Marketing Automation for Microsoft Dynamics 2013

5 Ways Marketing Automation Improves Dynamics CRM

Today’s Agenda

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• Marketing automation for CRM• Challenges with modern CRM & b2b

selling• How marketing automation can improve

CRM• Preview of embedded MA for Dynamics

CRM 2013

What is marketing automation?

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• A platform approach to b2b marketing• Process-centric• Lead management• Revenue management• Content delivery• Combines traditional marketing tech (email,

forms, web, social) into a single platform

Marketing automation for CRM

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• True marketing automation – integrated to CRM blends marketing and sales processes to manage the flow of leads from the top of the funnel to the bottom

And it should look something like this

Why is marketing automation so hot?

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• Severe disconnect exists between marketing & sales• And C-level knows it needs to be fixed

• Buyer control of online product research• The social web removes power from sales• CRM supports the “old way” of selling• MA supports the “new way”

Challenges with modern B2B Sales (and the CRM’s that support it)

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The buyer journey has become self-paced

Persistent Disconnect Between Marketing & Sales

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• No easy fix• Sending emails from

CRM is not a solution• Process driven• MQL to SQL• Lead management over

buttons and tools• Information to assist

sales in real-time

Doing it right pays dividends

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5 Ways Marketing Automation Can Help?

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• Facilitate engagement between sales & self-directed buyers

• Keep CRM free of unqualified suspects & eliminate lead leakage

• Nurture cold to lukewarm leads• Alert sales of high-value prospect

activity in real-time• Give sales insight into buyer interest

before they call the prospect

1. Facilitate engagement

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• Website visitor tracking captures valuable lead behavior

• Leads are scored and pushed to CRM

• Sales is alerted via email • Sales reviews marketing intelligence

in lead/contact entity prior to follow up

• Better information, in real-time facilitates improved person-to-person engagement

2. Keep CRM clean and eliminate leakage

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3. Nurture Cold Leads

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• Nurture marketing combines both marketing & sales actions into a single campaign

• Enrollment based on scoring, lead status changes, forms activity or web activity

• Sales can automatically flag leads for re-marketing

• Sales is alerted when activity occurs at any stage of a nurture flow

4. Alert Sales of high-value activity


• Drive meaningful, person-to-person engagement

• Engage when prospect interest is highest

• Put some control back into sales’ hands

• Keep sales excited about lead gen/marketing efforts

• Lead scoring ensures only SQL’s move to sales

5. Give sales insight into buyer interest & behavior


• Web engagement • Email and campaign responses• Event attendance• Forms & survey completions• Lead score profile and history• Create a total picture of a buyer’s behavior and interest• Present data in a way sales can digest and use in real-time

What does this look like in CRM?


All marketing interactions are neatly placed in the lead/contact entity for complete marketing history and behavior profile analysis

Give sales insight


Create the “total picture”


Answer the critical questions that sales cares about…• Who’s on my site?• What are they looking at?• How did they get there?• What are they interested in?

About us and our work in Dynamics CRM


• Leader and innovator in Marketing Automation• Focused on Microsoft Dynamics since January, 2009• 150+ Active Microsoft deployments on 4.0, 2011 and now

2013!• Known for hands-on, personal service• Industrial-strength, natively integrated to Dynamics• Name brand clients

Marketing Automation for Microsoft Dynamics 2013

Marketing

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