Dynamics Marketing – Everything You Ever Wanted in a Marketing Automation Platform?

January 7, 2015   //   Customer Relationship Management, , , , , , ,

Microsoft Dynamics Marketing platform offers a breadth of new capabilities for today’s savvy marketer at an extremely attractive price. There is so much this platform can do for $125/user/month that you may get the feeling that it’s too good to be true. But once you do your homework, you will quickly realize that Dynamics Marketing has many of the same robust features you see in all of the top tier marketing platforms. Read my blog to learn more about all of the cool new features that come standard in Microsoft Dynamics Marketing, making it everything you ever wanted in a marketing automation platform.

There are many blog and technical articles out there that do a deep dive into how to setup and execute marketing campaigns and many of the other capabilities in the Dynamics Marketing platform. In this blog I wanted to clarify some of the functionality and dispel any ambiguity about what this feature set provides. The Visual Campaign Designer allows you to design the flow of your marketing campaign with logic breaks, A/B testing and scheduling using activities and responses. It also allows you to see the results of your efforts by indicating the flow of the number of recipients affected through each message, offer or landing page.

Visual Campaign Designer

A few of the core activities and responses within Marketing Dynamics Marketing are:

Landing Pages – These pages are easily created and hosted by Microsoft for you. Generally, these include a lead form which allows a prospect to enter demographic information for lead follow up and event registration. You can choose to embed these landing pages via an “iframe” onto your corporate webpage, then use messaging to drive traffic to the landing pages and measure how often users are clicking through to them.

Scoring – Scoring activities conditionally affect a contact’s lead score based on their interactions throughout a campaign.

Offers – Offers create promotion codes as a call to action for your customers. You can use offers to track how many times each code has been redeemed and you can also place limits on the number of redemptions available.

A/B Testing – A/B testing allows users to provide two versions of the same message for distribution to a percentage subset of their target list to determine which version performs better. Then the system will automatically send the winning design or whichever messaging did the best to the remainder of the list.

Triggers – Triggers allows you to conditionally react according to the delivery, open, click or bounce of an email message.

Each of the tools can be dragged onto the Dynamics Marketing platform designer so that you can set the properties for that action. When creating an email, you can utilize the ‘drag and drop’ email designer to create an HTML email from scratch, or based off of a predefined template. The email designer takes a bit of getting used to and can feel a little bit clunky, but there is automatic validation that helps guide you through the process to make sure that you are including all of the elements necessary to keep you in compliance with bulk communication regulations – such as including a subject for the message, the required sender information and unsubscribe options.

Campaign Execution Results are shown in near real time as recipients receive and open or unsubscribe. The open, click and unsubscribe statistics are displayed right within the visual campaign designer so you can see how the results flow through each campaign that you have created.

The entire platform integrates easily with CRM online or CRM on-premises through an Azure hosted service bus. The integration provides a bi-directional sync of contact, activity and campaign information, which can be configured and mapped at a granular level.

In the future, I will be creating more detailed blogs with information about how this platform leverages and integrates with CRM. In the meantime, feel free to reach out to SWC or attend our January 22nd Chicagoland CRM 2015 launch event to learn more.

Complimentary “What’s New in Microsoft Dynamics CRM” 2015 Event
Microsoft Dynamics CRM has helped organizations drive sales, marketing and customer service for years. The release of Dynamics CRM 2015 offers exciting new capabilities for mobile, campaign management and social insights on-premises or in the cloud with Office 365. At this event, Jeff Hoffmann, Vice President of Business Applications and CRM expert Wally Seliga will get you up to speed with the new Microsoft Dynamics CRM 2015.

Recommended Past CRM Blog Posts

If you enjoyed reading this blog from Wally, please check out a few of our past posts on Customer Relationship Management solutions.

Everything You Need to Know About the Microsoft Dynamics CRM 2015 Release
Deploying On-Premise Dynamics CRM to Remote Users
Integrating Microsoft Lync and Dynamics CRM for Call Tracking
Ask SWC: What’s a Great CRM Tool for Your Sales Team?
Best Practices for Marketing Automation in CRM
Maximizing User Adoption in CRM Deployment
Ask SWC: Salesforce Goes Social with Chatter
Choosing the Right CRM Solution Part I
Choosing the Right CRM Solution Part II
Common CRM Mistakes and How You Can Avoid Making Them
Compete: How Developing a Solution for the Salesforce.com AppExchange Launched a New Company
The Three Main Components of a CRM System
Why SWC is Developing a Salesforce.com Practice

Microsoft Dynamics CRM Success Story

Watch our video case study to learn more about how SWC has helped clients find success through Microsoft Dynamics CRM.

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