The intersection of technology and marketing is happening … learn how the latest tools from Microsoft can help the marketer be more effective.

1. The New Role of the Marketer
Eric Raarup
Chief Marketing Technology Officer

2. Goals for Today
• Discuss the key trends
impacting marketing
• Understand the evolution
of marketing and the role
technology plays
• Showcase the Microsoft
technology landscape for
marketers
The Intersection of
Technology and
Marketing

3. Marketing and Technology
Like Chocolate and Peanut Butter

4. The New Role of the Marketer
The Intersection of Marketing and Technology

5. Trends impacting marketers today
Mobility
1billion
smartphones by
2016, 350M of
those being used
at work
Social
82 %
of the world's online
population engages
in social networking
Cloud
50 %
of enterprise
customers
are “on the road”
to cloud
Data
1.8 zettabytes
of digital data were
in use worldwide in
2011, up 30% from
2010.
Content
top10
Content
marketing is on
many marketing
leaders top 10
Capture Nurture AnalyzeOur Focus Today:
Demonstrating how
technologies from Microsoft
can help you be an effective
marketer

6. The Technologies of a Marketer
Email Optimization
Email Service providers
Sales automation
Marketing Automation
DB Marketing
Social Marketing Management
Data warehouse
Marketing Data
Landing pages
SEO
Content Management Systems
Community
Translation
Feedback / Surveys
Payments
Advertising
Mobile Web
Social Login
Gamification
Video
DAM
Analytics
More
Source: Luma Partners

7. Marketing with Microsoft
An ecosystem of solutions for marketing
State of the State
Services / Strategy
Add-Ons
Core

8. Microsoft Dynamics CRM
The Core System for Customer / Prospect Information
Cases
Incidents
Ticket Mgmt
Queues
More
Campaigns
Marketing lists
Email
Literature
More
Accounts
Contacts
Leads
Opportunities
More

9. Sales Force Automation with Dynamics
CRM

10. Service Management with Dynamics
CRM

11. Marketing Automation with Dynamics
CRM

12. ClickDimensions
Marketing Automation Add-on for Dynamics CRM
Web Tracking
Campaign Tracking
Landing Pages
Email Marketing
Social Discovery
Drip Marketing
Lead Scoring
Form Capture
Search/Advertising
API (with Event and eCommerce Tracking)
Surveys
Subscription
Management

13. Driving revenue through web-to-lead
conversion by connecting CRM with your
website to track and convert visitors1.

14. Goal: Improve ROI from website
• Requires integration between website and backend
systems
• Ideally capture information in CRM to build out profiles
• Track / score leads based on activity on the site
Turn web visitors into marketing qualified leads
(MQL)

15. Web to Lead
Converting anonymous web visitors to leads
ConvertIP Organization
Anonymous
Visitors
?
?
?
Self Identify
✔
✔
✔

16. Use Case
Contact Us Form on Website
The submission of this
form
– Automatically creates a
lead (or updates a
contact) in CRM
– Automatically associates
all anonymous browsing
history (site visits / page
views) to the lead or
contact record

17. Leveraging ClickDimensions Web Tracking in
CRMCapture every view and visit

18. Convert from anonymous to known
Leveraging ClickDimensions online forms for Call To Action
(CTA)

19. Summary: Web to Lead
• Integrating website to CRM can improve
lead process
• Scoring leads can drive activities for follow
up
• Providing intel on web activity can help
qualify lead for sales

20. 2.
Align a content marketing strategy through
lead nurturing automation to capture
mindshare and convert suspects to
prospects

21. Goal: Leverage content marketing for
nurture
• Drip content to target prospects
• Track effectiveness based on stats
• Hand off to sales at the right point
Nurturing with content can help build brand /
leads

22. Drive awareness in areas of suspected interest to a
prospect using a 3 step email nurture program over a
period of (n) days
Lead Nurturing Concept
Email based approach
If engaged, then becomes MQL and goes to sales
Prospect
Determine
Persona
Initiate
Nurture flow Email 1 Email 2 Email 3
Disqualify
Email 1: Example: Analysts perspective / research
Email 2: Example: Customer case study
Email 3: Example: Our recommended approach

23. Lead Nurture Workflow

24. Summary: Lead Nurture
• Lead nurturing can play key role in content
marketing strategy to get key content into
hands of prospects
• Once workflows are defined they can be run
on a lead
• Easily qualify / disqualify based on actions

25. Gain better insight into your customers by
visualizing information from multiple
systems
3.

26. Data … Big Data
80%growth of
unstructured data is
predicted over the
next five years.
1.8 zettabytes of
digital data were in
use worldwide in 2011,
up 30% from 2010.

27. Key challenges with growth of data
• More challenging to manage
• More challenging to analyze and make decisions
• Not just databases you own … social is a big driver of
data growth
More and more difficult to gain customer insight

28. Mr./Ms. Marketer … Meet Excel 2013
Visualizing and Analyzing large volumes of data
Excel 2013
PowerPivot
Analyze millions of rows of data
PowerView
Visualize info quickly in multiple ways

29. PowerView

30. Dem
o

31. Power Map
A new way to look at the earth

32. Summary: Customer Insight
• Truly understanding your customer may
involve looking at data from multiple systems
• Data may live outside your organization
• Align the right visual to the right information

33. A look into the future

34. Key challenges with Social
• Monitoring what is being said about your brand
• Multiple Channels
• Gauging sentiment across social media channels
Moving target can be challenging to staff

36. Social Analytics / Sentiment
Netbreeze

37. +
MarketingPilot brings strong Integrated Marketing
Management (IMM) capabilities to the Microsoft Marketing
toolset with a focus on resource and spending
management plus integration with Dynamics CRM

38. MarketingPilot
MarketingPilot brings a new level of marketing functionality to
Dynamics

39. A look ahead

40. CRM Awesome
www.crmawesome.com

41. A Great Blog to Follow
www.chiefmartec.com
Popular Posts
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The big data bubble in marketing
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Everything is marketing, everyone must be agile
Data as a new marketing channel

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43. Thank You!