Get Your Microsoft Dynamics® CRM Nurture Campaigns Started

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I find that Microsoft Dynamics® CRM marketing automation is much like purchasing a sports utility vehicle.

Purchasing a sports utility vehicle is all the rave in North America but most never ever take the opportunity to drive their sports utility vehicle off-road and experience many of the advanced features thay have in their sports utility vehicle.

With Microsoft Dynamics® CRM Marketing Automation there is a whole world of opportunity waiting to be utilized that many never take the chance to explore.

In this series we look at the benefits of setting up a Microsoft Dynamics® CRM nurture campaign and introducing some basic CRM marketing automation concepts.

 

Some Microsoft Dynamics CRM Marketing Automation Facts

Some CRM marketing automation facts for those mathematically inclined.

  • Companies that excel at lead nurturing generate 50% more leads at 30% lower cost (Forrester).
  • Not only that, but nurtured leads make 47% larger purchases than non-nurtured leads (The Annuitas Group). For a more in-depth definition of nurture marketing visit this Forrester blog.
  • 65% of B2B marketers have no implemented any type of lead nurturing (Marketing Sherpa).

So how do you create an effective Microsoft Dynamics CRM nurture campaign? In this series, we look at a five step guide to creating a Microsoft Dynamics CRM email nurture campaign.

 

Getting Started with Microsoft Dynamics® CRM Marketing Automation

The Welcome Email in CRM Nurture Marketing

The Microsoft Dynamics® CRM nurture “welcome email” primarily consists of three things. One, making sure that convey to your prospects that you recognize that they have contacted you. Secondly, providing them an introduction to your organization. And lastly, establishing a basis of future trusted communication. We do this by walking through the following items in a welcome email.

 

Give a History of Your Organization

Most individuals that contact you will not have read your company bio or story of how your organization got started. To start off, in your welcome email provide the story as to how your organization started.

In our case, we highlight the first consulting engagement that our founder was involved with and how that organization eventually grew to a $50 million dollar plus company. If I'm your future client, tell me the story as if I was hearing it for the first time. The nuances - all of it. The good and the bad.

 

Provide a Local Context to Your Organization

If being a local vendor is important to the potential prospect provide context to where you are located. Make sure it’s noted somehow in your introductory email.

 

Thank the Prospect for Putting Their Trust in You

Thank the potential client for putting their trust in you. More importantly, highlight to them why you won’t abuse that trust. They’ve given you their Twitter account, their email or other contact information. Specifically outline why you intend to only send them valuable information and not spam them.

 

Highlight Your Value Proposition

Highlight to them your value proposition. Answer for them why (assuming they are the ideal client) they should choose you rather then every other competitor out there? If you don’t know the answer to that question - you need to stop and take the time to answer it. Here's a good value proposition link to start that discussion with.

 

Provide a Way to Unsubscribe From Your Microsoft Dynamics CRM Marketing Lists

It’s critical that you provide a way to unsubscribe. The fact that you offer them the option to unsubscribe creates trust (besides the fact that it's somewhat mandated by law if you are mass emailing).

You can provide them that option either with a global unsubscribe or a personalized unsubscribe method. Under the unsubscribe link take the time to tell them why you won’t be abusing their trust.

We use ClickDimensions for our email marketing; they provide you with a way to automatically insert unsubscribe links.

 

Introduce Yourself (Personally)

Marketing is no longer business to business. It’s absolutely personal. While many say its business to individual, it’s not. It’s ultimately individual to individual.

When you write your introduction you have to recognize that you are writing personally to the people on the other side. Your writing will establish a relationship with others. In the end, the reason they will want to do business with you is because of you.  Introduce trust by being open about some of your personal failures in the past and establishing a basis for further communication.

 

Introduce Your Brand

Your brand is you. Introducing your brand is more like the previous point. Ultimately, your brand is your culture and your culture is who your people are. This means that who you are as a person is who your brand is. How you choose to communicate will create that brand.

Your brand creates an expectation of how your customer expects to be dealt with if they work with you. If you are in charge of the nurture marketing, you ultimately develop that brand by the way you communicate with the individuals you follow up with.

 

End With a Testimonial

Towards the end of your welcome email allow an opportunity for a testimonial from a recognized client. Credibility indicators such as testimonials are one of the accelerators that you can use to open the door wider for your salespeople.

 

Have Your CRM Nurture Email “Welcome Email” Go Out Immediately

Finally, have your CRM nurture email go out immediately when they contact you. This is something that is quite easy to do in a CRM nurture campaign. Your contact form can be integrated into your CRM system so that, as soon as a lead is entered into the system it sends out your welcome email.

Candlewest is a Microsoft Dynamics CRM partner serving BC and Alberta. For more information please visit www.candlewest.com.

 

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