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Marketing Automation for Microsoft Dynamics 2013

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SalesFUSION webinar - 5 ways marketing automation can help improve Microsoft Dynamics CRM 2013. Preview SalesFUSION's latest release of marketing automation for Dynamics CRM

SalesFUSION webinar - 5 ways marketing automation can help improve Microsoft Dynamics CRM 2013. Preview SalesFUSION's latest release of marketing automation for Dynamics CRM

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  • 1. 5 Ways Marketing Automation Improves Dynamics CRM
  • 2. Today’s Agenda • • • • Marketing automation for CRM Challenges with modern CRM & b2b selling How marketing automation can improve CRM Preview of embedded MA for Dynamics CRM 2013 www.SalesFUSION.com © 2013 SalesFUSION
  • 3. What is marketing automation? • • • • • • 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 www.SalesFUSION.com © 2013 SalesFUSION
  • 4. Marketing automation for CRM • 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 www.SalesFUSION.com © 2013 SalesFUSION
  • 5. Why is marketing automation so hot? • 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” www.SalesFUSION.com © 2013 SalesFUSION
  • 6. Challenges with modern B2B Sales (and the CRM’s that support it) The buyer journey has become self-paced www.SalesFUSION.com © 2013 SalesFUSION
  • 7. Persistent Disconnect Between Marketing & Sales • 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 www.SalesFUSION.com © 2013 SalesFUSION
  • 8. Doing it right pays dividends www.SalesFUSION.com © 2013 SalesFUSION
  • 9. 5 Ways Marketing Automation Can Help? • Facilitate engagement between sales & selfdirected 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 www.SalesFUSION.com © 2013 SalesFUSION
  • 10. 1. Facilitate engagement • 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 www.SalesFUSION.com © 2013 SalesFUSION
  • 11. 2. Keep CRM clean and eliminate leakage www.SalesFUSION.com © 2013 SalesFUSION
  • 12. 3. Nurture Cold Leads • 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 remarketing • Sales is alerted when activity occurs at any stage of a nurture flow www.SalesFUSION.com © 2013 SalesFUSION
  • 13. 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 www.SalesFUSION.com © 2013 SalesFUSION
  • 14. 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 www.SalesFUSION.com © 2013 SalesFUSION
  • 15. 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 www.SalesFUSION.com © 2013 SalesFUSION
  • 16. Give sales insight www.SalesFUSION.com © 2013 SalesFUSION
  • 17. Give sales insight www.SalesFUSION.com © 2013 SalesFUSION
  • 18. Give sales insight www.SalesFUSION.com © 2013 SalesFUSION
  • 19. Give sales insight www.SalesFUSION.com © 2013 SalesFUSION
  • 20. Give sales insight www.SalesFUSION.com © 2013 SalesFUSION
  • 21. 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? www.SalesFUSION.com © 2013 SalesFUSION
  • 22. 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 www.SalesFUSION.com © 2013 SalesFUSION

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