Internet Marketing In Dynamics Crm

Internet Marketing in
Dynamics CRM

www.IMGinc.com
richardk@imginc.com
www.DynamicsCRMUserGroup.com

Dynamics CRM User Group Meeting #3

www.IMGinc.com www.DynamicsCRMUserGroup.com 
www.DynamcisCRMTrickBag.com

Agenda

Dynamics CRM Marketing Classic


Traditional Internet Marketing


Internet Marketing using Dynamics CRM


Toolkit: Web-to-Lead


www.IMGinc.com www.DynamicsCRMUserGroup.com www.DynamcisCRMTrickBag.com

Dynamics CRM Marketing Classic

CRM 4.0 On-Premise Implementation


This is a subset of what Dynamics CRM Online

offers
Marketing Campaign is the central entity


Campaigns have Marketing Lists (Accounts,

Contacts and Leads)
Campaigns also have Campaign Activities –

customer-touching stuff (emails, phone calls,
faxes, letters…)


Campaign Execution

Campaign Activities get distributed

Emails get sent out, phone calls are assigned & made, faxes get
-
faxed…

And if you‟re lucky…Campaign Responses get

created
Email recipient clicks Reply
-

Sales Rep Converts a Phone Call activity
-

Campaign Response can be converted to

Opportunity…which can turn into a sale
The Campaign Response is the link between

marketing and sales

Big Gap in Classic CRM Marketing

How do Campaign Response records get

created?
Direct replies to campaign activity emails are

the only way to get automatic campaign
responses
What about Internet Lead Capture?

Drive traffic to a Landing Page
1.

Visitor submits a form
2.

“Lead” record created in CRM
3.

With Internet Lead Capture…
In addition to this

Campaign email

Reply

Campaign Response

We‟d also get this

Internet Ad

Landing Page Form

Campaign Response

Traditional Internet Marketing

Pay-per-click model

Search word bidding


Banner or persistent ads


Email marketing


Inbound links


Web 2.0 Internet Marketing

Blogs and podcasts


 Micro-blogs like Twitter

 Social networking sites like Linkedin, Facebook,
MySpace…
 Videos on YouTube, slide shows on
SlideShare.net…
All of these can be great traffic drivers…but how
do you measure effectiveness? And how do you
integrate them into your overall marketing
strategy?
www.IMGinc.com www.DynamicsCRMUserGroup.com www.DynamcisCRMTrickBag.com

With Internet Lead Capture…


So how „bout them Landing Pages?

Dynamics CRM Online now has them out

of the box!
Hosted by Microsoft, or a snippet-generator

you can use to host yourself
No code required


Dynamics CRM on-premise still requires

some work (in the form of server-side
code)


CRM Online March 2009 Service Update
Wizard-generated Landing Page

Easily create custom landing pages that are hosted with the CRM

Online service and used to capture leads from the Internet
DIY Scenario: Embedded Lead Submission

For organizations with their own lead capture landing pages in

place, wizard can automatically generate an embeddable HTML
code snippet that will submit lead details into CRM Online.
Sales and Marketing scenarios enabled

Landing Page may be tied to multiple campaigns


Landing Pages for non-campaign purposes (e.g. sales events)


Lead Staging – form submits go into “Internet Lead” staging area

so you can filter out the asdf leads before importing
Lead Tagging

Leads are tagged with the original source…


Tagged with generating Campaign for Campaign Response


Benefits of Internet Lead Capture

• Wizard-based solution ensures that anybody can build custom
Easy to use web-site landing pages

Increase • Eliminate the time and effort required to manage leads in
multiple places
productivity
Improve data • Eliminate dead data and leads before they become information
that is acted upon by sales and marketing.
quality
Improve • You can focus in the right areas by understanding which
campaigns are more or less successful
decision-making
• Eliminates need for IT development, new servers and page
Reduce cost maintenance by automating the process for end-users end-to-
end.


Internet Lead Capture with
Dynamics CRM Online

Demo will show:


Create Landing Page


Drive traffic with…


A banner Ad


A Twitter Tweet


What happens after form gets submitted



Dynamics CRM Online

Two versions:
1. Create Landing Page to be hosted

2. Create a “Snippet” of code to pop into
one of your pages for more control


Demo: CRM Online Internet Lead Capture


Dynamics CRM On-Premise

For this we have to get our hands dirty:
Register the CRM 4 web service proxy
1.

Turn on server-side “code blocks”
2.

Open up security
3.

Open our SharePoint web site with SPD
4.

Create our WebToLead.aspx page within the site
5.

Let‟s do it…and if you have questions, email
marcg@imginc.com !


Snippets on DCRMUG Site

Two for webconfig:


Parserpaths.txt
Trustlevel.txt
One to register the web service proxy:


Createcrmdll.bat
The landing page/form:


Webtolead.aspx


Internet Marketing In Dynamics Crm

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