Getting the Right Product to the Right Buyer with Marketing Automation

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Clients continually look to Customer Effective for guidance abount industry best practices as well as new tools to drive their business forward.  Our customers are always in pursuit of better communications with their potential leads, qualified prospects, or existing customers.  Microsoft Dynamics CRM and Marketing Automation are integral to the success of our best customers who continue to execute on their CRM Roadmap.  Companies reach their audience through detailed  segmentation.  By definition, segmentation is the act of dividing or partitioning - separation by the creation of a boundary that divides or keeps apart.  Segmentation takes like groups, such as people between the ages of 25-50, and continues to break them out into different sub-groups based on specific criteria. What does that mean? I’ll use one of our current clients to break it down.

Client A offers a unique product with a specific buyer. They sell gold and rare coins.  The goal of Client A, in this Marketing scenario, is to upsell specific products based on previous buying behavior.  The sales funnel starts by selling generic gold bullion to a buyer then driving them to purchase very specific items such as rare coins. As you can imagine, rare coin buyers are not as common as targeting someone needing insurance. Once they know a buyer is interested in gold they continue to invest time building a rapport with that client to provide them with a deeper understanding of the unique benefits of owning a rare coin.    The Client knows this behavior to be true based on market and internal analytics.  The relationship continues to grow deeper and more personalized from there (segmenting).

Client A manages this entire relationship within Microsoft Dynamics CRM and Silverpop’s  CoreMotives marketing automation platform which is seamlessly embedded within CRM.  From a Marketing perspective, they have the following requirements:  They require the ability to send emails to large audiences, transactional emails (confirming the purchase of an order), and individual surveys post purchase. Below are screenshots to demonstrate how easy this functionality is within CRM. The scenario demonstrates the key steps to sending an email out to a particular pre-defined audience.

  1. Create a Campaign in CRM
  2. Attach a Marketing List (with the specific audience)
  3. Build the Mailing (Mailing Name, Subject, Send Name, Select Campaign, Select Marketing List).    This is done via the Core Motives integrated window within CRM.  Photo1
  4. Build out the Content/HTML Photo2
  5. You have the ability to send the email immediately or schedule for future release. Photo3
  6. Within minutes of the send you receive statistics around who opened the email and visited your website.  You can also start to understand where, on your email message, the target audience is interacting through the heat map visualization.  Photo5
  7. You also have the ability to create multiple “subscription centers” to better manage the opt-out process. All of this detailed data including click-thru’s and website visits get stored on the contact record within CRM.  This is essential to maintain history and build additional intelligence around each unique member of that audience by validating what information is important to them. Photo6
    All of this detailed data including click-thru’s and website visits get stored on the contact record within CRM.  This is essential to maintain history and build additional intelligence around each unique member of that audience by validating what information is important to them.

 

Customer Effective provides industry best practice guidance in all aspects of CRM – the business program – including Marketing Management and Marketing Automation. Please contact Customer Effective today to find out how we can help drive efficiencies in your business with the use of Sales Force and Marketing Automation.

by Customer Effective

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