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Coffee & DunnDynamics 365 Marketing

• Who are we?• Let’s talk marketing• Marketing & sales alignment• Dynamics 365 Marketing features• How we work

Agenda

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Coffee + Dunn is Microsoft’s preferred partner for Dynamics for Marketing

• Only partner participating in weekly D365 Marketing leadership and engineering calls

• Creator of D365 Marketing product training program, content and sales tools

• Contributor to Microsoft marketing software development for past 6 years

• 100+ years of collective experience inside

corporate and agency marketing organizations

Who is Coffee & Dunn?

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Let’s Talk Marketing…

Common Marketing Challenges1. Proving value & attribution2. Raising leadership conversations from

campaign stats to revenue generation3. Internal and agency collaboration4. Single view of customer across the org5. Consistently delivering personalized &

engaging content6. Identifying and leveraging new channels7. Cutting through the noise and improving the

customer experience8. How to increase marketing performance

through technology

Optimal Customer Engagement & Sales Conversion

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Marketing and Sales Alignment

Communicate & Grow/Protect The Brand

Define and execute against company’s unique value

proposition

Drive More Revenue

Ensure lead to conversion through nurture programs, content and offers, and customer analytics

Generate Leads & Engage Customers

Identify target customers, personas, buyer journeys,

engagement touchpoints, and align with sales to qualify and

distribute leads

AWARENESS

ADVOCACY CONSIDERATION

CONVERSION

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Build Brand Advocates

Utilize analytics to identify high performing segments,

CLV and churn

Of B2B organizations report not having an effective aligned process across marketing & sales

Of B2B purchasing decisions are made before ever speaking to a salesperson

Of sales reps ignore more than half of marketing’s leads

57%

49%

86%

Sirius Decisions & CEB

• No duplicate lead or restored records after qualification in CRM

• No empty contact records with deleted history, activity, notes

• No problems with contact campaign reporting attribution

• No issues with sales activity being converted as “tasks” instead of marketing activity

• No delays in contact record updates (one platform)

• No doubling of costs for integration work that just meets basic unified platform requirements

The Value of One Platform

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Why is Dynamics Marketing being considered?

• One single platform with 360 degree customer view for sales, marketing and service

• No integration required

Why does this matter to a marketer?

Dynamics 365 Marketing

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Multi-channel

campaignsEmail marketing

Landing pages &forms

Events and activities like phone calls

LinkedIn Connector

Lead nurturingBuyer’s Journey

designer360 degree view

Behavior based lead nurture

Business process flows

Embedded

intelligence

Multiple lead scoring and sales readiness

grades

Dynamic segmentation

Interactions Insights Notifications

Event managementWebinars using

ON24Events portal

Sessions , Speaker and Venue

management

Registration and Attendance tracking

ReportingDashboards and

InsightsSurveys Embedded Power BI

Configurable and extensible

How We Work With You

PLAN RUN

• Review current state of marketing

• Define forward marketing objectives, strategy and operational requirements

• Develop marketing approach, lifecycle and transformation action plan

BUILD

• Implement marketing action plan

• Apply best practices and core technology solutions

• Educate and align marketing and sales stakeholders

• Activate marketing strategy through in-house, augmented, or outsourced agency model

• Measure operational, customer, and financial metrics

• Adjust and optimize to achieve marketing objectives

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• Define Demand Generation Objectives

• Sales and Marketing Alignment

• Customer Engagement Tactics• Personas, journeys

• (Content) message mapping

• Marketing “plan on a page”

• Solution requirements

• Implementation Action Plan

Plan

Marketing, Sales, and IT leadership and practitioners collaborate via workshops to define a prioritized agenda for end-to-end customer engagement

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• User roles, security, views, dashboards

• Journeys, emails, web, events, and more (templates)

• Best practices for process, content and messaging

• Performance reporting

• Customer engagement metrics

• User performance metrics

• Campaign performance

• Customer Insights

• Market Insights

Build

Activate Marketing Automation and best practices for speed, scale, & consistency

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• Market automation execution • Segmentation/lists/lead scoring

• Creative content/template design

• Email, web, social, ads, events

• Analysis & optimization

• Help Desk Support• Defect identification and reporting

• Training• QRG/Videos

• Process improvement

Run

Managed Marketing Services – Campaign Planning & Execution, Support

SAMPLE MARKETING OUTPUTS

SAMPLE TRAINING VIDEO

SAMPLE QUICK REFERENCE GUIDE

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