Microsoft CRM 3.0 Marketing - 03- 8522A

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					Chapter 3: Marketing Automation Life Cycle

CHAPTER 3: MARKETING AUTOMATION LIFE CYCLE
Objectives
Actively participating during this lesson helps you: • • Understand the process flow in Microsoft® CRM Marketing Automation Participate in a demonstration of the marketing process including the following tasks: – – – Create a marketing campaign Create campaign activities Execute the campaign

Overview
This lesson takes you through an entire marketing campaign to provide an overview of the key features and processes. The focus is on procedural introduction; therefore, the marketing processes are completed but not discussed in great detail.

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Marketing Automation Process Flow
You can use Marketing Automation in Microsoft CRM to create and analyze targeted customer lists, and to plan and run for the customers your organization wants to target. You can collect and analyze the results of campaigns, and then use this information to help plan and budget resources more effectively when you make future marketing decisions. Marketing Automation helps your organization not only manage its marketing efforts, but also its most valuable marketing asset, the sales team. By using campaigns, your marketing team can seamlessly integrate and coordinate marketing and sales processes. Both the campaign management and list management capabilities of Marketing Automation use many of the familiar features within Microsoft CRM, such as activities, leads, accounts, opportunities, and workflow rules. By coordinating with the sales team, the marketing team can create a campaign that targets customers for a specific sales promotion; for example, a store-wide sale or a sale for particular product. The sales team can follow up a campaign by calculating how many leads are generated and how many sales resulted from the campaign, and the marketing team can determine the success of the campaign based on these results. Following is a list of key features of Marketing Automation: • • • • • Marketing planning and budgeting Creating and managing lists Planning and creating campaigns Launching and managing campaigns Tracking marketing information

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FIGURE 3-1: MARKETING AUTOMATION PROCESS FLOW

All members of a marketing team, and some of the sales team, can use the features in Marketing Automation. For example, a marketing vice-president for can use Marketing Automation to plan marketing campaigns and determine budgets based on marketing reporting data. The marketing vice-president, together with the marketing manager, can also use Marketing Automation features to view reports and analyze data when they make decisions about marketing strategies. The marketing manager can use Marketing Automation to plan, create, and analyze campaigns. The marketing manager might also choose to create marketing collaterals, or to pass that activity on to a marketing assistant. The marketing assistant can also use Marketing Automation to run the campaigns and collect responses. Depending on the preferences of your organization, your sales staff might also have access to Marketing Automation so that they can analyze lists, create targeted lists, run campaigns, and collect responses. Most importantly, your sales staff can take advantage of the leads that are generated from campaigns.

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Steps to Create a Marketing Campaign
This is an overview of the steps required to create a marketing campaign. These steps are shown in more detail in the demonstration. The steps to create a campaign are: 1. Plan and budget for the campaign. 2. Determine the target customer list. 3. In the Microsoft CRM Marketing Automation module, create the new campaign: – – – – Enter the Base Campaign Information and Save the campaign Add the Target Lists to the campaign. Add the details for Collaterals, Related Campaigns, and Target Products. Create Planning Tasks and Campaign Activities.

4. Manage the campaign. 5. Receive Campaign Responses. 6. Close the Campaign.

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Demonstration: Marketing Automation
For this demonstration, the planning and budgeting stages have already been completed and a target customer list is prepared. The demonstration begins with the steps to create the actual campaign.

Scenario
The marketing manager has planned a campaign for a new product with a promotion on price. The campaign will be targeted to the Small Retailers List that already exists. The new campaign is created in Microsoft CRM by copying an existing campaign for a product launch that has similar tasks and activities. The additional details are provided in the demonstration steps.

Log on to Microsoft CRM
Perform the following steps to log on to Microsoft CRM: 1. Using the Microsoft CRM Ready Client image, launch Microsoft® Outlook®. 2. Provide login credentials if prompted. 3. For purposes of this training class, use the following login credentials: User ID Password Patricia Pa$$w0rd

NOTE: In the demonstration database, the "0" in the password is the number zero.

Step 1: Campaign Planning and Budgeting
For purposes of this demonstration, the planning and budgeting for the campaign step has been completed. The campaign is for an end of the year promotional price discount for all current products. The budget is $25,000 and the expected revenue is $135,000.

Step 2: Determining the Target Customer List
For purposes of this demonstration, it has already been decided that the target customers for the campaign are the Small Retailers.

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Step 3: Creating the New Campaign
The Marketing Manager uses the Campaign form in Marketing Automation to create a new campaign. The existing campaign, Product launch campaign for new mountain bike series WX-1300, is used as the source for the new campaign.

Entering Base Campaign Information
In the new campaign form, initial information about the campaign is defined including the following: • • • name of the campaign start and end dates financial information

Steps to create the new campaign: 1. In the Navigation Pane, click Marketing. 2. Click Campaigns. 3. Open the campaign called Product launch campaign for new mountain bike series WX-1300. 4. On the Actions menu, click Copy as Campaign. 5. Type the Name of the new campaign: Year End Promotion.
NOTE: You cannot type in a Campaign Code. Microsoft CRM automatically generates a code number after you save your new campaign.

6. Select the Campaign Type as Direct Marketing. 7. In Expected Response, type the percentage of responses you expect the campaign to generate. For this campaign, type 70. Note: The maximum number you can enter is 100. 8. Select the Price List. Click the Lookup button, select Wholesale and click OK. 9. Type the details of the offer: Year end sale, 20% off last year's models. 10. Set the Proposed Begin Date to November 1 and the Proposed End Date to December 31 of the current year. 11. Type a description for the campaign: E-mail campaign to small retailers offering 20% off last year's products. 12. Click the Financials tab.

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13. The Budget Allocated is $25,000 and Estimated Revenue is $135,000. Miscellaneous Costs 0.00 14. Click Save.

FIGURE 3-2: CAMPAIGN FORM

Adding Target Lists to the Campaign
The campaign is targeted toward the Small Retailers. The list has already been created for this group and needs to be associated with the campaign. The current list for the campaign needs to be removed. Steps to add the lists to the campaign: 1. Click Target Marketing Lists. 2. Click the All Retailers List. 3. Click More Actions and select Remove. Click OK to confirm the action. 4. Click Add. Type small in the Look for box and click Find. Select the Small Retailers List. Click the selected item and then click the arrow to move the item to the Selected records area and click OK.

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5. Click OK on the dialog box that prompts to add the list to the campaign activities. 6. Click Save.

FIGURE 3-3: CAMPAIGN FORM – TARGET MARKETING LISTS

Specifying Campaign Details
The Sales Literature already associated with the campaign is appropriate for this promotion. Since the promotion is for all of last year's products, the products are not indicated on the campaign. Steps to review details for the campaign: 1. Click Sales Literature. 2. View the information for the literature associated with the campaign.

FIGURE 3-4: CAMPAIGN FORM – SALES LITERATURE

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Creating Planning Tasks and Campaign Activities
The marketing manager needs to get budget approval for the promotional product campaign. This is created as a planning task for the campaign and assigned to another manager, Gail Erickson. The budget should be approved by September 2. The Campaign Activities associated with the campaign are accurate. A brochure will be faxed to all of the members of the Small Retailers List. Steps to create planning tasks: 1. Click Planning Tasks. 2. Click New. 3. Complete details of Subject: Budget approval for year end promotion campaign, and the Due date September 2 of the current year. 4. Click Save and Close.

FIGURE 3-5: PLANNING TASKS

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5. Click the Budget Approval task. Click Assign on the Actions toolbar. Click the Lookup button to display the users. Select Gail Erickson and click OK. Click OK again to return to the Planning Tasks. Steps to edit campaign activities: 1. Click Campaign Activities. 2. Open the activity: Send product brochure and offer details. 3. Verify the Channel is Fax. 4. Change the Scheduled Start date to October 31 of the current year and the Scheduled End date to November 1 of the current year. 5. Click Save.

FIGURE 3-6: CAMPAIGN ACTIVITIES

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Step 4: Managing the Campaign
This portion of the Marketing Automation process involves completing the campaign activities. Various features of Microsoft CRM are used to complete the tasks, and the marketing campaign is updated to show that the items are complete. Management has approved the campaign and it is approved and ready to launch. Steps to launch the campaign: 1. Click Campaigns. 2. Select the Year End Promotion campaign. 3. Click the Information. 4. Select Launched in the Status Reason. 5. Click Save.

Distribute Campaign Activity
The marketing staff member uses Microsoft CRM to send out e-mails to the Small Retail customer list. Steps to create the Fax activity: 1. With the Year End Promotion campaign open, select Campaign Activities and open the Send product brochure and offer details activity. Verify that the Channel field is set to Fax. 2. Click Distribute Campaign Activity. Complete the Subject for the fax: Special Year End Offer. 3. Click Distribute. Click OK on the I will own new Faxes button. 4. Close the Activity window and the campaign.

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5. The system creates a Fax activity record for each customer associated with the target list. In the Navigation Pane select Accounts. Change the View to Active Accounts. Open the account Bike Products and Accessories. Click Activities. The Special Year End Offer fax displays as an activity for the customer.

FIGURE 3-7: CAMPAIGN ACTIVITIES

Step 5: Recording Campaign Reponses
The fax activity is marked complete. All other campaign activities have taken place and responses to the campaign are received. An existing customer, Bike Products and Accessories responded to the campaign and is interested in ordering ten bikes. This is a good customer and the response should be converted to an opportunity. Steps to record a Campaign Response: 1. Open the Year End Promotion Campaign. 2. Click Campaign Responses. 3. Click New. 4. Select the Response Code: Interested. 5. Click Lookup or use the Form Assistant and select the customer Bike Products and Accessories.

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6. Complete the Subject: Would like to place order, and enter Interested in ordering mountain bikes in response to campaign in the area below the subject. 7. Click Save.

FIGURE 3-8: CAMPAIGN RESPONSE

Steps to convert the Campaign Response: 1. Click Convert Campaign Response. 2. Select to Create new record for a customer. The existing customer, Bike Products and Accessories defaults.

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3. Select to Create an Opportunity. Verify that the Open new records box is checked.

FIGURE 3-9: CONVERT CAMPAIGN RESPONSE

4. Click OK and close the Response form. The Opportunity record displays. 5. Save and close the record.

Step 6: Closing the Campaign
The Marketing Manager marks the campaign closed. Steps to close the campaign: 1. Click Campaigns. 2. Open the Year End Promotion Campaign. 3. Click the Status Reason and select Completed. 4. Click Save and Close.

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Summary
In this lesson, we looked at the processes used in the Marketing Automation module. We demonstrated the steps involved in creating and launching a marketing campaign.

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Test Your Knowledge
1. What functionality does the Marketing Automation module provide? a. Track leads b. Create and manage lists c. Report on opportunities d. Assign sales tasks 2. Which other team should work closely with the Marketing team to coordinate activities? a. Information Technology b. Sales c. Accounting d. Manufacturing 3. Which Marketing features are typically used by the Sales team? Select all that apply. a. Calculate the number of leads generated by a campaign b. Determine budgets c. Calculate how many sales resulted from campaigns d. Determine marketing strategy 4. What is the first step of a marketing campaign? a. Close the campaign b. Track Responses c. Manage the campaign d. Plan and Budget

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Quick Interaction: Lessons Learned
Take a moment and write down three Key Points you learned in this chapter: 1.

2.

3.

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Description: Microsoft CRM Marketing - 8522A