Today’s marketplace is more competitive than ever.

Small and medium sized businesses are working with tighter marketing budgets, limited in-house resources and more demanding customers.

Marketers need to access to customer insight so they can segment customers and prospects, and provide the right message, to the right people, at the right time.

You can use Microsoft Dynamics CRM to manage customer and prospect information and run more effective marketing campaigns.

Microsoft Dynamics Marketing provides powerful functions that you let plan, execute, track, and analyze marketing campaigns across multiple channels. Microsoft Dynamics Marketing lets you do the following:

  • Campaign management: Plan, track and analyze the ROI of marketing campaigns.
  • Campaign automation: Create automated rule-based campaigns using intuitive flowcharting tools.
  • Behavioral analysis: Track the ways in which your contacts engage with your campaigns, emails, landing pages, offers, events, and more. You can also use this data to score and quality leads.

Campaign Management

Campaign Management is integrated with other functions.

  • Marketing Resource Management: Campaign management functions are tightly integrated with Microsoft Dynamics Marketing’s existing marketing resource management functions such as workflow, project management, spend management, digital asset management, etc.
  • Email Marketing: The behavioral information originating from email marketing functions of Microsoft Dynamics Marketing can be used in campaigns automated using the CMO.
  • Lead Management: Landing pages generate behavioral information that can be used in campaigns automated using the CMO.
  • Campaign Performance Management: The information collected by Microsoft Dynamics Marketing is used to calculate key performance indicators that you can use to assess campaign performance such as click-through rates, etc.
  • Expense Management: Campaign expenses are used to calculate key performance indicators that you can use to assess campaign performance such as Cost-Per-Lead, Cost-Per-Click, etc.
  • Jobs: Microsoft Dynamics Marketing makes it easy to generate Redirecting URLs for use in campaigns right from the Job dashboard.
  • Media Buying and Planning: Microsoft Dynamics Marketing makes it easy to generate Redirecting URLs for use in ads right from Media Plans and Media Orders.

Campaign Automation

Each campaign can be designed to include a campaign-automation canvas (also called simply the “campaign canvas”). Use the canvas to design a graphical flowchart that both automates the campaign and reports its progress. You can add marketing lists to identify target contacts and then assign any of a range of activities, such as sending email, and track responses. You can add triggers that enable the campaign to adapt itself to various events and also launch new events, such as event registration, traditional mail sends, task creation and more.

Behavioral Analysis

Microsoft Dynamics Marketing collects data about how contacts interact with your various marketing initiatives, including email interactions, landing page interactions and web visits. Of these, web visits fall under the category of behavior analysis, and the system for monitoring these is described in this section. The behavior-analysis feature records visits to your web site and matches these with specific contacts when possible, thus enabling you to gauge the interests of specific contacts and to incorporate these measurements into your results, analyses and lead-scoring rules.

 

To learn more, view the on-demand educational webinar “Marketing 102: Campaigns”.