MARKETING Overview

1
MARKETING Overview

• Ralph R. Zerbonia
• President
• Universe Central Corporation

2
Better Marketing Drives Company Value
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 GroupGartner
Research Report(reprinted in Destination CRM)
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 GroupSuccessful Strategies
in Marketing Automation
3
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

4
Industry Views
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
Marketings 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
GapDecember 2006
5
Change the Game in Marketing
Achieve greater marketing impactwith less
Transform every touch point into a marketing
opportunity
Discover theuntapped potentialof customers
6
SOLUTION
7
Microsoft Dynamics CRM Marketing Solution

• Marketing Capabilities
• Full feature set
• Marketing Workflow
• Designed for
• Users
• Managers
• Executives

8
Planning and Budgeting

• Planning and Budgeting Components
• Campaign definition
• Campaign templates
• Product catalogs

Comprehensive capabilities for designing,
defining and re-using of marketing campaigns and
programs

• Target list
• Campaign budget management
• Workflow based approvals

• 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

9
Data and List Management

• Data and List Management Components
• Data import/export
• Data cleansing
• Query tools

Seamless management of customer data and lists
and the intuitive segmentation of that data

• Data views
• List management
• Activity association

• 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

10
Campaign Management

• Campaign Management Components
• Quick Campaign Wizard
• Bulk operation support
• Offer management

Easy execution of campaigns and seamless
tracking of all related communications, and tasks
for increased follow-up and results

• Collateral management
• Email templates
• Outlook integration

• Microsoft Advantage
• Closed-loop campaign management
• Seamless tracking of communications between
  Outlook and Microsoft Dynamics CRM
• New campaigns just a Next button away

11
Response and Lead Management

• Response Lead Management Components
• Response tracking
• Multi channel comms support
• Workflow (i.e. response scoring)

End-to-end management of responses via guided
wizards and automated conversion and follow-up
of those responses

• Email tracking
• Response conversion
• Lead management

• Microsoft Advantage
• Response conversion one click away
• Seamless connection to lead management enables
  appropriate follow-up
• Powerful rules for response and lead scoring

12
Marketing Analytics
Full spectrum of sales analysis capabilities
ranging from basic reporting to OLAP/data mining
and dashboards

• Marketing Analytics Components
• Dashboards
• Report Wizard
• Standard and Custom reports

• Trending and historical comparisons
• Drill-through capabilities

• Microsoft Advantage
• Custom reports just Next button away
• Easy report sharing and editing
• Collaboration with SharePoint for audience
  specific portals

13
Impactful Marketing Scenarios
Holistic Lead Management
End-to-End Campaign Management
Intelligent Data Management
Fully Integrated Marketing
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
Office integration and robust workflow
Insightful analysis for identification of key
trends and discovery of hidden opportunities
14
Powered By Microsoft

• Robust Workflow Tools
• Native Outlook Client
• Powerful Remote Capabilities
• Point Click Customization
• Comprehensive Business Intelligence

15
BENEFITS
16
Key Benefits of Microsoft Dynamics CRM
Improved Consistency
Improved Measurability
Greater Marketing Efficiency
True 360Visibility
End-to-end visibilityinto leads, offers,
interactions, responses and marketing programs
Integrated marketing across the organization
drives consistent messaging and brand
Move marketing ROIfrom unknown to known by
clearly measuring response rates, conversions and
key metrics
Shorten campaign cycles by automating the
planning cycles and lessening reliance on IT




17
Key Benefits for Marketing
VP of Marketing

• Clearly define the optimal marketing mix and
  pricing
• Drive new lead and revenue opportunities
• Deftly articulate the ROI of marketing programs

Marketing Manager

• Rapidly launch new products and offers
• Efficiently plan and manage budgets of campaigns
• Enforce consistent branding and messaging

Marketing Staff

• Achieve real-time visibility into campaign
  success
• Effectively mange vendor and partner
  relationships
• Seamlessly track customer comms. and interactions

18
Key Benefits for IT
Chief Information Officer

• Achieve rapid time to value
• Realize low total cost of ownership (TCO)
• Leverage consistent IT architecture standards

IT Project Team

• Adapt to the company as it evolves and changes
• Easily integrate existing applications and data
• Extend the power of the Microsoft Dynamics CRM

Business Analyst

• Adapt to the ever-changing business requirements
• Track key KPIs and cross-team workflows
• Improve relevancy via point click customization

19
EVIDENCE
20
Global Customer Base in Marketing
Mid-size Companies
Small Businesses
Large Enterprises
21
Customers in Action
Equinox
Jones Lang LaSalle
Cold Stone Creamery

• 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.

22
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
23
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!

24
Partnering for Success
Software and Services Partners for Marketing
25
DISCUSSION
26
APPENDIX
27
Microsoft Dynamics CRM for MarketingBuilding a
Marketing Solution

• 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 Analytics
• Commonly integrated components include
• Email sending and response handling
• Complex marketing resource management modules

28
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

29
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

30
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,
  andmatch 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

31
Microsoft Dynamics CRM for MarketingEnsuring
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

32
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

33
Additional Customer Quotes
We chose Microsoft Dynamics CRM because its 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
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, its just like one product.
In anything else, youd be duplicating efforts
in two separate products. Whistler Tourism
34
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

35
Action!

• Ralph R. Zerbonia
• Universe Central Corporation
• 330-720-4525
• ralph_at_universecentral.com