marketing overview ralph r. zerbonia president universe central corporation
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MARKETING Overview
Ralph R. ZerboniaPresidentUniverse Central Corporation
Better Marketing Drives Company Value
“The report found that 58 percent of
‘Best in Class’ organizations use
marketing automation technologies,
and are realizing increased annual
revenue and decreased marketing
spend year over year and achieve
greater than 100 percent ROI”.The Aberdeen Group
“Successful Strategies in Marketing Automation”
“By 2010 over 50% of marketing staff
in companies worldwide will be using
enterprise software (marketing
automation) as opposed to less than
20% today. Additionally, the reports
projects that these tools will cut
creative production cycle times by
30%.”Gartner Group
Gartner Research Report
(reprinted in Destination CRM)
Typical Business Challenges in Marketing
• Difficulty in demonstrating marketing ROI
• Lack of real-time insight into campaigns
• Poor data quality in marketing databases
• Difficulty in leveraging external data sources
• Inefficient processes
Industry Views
“Marketing’s credibility within the
boardroom is being damaged because
of difficulties in demonstrating its
true value… The number one issue is
measurement and reporting which
stops them from demonstrating the
value they are actually delivering.”“The Marketing Credibility Gap”
December 2006
“Currently, most large companies have
physically separate marketing
departments in different parts of the
world, leading to no clear succinct
global company “voice” – or unified
marketing effort... It is time for
marketing departments across the
world to join hands.“DM News,
January 2007
Achieve greater marketing impactwith less
Change the Game in Marketing
Transform every touch point into a marketing opportunity
Discover theuntapped potential
of customers
SOLUTION
Microsoft Dynamics CRM Marketing Solution
Marketing Capabilities
Full feature set
Marketing Workflow
Designed for
Users
Managers
Executives
Comprehensive capabilities for designing, defining and re-using of marketing campaigns and programs
Microsoft Advantage• Campaign templates for
easy re-use• Intuitive tracking of
estimated vs. actual
costs for easy ROI
analysis• Product catalogs and
price lists allow for offer
customization
Planning and Budgeting Components• Campaign definition • Campaign templates• Product catalogs
Planning and Budgeting
• Target list • Campaign budget management• Workflow based approvals
Data and List Management
Seamless management of customer data and lists and the intuitive segmentation of that data
Microsoft Advantage• Data cleansing tools
geared for the
business user• Easy manipulation of
lists and views for better
segmentation• Workflow for triggers on
external data sources
Data and List Management Components• Data import/export• Data cleansing • Query tools
• Data views• List management• Activity association
Campaign Management
Easy execution of campaigns and seamless tracking of all related communications, and tasks for increased follow-up and results
Microsoft Advantage
• Closed-loop campaign
management
• Seamless tracking of
communications between Outlook
and Microsoft Dynamics CRM
• New campaigns just a “Next”
button away
Campaign Management Components• Quick Campaign Wizard• Bulk operation support• Offer management
• Collateral management• Email templates• Outlook integration
Response and Lead Management
End-to-end management of responses via guided wizards and automated conversion and follow-up of those responses
Microsoft Advantage• Response conversion one click away• Seamless connection to lead
management enables appropriate
follow-up• Powerful rules for response and
lead scoring
Response & Lead Management Components• Response tracking• Multi channel comms support• Workflow (i.e. response scoring)
• Email tracking• Response conversion• Lead management
Marketing Analytics
Full spectrum of sales analysis capabilities ranging from basic reporting to OLAP/data mining and dashboards
Microsoft Advantage• Custom reports just
“Next” button away• Easy report sharing
and editing• Collaboration with
SharePoint for audience
specific portals
Marketing Analytics Components• Dashboards• Report Wizard• Standard and Custom reports
• Trending and historical comparisons• Drill-through capabilities
Impactful Marketing Scenarios
IntelligentData
Management
IntelligentData
Management
Holistic LeadManagementHolistic LeadManagement
End-to-End Campaign
Management
End-to-End Campaign
Management
Fully Integrated Marketing
Fully Integrated Marketing
Targeted Cross-Selling
and Up-Selling
Targeted Cross-Selling
and Up-Selling
Tools that empower marketing users to manage and cleanse data across the organization
Seamless tracking and conversion of leads across all parts of the organization
360° campaign management with easy campaign creation, seamless communication management
Strongmulti-lingual capabilities, seamless MS Officeintegration and robust workflow
Insightful analysis for identification of key trends and discovery of hidden opportunities
Powered By Microsoft
Robust Workflow Tools
Native Outlook Client
Powerful Remote Capabilities
Point & Click Customization
Comprehensive Business Intelligence
BENEFITS
Key Benefits of Microsoft Dynamics CRM
End-to-end
visibility
into leads,
offers,
interactions,
responses and
marketing
programs
True 360°Visibility
Integrated
marketing
across the
organization
drives
consistent
messaging
and brand
ImprovedConsistency
Improved Measurability
Move
marketing ROI
from unknown
to known by
clearly measuring
response rates,
conversions and
key metrics
Greater Marketing Efficiency
Shorten
campaign cycles
by automating
the planning
cycles and
lessening
reliance on IT
Key Benefits for Marketing
• Clearly define the optimal marketing mix and pricing• Drive new lead and revenue opportunities• Deftly articulate the ROI of marketing programs
• Rapidly launch new products and offers• Efficiently plan and manage budgets of campaigns• Enforce consistent branding and messaging
• Achieve real-time visibility into campaign success• Effectively mange vendor and partner relationships• Seamlessly track customer comms. and interactions
VP of Marketing
MarketingManager
Marketing Staff
Key Benefits for IT
• Achieve rapid time to value• Realize low total cost of ownership (TCO)• Leverage consistent IT architecture & standards
• Adapt to the company as it evolves and changes• Easily integrate existing applications and data• Extend the power of the Microsoft Dynamics CRM
• Adapt to the ever-changing business requirements• Track key KPIs and cross-team workflows• Improve relevancy via point & click customization
Chief Information Officer
IT Project Team
BusinessAnalyst
EVIDENCE
Mid-size CompaniesMid-size CompaniesSmall BusinessesSmall Businesses Large EnterprisesLarge Enterprises
Global Customer Base in Marketing
Customers in Action
High-end fitness club corp.
200 users
• Uses Microsoft Dynamics CRM to identify trends, create tailored promotions (i.e. other gym member campaign) and initiate proactive communication.
• Uses workflow functionality to automate paper-based processes
Global real estate services
900 users
• Merged disparate databases into CRM DB for global customer profile.
• Use Microsoft Dynamics CRM to conduct holistic needs analysis and create tailored campaigns (both locally and globally). Segment data for cross-sale/up-sale opportunities in diverse customer base.
Specialty ice cream
franchise
• Use Microsoft Dynamics CRM to run online marketing campaigns, promotions and targeted email communications (Birthday Club Program).
• Online form automatically populates data in Dynamics DB.
Cold Stone CreameryCold Stone Creamery EquinoxEquinox Jones Lang & LaSalleJones Lang & LaSalle
Customer Perspective
“Microsoft Dynamics CRM provides
us the ability to better serve our
customers by delivering relevant
communications and the innovative
products they desire.”Cold Stone Creamery
“Microsoft [Dynamics] CRM is
delivering Pumpkin Patch with more
targeted and effective direct
marketing campaigns, resulting in
high levels of customer service and
satisfaction.”Pumpkin Patch
“Microsoft [Dynamics CRM] helps us understand not only our own
capabilities, but also new opportunities we can present to clients,
so that we can channel them more effectively”Jones Lang LaSalle
Customer ROI
• 95% reduction in access time to customer data• 98% reduction in time to create mass mailings by over
• 184% ROI achieved in 8 months• 100% achievement of email capture of customers which
reduced costly direct mail costs
• 650% increase in membership in Birthday Program from 200,000 to 1.5 million
• Significant reduction in costs of key marketing program per person from 80 cents to pennies
• “Instead of making hundreds of phone calls we used the Microsoft [Dynamics] CRM bulk e-mail system to accomplish this project. Talk about saving time and money!”
Partnering for Success
Software and Services Partners for Marketing
DISCUSSION
APPENDIX
Microsoft Dynamics CRM for Marketing:
Building a Marketing Solution
27
Core components of a marketing application include:• Data Import and Cleansing• List Management and Segmentation• Campaign Planning and Execution• Campaign Response Management• Workflow across Teams and Groups• Tight Microsoft Office Integration• Marketing Reporting and AnalyticsCommonly integrated components include:• Email sending and response handling• Complex marketing resource management modules
Microsoft Dynamics CRM for Marketing:
Leveraging External Data for Marketing
• Goal: Easily integrate multiple data sources to support more accurate marketing campaigns
– Easily leverage data from multiple internal and external sources • Third-party lists, legacy databases, billing systems, and more
– Import large amounts of data easily and at non-peak hours
• Key Capabilities in Microsoft Dynamics CRM– Easy to use Data Import Wizard– Web services interfaces for bulk data import– Intra-team and cross-team workflow
Microsoft Dynamics CRM for Marketing:
Coordinated Campaign Planning
• Goal: Enable consistent campaign planning within or across teams and regions
– Support for complex cross-group and cross-region campaigns– Configurable workflow to coordinate campaign process steps– Ability to coordinate with external planning/execution vendors
• Key Capabilities in Microsoft Dynamics CRM– Multi-language, multi-currency, and multi-time zone support– Numerous UE enhancements in Office and Outlook– Campaign and Quick Campaign enhancements– Presence integration for real-time communication– Email management enhancements
Microsoft Dynamics CRM for Marketing:
Effective Reference Management
• Goal: Manage key marketing and sales references to better match to activities and to avoid overuse
– Manage reference information consistently across the organization– Enforce consistent workflow process for reference usage,
including rules to prevent the excessive use of specific references– Score and rank references based on impact, and
match references to fit specific prospect or campaign needs
• Key Capabilities in Microsoft Dynamics CRM– Intra-team and cross-team workflow– Easy-to-use Report Wizard for flexible reporting and analysis
Microsoft Dynamics CRM for Marketing:
Ensuring High Quality in Marketing Data
• Goal: Maintain clean and consistent marketing data that enable accurate prospect/customer targeting
– Easily import legacy and third-party data– Identify, merge, and purge duplicate data– Enforce customer data privacy and contact preference policies
• Key Capabilities in Microsoft Dynamics CRM– Integrated data migration tools– Batch/bulk operation support– Real-time data de-duplication and data cleansing capabilities
Microsoft Dynamics CRM for Marketing:
Real-Time Marketing Insight
• Goal: Deliver real-time marketing insight and analysis across campaigns and interaction channels
– Enable business users to easily create reports without IT involvement– Share, edit and store reports across teams and regions– Adjust campaigns easily based on reports and analysis– Clearly measure success of marketing programs
• Key Capabilities in Microsoft Dynamics CRM– Easy-to-use Report Wizard for flexible reporting and analysis– Ability to report on custom entities and across multiple entities– Multi-language reporting options– Improved mail-merge functionality
Additional Customer Quotes
“Microsoft helps us understand not only our own capabilities, but also new opportunities we can present to clients …”
Jones Lang Lasalle
““One of the things that really attracted us to Microsoft [Dynamics] CRM is that, combined with Microsoft Outlook, it’s just like one product.” “In anything else, you’d be duplicating
efforts in two separate products.” Whistler Tourism
“We chose Microsoft Dynamics CRM because it’s a flexible tool that integrates easily with other systems. It also provides a
familiar interface and is easy for our employees to learn and use.”
Cold Stone Creamery
Top 5 Reasons to Choose Microsoft for Marketing Automation
Microsoft Dynamics CRM delivers:
• Seamless tracking of customer communications
• Cross-channel, workflow-driven marketing processes
• Easy collaboration with inside & field sales processes
• Superior data import and cleansing tools
• Business intelligence tools geared for the marketing user
Action!Ralph R. ZerboniaUniverse Central Corporation330-720-4525ralph@universecentral.com
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