is your marketing in sync with your sales?
TRANSCRIPT
The marketing landscape has changed
Customers are
57%through the buying process before they
engage1
78%of CMOs say that
marketing’s influence on corporate strategy
is greater today3
82% of CMOs feel
underprepared for the data explosion2
1Source: http://www.executiveboard.com/exbd/sales-service/challenger/new-decision-timeline/index.page2Sounse: http://www-935.ibm.com/services/us/en/c-suite/csuitestudy2013/3 Source: ‘B2B CMOs Must Evolve Or Move On”, Forrester Research
Delivering amazing marketing experiences
Customer ExperienceEngaging
Multichannel
Personal
Proactive
Business ImpactChannel performance
Pipeline contribution
Conversion rate
Marketing ROI
Brand
Experience
Companies that leverage MRM
effectively will save more than
of their annual marketing budgets1
Gartner
Build brand
Deliver consistent, compelling experience across touch points
Align branding and plan across internal and external resources
Collaborate with sales to deliver a seamless customer experience
15%
1Source: http://searchcrm.techtarget.com/news/1368587/Gartner-Now-is-
the-time-to-buy-marketing-resource-management-MRM-software
Engage one-to-one
Organizations that nurture their leads
experience a lift in
lead generation ROI over those
organizations that do not.1
MarketingSherpa
Personalize engagement via targeted, multi-stage campaigns
Deliver targeted, relevant content at the right time
Connect across channels –email, digital, social, SMS and traditional
45%
1Source: http://www.marketingsherpa.com/data/public/reports/special-
reports/SR-A-Tactical-Approach-to-Content-Marketing.pdf
Demonstrate impact
of CMOs say that their
leadership team now judges marketing
successes and failures faster by using
online systems and dashboards.1
Forrester Research
Manage marketing operations across internal and external teams
Understand marketing ROI and impact on pipeline & revenue
Optimize marketing mix across segment, channel and campaign
76%
1 “B2B CMOs Must Evolve Or Move On”, Forrester Research
Microsoft Customer Engagement Solutions
Personalized | Proactive | Predictive
Intelligent Customer Engagement
Budgeting Plan and manage marketing budget and spend
across channels
Marketing calendarAlign teams and plan around an integrated calendar
for increased transparency and collaboration
Marketing workflowIntegrate extended marketing teams with
automated processes and approvals
Digital asset managementCentrally manage digital assets with a powerful
repository tied to campaigns and calendar
Campaign designEasily manage campaigns with drag & drop across
email, digital, social, SMS & traditional channels
Personalized engagement Deliver one-to-one engagement with segmentation
& targeting based on behavior & demographics
Email and SMS marketing Easily design, test & launch contextual, personalized
email and SMS marketing campaigns
GovernanceAudited double opt-in, custom privacy policies,
flexible subscription centers and email governance
to optimize customer experience
Lead scoringDetermine sales-ready leads with flexible scoring based on behavior, demographics and time
Nurture campaignsFoster prospect interest with multistage, trigger based
nurture campaigns
Multiple scoring modelsAccommodate lead generation strategies and lead
scoring models by product, segment, and campaigns
Lead importsEnable leads from multiple sources with APIs for import
from external lists
Marketing visibility Empower sales teams with visibility into marketing calendar at individual contact and activity level
Targeting inputAllow sales to provide input into campaign
targeting
Marketing alertsSubscribe to alerts about customer behavior as part of an integrated campaign flow
Sales enablementEnable sales to initiate requests for campaigns and assets with closed loop workflow and project management
Social sentimentAnalyze sentiment with easy-to-read charts on the home page
Social amplificationAmplify campaign reach by posting directly to Facebook or Twitter
Collaboration Collaborate across internal & external teams with Yammer, Skype and Lync
Social curation Curate social messages to ensure compliance with brand standards
Reporting View campaign performance, financials & resource management with 120+ out-of-the-box reports
Rich analyticsAnalyze in-depth campaign performance & marketing impact with drill-down analytics
Role-based dashboardsRole-based preconfigured dashboards customizable with natural language search reports
Complete enterprise viewEmbedded PowerBI reports and analytics from sources including Dynamics CRM and any oDatasource
SMS inbound messagingMarket smarter by integrating SMS marketing in your multichannel campaigns. Create inbound SMS campaigns with SMS keywords to get SMS opt-ins.
Database building for opt-in and opt-outMaintain a database of opt-in and opt-out preferences.
SMS outbound messagingSend promotional SMS messages to opted-in contacts. Track SMS campaign performance.
Email marketing enhancementsEngage customers with personalized multichannel campaigns. Create emails and toggle between WYIWYG and generated HTML. Use the media library directly from the HTML code.
Email marketing deliverabilitySend high volume email with email deliverability, fault tolerance, logging and auditing services.
Sales & Marketing
Collaboration
Break down silos with
“outside-in” view of
marketing
True
Multichannel
Marketing across email,
digital, social, SMS,
events, and traditional
Why Microsoft Dynamics Marketing
Integrated
Marketing
Single cloud for end-to-
end marketing planning,
execution and analytics
Operational
Excellence
Budgets, financials, plans,
projects, campaigns,
programs, assets,
vendors, workflows and
approvals