Technology Strategies for the Marketing Mind

Margaret Wise, Dynamics Lead, Arke Systems

What’s Up?Dynamics CRM & Dynamics Marketing

Marketing Technologists, Atlanta based, National coverage65 consultants supporting enterprise customers; 300+ projects, 94% client retention

Microsoft & Sitecore- Gold Partners10 yr Dynamics CRM & Marketing partner, 5 yr Sitecore partner- strong reference stories

InnovatorsStrategy, Methodologies, ISV solution for Franchise Management, Product bought by Sitecore

Vertical Experience- industry leading brandsCPG/Retail, Insurance, FinServ, Public, Media, Entertainment, Utility, Healthcare, Prof Svcs

Arke- Quick Reference

Does Dynamics Marketing make sense for you?

• Lots of Excel… budgets, checklists, etc

• Manage Events, Trade Shows regularly

• Lots of unqualified prospect data

• Marketing nurtures prospects

• Use of 3rd party tools- email, landing pages, PM sites

• Differentiation between marketing leads and sales qualified leads

• Centralized social media management

• File, Content collaboration (internal/external)

3 key areas of Dynamics MarketingPlanning & Preparation

• Campaign resource management

• Internal requests

• Campaign action template

• Calendar view of campaigns

• Programs: Umbrella view

• Jobs: May not be associated to specific campaign

• Tasks:

• Activities:

• Campaigns

• Approval process workflow

• Event Management

• Budgeting

Digital Asset Management

• Draft collateral

• Central collaborative

• Version management

• External collaboration controlled

• Expiration for material

• Template management

• Audit review and comment trail

• Create and edit activity management

• Approval process managed

Campaign build and execution

• Multi step campaign visual build

• Associated social media post

• Email editing in campaign

• A/B Testing

• Landing page design

• Offer Management

• Lead Scoring

• Marketing List (sync w CRM)

Internal request tracking

Jobs management (ind of campaigns)

All up activity management

File Library and Collaboration

Campaign Calendar View

Event and Budget Tracking

Campaign Builder and Execution

Marketing List Mgmt + CRM Sync

Email Template and Device Views

Landing Page & Offer Mgmt

Social Media Post

Metrics + Results

1- Assess and Collect

• Most time consuming stepmwise@arke.com for excel tracking file

2- Identify external resources

• Vendor Mgmt- contacts and rates

• Third Party tools: contracts, expiration dates• 3rd party email providers

• Landing Pages

• File Mgmt sites (content, videos, etc)

• Project Mgmt/ Collaboration sites (basecamp)

Track your vendor contracts

Track your collateral

3- Train, Install, Add Content

• Minimum: Internal Admin assigned

• Recommended: Work with a Partner- this is an enterprise tool!

• Add on your O365 portal or talk to MSFT rep or partner

• Get Training- this is an enterprise tool!

• Plan your phases based on priorities and replacing current tools

Online Resources

http://www.microsoft.com/en-US/dynamics/marketing-help-center/default.aspx

4- Phased- In Usage

• Marketing Calendar for tracking

• File Collaboration + Approvals

• Design New Campaigns

• Vendor Mgmt, Budget Tracking

• Event Management

• Manage Prospect data

• Email Sends

• Landing Pages ported over

Phased Approachone functional area at a time

Marketing Technology: The Fundamentals

ERP CRM Other

Dynamics CRM for

Marketing

CmsDYNAMICS CRM

Web

Mobile

Table

Signage

Kiosk

Marketing

AutomationDYNAMICS

MARKETING

Email

Sms

Social

PortalsSHAREPOINT

Communities

Intranet

Partners

Customers

Loyalty

SocialSOCIAL

LISTENING/MDM

Listening

Engagement

Media

Data

Acquisition

AnalyticsPOWER BI

Insights

Results

Attribution

Personalization Engine

Digital

Endpoints

Marketing

Technology

Magic

Data Sources

Azure O365

Lite

Industry research and competitive analysis blended with your goals and metrics

Full

Follow up interviews and joint reviews lead to a 24 month plan

of attach for digital marketing

Trial

Our best and brightest brainstorming with your team

leads to amazing results

25-30%Uplift in their stated goal.

Our MTA customers experience a

MTAStrategy Analysis Roadmap

Marketing Technology Alignment TM (MTA)

Thank you!

Margaret Wise

• mwise@arke.com

• 404.812.3123 x131

• www.linkedin.com/in/mgtwise

• www.youtube.com/arkeuniversity

• www.arke.com

• www.marketingtechnologyinsights.com

• Next month: Microsoft Social Listening