Microsoft Dynamics® CRM Training
Marketing Module Introduction
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Marketing Module Introduction
This video is designed to be an introduction to the Marketing module in Microsoft Dynamics CRM Online 2011.
When you first click on the Marketing module (in the bottom portion the navigation pane on the left of the main CRM Online screen), you'll notice that it's composed of several entities (listed in the top portion of the navigation pane), Leads, Accounts, Contacts, Marketing Lists, Campaigns, Products, Sales Literature, Quick Campaigns, and something called Internet Lead Capture (if installed on your system).
This scope of the video is to cover a few important elements of the Marketing module, explained below.
The Accounts and Contacts that are displayed in the Marketing module are the same Accounts and Contact that appear in the Sales module, the Service module, and in Workplace. Think of the modules as different ways to look at your data from a certain perspective. For a person who's interested in marketing, what's unique about the Marketing module is the concept of Campaigns, Quick Campaigns, and Marketing Lists.
Let's talk about some definitions.
A Campaign is an endeavor to reach out to your customer base. In CRM Online, there's a distinction between Campaigns and Quick Campaigns. The essential difference is the number of channels that you use. Quick Campaigns are limited to one method. Campaigns support multiple channels or methods of reaching out to your customers. For example, a Quick Campaign is an e-mail blast, or a series of phone calls to your customers. A full-blown Campaign might be the attendance at a trade show where leads are captured in a punch bowl, and then those Leads are followed up with various activities such as phone calls, e-mails, and perhaps even letters or faxes.
Let's take a quick look at a charity event. (Navigate to Marketing > Campaigns and then open the sample record "Charity Event(sample) ". Installation of the Microsoft sample data is covered in the First Steps video, about 15 seconds in.)
This Campaign started out at a charity event. The text added to the Name field by the creator of this record reflects that. The Campaign Code field is filled in automatically by the system and cannot be changed here (although you can control in your system settings how the code is formatted). Currency is automatically filled in based on your system settings. Status Reason is related to the un-displayed Status field. All records have a status field which usually contains the values Active or Inactive. The Status Reason field gives more detail about the Status, such as an active Campaign record might be considered active because it's Ready To Launch or Launched, etc. whereas an inactive Campaign record could be inactive because it was Canceled. The user therefore uses the Status Reason field to indicate the current stage of the Campaign. The Campaign Type field is set appropriately for this record to "Event" but other values are available in the drop-down list for other types of campaigns. The Price List field is unused in this record, but Campaign records may have special price lists related to them, such as discounts for a particular trade show or advertised special, etc. The Expected Response(%) field is optional as well. The Offer field can hold a description of the offer, if there is one.
The Description field describes the campaign (as distinguished from the Offer field above).
The fields in the Financials section are used to track the budget for the campaign. This is something that a Campaign allows you to do that a Quick Campaign does not.
Listed under the Common group in the navigation pane for a Campaign record, you'll find other things that a Quick Campaign does not have: Planning Activities, Campaign Activities, and Campaign Responses. We'll cover two of these below.
The flow of work with a campaign starts out with the creation of the Campaign record and then the creation of one or more Planning Activities associated with the Campaign.
Let's look at a Planning Activity. Click Planning Activities in the navigation pane and then Add New Activity in the Activities tab of the ribbon to open the activity type drop-down list, and choose Phone Call. The Phone Call New window opens. Here you can create a record to track a call you made, for example, a call made to a venue-booking agent to secure a conference hall for your event. Notice that the Regarding field of the phone call record is automatically set to the Campaign record. That also means that if you were to Save this phone call record, it would automatically show up in the list when you go back to the Campaign record and click Planning Activities in the navigation pane. There can be many Planning Activities associated with any one Campaign.
The flow of work then progresses to Campaign Activities. These are special activity records that can only be associated with Campaigns (whereas normal activities such as phone calls can be associated with many types of records, such as sales Opportunities or service Cases). Let's look at one. Click Campaign Activities in the navigation pane and then click Add New Campaign Activity in the Campaign Activities tab of the ribbon. The Campaign Activity New window opens. You'll notice it has a Budget Allocated field (the budget for just this activity rather than for the whole campaign found in the Financials section of the Campaign record) as well as an Actual Cost field. The Channel field has a drop-down list of values ranging from Phone to E-mail via Mail Merge, and even Other. These are the channels mentioned earlier of which a Campaign can use many while a Quick Campaign can use only one.
The Phone call example is saved in the video with the Channel being E-mail and the subject being "Email Blast 1". You'll notice after we save a Campaign Activity that we are now able to use one or more Target Marketing Lists (seen in the navigation bar under the Common group).
Let's talk about Quick Campaigns. Quick campaigns are based on groups of Lead, Account, or Contact records that you choose using Advanced Find or manual selection.
To begin a Quick Campaign, select some records. In the video, we navigate to Marketing > Leads and manually select some of the sample Lead records. While the records are selected, look in the Add tab of the ribbon and click Quick Campaign and For Selected Records.
A wizard opens to guide us through the process of creating a Quick Campaign using a series of pages. Enter a Name for the Quick Campaign and choose an Activity Type (we chose Phone Call in the video). Under Select who will own these new activities, there are a number of choices. These determine the assignment of the new activities (not the Lead records). Let's choose The owners of the records that are included in the quick campaign. Next you are asked to specify the details of the activity, in this case the details of the phone calls. Notice that some fields are empty and cannot be edited, such as Phone Number, because that information will be supplied automatically as each phone call activity is created, based on the unique information in each Lead. The Due field can be used to indicate the day the phone calls should be made. If left blank, the users who make the calls can fill it in to mark when they made the call. On the last page, the wizard gives you a summary of what it's going to do. Click Create to create the Quick Campaign and all of its activities.
The phone call activities are generated in the background and we can continue to work. Once they are generated, we can go look at them. Navigate again to Marketing > Leads and open one of the Leads that you included in the Quick Campaign. You can find the phone call activity in the navigation pane of the Lead record by clicking Activities under the Common group and then looking at the list on the right. Opening the phone call activity, we can see that the owner of the Phone Call record is the same as the owner of the Lead record because we set that in the wizard. That means that the owner will also be able to find the phone call activity in Workplace > Activities in the My Activities view.
Quick Campaigns can also be viewed and managed (but not created) in Marketing > Quick Campaigns. For example, choose the My Quick Campaigns view, and the Quick Campaign we just created should appear in the list. Open it. You'll see that the details are not editable because the Quick Campaign has already been created using the wizard. We can see the list of activities (Phone Call records) that were created, as well as the list of Leads that were included.
Thanks for watching.