Campaign management with Microsoft Dynamics CRM

Before implementing a marketing campaign, planning follows in campaign management. Here it is important to define the target group. For target group definition, Microsoft offers the possibility to create so-called “marketing lists” (to German marketing lists) in Dynamics 365 Customer Insights (formerly: Dynamics 365 Marketing). Marketing lists are lists that contain contacts, accounts or leads that have one or more characteristics in common. Marketing lists can be created either manually or using the search options (“advanced find”). You can use the search options to filter the contacts, accounts, and leads entities by specific characteristics. With the help of these filter functions, for example, a list of contacts who live in the same city can be created without having to search through each individual contact. Creating marketing lists using search options works as follows:

• Wählen Sie in der Navigationsliste „Marketing“ aus und gehen Sie zu „Marketing Listen“.

Klicken sie auf das „+“ Symbol um eine neue Marketingliste zu erstellen.

Geben Sie ihrer Listen einen Namen und speichern Sie sie. Gehen Sie dann innerhalb des Formulars zu dem Bereich „Members“ und klicken Sie auf das „+“ Symbol, um die Mitglieder der Liste zu definieren.

Wählen Sie eine der in dem Aktionsfeld gebotenen Optionen, mithilfe dessen Sie Firmen, Kontakte und potentielle Kunden anhand bestimmten Kriterien durchsuchen oder eine manuelle Suche durchführen können.

Wählen Sie einer der „Advanced Find“ Optionen um eine merkmalsspezifische Suche durchzuführen. Legen Sie Filterkriterien fest, um die Suche durchzuführen und klicken Sie dann auf “Find”.

Fügen Sie die Suchergebnisse oder einen Teil der Suchergebnisse ihrer Marketingliste hinzu, indem Sie auf den „add to marketing list“ button klicken. Alternativ können Sie auch über den „advanced find“ die obengenannten Entitäten durchsuchen und die Suchergebnisse einer bestehenden Marketingliste hinzufügen oder zur Erstellung einer neuen Marketingliste nutzen.

Microsoft Dynamics CRM distinguishes between dynamic and static marketing lists in campaign management. Dynamic marketing lists are continuously updated based on the defined characteristics of each entity. Static lists, on the other hand, remain constant after they are created. According to this, static lists only contain those entities that were selected at the time of creation. Under “Marketing” and “Marketing Lists” you have the possibility to create marketing lists. The marketing list form contains a “list type” field. Here you can choose between a dynamic or static list.

The so-called “Quick Campaign Wizard” allows the user to create campaigns. The target group (by creating marketing lists), the owner of the campaign (person or group of people responsible for the campaign), the marketing channel (e.g. e-mail, telephone, letter), and the content of the campaign must be specified. To create a “Quick Campaign”, go to “Marketing”, “Marketing lists” and open the “Quick Campaign Wizard” within this entity.

The campaign management process also includes monitoring and controlling the success of the respective campaign. In Microsoft Dynamics CRM , the results of the campaigns can be measured by creating so-called “campaign responses” (to German campaign reactions). This entity can be associated with a contact, a company or a potential customer, as well as with the associated campaign. If a contact, a company or a potential customer is interested in company products in the course of a marketing campaign, the “campaign response” can be converted into a sales opportunity, an offer or an order.