ Visits

ᴥ Page Views

ᴥ Posted Forms

ᴥ Posted Fields

ᴥ Posted Surveys

ᴥ Survey Answers

● Settings

ᴥ ClickDimensions Settings

ᴥ Email CNAME

ᴥ Domains

ᴥ Survey Questions

ᴥ Subscription Lists

ᴥ Web Content

Menu / Navigation

● Your Customers and Prospects

● Leads and Contacts

● Adding Leads and Contacts to Marketing Lists

● Associating Marketing Lists with Subscription Lists to enable Subscription Preferences

ᴥ Every Marketing List should be associated with a Subscription List

ᴥ Each Subscription List is an option for email recipients to opt-in or opt-out of that

specific subscription – these opt-ins / opt-outs would be their Subscription Preferences

ᴥ Always provide means for one-click unsubscribe

Building Marketing Lists

● Add Marketing Lists

● Subject Line

● Preheader (a.k.a. Preview Text)

● From Name (Sender)

● When to Send

● Inbox Preview

● A / B Testing

Email Send

Split TestingA/B Testing

● Select A and B content

strategies; modify the

existing email template

or create a new one.

● Select the size of your

test group and the

winning strategy.

● Results are displayed

inside the Email Send

record in CRM.

Analytics

● Email Events are records that track email interactions. Each Email Event Record

has the name of the Lead or Contact and pertinent information, such as which

link they clicked on, if applicable. Types of Email Events are:

ᴥ Deliveries

ᴥ Opens

ᴥ Clicks

ᴥ Bounces

ᴥ Hard Bounces – Invalid Recipient, DNS Failure

ᴥ Soft Bounces – Auto-replies, out-of-office, etc.

Email Events

Heat Map

Power BI – ClickDimensions Content Pack

Fan Profile

● 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

Quickly send SMS messages to your marketing lists

● 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 Email

● Wait for you to interact with the email…see what happens next in the live demo

Contact Us Campaign Automation Builder Demo

The Real Contact Us

Victor Sai (Sales Manager, Computer Solutions East, Inc.)

914-355-5800 sales@computersolutionseast.comwww. computersolutionseast.com

Ian Smith (Owner & President, SyncraTec Solutions LLC)

215-310-1750ismith@syncratec.comwww.syncratec.com

UPCOMING WEBINARS IN THE SERIES

Webinar 3:

Get to Know Sales Automation for CRM Online

Friday, July 1, 2016 | 01:00 PM EDT

Click Here to Register

Webinar 4:

Get to Know

Customer Service

with CRM Online

Friday, July 22, 2016

at 01:00 PM EDT

Click Here to Register

Webinar 5:

Get to Know

Social Engagement

with CRM Online

Friday, August 12, 2016

at 01:00 PM EDT

Click Here to Register