Microsoft Dynamics® CRM Training
Microsoft Dynamics CRM for Marketing
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Welcome to Microsoft Dynamics CRM for Marketing. This video will detail how you can use Microsoft Dynamics CRM to promote and market your business. The main marketing components of CRM include marketing lists, quick campaigns, campaigns, campaign responses, and sales literature. Let's do a quick rundown of what each of these is, and then dive into more detail. Marketing lists are a collection of leads, contacts, or accounts that represent targets for your marketing efforts. Quick campaigns are a one-channel effort to reach out to a specific marketing list; they can also be run against the result of a simple query in CRM; or, you can even randomly select records and use quick campaigns against them. Campaigns are more robust than quick campaigns. They can consist of planning activities, campaign activities, multiple marketing lists, budgeting, start and end dates, multiple channels, such as email, phone calls and appointments, in one campaign Campaign responses are detailed tracking records, in some cases created automatically, in other cases created manually, that can then be converted to any number of other records. If, for instance, you use a campaign response and convert it to an opportunity, the opportunity closes as Won and revenue is realized. This campaign response provides a track back to the original marketing effort that was the campaign. Microsoft refers to this as closed-loop marketing: where there is a direct result, or reporting line, from the marketing efforts back to sales, helping you understand and track how effective your marketing efforts are. Sales literature is an often-overlooked part of the marketing module that is a robust way for your company to track carefully the versions and types of documents that are distributed to prospects and contacts. A great way to get an overall view of marketing in CRM is with dashboards; this is the standard Marketing Dashboard in CRM, but you can also create customized ones with the specific information you want to see. This dashboard has six components, focused on campaign types and results, as well as activities, as you can see here. If I click the menu icon, then click Marketing, I see Dashboards, Activities, Accounts, Contacts, and Leads, which you're probably already familiar with from the Sales video and other videos, but I also see the items I mentioned earlier that are more specific to marketing: Marketing Lists, Campaigns, Quick Campaigns and Sales Literature. Let's start with Marketing Lists. The Marketing list concept is likely best understood through example: let's say for a minute that you wish to have a dynamic marketing list - that is, a list that updates, grows and shrinks accordingly - of leads, where the zip code equals 90017 or 90015, first you would click New. You would enter the desired list name, click to toggle between static and dynamic, describe the list's purpose, choose an entity to target it at, be it Accounts, Contacts, or Leads. With this, it's important to remember that a marketing list can only be directed at one entity at a time, though, of course, you can have multiple lists. Next, you'll choose a source (in this case we'll query CRM itself), and then you'd click Save to activate the list. Now, we need to add members to this list, so just click Manage Members, and a query window will open. We want to tell the system to show us all the leads that contain 90017 and 90015, so we'll click Select, and choose ZIP/Postal code. Leave the middle section as Equals, then click to enter text in the righthand section - this is where you need to enter "90017." Repeat these steps and add a section line that states ZIP/Postal code Equals "90015." Once both lines have been added, click the down arrow to the left of each line, and choose "Select row." Since we want members whose area codes equal either 90017 or 90015, we'll click Group OR. Click Find to see the results that this query returns; if those are the correct results, click Use Query, and you'll see that those individuals have populated into the Members section, meaning you've successfully created a dynamic marketing list. Now let's look at the Quick Campaign. While Quick Campaigns are technically their own entity, their use is so simple that really it just seems like an extra feature. From the Leads page, you can click to select the specific individuals you wish to communicate with all at once. Once I select the individuals' records, click the ellipses, then choose Quick Campaigns; in the list of options, choose for Selected Records. This will open the Create Quick Campaign Wizard. Click Next to get started. Enter a name for the campaign, and click Next. Choose which activity type, or channel, the quick campaign will be; remember, you can choose any of these, but quick campaigns each can only consist of one type of communication. For this example, we'll choose Phone Call. Next, we need to assign who is going to own the activities; if I were a manager, for example, setting the campaign up for someone else, I could select the owner of the leads themselves, assign it to a team, or even send it to a queue. Then click Next. You'll notice that a lot of the fields are grayed out; this is because they will be automatically populated from the system. However, you need to complete the fields that aren't grayed out. In this case, that's just the Subject, Description, and Duration fields. Then click Next. The next page of the wizard will simply explain that it's about to create a quick campaign for the records you've selected, and assign them to the individual you've selected. Simply click Create to finish. Standard campaigns are next. What you're looking at is a typical campaign; this one is for a tradeshow. A good thing to do is create planning activities for your staff. What you'll see here is that I have created a task to secure a booth for the tradeshow; it's set and assigned to me. Not only will this planning task appear in conjunction with the specific campaign, but it'll sync with my Outlook as a task to be done as well. Once you've added your planning tasks, it's a good time to add a marketing list. Click the plus sign to add any number of marketing lists to this campaign. You can see that someone has already added the Prospective Clients marketing list. How is this marketing list used, though? Well, that's where campaign activities come in. Campaign activities can include multiple channels, and you can include any number of them. You can see there's already one activity listed: phone all potential attendees for RSVP, but you could also create campaign activities featuring other channels, such as appointments, or, more commonly, emails. If you click the plus sign to add a new campaign activity, you'll see you can even identify outsourced vendors, and enter that information in if applicable. You can put a description down, a scheduled start and end date to complete those campaign activities, then a budget. Any budget you put down here will then roll up to the overall cost of the campaign so you can track costs. After clicking save to create the campaign activity, you'll want to add at least one marketing list to distribute those campaign activities - just click the plus sign and use the lookup field to choose the appropriate marketing list or lists. As you can see, standard campaigns and quick campaigns are very different, but both serve really important purposes and can give your marketing efforts a serious boost. Campaign responses are our next entity to talk about. Remember, campaign responses are a way to track, specifically, responses to your campaign activities. For instance, if we sent this email campaign out, and replies were received by the system, campaign responses would automatically be created. By the same token, you can convert one of the campaign activities, itself, to be a campaign response. Here's the original task to secure the booth we saw earlier. I can click to open this task, and then can convert this to either a case or an opportunity; if I do this, I'm then looking at a campaign response. Say I convert this to an opportunity, and the opportunity is closed and won, I have a direct correlation between this campaign and sales and revenue, helping to really put a value on your marketing efforts. Again, Microsoft calls this closed loop marketing. Finally, the last part of Marketing in CRM we're going to talk about in this video is Sales Literature. Sales literature records in CRM provide a disciplined approach to content distribution for your accounts and prospects. For example, you see here that one of the pieces of sales literature I have is a Product Details Infographic. I can come into CRM, click to open this item, click Send as Email, and send that document to a prospect immediately. You can fill this Sales Literature section with marketing brochures, useful articles, literally anything your company feels will help support or market your products. Say you send out this infographic to a lead, and the lead takes a look at it and decides they want to learn more; you can convert the activity of sending that infographic into an opportunity, and so on through the sales process. This not only provides another method for closed loop marketing, but also provides one standard location to store useful documents that individuals may need to send out regularly. As you can see, Microsoft Dynamics CRM is a great tool for marketing your business. Thanks for watching this video by xRM!