Microsoft Dynamics® CRM Training
Introduction to the Marketing App in Microsoft Dynamics 365
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This video will cover the lightweight marketing functions that are included in the Sales App. This is not to be confused with the Microsoft Dynamics 365 for Marketing app for Enterprise that is due to be released by June 2017. Let's start by talking about a really exciting feature that comes along with Plan 1 that will help you find more leads, win more deals, grow your business, and increase account retention. It's called Insights, and there are a few different parts of it. First, Insights, powered by InsideView, pulls continuously updated information from over 40,000 news, financial, and social media sources and validates it to provide top-notch lead, contact, and account information. This used to be known as Customer Insights. For example, after installing and setting up Insights (it’s included with your subscription, but you do need to install it before using), you can open up a lead, contact, or account record, and see an additional pane along the right side of the screen. This Insights pane will show current articles related to the organization, as well as other options, such as finding contacts, which, especially for leads, cuts down on research time, as business events, competitor, financial, and industry information are automatically populated to help sales professionals prep for calls. The way Find Contacts works is that it helps you connect with and learn about the right people via mutual connections, which increases rapport and credibility in your calls. The Show Firmographics button shows you company firmographic information, and demographic info for your contacts; in addition to the standard email and phone number, you'll be able to see employment details, how you're connected to the contact, and even previous coworkers. From here, you can also add a company to a Watchlist, share articles on social media, and more. Insights also helps you stay on top of what needs to get done, with tools like the Relationship Assistant, that populates task reminders within your dashboards to keep things top-of-mind. Insights will save you time and energy in the sales process, especially, by making comprehensive lead information easily accessible. Next, let's navigate to the Marketing app within Dynamics 365. Along the top of the screen, click the down arrow next to the current app name, and select the Marketing tile. This lightweight marketing app will be included with the Sales app, and contains some super simple tools that will aid your marketing efforts: marketing lists, campaigns, and quick campaigns. Up first: Marketing lists. Marketing lists can include leads, accounts, or contacts, and can be static or dynamic, the difference being that you manually add and update members of static lists, and dynamic lists are automatically returned based on your chosen search criteria; that is, a dynamic list is updated by data that changes in the Dynamics 365 system. For instance, a dynamic list of leads in the state of California is automatically updated by new leads with a California address, leads which have addresses that change to a California address, and leads with California addresses that change to another state. A common example of a static marketing list would be a list of contacts that have indicated that they will attend an upcoming event. These additions would generally be made manually as the indication of attendance is received by Dynamics 365 users. Let's create a marketing list now. So -- go back up to the down arrow next to the Marketing app name, and click Marketing Lists within the Marketing column. Click New. Enter text for the marketing list name, then click to toggle between static and dynamic for list type. For this example, I'm making a list of Los Angeles customers that I want to automatically update each time data changed in the system, so I'll choose Dynamic. While Purpose isn't a required field, we recommend completing it to better differentiate between lists and what they're for, so I'll enter text here. Click the Targeted At field and choose your audience from the dropdown list. I'll choose Contact for today. Your name will autopopulate into the Owner field, but change it if you're not going to be the owner of this marketing list. Fill out any other desired fields, then click Save to activate the record and add members. After saving, you'll notice that plus signs appear in the sub-grids for the Members, Campaigns, and Quick Campaigns sections. Let's click the plus sign for Members. Since I chose dynamic as the type of marketing list, I'll enter advanced find criteria that will pull back the current list members each time the list is used. To do this, I'll verify that the Look for field says Contact, since that's what I want to pull back. I'll click Select, then choose the desired search field from the dropdown list. I want to search for Los Angeles contacts, so I'll choose Address 1: City. Then I'll leave the operator as Equals, but note that to change this to something else, such as Contains, Begins with, or Ends with, I'll simply click Equals and choose a different operator from the dropdown list. Next, I'll click the Enter Text field and enter "Los Angeles." Click Find to see the results of the query, then click Back to Query if you want to change the query, or click Use Query if everything looks right. Now, you can see that the current Los Angeles contact have appeared in this marketing list; each time I open the list, again, it will be current to whichever contacts currently have Los Angeles addresses. Next, let's click the plus sign for Quick Campaigns, which are single channel methods of reaching out to a group of Leads, Contacts or Accounts. A Quick Campaign channel can be a set of phone calls, emails, appointments, or even tasks. A typical use of a quick campaign would be a busy inside sales team who has a quota to reach out to X number of Leads or Contacts in a given day or week. The Quick Campaign would be used to automatically schedule these calls. Quick campaigns can be created directly from any list of leads, contacts, or accounts in Dynamics 365, but they can also be created from within marketing lists, so I’ll do that nowm since I’m working with a marketing list. Clicking the plus sign will open up the Quick Campaign wizard. Click Next. Enter text to name the campaign. Choose the activity type. For today, I'll choose to email all members of this marketing list to let them know about a new product offering. Next, choose the appropriate radio button based on who you want the activities to be assigned to. I'll own these activities. I can choose to add them to a queue as well, if I want, but for today I won't. Choose whether or not email activities should be closed. Then click Next. Depending on the type of quick campaign you've selected, the next page will appear a bit different, but basically, this is where you enter the content of the activity. For emails, I can check the box if I want to use an email template, but for today I won't. Click to expand the Header section. Choose priority and due date. The From field will autopopulate with your own name, but you can change it if desired. Enter the email subject, then type the text of the email in the text box. You can format as much or as little as you like. Click Next when finished. Review the details, then click Create. Full-blown Campaigns differ from Quick Campaigns in that Campaigns feature Templates, Planning Activities, multi-channel Campaign Activities, and Budgeting. A typical use of the Campaign entity in Dynamics 365 is planning for a trade show. In this case, Planning Activities might include transportation arrangements for staff attendance, the securing of a booth, and the scheduling of in-house meetings before the event. Campaign Activities for such an event could include Phone Calls to potentially customer attendees, email blasts about the event, and scheduled appointments with customers duruing the days of the trade show. And, if the visit to a specific trade show was a repeated event, the campaign, once all of the Planning and Campaign Activities were created, could be saved as a template to be used again and again. For marketing professionals that plan campaigns repeatedly, this a powerful timesaver. Marketing lists, campaigns, and quick campaigns let you touch based with many leads, accounts, or contacts all in one go, streamlining the process and keeping your business top-of-mind. That's it for this introduction to the Marketing app in Microsoft Dynamics 365! Thanks for watching this video by xRM!