SalesFUSION webinar - 5 ways marketing automation can help improve Microsoft Dynamics CRM 2013. Preview SalesFUSION's latest release of marketing automation for Dynamics CRM

1. 5 Ways Marketing Automation Improves Dynamics CRM

2. Today’s Agenda
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Marketing automation for CRM
Challenges with modern CRM & b2b selling
How marketing automation can improve CRM
Preview of embedded MA for Dynamics CRM
2013
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© 2013 SalesFUSION

3. What is marketing automation?
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A platform approach to b2b marketing
Process-centric
Lead management
Revenue management
Content delivery
Combines traditional marketing tech (email, forms, web,
social) into a single platform
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4. Marketing automation for CRM
• True marketing automation – integrated to CRM blends marketing
and sales processes to manage the flow of leads from the top of
the funnel to the bottom
And it should
look something
like this
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© 2013 SalesFUSION

5. Why is marketing automation so hot?
• Severe disconnect exists between marketing & sales
• And C-level knows it needs to be fixed
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Buyer control of online product research
The social web removes power from sales
CRM supports the “old way” of selling
MA supports the “new way”
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© 2013 SalesFUSION

6. Challenges with modern B2B Sales
(and the CRM’s that support it)
The buyer journey has become self-paced
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7. Persistent Disconnect Between Marketing & Sales
• No easy fix
• Sending emails from CRM is
not a solution
• Process driven
• MQL to SQL
• Lead management over
buttons and tools
• Information to assist sales in
real-time
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© 2013 SalesFUSION

8. Doing it right pays dividends
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9. 5 Ways Marketing Automation Can Help?
• Facilitate engagement between sales & selfdirected buyers
• Keep CRM free of unqualified suspects &
eliminate lead leakage
• Nurture cold to lukewarm leads
• Alert sales of high-value prospect activity in
real-time
• Give sales insight into buyer interest before
they call the prospect
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© 2013 SalesFUSION

10. 1. Facilitate engagement
• Website visitor tracking captures valuable
lead behavior
• Leads are scored and pushed to CRM
• Sales is alerted via email
• Sales reviews marketing intelligence in
lead/contact entity prior to follow up
• Better information, in real-time facilitates
improved person-to-person engagement
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© 2013 SalesFUSION

11. 2. Keep CRM clean and eliminate leakage
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12. 3. Nurture Cold Leads
• Nurture marketing combines both
marketing & sales actions into a single
campaign
• Enrollment based on scoring, lead status
changes, forms activity or web activity
• Sales can automatically flag leads for remarketing
• Sales is alerted when activity occurs at
any stage of a nurture flow
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© 2013 SalesFUSION

13. 4. Alert Sales of high-value activity
• Drive meaningful, person-to-person
engagement
• Engage when prospect interest is highest
• Put some control back into sales’ hands
• Keep sales excited about lead
gen/marketing efforts
• Lead scoring ensures only SQL’s move to
sales
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© 2013 SalesFUSION

14. 5. Give sales insight into buyer interest & behavior
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Web engagement
Email and campaign responses
Event attendance
Forms & survey completions
Lead score profile and history
Create a total picture of a buyer’s behavior and interest
Present data in a way sales can digest and use in real-time
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© 2013 SalesFUSION

15. What does this look like in CRM?
All marketing interactions are
neatly placed in the
lead/contact entity for complete
marketing history and behavior
profile analysis
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16. Give sales insight
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17. Give sales insight
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18. Give sales insight
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19. Give sales insight
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20. Give sales insight
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© 2013 SalesFUSION

21. Create the “total picture”
Answer the critical questions that sales
cares about…
• Who’s on my site?
• What are they looking at?
• How did they get there?
• What are they interested in?
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© 2013 SalesFUSION

22. About us and our work in Dynamics CRM
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Leader and innovator in Marketing Automation
Focused on Microsoft Dynamics since January, 2009
150+ Active Microsoft deployments on 4.0, 2011 and now 2013!
Known for hands-on, personal service
Industrial-strength, natively integrated to Dynamics
Name brand clients
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© 2013 SalesFUSION