Chapter 4: Planning Marketing Campaigns
CHAPTER 4: PLANNING MARKETING CAMPAIGNS
Actively participating during this lesson helps you:
• Understand the process for planning marketing campaigns.
• Understand the tasks involved and information required prior to
creating a marketing campaign.
• Manage lists used in marketing campaigns.
• Create a list and add members to the list using advanced find.
• Use a list for marketing purposes to send information to potential
This lesson explains the concepts for planning a marketing campaign and how to
gather information in Microsoft CRM to assist in the preparation of the
marketing campaign. You are also shown reports to help estimate budget and
activity requirements for a new campaign. The lesson also explains the concepts
applied to create lists of customers that are used in marketing campaigns. The
Advanced Find feature is demonstrated to execute queries against existing
Microsoft® CRM data to generate lists of potential customers, and the use of
those lists in marketing campaigns and sales functions.
Microsoft CRM Marketing Automation
Planning a Campaign
Marketing Automation is an important component in annual budgeting and
marketing planning exercises. Whether budgeting and marketing planning is the
responsibility of marketing vice-president, a marketing manager, or someone else
in your organization, Marketing Automation reports can be used for building the
marketing plan. By analyzing the report that provides data on the financial effect
of campaigns, your organization can determine which campaigns were
successful. Using this data, changes can be made with regard to the campaigns
that should continue to run and those that should not. Also, this data might also
provide valuable information about the timing of critical campaigns. Combine
this data with competitor information, and the marketing plan can be your best
defense to beating other companies to market with new products and