Novinky

Management of Marketing Activities in the CRM Application

In today´s competitive environment, when is harder and harder to retain existing customers or gain new ones, companies must often look for new paths to gain more profit. A good marketing strategy can support sales a lot. Besides sales agenda, also management of marketing activities can be covered by the CRM application.

An appropriately selected marketing strategy is one of the crucial tools important for building good relationships with customers and retaining their trust and loyalty. Organized data are half of success, what applies also in this case. It involves large corporations as well as medium and small companies. With the CRM application based on the Microsoft Dynamics 365,  it´s possible to effectively manage marketing campaigns and aggregate all communication target contacts of the company at one place. 

In the pre-arranged CRM application, which we offer to our customers, those activities can be easily created by couple clicks.

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Basic configuration of the marketing part of the CRM application allows to create:

  • marketing lists;
  • marketing campaigns.

Marketing lists contain a title, type (e.g. a static or dynamic list), phone numbers, address and invoice data, email addresses of existing or potential customers to which electronic newsletters, invitations to events or campaigns are sent. There is no need for lists to include all the aforementioned information. They can differ from case to case, according to the company´s preferred way of communication. 

The list can be created from internal records – leads and contacts which the company has directly in the CRM application or by uploading an external list (e.g. created by the FinStat database, etc.).

Marketing campaigns can be created similarly to marketing lists. In the CRM application, you can fill in the items such as a title, code and campaign type, communication language, campaign budget, proposed beginning and end date or detailed description of a campaign. It´s possible to track all the activities related to the campaign on a timeline; for instance, who has created the campaign, who adjusted the invitation, sent the newsletter, etc. 

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Records about marketing campaigns in various Excel or Word documents can be good for not to forget individual activities. However, it barely provides broader view on the company’s activities, which could bring new business thanks to their targeted development.

On the other hand, regular recording of marketing activities provides a sales representative with an overview of what was communicated with the target groups, what was interesting for them the most and what could be worthy to further develop business-wise.

Do you manage marketing activities in your company in other way and you are not familiar with the advantages of recording data in the CRM application? We provide you with the answers to the most frequent questions.

We are keeping the list of e-mail contacts in a table which is regularly updated by our colleague from the marketing department and shared with our sales representatives. What would be the benefits of making records in the CRM application for us?

Among the advantages of creation of lists for various marketing activities in the CRM application belongs that they can be updated easily. If you set the list as dynamic, all the records in the CRM application will be automatically included into it. The same with the new contacts, which will be added continuously later. It means you will have at disposition up-to-date marketing lists anytime without any manual input. On top of that, by setting various conditions in a marketing list, you can create individual target groups, so your communication will be targeted to the right recipients.

Can be the CRM application interconnected with other marketing tools? If yes, which ones and how we could benefit out of it?

The CRM application can be interconnected with other tools, which can provide deeper insight into the performed activities, what has an impact on future planning. For instance, the ProMailChimp add-on is an integration tool by which you can track statistics directly in the CRM application – e.g. number of sent newsletters and their successful or unsuccessful delivery / number of open newsletters /  what texts were the most attractive for the recipients / who has unsubscribed from the newsletter, etc.

Interconnection of the marketing list with the BizMachine tools enables, for example, collection of data about visitors of your web page. There´s plenty of additional marketing applications on the market compatible with the Microsoft Dynamics 365.

What if some of our customers are not interested in sending marketing campaigns? Is it covered in the CRM application from the GDPR perspective?

General Data Protection Regulation, also known as GDPR, scares lots of small and medium companies. However, you don´t need to worry. The CRM application enables to administer also this kind of information from contacts and leads. You can set it in marketing lists, where you easily exclude those contacts not willing to receive marketing campaigns.

Marketing activities are only the first step in developing business opportunities. In the following article, you will find out what else you can solve thanks to the CRM application within the sales agenda: CRM for small and medium companies.

If you are looking for a system which could make your business and marketing processes more effective, do not hesitate and contact us. We are ready to go through your requirements with you and suggest an optimal solution.

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