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Microsoft Dynamics CRM 2013 Marketing Automation

Book Description

Implement effective marketing strategies using Microsoft Dynamics CRM 2013

In Detail

This practical guide offers you a clear business perspective of Microsoft Dynamics CRM 2013 and helps to make your marketing efforts more profitable. The book is organized into six chapters with the intent of helping you become an effective marketer. Beginning with an introduction to marketing concepts in Microsoft Dynamics CRM 2013, you will learn about marketing lead funnel and the concept of targeted and customer-centric marketing lists.

You will be able to plan, create, and execute marketing campaigns in Microsoft Dynamics CRM 2013. You will then move on to capturing and managing the campaign responses to measure the campaign performance. You will use CRM analytics and dashboards to manage your marketing goals. Finally, you will learn to enhance the capabilities of your campaign using third-party tools. In short, you will be guided in every phase of your marketing efforts.

What You Will Learn

  • Implement basic marketing concepts such as lead funnel and close loop marketing
  • Create and manage targeted marketing lists tailored towards your audience
  • Plan, create, and execute your marketing campaign
  • Capture the campaign response of your marketing campaign
  • Measure the performance of your marketing campaign
  • Understand the marketing analytics reports and dashboards
  • Enhance out-of-box CRM marketing capabilities with marketplace solutions
  • Downloading the example code for this book. You can download the example code files for all Packt books you have purchased from your account at http://www.PacktPub.com. If you purchased this book elsewhere, you can visit http://www.PacktPub.com/support and register to have the files e-mailed directly to you.

    Table of Contents

    1. Microsoft Dynamics CRM 2013 Marketing Automation
      1. Table of Contents
      2. Microsoft Dynamics CRM 2013 Marketing Automation
      3. Credits
      4. About the Authors
      5. About the Reviewers
      6. www.PacktPub.com
        1. Support files, eBooks, discount offers, and more
          1. Why subscribe?
          2. Free access for Packt account holders
          3. Instant updates on new Packt books
      7. Preface
        1. What this book covers
        2. What you need for this book
        3. Who this book is for
        4. Conventions
        5. Reader feedback
        6. Customer support
          1. Errata
          2. Piracy
          3. Questions
      8. 1. Getting Started with CRM Marketing
        1. Present day marketing
        2. Marketing challenges
          1. Spamming
          2. Automation
          3. Targeting
          4. Execution
          5. Close looping
          6. Collaboration
          7. Dirty Data
        3. Marketing automation with CRM
          1. Targeting
          2. Automation and execution
          3. Close looping
          4. Revenue management by collaboration
        4. Understanding lead funnel
          1. Lead generation
          2. Lead nurturing
          3. Lead scoring and conversion
          4. Sales opportunity and recycling
          5. Post sale loyalty
        5. Summary
      9. 2. Segmentation with Marketing Lists
        1. Marketing lists and types
          1. Member type
          2. Marketing list type
          3. Other attributes
        2. Assembling marketing lists
          1. Assembling the static list
            1. Adding the members using lookup
            2. Using advanced find to add the members
            3. Using advanced find to remove the members
            4. Using advanced find to evaluate the members
            5. Directly adding records to the list
          2. Assembling the dynamic list
        3. Managing marketing lists
          1. Multiple cross record associations
          2. De-duplication of members
          3. Merge members
          4. Copy to the static list
          5. Member import
        4. Summary
      10. 3. Marketing Campaigns
        1. Campaigns
        2. Quick campaign
          1. Target audience
          2. Channel activity
          3. Activity distribution
        3. Marketing campaign
        4. Creating the campaign
        5. Planning activities
        6. Campaign activities
          1. Channel activities
          2. Non-channel activities
        7. Target lists
        8. Sales literature, products, and price list
          1. Sales literature
          2. Target products
          3. Price list
        9. Executing a campaign
          1. Contact preferences
        10. E-mail templates
        11. Closing a campaign activity
        12. Campaign templates
        13. Related campaigns
        14. Tracking campaign costs
        15. Summary
      11. 4. Campaign Response and Performance
        1. Capturing a campaign response
          1. Creating a campaign response
        2. Managing a campaign response
        3. Converting a campaign response to a lead or an opportunity
        4. Measuring a campaign response
        5. Summary
      12. 5. Marketing Metrics, Analysis, and Goals
        1. Key marketing metrics
        2. Marketing charts
        3. Marketing reports
          1. Report Wizard
          2. Out-of-the-box marketing reports in Microsoft Dynamics CRM
        4. Marketing dashboards
          1. Designing dashboards
          2. Out-of-the-box marketing dashboards in Microsoft Dynamics CRM 2013
        5. Marketing Goals and Goal Metrics
          1. Goal Metrics
          2. The Goals entity
          3. Goal charts and reports
        6. Summary
      13. 6. Enhance CRM Marketing with Marketplace Solutions
        1. Marketing automation with ClickDimensions
          1. Run an e-mail campaign
          2. Set up web tracking
          3. Drip marketing
          4. Analytics
        2. Marketing automation with CoreMotives
          1. Mailings and subscriptions
          2. Web Intelligence
          3. Nurture marketing
          4. Facebook posts
        3. Summary
      14. Index