Met Selligent Interactive Marketing kunnen, binnen Microsoft Dynamics CRM, krachtige marketingfuncties worden geopend waardoor organisaties de beschikking krijgen over een 360°-beeld van hun klanten. Door de naadloze integratie van de twee systemen worden marketinglijsten probleemloos gesynchroniseerd, acties geautomatiseerd en closed loop campagnes gecreëerd. Maar er is meer…

1. Extend Microsoft CRM with multi-step
cross-channel marketing automation
Steve van den Berg, Selligent
Dennis Peters, Selligent

2. About Selligent
AGILE, PRAGMATIC, ENGAGED
• Leader in conversion marketing
and interactive CRM solutions.
• Supports companies transforming themselves
into customer-driven organizations.
• Our customer interaction solutions enable organizations to engage with customers as unique individuals
by providing a consistent brand experience over all channels.
• Based on a central 360° view of the customer, this integrated infrastructure allows companies to
effectively turn leads into customers and grow life-time relationships while ensuring maximal ROMI and
minimal churn.
• SIM allows you integrating your marketing, sales and service processes and exploit through scenario-
based marketing communication & interactive dialogues to get most out of your acquisition, nurturing
and loyalty campaigns fully integrated into Microsoft Dynamics CRM.

3. About Selligent
• European vendor in marketing automation
• Our solution: Selligent Interactive Marketing (SIM)
• Offices in Benelux, China, France, Germany, Italy, Spain
• ± 400 brands daily operating our solution for customer interaction
• Customer databases managed by SIM from 50.000 up to 20 million
• Over 12 billion e-mail messages annually
 Cross-industry
 Retail /eCom
 Media & Publishing
 Banking
 Telecom
 Travel
 Automotive
 .....

4. Marketing & CRM
 Marketing processes today are far more complex then ever before
 Need more advanced marketing automation offering
 Traditional ‘push marketing’ has reached its limits
Digital is the
‘new normal’.

5. Shift in marketing requirements
• Customers today have other requirements,
resulting in a new set of vocabulary :

6. Selligent Interactive Marketing
 Designed for marketeers
 Offering what they
expect today and
tomorrow

7. SIM – Key facts
Multi-
channel
Life cycle
1 solution
campaigns
Triggered
Multi-step
campaigns
Personali-
zation

8. 2 champions meet!
NATIVE INTEGRATION

9. ‘Native integration’ - What?!
1. Where is the customer data?
• Fully automatic bi-directional data syncronisation
• You set this up in 15 minutes!
2. What about the 360° view?
• Your “enriched” 360° view stats in Dynamics
• All SIM customer interactions are automatically available in Dynamics
3. What about “Marketing lists” in Dynamics?
• Automatic syncronisation: “Marketing lists” are available in SIM
• Now you can launch ‘”multi-step scenario’s” on marketing lists
4. What about interactions with customers in Dynamics?
• Dynamics is a “pre-made building block” in SIM
• Closed loop campaigns = SIM + Dynamics

10. Automated data syncronisation
• Fully productized
• Automatic reading data from Dynamics
with 1 click
• Define field mapping
• Define syncronisation direction
• Define syncronisation interval

11. Complete 360° view within Dynamics

12. Dynamics is a building block in SIM!
An example of a simple cross-channel campaign that requires a call center agent
interaction in Dynamics when the customer completed the “Call me back” form.

13. Dynamics is a building block in SIM!
1. Automatic creation of Dynamics entities
• Create a “contact” – “company” – “lead” – “opportunity”
• Schedule an appointment
• Create a task for an agent
• Create an event
• …
2. Closed loop interaction : SIM - Dynamics
• The SIM scenario can create a task for an agent (e.g. a phone call)
• Afther the agent executed the task, the automted scenario continues
• SIM automatically checks the “status” of the Dynamics taksk

14. A quick tour!
Some features

15. Planning & campaign prioritization
SIM BENEFITS:
 Central campaign overview
 Manage marketing pressure
 Target optimisation
 Prevent opt-out

16. Social media
SIM BENEFITS:
 1-click insertion of social
buttons
 Multiply your exposure
 Detect your brand advocates
 Measure social influence

17. Inbox preview & anti-spam checks
SIM BENEFITS:
 Preview messages in different email
clients
 Run anti-spam check before
sending
 Optimise delivery
 Insight in email client ussage

18. Behavioral profiling
SIM BENEFITS:
 Tracking over email/website
 Automated data enrichment
 Build interest profiles
 Measuring intention to buy

19. Tracking & re-targeting
E-MAIL E-SHOP CHECK-OUT
SIM BENEFITS:
 Signal events from website to
SIM
John shows Re-target after
intention to buy 5 days (by e-mail)  Define a sales funnel
Items in basket, Re-target after  Detect drop-out
yet abandonning 12 hours (by phone)
 Re-targeting cross channel
John makes Start ‘Welcome’
first purchase scenario

20. Questions?
Meet you again on May 24th:
SIM Solution Track
@
CRMPartners

21. Programma sessie 4
Microsoft CRM roadmap Nancy Rademaker, Microsoft Grote zaal
Starten met CRM Online Arjen Ruitenbeek en Seth van Zaal 2
Ouwerkerk, CRMandMore
Analytical CRM Hans de Boer, Piconcepts Zaal 3