Microsoft Dynamics CRM Partner Internet Marketing: Strategic

Assessment And Proposed Pilot

Presented byInteractive Limited David S. Foreman

dave@interactivelimited888-800-0999

Prepared For Allison DawsonMarketing Manager for Microsoft Dynamics

Executive Summary Of CRM Group Online Marketing Plan

• Assembling a group of CRM Partners who are willing to co-invest on a Microsoft Dynamics CRM pay per click campaign

• Interactive Limited will host the page and will use Bing and AdWords to drive traffic to an optimized landing page

• The landing page will be split tested and the campaign will be continuously improved using advanced landing page optimization tools

• The project will be monitored by Microsoft Dynamics Marketing managers

Today’s Challenge

• Partners Cannot Compete With the Major Brands such as SalesForce.com– Partners do not have the budgets to target high

volume keywords – Most partners lack the experience to develop first

class landing pages• Given their budgets, Dynamics partners end up

competing with one another (on Microsoft Branded Search Terms)

Brand Keyword Dogfight Enriches Google…

At the expense of our Partners while confusing customers

Neither Microsoft’s Corporate Campaign nor The Partners' Campaigns are at the Top of PPC Listings for

High Traffic Keywords

Broad CRM Keywords Require 15 Dollar Per Click Bids Just to Show Up on The First Page of Google

Broad CRM Keywords (such as CRM) Have 75 Times More Traffic Than Branded CRM Keywords (such as

Dynamics CRM):

Keys To Successful Online Marketing• All effective online campaigns are built on two pillars

to achieve high conversion rates (leads): – *Best Practices - requires experience and a sustained effort– Feedback Loops - statistical significance of test data is

critical for learning and evolving• Online marketing evolves quickly and requires

constant improvements • A minimum of $5,000/month would be required to:

– Proper design and implement a first class landing page– Get statistically significant volumes for split testing– Adapt site according to test results*Refer to conversion-rate-experts.com for more info.

Group Marketing Can Leverage Partner Resources

• Group marketing can focus campaign manager and Partner efforts on strategic planning rather than working on many individual (and often, competing) campaigns

• Group marketing will produce higher traffic levels that will allow for more rapid and accurate testing of landing pages

• Group marketing will create a wealth of feedback about actual sales that result from specific campaign improvements

Long Term Vision For Group Online Marketing

• Pool financial resources of Partners to develop centralized high volume Internet campaigns using best practices and feedback loops

• Enable Partners to focus marketing on competing brands rather than lead cannibalization

• Secure long term co-funding from Corporate so campaign can use more sophisticated tools to improve feedback and results

Cost Impact on Partners

• Proposed fees will be $800/partner per month – Partners may increase monthly spend levels at any time

• In some cases Partners may have monthly budgets that can shifted to cover some or all of this cost

• If goals are achieved, average cost per lead will be $250 by within 60 days (lead costs should decline dramatically as landing pages are tested and improved)

What Can I Expect if I Participate?• Secure group of at least 5 partners• Work as a group to determine campaign direction and lead routing• Execution:

– Month 1 – all funding put toward development of two test landing pages and set up of a pay-per-click campaign

– Month 2 – all funding dedicated to PPC advertising costs – Ongoing:

• 80% PPC advertising costs• 20% program management fees from Interactive Limited

• Monthly – Regular rhythm where Partners can have impact on the campaigns, learn from the group marketing effort and have full access to the campaign managers

Partner Gives and Gets

Gives• *Min $800/month to cover page

set up, clicks costs and campaign management fees

• Provide feedback about lead quality, sales pipeline and wins generated from the campaign

• Participate in monthly meetings to provide suggestions to improve campaign

Gets• Leads from a landing page that is tested and

optimized using industry best practices at an anticipated cost of around $250/lead

• The economies of scale needed to create and test landing pages that use feedback tools, split testing, lead capture forms, videos, white papers etc.

• Direct input into the landing page design, ad copy, and offers provided on group calls

• Complete transparency into how leads are generated and distributed

• Full access to analytics data• Access to best practices information and test

results that may help them improve other web marketing campaigns they are currently running

*Campaign will be managed at a cost of 20% of ad spend by Interactive Limited.

Appendix

Online Marketing Examples & Other Work By Interactive Limited

Visit ERPSoftwareBlog.com to see a group blog created by Interactive Limited and Anya Ciecierski for Dynamics GP Gold Partners. Launched in June of 2009 with 12 Partner/members, the site now has 24 members who contribute posts. The site already ranks #8 on Google natural search results for “ERP Software” and is on track to have 3000 visitors for the month of August 2009.

Interactive Limited has worked with over 35 Microsoft Dynamics Partners over the past 10 months. Projects have included complete site designs, optimization and campaign development. References available upon request.

For a sample CRM landing page created by Interactive Limited with annotations:http://crm.interactivelimited.com/SampleLandingPageMSCRM.jpg

For examples of the basic process of Internet marketing optimization refer to this slide show from one of the top experts in the field:

http://www.marketingexperiments.com/images/multifiles/articulate/webclinic-04-22-09/player.html

For an overview of landing page optimization tools from another top expert:http://www.conversion-rate-experts.com/articles/101-google-website-optimizer-tips/

Presented by:David S. Foreman dave@interactivelimted.com888-800-0999