Chapter 3: Marketing Automation Life Cycle
CHAPTER 3: MARKETING AUTOMATION LIFE
Actively participating during this lesson helps you:
• Understand the process flow in Microsoft® CRM Marketing
• Participate in a demonstration of the marketing process including the
– Create a marketing campaign
– Create campaign activities
– Execute the campaign
This lesson takes you through an entire marketing campaign to provide an
overview of the key features and processes. The focus is on procedural
introduction; therefore, the marketing processes are completed but not discussed
in great detail.
Microsoft CRM Marketing Automation
Marketing Automation Process Flow
You can use Marketing Automation in Microsoft CRM to create and analyze
targeted customer lists, and to plan and run for the customers your organization
wants to target. You can collect and analyze the results of campaigns, and then
use this information to help plan and budget resources more effectively when you
make future marketing decisions.
Marketing Automation helps your organization not only manage its marketing
efforts, but also its most valuable marketing asset, the sales team. By using
campaigns, your marketing team can seamlessly integrate and coordinate
marketing and sales processes. Both the campaign management and list
management capabilities of Marketing Automation use many of the familiar
features within Microsoft CRM, such as activities, leads, accounts, opportunities,
and workflow rules.
By coordinating with the sales team, the marketing team can create a campaign
that targets customers for a specific sales promotion; for example, a store-wide
sale or a sale for particular product. The sales team can follow up a campaign by
calculating how many leads are generated and how many sales resulted from the
campaign, and the marketing team can determine the success of the campaign
based on these results.
Following is a list of key features