MARKETING Overview

Ralph R. ZerboniaPresidentUniverse Central Corporation

Better Marketing Drives Company Value

“The report found that 58 percent of

‘Best in Class’ organizations use

marketing automation technologies,

and are realizing increased annual

revenue and decreased marketing

spend year over year and achieve

greater than 100 percent ROI”.The Aberdeen Group

“Successful Strategies in Marketing Automation”

“By 2010 over 50% of marketing staff

in companies worldwide will be using

enterprise software (marketing

automation) as opposed to less than

20% today. Additionally, the reports

projects that these tools will cut

creative production cycle times by

30%.”Gartner Group

Gartner Research Report

(reprinted in Destination CRM)

Typical Business Challenges in Marketing

• Difficulty in demonstrating marketing ROI

• Lack of real-time insight into campaigns

• Poor data quality in marketing databases

• Difficulty in leveraging external data sources

• Inefficient processes

Industry Views

“Marketing’s credibility within the

boardroom is being damaged because

of difficulties in demonstrating its

true value… The number one issue is

measurement and reporting which

stops them from demonstrating the

value they are actually delivering.”“The Marketing Credibility Gap”

December 2006

“Currently, most large companies have

physically separate marketing

departments in different parts of the

world, leading to no clear succinct

global company “voice” – or unified

marketing effort... It is time for

marketing departments across the

world to join hands.“DM News,

January 2007

Achieve greater marketing impactwith less

Change the Game in Marketing

Transform every touch point into a marketing opportunity

Discover theuntapped potential

of customers

SOLUTION

Microsoft Dynamics CRM Marketing Solution

Marketing Capabilities

Full feature set

Marketing Workflow

Designed for

Users

Managers

Executives

Comprehensive capabilities for designing, defining and re-using of marketing campaigns and programs

Microsoft Advantage• Campaign templates for

easy re-use• Intuitive tracking of

estimated vs. actual

costs for easy ROI

analysis• Product catalogs and

price lists allow for offer

customization

Planning and Budgeting Components• Campaign definition • Campaign templates• Product catalogs

Planning and Budgeting

• Target list • Campaign budget management• Workflow based approvals

Data and List Management

Seamless management of customer data and lists and the intuitive segmentation of that data

Microsoft Advantage• Data cleansing tools

geared for the

business user• Easy manipulation of

lists and views for better

segmentation• Workflow for triggers on

external data sources

Data and List Management Components• Data import/export• Data cleansing • Query tools

• Data views• List management• Activity association

Campaign Management

Easy execution of campaigns and seamless tracking of all related communications, and tasks for increased follow-up and results

Microsoft Advantage

• Closed-loop campaign

management

• Seamless tracking of

communications between Outlook

and Microsoft Dynamics CRM

• New campaigns just a “Next”

button away

Campaign Management Components• Quick Campaign Wizard• Bulk operation support• Offer management

• Collateral management• Email templates• Outlook integration

Response and Lead Management

End-to-end management of responses via guided wizards and automated conversion and follow-up of those responses

Microsoft Advantage• Response conversion one click away• Seamless connection to lead

management enables appropriate

follow-up• Powerful rules for response and

lead scoring

Response & Lead Management Components• Response tracking• Multi channel comms support• Workflow (i.e. response scoring)

• Email tracking• Response conversion• Lead management

Marketing Analytics

Full spectrum of sales analysis capabilities ranging from basic reporting to OLAP/data mining and dashboards

Microsoft Advantage• Custom reports just

“Next” button away• Easy report sharing

and editing• Collaboration with

SharePoint for audience

specific portals

Marketing Analytics Components• Dashboards• Report Wizard• Standard and Custom reports

• Trending and historical comparisons• Drill-through capabilities

Impactful Marketing Scenarios

IntelligentData

Management

IntelligentData

Management

Holistic LeadManagementHolistic LeadManagement

End-to-End Campaign

Management

End-to-End Campaign

Management

Fully Integrated Marketing

Fully Integrated Marketing

Targeted Cross-Selling

and Up-Selling

Targeted Cross-Selling

and Up-Selling

Tools that empower marketing users to manage and cleanse data across the organization

Seamless tracking and conversion of leads across all parts of the organization

360° campaign management with easy campaign creation, seamless communication management

Strongmulti-lingual capabilities, seamless MS Officeintegration and robust workflow

Insightful analysis for identification of key trends and discovery of hidden opportunities

Powered By Microsoft

Robust Workflow Tools

Native Outlook Client

Powerful Remote Capabilities

Point & Click Customization

Comprehensive Business Intelligence

BENEFITS

Key Benefits of Microsoft Dynamics CRM

End-to-end

visibility

into leads,

offers,

interactions,

responses and

marketing

programs

True 360°Visibility

Integrated

marketing

across the

organization

drives

consistent

messaging

and brand

ImprovedConsistency

Improved Measurability

Move

marketing ROI

from unknown

to known by

clearly measuring

response rates,

conversions and

key metrics

Greater Marketing Efficiency

Shorten

campaign cycles

by automating

the planning

cycles and

lessening

reliance on IT

Key Benefits for Marketing

• Clearly define the optimal marketing mix and pricing• Drive new lead and revenue opportunities• Deftly articulate the ROI of marketing programs

• Rapidly launch new products and offers• Efficiently plan and manage budgets of campaigns• Enforce consistent branding and messaging

• Achieve real-time visibility into campaign success• Effectively mange vendor and partner relationships• Seamlessly track customer comms. and interactions

VP of Marketing

MarketingManager

Marketing Staff

Key Benefits for IT

• Achieve rapid time to value• Realize low total cost of ownership (TCO)• Leverage consistent IT architecture & standards

• Adapt to the company as it evolves and changes• Easily integrate existing applications and data• Extend the power of the Microsoft Dynamics CRM

• Adapt to the ever-changing business requirements• Track key KPIs and cross-team workflows• Improve relevancy via point & click customization

Chief Information Officer

IT Project Team

BusinessAnalyst

EVIDENCE

Mid-size CompaniesMid-size CompaniesSmall BusinessesSmall Businesses Large EnterprisesLarge Enterprises

Global Customer Base in Marketing

Customers in Action

High-end fitness club corp.

200 users

• Uses Microsoft Dynamics CRM to identify trends, create tailored promotions (i.e. other gym member campaign) and initiate proactive communication.

• Uses workflow functionality to automate paper-based processes

Global real estate services

900 users

• Merged disparate databases into CRM DB for global customer profile.

• Use Microsoft Dynamics CRM to conduct holistic needs analysis and create tailored campaigns (both locally and globally). Segment data for cross-sale/up-sale opportunities in diverse customer base.

Specialty ice cream

franchise

• Use Microsoft Dynamics CRM to run online marketing campaigns, promotions and targeted email communications (Birthday Club Program).

• Online form automatically populates data in Dynamics DB.

Cold Stone CreameryCold Stone Creamery EquinoxEquinox Jones Lang & LaSalleJones Lang & LaSalle

Customer Perspective

“Microsoft Dynamics CRM provides

us the ability to better serve our

customers by delivering relevant

communications and the innovative

products they desire.”Cold Stone Creamery

“Microsoft [Dynamics] CRM is

delivering Pumpkin Patch with more

targeted and effective direct

marketing campaigns, resulting in

high levels of customer service and

satisfaction.”Pumpkin Patch

“Microsoft [Dynamics CRM] helps us understand not only our own

capabilities, but also new opportunities we can present to clients,

so that we can channel them more effectively”Jones Lang LaSalle

Customer ROI

• 95% reduction in access time to customer data• 98% reduction in time to create mass mailings by over

• 184% ROI achieved in 8 months• 100% achievement of email capture of customers which

reduced costly direct mail costs

• 650% increase in membership in Birthday Program from 200,000 to 1.5 million

• Significant reduction in costs of key marketing program per person from 80 cents to pennies

• “Instead of making hundreds of phone calls we used the Microsoft [Dynamics] CRM bulk e-mail system to accomplish this project. Talk about saving time and money!”

Partnering for Success

Software and Services Partners for Marketing

DISCUSSION

APPENDIX

Microsoft Dynamics CRM for Marketing:

Building a Marketing Solution

27

Core components of a marketing application include:• Data Import and Cleansing• List Management and Segmentation• Campaign Planning and Execution• Campaign Response Management• Workflow across Teams and Groups• Tight Microsoft Office Integration• Marketing Reporting and AnalyticsCommonly integrated components include:• Email sending and response handling• Complex marketing resource management modules

Microsoft Dynamics CRM for Marketing:

Leveraging External Data for Marketing

• Goal: Easily integrate multiple data sources to support more accurate marketing campaigns

– Easily leverage data from multiple internal and external sources • Third-party lists, legacy databases, billing systems, and more

– Import large amounts of data easily and at non-peak hours

• Key Capabilities in Microsoft Dynamics CRM– Easy to use Data Import Wizard– Web services interfaces for bulk data import– Intra-team and cross-team workflow

Microsoft Dynamics CRM for Marketing:

Coordinated Campaign Planning

• Goal: Enable consistent campaign planning within or across teams and regions

– Support for complex cross-group and cross-region campaigns– Configurable workflow to coordinate campaign process steps– Ability to coordinate with external planning/execution vendors

• Key Capabilities in Microsoft Dynamics CRM– Multi-language, multi-currency, and multi-time zone support– Numerous UE enhancements in Office and Outlook– Campaign and Quick Campaign enhancements– Presence integration for real-time communication– Email management enhancements

Microsoft Dynamics CRM for Marketing:

Effective Reference Management

• Goal: Manage key marketing and sales references to better match to activities and to avoid overuse

– Manage reference information consistently across the organization– Enforce consistent workflow process for reference usage,

including rules to prevent the excessive use of specific references– Score and rank references based on impact, and

match references to fit specific prospect or campaign needs

• Key Capabilities in Microsoft Dynamics CRM– Intra-team and cross-team workflow– Easy-to-use Report Wizard for flexible reporting and analysis

Microsoft Dynamics CRM for Marketing:

Ensuring High Quality in Marketing Data

• Goal: Maintain clean and consistent marketing data that enable accurate prospect/customer targeting

– Easily import legacy and third-party data– Identify, merge, and purge duplicate data– Enforce customer data privacy and contact preference policies

• Key Capabilities in Microsoft Dynamics CRM– Integrated data migration tools– Batch/bulk operation support– Real-time data de-duplication and data cleansing capabilities

Microsoft Dynamics CRM for Marketing:

Real-Time Marketing Insight

• Goal: Deliver real-time marketing insight and analysis across campaigns and interaction channels

– Enable business users to easily create reports without IT involvement– Share, edit and store reports across teams and regions– Adjust campaigns easily based on reports and analysis– Clearly measure success of marketing programs

• Key Capabilities in Microsoft Dynamics CRM– Easy-to-use Report Wizard for flexible reporting and analysis– Ability to report on custom entities and across multiple entities– Multi-language reporting options– Improved mail-merge functionality

Additional Customer Quotes

“Microsoft helps us understand not only our own capabilities, but also new opportunities we can present to clients …”

Jones Lang Lasalle

““One of the things that really attracted us to Microsoft [Dynamics] CRM is that, combined with Microsoft Outlook, it’s just like one product.” “In anything else, you’d be duplicating

efforts in two separate products.” Whistler Tourism

“We chose Microsoft Dynamics CRM because it’s a flexible tool that integrates easily with other systems. It also provides a

familiar interface and is easy for our employees to learn and use.”

Cold Stone Creamery

Top 5 Reasons to Choose Microsoft for Marketing Automation

Microsoft Dynamics CRM delivers:

• Seamless tracking of customer communications

• Cross-channel, workflow-driven marketing processes

• Easy collaboration with inside & field sales processes

• Superior data import and cleansing tools

• Business intelligence tools geared for the marketing user

Action!Ralph R. ZerboniaUniverse Central Corporation330-720-4525ralph@universecentral.com