You are on page 1of 34

How ClickDimensions uses Microsoft CRM and the ClickDimensions

marketing automation solution to run a growing business

Brought to you by:


++++ 1
++++
Table of Contents
Introduction Demo Activities...................................... 17

ClickDimensions Components.............. 18
Our Processes........................................... 4
Email Marketing .......................................... 19
The ClickDimensions Marketing
Campaign Automation ............................... 22
Automation Solution............................... 5
Forms and Landing Pages .......................... 24

Website Visitor Tracking ............................. 26


Internal Usage by Area Event Management ..................................... 29
Leads.......................................................... 7 Surveys.......................................................... 32

Contacts ................................................... 9

Accounts.................................................. 11
Conclusion
Opportunities......................................... 12 About ClickDimensions
Forecasting Dashboards........................ 14

Copyright 2016 ClickDimensions. All rights reserved. May not be reprinted, reproduced or distributed without permission. For inquiries, contact marketing@clickdimensions.com.

++++ 2
++++
Introduction
Whether your organization is just starting the implementation
process with a piece of software or has been using it for many
years, it is always interesting to see how other organizations use
the same system. Thats the inspiration behind this eBook.

Here at ClickDimensions, we have used Microsoft Dynamics


CRM for years and we also have the only marketing automation
solution that is natively built within CRM, so we feel that we
understand and use the system well. While we are not proclaiming
to have the ideal model for every business, our goal with the
Implementation Blueprint for Dynamics CRM is to provide insight
into our processes and potentially inspire other CRM users with
new and different ways to use the software.

++++ 3
++++
Our Processes
To understand our implementation of Microsoft CRM, it helps to first understand the basics
of our business model. ClickDimensions is a Software-as-a-Service (SaaS) provider that sells
subscriptions of our marketing automation and email marketing solution. We do a lot of
online marketing to find new prospects, with the ultimate goal of driving interested parties
to one-on-one demonstrations of our solution.

Microsoft CRM figures heavily into many of our business processes, including:

Lead management: We use the lead record within CRM as a temporary holding
space for inbound inquiries until they can be qualified or disqualified as legitimate
prospects.

Account and contact management: In addition to generally managing accounts


and contacts, CRM allows us to track the data points that matter most to us. Some of
this data is specific to our organization, such as whether a contact is ClickDimensions
Certified and the date of their certification. To learn more about
marketing automation
Inside sales: Our inside sales team is focused on setting up demos for our outside technology, download
sales group. These individuals handle inbound leads that come to us from our our eBook, The Marketing
marketing efforts and also prospecting to other organizations that may be a fit for Automation Field Guide:
Getting Started with Marketing
our solution.
Automation for Microsoft
Outside sales: In our vernacular, outside sales involves working with our Microsoft Dynamics CRM.

channel partners and giving demos. This team relies heavily on CRM to track and
close deals.

Marketing: Our wide-ranging marketing efforts include email marketing, content


marketing, webinars, campaign automation and more. Most of this is enabled by the
ClickDimensions marketing automation solution embedded within Dynamics CRM
and assisted by CRM functionality such as workflows and marketing lists.

++++ 4
++++
Opportunity management and forecasting: This is a critical CRM function because
it shows us the health of our current forecasting period (we forecast monthly) as
well as our overall pipeline.

Customer service: We track the status of customers from the hand-off from sales
to onboarding to ongoing support. We use Zendesk for support tickets and have
some integration to bring Microsoft CRM data into Zendesk and vice versa. We also
use ClickDimensions surveys to monitor our customer satisfaction.

The ClickDimensions Marketing


Automation Solution
We use our own marketing automation solution with Microsoft Dynamics CRM to manage a
variety of marketing processes. Our solution brings marketing functionality including email
marketing, campaign automation, forms and landing pages, web intelligence, surveys and
related data natively into Microsoft CRM, which means that we can visualize that data in
dashboards, use it for workflows, show it in reports and advanced find views, etc. Our
easy-to-use solution has just the right level of functionality for the vast majority of
companies that use Microsoft CRM.

++++ 5
++++
Internal Usage by Area
In terms of CRM records/entities, the ClickDimensions team uses
the following:

Leads

Contacts

Accounts

Opportunities

Demo Activities (a custom activity type)

ClickDimensions Components

Now lets take a closer look at these individual areas where we are
using Dynamics CRM and ClickDimensions.

++++ 6
++++
Leads
Below is a sample lead screenshot from our system. All ClickDimensions web forms on our site will create a new lead record if the web
visitor filling out the form is not already in our system.

There are a few things worth mentioning about how we have set up our lead records:

We use Boolean (yes/no) fields to track the email lists to which the lead has subscribed. These fields map to an identical set of fields
on the contact record so that the data is preserved when a lead is qualified/converted to a contact. In the case of the lead shown
above, he has opted in to our newsletter and special events lists but not our product update notifications, Idea Conference emails or
blog RSS feed. When we send our monthly Marketing with Microsoft CRM newsletter, we use a dynamic marketing list that is based
off of the newsletter field.

++++ 7
++++
We always try to make sure the source campaign field is set. You will later see that
we require the source campaign field on opportunity records so that we can track
the effectiveness of our campaigns. In the lead record above, you can see that the
source campaign is eBook, which means this particular lead downloaded our
Marketing with Microsoft CRM Idea eBook.

For all leads captured via a web form, we also include a lead source which is passed
using a hidden field. Below, we can see that Nicholas came to us from a Google ad
that linked to our eBook landing page. If an opportunity arises from this, we will
know that a Google ad was the vehicle that brought us the lead.

Get new ideas for


marketing with
Microsoft Dynamics
CRM. Download your
own copy of our
Marketing with Microsoft
CRM Idea eBook here.

++++ 8
++++
Contacts
Our use of the contact record is pretty standard. You will notice in the screenshot below that the same Boolean fields we had on our
lead records exist on our contact records. You can also see that our contact record features website visits data, which is pulled in using
ClickDimensions. This allows us to have at-a-glance access to information about when our contacts visit our website, the duration of each
visit, how they got to the site and more.

++++ 9
++++
We have also created different views within Dynamics CRM so different individuals in different positions throughout the company can see
information that is of importance to them on each contact record. Below, you can see the view for our SDRs, which shows them posted
forms, sent emails and website page views.

++++ 10
++++
Accounts our best targets. It also helps us make product development/
roadmap decisions.
Account records are an essential CRM entity for our business, Subscription Details: These are custom fields specific to our
and we track several key data points that help make our business. They include payment terms, subscription level and
database useful for prospecting, selling, upselling and account license level.
management. We think it is very important to determine which
data points are critical to your business and to focus on tracking
those well. Many companies will take a CRM and add a number of
new fields to the account (or other) records only to find that they
never actually use these fields effectively. The main fields that are
important to us are:

Relationship Type: This is a key field that lets us record


whether the account is a partner, prospect, customer,
former customer, competitor, etc.

CRM System: This one piece of information is the primary


data point that lets us know whether the prospect is a
candidate for our marketing automation solution, which
focuses exclusively on Microsoft Dynamics CRM.
One other note about account records is that since we often sell
Marketing Automation Solution: When we find out
our solution through a channel, we needed a way to indicate
that a company is using a competitors solution, we make
which channel partner is linked to which prospect. To do this, we
sure to document that information. It helps us tailor our
message appropriately to those accounts and helps us simply renamed the parent account field to partner so we can link
better understand the current competitive landscape. the prospect or customer record to the partners record. We were
not concerned with using that field for its intended purpose of
Industry: When a prospect becomes a customer, we make
documenting hierarchies between companies and their parents
sure to document their industry from a list we created.
and subsidiaries, etc. Again, it is important to think about what
This helps us see which types of companies are going to be
data is worth tracking for your organization.

++++ 11
++++
Opportunities
Opportunity records are essential to us because they help us to accurately forecast revenue in the pipeline and revenue that has closed. The
key metrics we track on opportunities include:

Open opportunities by sales person, month and overall pipeline. For this, we look at weighted revenue, which is a custom field
we added to the opportunity record. To calculate this, we create a custom workflow that multiplies estimated revenue by probability.

Won opportunities by sales person, month and overall pipeline. Here we are looking at the actual revenue once the money
comes in. Only our accounting department can close out won opportunities. The reason for this is so our dashboards can accurately
reflect the cash revenue that has been collected at any moment in time.

Overall weighted and total pipeline. This is such a critical thing to look at because it shows you clearly how much revenue
(weighted and total) is in your pipeline as you close out current opportunities. This information maps to marketing because you
should see the pipeline increase as you increase the intensity of your marketing efforts. Pipeline also acts as an early warning system
of something going wrong, whether thats from losing deals or experiencing a shrinking market.

Below is an example of our opportunity record.

++++ 12
++++
As mentioned earlier, we track estimated and weighted revenue. The source campaign is
also required on every opportunity record. However, we do not use sales stages. Rather,
for simplicity, we associate a probability level to the relative stage of the opportunity. This
ensures that our forecasting and weighting are consistent across the entire sales team.
Instead of making sales people set a sales stage and a probability, we simply map the
probabilities to our own sales stages, as shown in the table below.

Probability Opportunity Stage

25% Product demonstration given

50% Proposal submitted

75% Verbal acceptance to proposal

100% Invoice/order sent, waiting payment

Are you looking for


Another custom field we use on opportunity records is the Boolean Opportunity Type field, Microsoft Dynamics CRM
which indicates whether this is a new opportunity or an opportunity for a customer that training for yourself
or others within your
has been onboard for 12 months (i.e. renewal). We added this field because we transition
organization? Download
customers to a renewals sales team after 12 months. Documenting this information on the our Training Resource
opportunity record is critical since it allows us to see the amount of new versus renewal Guide for Microsoft
revenue in the pipeline. Dynamics CRM today.

++++ 13
++++
Forecasting Dashboards
We have two main forecasting dashboards that we use. The first deals with the current months revenue and the second looks at the overall
pipeline. In the dashboard below, we can see the current monthly totals on the left and the current totals by sales person on the right. The
top cells summarize the weighted revenue of what is left to close in the current month. The bottom cells summarize the actual revenue of
what has already closed in the current month. The sum of the two bars in the left column is the current months forecast. Sales people can
sum their individual numbers from the charts on the right to see what they are projecting for the month. It is incredibly simple, but always
up to date.

++++ 14
++++
The forecast summary dashboard (below) goes on to include monthly totals of actual revenue. This is simply totalling the actual revenue
field of opportunities which have been closed in the won status and shows the numbers in a monthly chart.

For the pipeline summary dashboard below, we again are looking at weighted revenue on the left, but also estimated revenue on the right.
In both cases, we are looking only at open opportunities. On the bottom row, we see this same information by sales person. This dashboard
allows us to capture the overall pipeline amounts. We review this data in our weekly forecast calls so we can watch our pipelines growth.

++++ 15
++++
We also have the same information in the charts above by month, as seen in the next screen shot. This is really helpful to understand what
is in your pipeline in the months ahead. From a sales management standpoint, it really helps us to see the future pipeline by month because
sales people sometimes do not want to consider an opportunity dead, so they instead just push it out. When this happens, we can more
clearly see and correct it. Overall, having the pipeline accessible and up to date in CRM is very healthy for our business.

++++ 16
++++
Demo Activities
To track the productivity of our sales development representatives (SDRs), we created a
custom activity type called Demo to record when a product demonstration has been set
for an outside sales person. Below is a look at the demo activity. It is very simple and only
captures basic information. The primary reason that it is important for us to capture this
information in CRM is that the number of demos an SDR sets up determines his or her
monthly compensation.

Interested in learning
more about how
ClickDimensions can
improve your sales,
marketing and customer
engagement efforts?
Contact us for a live,
Demo activity information can be easily viewed in a dashboard chart so that we can quickly
personalized demo.
see how many demos have been scheduled for the current month and how well each SDR is
hitting his or her benchmarks.

++++ 17
++++
ClickDimensions Components
ClickDimensions adds a number of email marketing and marketing automation tools and features directly into Microsoft Dynamics CRM. Not
surprisingly, we maximize our usage of our own product whenever possible. The main things we use our marketing automation solution for
are:

Email marketing

Campaign automation

Forms and landing pages

Website visitor tracking

Event management

Surveys

While this isnt an exhaustive list of the tools within ClickDimensions or the only ones that we use ourselves, these features are the ones that
we use most often internally. Lets take a closer look at each of these areas in more detail:

++++ 18
++++
Email Marketing
We do a variety of email marketing here at ClickDimensions, but our most consistently-
produced and widely-read piece is our monthly Marketing with Microsoft Dynamics CRM
newsletter. Growing the list for the newsletter is part of our marketing strategy, but it is
important to note that we build the list only by enticing people to voluntarily sign up/opt-in.
This is referred to as permission-based marketing and is imperative in building trust with
prospects.

Each month, we use our email marketing tool, and more specifically our simple-to-use Drag
and Drop editor, to quickly build our latest newsletter, as shown in the screenshot below.

Receive best practices,


tips and tricks related to
marketing and Dynamics
CRM with our monthly
Marketing with Microsoft
CRM newsletter.
Sign up here.

++++ 19
++++
Once the template is created, we send it directly from within CRM to our leads and contacts that have subscribed to the newsletter. As the
recipients interact with the email, we see the statistics inside CRM.

In addition to overall performance statistics, we can also see email open and click statistics right inside a CRM contact or lead record.

++++ 20
++++
Our marketing department is responsible for not only creating the content in the newsletter, but also tracking and evaluating its
effectiveness. The team has created a CRM dashboard to monitor the newsletters performance including email deliveries, opens and clicks,
opt-ins and unsubscribes, and social sharing.

++++ 21
++++
Campaign Automation
Our sales team often encounters prospects that are not ready to engage in an active sales
cycle. Since these individuals arent sales ready, it makes no sense to invest the time of
a sales person to follow up with them right away. However, we can use ClickDimensions
campaign automation feature to nurture the prospect and keep our company top of mind
until they are ready to buy.

The campaign automation below was designed to nurture individuals that have downloaded
our marketing automation eBook. Within this automation, they receive messages about
other ClickDimensions resources including our newsletter, webinars and our Marketing with
Microsoft CRM Idea eBook. If a prospect clicks a link within one of these emails, the record
owner within our sales team is notified.

Learn more about the


benefits and best practices
of automated campaigns.
Download our eBook,
The Campaign Automation
Playbook: Scoring Big with
Customer and Lead Nurturing
in Microsoft Dynamics CRM.

++++ 22
++++
We can also see stats related to this nurture program directly within the campaign automation builder, helping us to better understand the
performance of the individual messages so we can make adjustments as needed.

While the above example is a nurturing campaign aimed at leads, campaign automation also allows us to nurture customers with
onboarding, retention and other similar types of campaigns.

++++ 23
++++
Forms and Landing Pages Building the landing page is easy; we just upload our images and
type in our text. We can link the landing page to a campaign record
Lead generation through content marketing is a huge part of our
so we can tie visits to the page and submissions of the web form
sales and marketing process. One of the best ways we have found
back to the campaign record.
to generate new leads is to create high-quality content and offer it
on our website in exchange for a prospects contact details. When we built the web form for the landing page, we set up some
form actions so that the visitor filling out the web form would be
Lets take a look at how we manage a piece of content we use for
emailed a link to the guide and our sales team would immediately
lead generation purposes. We start by building a landing page with
be notified. The next screenshot shows how these notifications are
an embedded web form that visitors must submit in order to have
set up in the ClickDimensions form designer in CRM.
a copy of the content emailed to them. The example we will use is
our Training Resource Guide for Microsoft Dynamics CRM.

++++ 24
++++
With the landing page and web form in place, each time a visitor completes the form, the information is recorded into CRM as a posted form
record (a custom ClickDimensions entity).

Having the web form data in CRM is very helpful as it allows us to create dashboards showing a trend of how well our content is generating
form submissions. We keep an eye on these trends since we want to make sure we are consistently generating content downloads,
newsletter sign ups, etc.

++++ 25
++++
Website Visitor Tracking
Our inside sales team is always looking for organizations that may be interested in our
solution. One way to find such prospects is to look at which organizations are spending time
on our website. We can do this from inside CRM by looking at ClickDimensions web tracking
records, which include:

IP Organization: The ClickDimensions solution is able to determine the IP address


of website visitors and the organization to which that IP address is registered.
ClickDimensions then creates an IP organization record and all future visits from
that IP address will be linked to that record, which includes visits, page views and
forms submitted. With all of this information in a single place, you can see trends
when multiple people from a single IP address are interested in your products and
services.

The ClickDimensions content


pack for Power BI allows users
to utilize ClickDimensions
marketing data in Power BI,
giving organizations greater
insight into the success of their
sales and marketing efforts.

++++ 26
++++
Anonymous Visitor: When a visitor comes to our website, the ClickDimensions
solution places a cookie in the visitors web browser. A cookie is simply a text file
with an identifier that is unique to the visitor and meaningful only to our solution. It
allows our solution to recognize that visitor each time they return. During each visit
we record the pages they viewed, how long they viewed the pages and much more.
All that information is linked to the Anonymous Visitor record which is, in turn, linked
to the IP Organization record for the visitors IP address. When we determine who
exactly the visitor is, all of their browsing history is then linked to their CRM lead or
contact record. The scores of these anonymous visitors indicate their overall interest
level as defined by how many visits and page views they have had. Our inside sales
team can use this to identify new prospects.

Using lead scoring in


ClickDimensions, sales
teams can quickly and easily
determine which leads to
immediately pursue. All CRM
leads and contacts as well
as anonymous visitors are
scored with ClickDimensions.

++++ 27
++++
Visit: A web visit, sometimes referred to as a session, represents each time
someone comes to your website. A visit lasts as long as the visitor continues to
look at your web pages, and automatically ends after 30 minutes of inactivity. Visit
records contain useful information including the referring host (i.e. the website that
brought the visitor to your site) and the duration of the visit. Visit records are very
helpful to our marketing team, as they give us a broad picture of the sources of our
website visits such as online advertising campaigns, social media, search engines or
other sources.

Page View: A page view represents each time a visitor on your site goes to a page or
clicks a link tracked by the ClickDimensions solution. Each page view tracks the page
URL as well as title and is linked to the visit in which it occurred. Page views also
include the duration (in seconds) that the visitor was on the page.

++++ 28
++++
Event Management
At ClickDimensions, we host a number of in-person and online events for customers, partners and prospects. Our solutions event
management connectors to GoToWebinar, WebEx, Cvent and Eventbrite allow us to bring event, attendee and registration information
directly into CRM for greater insight into who is registering for and attending our events.

Below is an event record for a ClickDimensions training boot camp our team is hosting in London, with tickets being sold through Eventbrite.
Event records give us important event information at a glance, including the number of attendees currently registered, the date and location
of the event, the registration URL and much more.

++++ 29
++++
We can also see the list of people who are registered for an event. Once the event is held, these records will be updated automatically to
show who actually attended.

Here is what you see when looking at the contact record of one of the people who has registered for our event:

++++ 30
++++
When it comes to webinars, one of the most useful examples of how our sales team leverages the GoToWebinar integration is with our
weekly product webinars. With this integration, our sales people can see who is registered for the current weeks webinar quickly, easily and
right inside CRM. Minutes after the webinar ends, our team can also see who actually attended the event and how long they were on the call.

This increased visibility allows our sales people to meticulously follow up with their prospects who register for our webinars.

++++ 31
++++
Surveys The tool also allows you to generate survey reports for each
survey.
We use surveys for a wide variety of purposes, such as following
up with new customers about their onboarding experiences,
inviting partners to request training topics, and regularly gauging
our customers opinions on our product and customer service.
With the ClickDimensions survey tool, directly within CRM, we can
easily create and send surveys like this one aimed at attendees of
our ClickDimensions Academy courses.

With our survey tool, we are also able to see all posted survey
results in one place, as seen in this screenshot.

++++ 32
++++
Conclusion
Microsoft Dynamics CRM is a robust system capable of helping
organizations of all types and sizes organize, manage and track
a wide variety of relationships and data. In our experience,
one of the greatest things about CRM is the way it can be
customized in terms of configurations as well as add-ons, such as
ClickDimensions.

We hope that this guide has been a useful blueprint of how one
growing company uses Dynamics CRM, and has provided some
insights and inspiration for how the system could be used within
your own organization.

++++ 33
++++
About ClickDimensions
ClickDimensions is the top-rated, Microsoft-certified marketing
automation solution for Microsoft Dynamics CRM. ClickDimensions
can streamline your marketing program by providing insights
about your leads and contacts, resulting in reduced costs and
increased revenue. Featuring email marketing, web intelligence,
lead scoring, campaign automation, social discovery, event
management, web forms, surveys and more, ClickDimensions
allows organizations to discover who is interested in their
products, quantify their level of interest and take the appropriate
actions.

For more information about ClickDimensions, visit http://


clickdimensions.com, read our blog at blog.clickdimensions.com
or follow us on Twitter at @ClickDimensions

Copyright 2016 ClickDimensions. All rights reserved. May not be reprinted, reproduced or distributed without permission. For inquiries, contact marketing@clickdimensions.com.

++++ 34
++++