In my last blog post about managing sales opportunities, we walked through a strategy for nurturing leads with potential sales opportunities using a ClickDimensions campaign automation. The campaign automation utilized static marketing lists as containers to distinguish interest levels based on the participants’ actions with an email. Interacting with the email would qualify warm leads, while no interaction would signify a cold lead. Again, this example is one way to gauge interest levels based on particular interactions and then continue nurturing the lead though your company’s sales process with a follow-up call.
If you and your team are leveraging the Dynamics 365 campaign entity, you may want to consider a more advanced approach for managing your leads. Out of the box, CRM campaigns are designed to provide you with valuable information on your investment for each initiative. They can be used to group information on expenses and responses and, at the same time store emails, marketing lists, phone calls and other activities. CRM campaigns can also be associated to ClickDimensions entities, like web content and campaign automations. The campaign entity can be very powerful when working with ClickDimensions records to view all collected data in one place and to see if your marketing outreach has generated any opportunities.
The strategy we will walk though in this post will use two campaign automations, and we will associate both to a CRM campaign named Fall ’18 Trade Show. We will also use the same example from our last post where we attended a trade show, uploaded the list of attendees via the import tool and would like to nurture those participants with whom we haven’t yet closed the deal.
In the first campaign automation, we will still be gauging participants’ interest via email and then we will separate them into warm and cold containers for quick reference on the CRM campaign.
In this campaign automation, we will start by adding participants to a marketing list, and then we will send an email thanking them for their attendance. If there is an email interaction (open and/or click), we will send them to the warm leads marketing list. If no email interaction occurs with the first email, we will send them another email and check for interactions once more. If an interaction takes place, participants will go down the positive path and be added to the warm leads list. If there’s no email interaction, they will go on a negative path and be added to the cold leads marketing list. You will then be able to view this data in your CRM campaign and see the member count of those lists to make for quick reporting.
For the second campaign automation, we will look at who has filled out the form requesting a follow up call. This campaign automation will start with a Submitted Form trigger to see who’s filled out the form that was provided by a link in an email associated with the first campaign automation.
If a respondent submits the form, we will create a task with the Create Task Activity action, followed by the Campaign Response action. Then, we will add them to a hot leads marketing list and remove them from our warm leads list since they have completed our qualifying process. Again, these actions will be associated to the CRM campaign, and the CRM user who owns the lead record will receive a task in their activities.
As previously mentioned, you can associate your ClickDimensions web content records with any CRM campaign. In our example, any submission from our form requesting an appointment will be associated with our CRM campaign and will show in the custom sub-grid we have added for the posted form entity and labeled Appointment Requests:
You can also add sub-grids to view the campaign automations that have been associated to your CRM campaign in order to quickly reference them. Also, if you’re looking to track your opportunities generated from your campaign, you can add a sub-grid for these as well. Once you have added all relevant sub-grids, you have a central location to monitor the revenue generated from your recent marketing initiatives.