Coordinated marketing requires good planning and tools that put your
marketing team in control of the marketing campaigns that your company runs.
Microsoft CRM provides tools for your marketing team that enable them to
target effectively, execute easily and analyse and measure the results of
Prepare Campaign Lists
The most critical stage of any campaign is the targeting, select the
wrong audience for your marketing effort and all your hard work will be for
nought! Microsoft CRM combines advanced searching with
easy list maintenance.
You can use marketing list–management features to:
- Import lists by using Microsoft CRM bulk import functionality.
- Combine multiple lists to create a single targeted marketing
- Copy a marketing list and create multiple sub-lists
Marketing Automation enables marketing managers to plan
the overall strategy of a successful sales or marketing campaign.
Marketing Automation includes features and information such as timing,
tracking, and budgeting, and the individual activities required to
coordinate all the resources needed for a campaign. When creating a new
campaign, you can enter strategic campaign information, such as:
- Budgets and expenses. You can specify and track all the
budget information for the campaign, such as the budget allocated
for the campaign. As the figures start coming in, you can enter and
adjust information for the total cost of the campaign, the expected
revenue, miscellaneous costs, and the total actual cost.
- Promotion codes. You can track and assess the performance
of the campaign using promotion codes. You can determine the success
of a campaign based on the number of campaign responses you receive
with a promotion code assigned to a specific campaign.
- Target products. You can add the specific products that
you want to promote in this campaign.
- Specific search criteria. You can use search criteria to
help you qualify your campaigns by refining the list membership for
a campaign and creating a unique marketing list that is targeted at
a specific market. You can build detailed views with searches using
Advanced Find to pinpoint specific customers that meet set
- Marketing collateral. You can add the appropriate sales
literature, including product brochures, promotional fliers, or
sales coupons to a campaign.
- Target marketing lists. You can create select groups of
customers to add to campaigns.
In addition to planning current campaigns, you can also plan a
campaign that you intend to run at a future date. Using Microsoft CRM
activities, you can plan a campaign that publishes activities or a
series of activities that will run a campaign at a later date. For
example, you could set up an automated campaign that sends out response
reminders to a targeted list of customers. Any customers that have
already responded would not get the reminder, but those that have not
responded to your campaign promotion would get a reminder on a monthly
or quarterly basis.
By tracking the source of leads and opportunities back to the source
campaign, Marketing professionals can analyse and report on the effectiveness
of the campaigns they have delivered.
Comply with Data Protection
Ensuring that you respect the
marketing preference of your contacts is a
vital part of the modern marketing world.
See Also CABC
eMarketing Campaign Manager