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Microsoft Dynamics CRM

Turn prospects into engaged customers with intelligent sales and marketing

The selling landscape is undergoing fundamental changes, many of them driven by the effects of B2B customers’ experience as everyday consumers. Many retailers have created personalized, nearly immersive, online experiences for each customer. Consumers shopping for goods and services continually experience fresh and delightful interactions, from highly customized offers and recommendations to frictionless channels to 24/7 interactions. Using Microsoft Dynamics 365 for Marketing and Microsoft Dynamics 365 for Sales organisations are improving  their profit margins.

The impact of B2C on B2B

Today’s B2B buyers have high expectations, and those expectations will not be met if B2B buyers are accustomed to sophisticated consumer interactions in their personal lives. Executive B2B buyers are not impressed by marketing driven by large, relatively impersonal data analysis that leads to inconsistent and conflicting interactions or sales outreach that doesn’t cater specifically to their needs at the right time.

The source of the problem may be largely invisible to the companies perpetuating this issue. Many organizations believe themselves to be customer-centric, while their buyers may not agree. That’s a significant disconnect. Clearly, B2B has much to learn from B2C companies.

Customer experience – the rewards for getting it right

Many B2C organizations have strategically embraced modern technologies like customer data platforms (CDP) and artificial intelligence (AI) to gain a 360-degree view of their customers and follow through on those insights to optimize customer engagement.

The rewards for getting this engagement right are substantial. Many buyers are willing to pay more for a better customer experience. In terms of the potential benefits a great experience can have on sales success, a McKinsey study reported that organizations can expect:

  • 10-15 percent lower customer churn
  • 20-40 percent increase in the win rate of offers
  • Up to 50 percent lower service costs

Take a new approach

B2B companies must move away from their legacy approaches based on large, relatively impersonal data analysis and move to solutions that unify relationship data across the full customer lifecycle. That way, they can gain insights that help build credibility and trust with buyers. They can run multi-channel campaigns to increase sales-ready leads, create personal experiences, and use guided process and AI to anticipate and respond faster to customer needs. They can build the ongoing, high-quality relationships that are necessary for long-term success.

Four principal goals

Turning prospects into engaged customers is a process. In order to achieve these goals, organizations must focus on 4 key priorities:

  • Nurture more demand
  • Personalize buyer experiences
  • Build relationships at scale
  • Make insight-driven decisions

Each of these drives results by using deep reservoirs of data in making technology feel more human.

Nurture more demand

Relying only on conventional, basic email marketing as the primary source of leads is simply not effective enough. In fact, the more focused and demanding the customer universe is, the more essential it is to gain deep insights into what those customers expect. Northrop & Johnson,  a leading global yacht brokerage, competes for multi-million dollar customers using technology its industry has been slow to adopt. Using Microsoft Dynamics 365 for Marketing has created a decided competitive advantage: Vital insights into their customer base have helped to drive a 70 percent increase in charter sales.

In any industry, companies need to generate leads across multiple channels, nurture large numbers of leads while prioritizing each one, and use data-driven insights to deliver leads that are sales-ready. Nurturing more demand is critical to growth.

Dynamics 365 for Marketing helps generate, nurture and prioritize sales-ready leads.

Personalize buyer experiences

It’s time to end friction, inconsistencies, and the “do you know who I am?” part of the customer experience. Companies can acquire a holistic view of buyers, predict buyer intent, and orchestrate a connected, personalized journey for customers.

In an era where guests have more choices than ever for leisure and entertainment, Tivoli delights its guests by using Dynamics 365 Customer Insights to stay one step ahead of expectations and transform the guest experience. With its deeper understanding of guests, it can add new chapters to its long tradition of imagination and innovation.

Dynamics 365 for Marketing enables you to personalize buyer experiences and predict buyer intent.

Build relationships at scale

Mutually beneficial relationships don’t simply happen with more data. Companies need to build credibility to establish and grow relationships with customers.

Together, Dynamics 365 and LinkedIn enable the company to have increased information about, and impact on the sales relationships that are added to its sales pipeline, even as that pipeline experiences exponential growth month over month.

Dynamics 365 for Marketing helps you build relationships at scale.

Make insight-driven decisions

Here’s where sales and marketing can truly align: utilizing data to uncover insights that lead to better-informed decisions throughout the sales process. This can improve performance, empower employees, and enable the company to gain increasingly effective strategic insights.

With more than 1,500 pubs serving guests throughout the UK, Marston’s launched a business transition by bringing together guest data that was scattered across multiple systems into Dynamics 365. With their locations’ guest data now unified, Marston’s will gain a complete view of guests, which can be harnessed to generate customer satisfaction and strategic insights. This approach helps drive improved performance throughout the company, including the opportunity to empower employees – an often-overlooked aspect of a company’s success.

Dynamics 365 for Marketing enables you to make insight-driven decisions to improve performance, empower employees and gain strategic insights.

Aligning sales and marketing: The intelligent way to succeed

It’s possible to create exceptional experiences, drive more qualified leads, and increase revenue if an organization has the vision, process, and technology to harness all the data available. This requires high-level technology with well-defined business goals and sales and marketing applications fueled by keen intelligence. We have a compelling offering to accomplish just that with Microsoft Dynamics 365. Get in touch with our representative to request a demo for Microsoft Dynamics 365 for Sales & Microsoft Dynamics 365 for Marketing

Blog Reference : https://cloudblogs.microsoft.com/dynamics365/bdm/2019/09/19/turn-prospects-into-engaged-customers-with-intelligent-sales-and-marketing/

Dynamics 365 for sales marketing
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How Microsoft Dynamics 365 Helps in Marketing?

Create and nurture leads

Run multichannel campaigns

Use email marketing, web landing pages, events, phone calls, and custom channels to attract the right prospects.

Personalize buyer experiences

Use configurable templates, reusable content blocks, design tools, and Microsoft Stream videos to prepare content and set up customer journeys based upon their engagement.

Nurture leads using LinkedIn

Use Dynamics 365 Connector for LinkedIn Lead Gen Forms to target matched audiences, nurture leads, and create a buyer’s journey based on LinkedIn content and interactions.

Monitor multiple marketing channels

Use Microsoft Dynamics 365 AI for Market Insight to bring together insights from events, emails and landing pages, as well as social listening data from various social media platforms.

Simplify event management

Organize in-person and digital events with an events portal to manage registrations, sessions, speakers and venue logistics. Use integration with ON24 or other webinar providers for digital events.

 

Align sales and marketing

Create one view of the customer

Share one source of information about contacts, leads, and customers to deliver consistent results across the buyer’s journey with Microsoft Dynamics 365 for Sales.

Close more deals with account-based marketing

Enable your sales and marketing efforts to target accounts most likely to generate the largest revenue. Orchestrate the buyer’s journey for account-level leads with personalized content, and nurture activities to maximize revenue.

Track prospect throughout their journey

Prioritize leads ready for sales engagement with multiple lead scoring models and sales readiness grades. Move prospects more efficiently through the marketing and sales funnel with automated workflows to hand off sales-ready leads and drive follow ups.

Increase productivity

Easily set up and view campaigns with marketing calendars showing campaign timelines and activities. Also use familiar Office 365 tools for collaboration with colleagues, leads, and customers.

Make smarter decisions

Gain marketing insights

Use out-of-the-box dashboards, marketing analyzers, and get real-time interactions to quickly gain insights. Also build custom dashboards to analyze performance.

Focus on top priorities

Use embedded intelligence like dynamic segmentation to target the right audience, multiple lead scoring models to prioritize leads, and customer interactions insights to personalize engagement.

Improve social engagement

Use social insights to gain competitive intelligence, measure, and manage your brand reputation.

Survey customers

Conduct online surveys to better understand your customer needs and apply learning to your marketing investments.

Innovate with a modern and adaptable marketing and sales software platform

Adapt quickly

Accelerate time to market and adapt the application to your needs with no-code visual editors and tools that make it easy to build and deploy web and mobile apps.

Extend and connect

Automate processes across Dynamics 365 applications and third-party systems for better service engagement experiences.

Invest with confidence

Rely on the Microsoft cloud platform to reduce the cost and complexity of operating a global infrastructure and trust our state-of-the-art datacenters to safeguard your data.

Drive innovation

Transform your customer interactions with deep insights provided by artificial intelligence that guide your teams to the right business outcomes.

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