The marketing landscape is changing at a rapid pace. With the advent of digital and social media influencing customer choices, there is an increasing need for Customer Relationship Management (CRM) tools that provide marketing automation and help identify patterns, relationships, and new sale opportunities to make marketing more effective and realize the return on investment on the marketing efforts. Microsoft Dynamics CRM 2013 Marketing Automation is not only a step-by-step guide for would-be marketers who are learning basic marketing concepts such as lead funnel, but it is also a hands-on reference for expert marketers and analysts who are trying to create advanced marketing strategies for their showcase products.
The book gives the reader a perspective on how Microsoft Dynamics CRM 2013 can be used as a platform to extend the out-of-box marketing features, and it also provides an overview of some of the marketing automation solutions in CRM marketplace, such as CoreMotives and ClickDimensions.
If you are a beginner in the world of marketing, you will find this book useful to learn the function of a robust marketing tool such as Microsoft Dynamics CRM 2013, understand how to create and use marketing lists, run campaigns, and learn to analyze the return on investment on the marketing efforts. If you are an expert, you will be able to explore advanced e-mail marketing capabilities and create marketing strategies to capture leads from various channels, such as web and social media sources.
Chapter 1, Getting Started with CRM Marketing, introduces you to marketing concepts in Dynamics CRM 2013. You will learn about the marketing lead funnel and understand close loop marketing.
Chapter 2, Segmentation with Marketing Lists, explains the concepts of creating and managing targeted marketing lists that are tailored towards addressing the relevant audience and creating better loyalty.
Chapter 3, Marketing Campaigns, enables you to plan, create, and execute marketing campaigns in Microsoft Dynamics CRM, and it helps you to understand related concepts such as sales literature, target products, price lists, and the working of the campaign activity distribution. Marketing strategies are executed using campaigns in CRM that helps define, distribute, and track the related activities and tasks.
Chapter 4, Campaign Response and Performance, deals with capturing and managing the campaign responses to measure the campaign performance with MS Dynamics CRM 2013. A marketing campaign process just doesn't end with campaign execution, its success needs to be measured, ROI calculated, and key patterns identified.
Chapter 5, Marketing Metrics, Analysis, and Goals, focuses on using CRM analytics and dashboards to get an insight into your marketing data, and managing marketing goals for key marketing metrics.
Chapter 6, Enhance CRM Marketing with Marketplace Solutions, helps you understand how to enhance the existing Dynamics CRM 2013 marketing capabilities with marketplace solutions such as CoreMotives and ClickDimensions.
You would need an instance of Microsoft Dynamics CRM 2013 online or on the premise standalone. In addition, you will need a configured setup of ClickDimensions and CoreMotives integrated with your instance of CRM to be able to execute the exercises on extending marketing automation with marketplace solutions.
This book demonstrates the capabilities of Microsoft Dynamics CRM 2013 and the associated marketplace products for practical marketing. It is an excellent guide for marketing managers, business analysts, and CRM functional experts. As such, there are no specific skills needed; however, a prior understanding of the marketing domain and CRM concepts would be useful, along with the ability to use the basics of Microsoft Office.
In this book, you will find a number of styles of text that distinguish between different kinds of information. Here are some examples of these styles and an explanation of their meaning.
Code words in text, database table names, folder names, filenames, file extensions, pathnames, dummy URLs, user input, and Twitter handles are shown as follows: "If you want link clicks to be tracked, then you need to call the tracking JavaScript functions in the onclick event of your HTML hyperlinks in your pages."
A block of code is set as follows:
<script type=“text/javascript”>
var cdJsHost = ((“https:” == document.location.protocol) ?
“https://” : “http://”);
document.write(unescape(“%3Cscript src=‘“ + cdJsHost +
“analytics.clickdimensions.com/ts.js’
type=‘text/javascript’%3E%3C/script%3E”));
</script>
<script type=“text/javascript”>
var cdAnalytics = new
clickdimensions.Analytics(‘analytics.clickdimensions.com’);
cdAnalytics.setAccountKey(‘[your account key here]’);
cdAnalytics.setDomain(‘[your domain here]’);
cdAnalytics.trackPage();
</script>New terms and important words are shown in bold. Words that you see on the screen, in menus or dialog boxes for example, appear in the text like this: "Go to the list of Campaigns from the top navigation menu by selecting the MARKETING Tab."
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