CRM 2011 Introduction to Marketing Campaign and Marketing Projects

7/22/2019 CRM 2011 Introduction to Marketing Campaign and Marketing Projects

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Chapter 2: Implementing and Managing Marketing Campaigns

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CHAPTER 2: IMPLEMENTING AND MANAGINGMARKETING CAMPAIGNS

ObjectivesThe objectives are:

Understand the role of campaign activities and marketing lists incampaigns.

Create and Use Email Templates for use in Marketing Campaigns.

Associate sales literature, target products and price lists withmarketing campaigns.

Distribute campaign activities.

Capture campaign responses.

Manage campaign responses.

Introduction

Microsoft Dynamics CRM provides the tools to run sophisticated marketing

campaigns involving many people, deliverables, and deadlines.

Using Microsoft Dynamics CRM you can track campaign responses with built-

in-reporting and analysis tools. Link campaign responses to campaigns,

automatically assign appropriate follow-up, analyze costs versus payoff, and

create customized campaign tracking reports.


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Marketing Automation in Microsoft Dynamics CRM 2011

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Campaigns, Campaign Activities and Marketing Lists

Microsoft Dynamics CRM marketing campaigns can be associated with several

kinds of activities and many different types of information. Two of the most

important items you can associate with marketing campaigns are campaign

activities and marketing lists.

Campaign activities give you the ability to distribute activities inbulk to all the members of a selected marketing list. For example,

you can create an E-mail campaign activity for a marketing

campaign, and distribute the campaign activity to send individualemails to every member of a marketing list.

Marketing lists can be added to a marketing campaign. When one isadded, you have the option of associating the list with any campaign

activities that have not yet been distributed.

The interaction of campaign activities and marketing lists within Microsoft

Dynamics CRM marketing campaigns is discussed in detail next.

Campaign Activity Channels

When a campaign activity is created and saved in a campaign, there are a number

of available options for the Channel field. These include the following commonly

used options:

Phone

Appointment

Email

Letter

If these or any of the other channel options are selected, the campaign activity

can be "distributed" through the selected channel. At least one marketing list

must be associated with a channel campaign activity to be distributed. When a

channel campaign activity is distributed, Microsoft Dynamics CRM attempts to

create a single activity for each record in the associated marketing lists, of the

type selected in the channel.

The channel field is not required, however, and you can also select a value of

"Other" for the channel. In either of these two cases, a campaign activity cannot

be distributed. When would you want to create a non-channel campaign activity?

You may consider activities performed through social media such as Twitter or

LinkedIn to be important enough to add as campaign activities. But activities like

these do not necessarily fit into any of the standard channels, and will not be

distributed to a specific marketing list.


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Distributing Campaign Activities

When channel activities are distributed, it is important to understand what

happens behind the scenes. The following are some important considerations:

The Microsoft Dynamics CRM marketing engine automatically takes

into account the recorded preferences of marketing list members forContact Methods such as the E-mail, Bulk E-mail and Phone fields.

For example, if you distribute a phone call channel campaign activity

and notice that "Failures" are generated for some records, this is

because those members of the associated marketing list have "Do

Not Allow" recorded for the Phone field.

For Email channel campaign activities, the "Bulk E-mail" field inthe Contact Methods section of the forms for lead, contact and

account records is the field used to opt a member out for marketing

campaign e-mail.

BEST PRACTICES: Since the Microsoft Dynamics CRM marketingfunctionality automatically respects the preferences recorded for marketing list

members, you can include opted out contacts, for example, in a marketing list

intended for an e-mail marketing campaign and they still will not receive the

distributed campaign activity e-mails. However, if a marketing list's members

should reflect the intent of the list, it is probably best to remove opted out

members from the list. Consider using a saved view, perhaps named "Remove

from Marketing Lists", that you can use any time you wish to remove opted out

leads, contacts or accounts from a marketing list.

Creating and Using Email Templates

In Microsoft Dynamics CRM, E-mail Templates can be used to send the same

email to multiple recipients at the same time, such as accounts, contacts, or leads.

E-mail templates can be personalized, by substituting information from the

selected records into the body of the email being sent.

E-mail templates can be useful in several sales and marketing scenarios:

One or more contact records can be selected within a list or anadvanced find view, and the Send Direct E-mail command

(available in the Collaborate group on the Contacts tab) can be used

to send an email based on a template.

Workflows can automate the process of sending emails, and can useemail templates in the process.

You can use e-mail templates to distribute emails from a marketingcampaign. We will discuss this scenario in detail next.


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Procedure: Creating or Editing E-mail Templates

Perform the following steps to create or edit an e-mail template:

1. In the site map, clickSettings, and then clickTemplates.

2. On the Templates page, click E-mail Templates.

3. At the top of the E-mail Templates list, clickNew to create a newone, or locate an existing one and double-click it to open it in the

editor.

4. Click the column-header at the top of the Template Type column tosort all e-mail templates by their primary record type. Notice that

several e-mail templates are available by default in Microsoft

Dynamics CRM, including several for the Contact record type.

5. Double-click the Marketing Event Notification e-mail template toopen it in the E-mail Template editor. Some of the most important

functions available in the E-mail Template editor are as follows:

a. Insert placeholders for fields from the primary and related recordtypes by clicking the Insert/Update button on the form toolbarand selecting the field. Placeholders are highlighted in yellow in

the editor, and when the e-mail is created the information

contained in the selected field for each record will be substituted

for the placeholder.

b. Format the e-mail by using the controls on the formattingtoolbar.

c. Insert images or hyperlinks using the appropriate controls on theformatting toolbar.

6. When finished, clickSave and Close.

Demonstration: Use an E-mail Template to Send Direct E-mail

Scenario:The marketing department at Adventure Works has customized one of

the available contact e-mail templates, and has instructed members of the sales

team to use it to send out e-mails to contacts after they have registered for an

upcoming marketing event. E-mails can be sent directly by a user, or on behalf of

another user by the marketing manager. In this demonstration, the administrator

uses an e-mail template to send emails on behalf of Alan Jackson.

Perform the following steps to send direct e-mail using an e-mail template:

1. In the site map, clickSettings and then clickTemplates.

2. ClickE-mail Templates.

3. Click the column header on the Template Type column to sort bytype. Notice several available e-mail templates for contact records.

4. In the site map, clickSales, and then clickContacts.


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5. Locate the contact records to send emails to. In this case, click theParent Customer column heading to sort by the Parent Customer

field.

6. Select all of the contacts for the Blue Company.

7. n the Contacts tab, in the Collaborate group, clickSendDirect E-

mail.8. In the Contact Templates section, select the Thank you for

registering with us template.

FIGURE 2.1 SELECTING THE E-MAIL TEMPLATE

9. In the Send direct e-mail to: section, clickSelected records oncurrent page.

10. In the User or Queue field, select the user the e-mails will be sent onbehalf of.

11.Accept the other default values, and clickSend.

12.Locate one of the previously selected contact records and open itsform.


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13.ClickClosed Activities in the left navigation area.

14.Click the Subject field to open the form and verify that the contactrecord's information was substituted into the template when the email

was sent.

Sales Literature, Products and Price ListsMicrosoft Dynamics CRM marketing campaigns can be associated with

information such as sales literature, target products and price lists. While these

are all optional, several benefits can be realized if they are used, including thefollowing:

Sales literature can include marketing collateral, price sheets, ordetails regarding campaign special offers. You can attach multiple

pieces of sales literature to a campaign so that sales representatives

have a single location to refer to for all important information about

the campaign.

Several target products can also be added to a marketing campaign.For organizations that use the product catalog, this can be a

convenient way of providing sales and marketing personnel with the

details they need regarding any products targeted in marketing

campaigns.

A single price list can be associated with a marketing campaign. Forexample, a campaign can include a special offer, in the form of

discounted pricing on one or more targeted products. The pricing

discounts can be reflected in a price list selected for the campaign. Ifcampaign responses are converted to opportunities, the opportunity

records will automatically use the price list associated with the

campaign. In this way, opportunities can be created more easily, and

pricing accuracy can be improved.


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Procedure: Associating Sales Literature with a Campaign

Perform the following steps to add target sales literature to a marketing

campaign:

1. In the site map, clickMarketing, and then clickCampaigns.

2. Locate the campaign and double-click it to open its form.

3. On the List Tools Sales Literature tab, in the Records group, clickAdd ExistingSales Literature.

FIGURE 2.2 ASSOCIATING SALES LITERATURE WITH A CAMPAIGN

4. Use the Look Up Records dialog to select one or more products, andclickOKto add them to the campaign.


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Procedure: Associating Target Products with a Campaign

Perform the following steps to add target products to a marketing campaign:



3. On the List Tools Products tab, in the Records group, clickAddExistingProduct.

FIGURE 2.3 SELECTING TARGET PRODUCTS

4. Use the Look Up Records dialog to select one or more products, andclickOKto add them to the campaign.

Products can subsequently be removed, or additional products added as needed.


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Procedure: Adding a Special Offer Price List to aCampaign

Perform the following steps to associate a price list with a marketing campaign:



3. In the General section of the form, select the Price List field.

4. Click the Lookup button to the right of the field, and locate the pricelist you wish to use.

FIGURE 2.4 SELECTING THE PRICE LIST

5. Double-click it or clickOKto associate it with the campaign.

Notice that unlike sales literature or target products, only one price list can be

associated with a marketing campaign. This is important, and will provide a good

illustration of the tight connection between a marketing campaign and salesopportunities created from the campaign.


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Distributing Campaign Activities

After creating a campaign, attaching a marketing list, specifying activities, and

performing all pre-launch tasks, you are ready to begin the campaign. In

Microsoft Dynamics CRM, launch the campaign by distributing the activities you

have created. Once you begin distributing activities, the campaign is officially

underway and the activity owners begin performing the actions specified in the

activities.

You decide which activities to distribute and when. When distributing activities,

you can:

Assign the activities, such as phone calls, to other users to complete

Send emails to your marketing list(s)

Prepare files to send to a marketing vendor or partner

Procedure: Distribute E-Mail Campaign Activities

Use the following procedure to distribute campaign activities:

1. On the site map, clickMarketing and then clickCampaigns.

2. In the list, select and open the campaign to begin.

3. In the form's left navigation, underCommon, clickCampaignActivities.


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4. In the list, select and open the e-mail activity you want to distribute.

5. On the Campaign Activity tab, in the Actions group, clickDistribute Campaign Activity.

FIGURE 2.5 DISTRIBUTING AN E-MAIL CAMPAIGN ACTIVITY

6. At the top of the dialog, click the Use Template checkbox if youwant to base the e-mail on an existing template. Note that if you use

a template, the Subject field and the message body will be

unavailable, as they will get their content from the template.

7. If you do not use a template, enter the following information asappropriate:

a. Subject

b. Message Body

c. Option information in the Details section

8. When you are finished, clickDistribute.

9. In the Confirm Distribution dialog box, underOwner, select theuser who to whom the generated e-mails will be assigned. (This

important topic is discussed in detail next)10.ClickSave and Close to close the Campaign Activity form.

11.ClickSave and Close to close the Campaign form.


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Selecting the Owner for Distributed Campaign Activities

When distributing e-mail campaign activities it is especially important to

understand the options in the Confirm Distribution dialog.

In the E-mail Messages Owner section, you can select from several options:

The owners of the records in the target marketing list: The e-mailactivities are assigned to the individuals who own each record in the

underlying marketing list.

I will own the new E-mail Messages: The current user will beassigned as the Owner of the generated e-mail messages.

Assign to another user or team: Use this option to select a differentuser, or a team, to assign the generated e-mails to.

As an option independent of the selection of the owner of the e-mail messages,

you can click the Add the created activities to a queue checkbox, and then

select a Microsoft Dynamics CRM queue. If you select this option, the messageswill still be assigned to the owner specified previously, but the records will also

be placed in a queue.

To automatically send the email when you finish the wizard, select the Select

whether e-mail activities should be closed check box. If you do not select this

option, email activities will still be generated but they will not be sent until a user

manually opens them and clicks the Send button.

Procedure: Use an E-Mail Template to Distribute aCampaign Activity

E-Mail templates can be used to distribute e-mail campaign activities, providedthat the member type of selected marketing lists matches the record type of the e-

mail template. For example, an e-mail template created for the contact record

type can only be used to distribute e-mail campaign activities to a marketing list

with contact members.

Perform the following steps to create and distribute an e-mail campaign activity

using an e-mail template:


2. Locate thecampaignand open its form.

3. ClickTarget Marketing Lists in the Marketing section to verifythat two marketing lists have been associated with the campaign.

4. ClickCampaign Activities in the Common section.

5. On the List Tools Campaign Activities tab, in the Records group,clickAdd New Campaign Activity.

6. In the Channel drop-down list, select E-Mail.

7. Enter appropriate values in the Type drop-down list and in theSubject line, and then click the Save button.


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8. In the Common section clickTarget Marketing Lists to confirmthat marketing lists were automatically added to the campaign

activity.

9. Click the Campaign Activity tab, and in the Actions group, clickDistribute Campaign Activity.

10.Click the Use Template checkbox, and then clickSelect Templateto locate and select the template you wish to use. ClickOK, and thenclickDistribute.

11.Accept the default values and click OK to distribute the emails usingthe selected e-mail template.

FIGURE 2.6 NEW EMAILS WINDOW

Capturing and Viewing Campaign Responses

The goal of any marketing campaign is to create measurable results. In Microsoft

Dynamics CRM, campaign results are captured as campaign responses. Once

customers are contacted based on campaign activities, you can expect responses.

The following are four ways to create campaign responses:

Record them manually by creating a new campaign response.

Promote a distributed campaign activity, such as a phone call, into aresponse.


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Import responses from a vendor that is running the campaign foryour organization. You can import these into Microsoft Dynamics

CRM using the Data Import Wizard. When you import the file,

individual campaign responses will be created as activities.

Automatically generate responses as a result of an e-mail campaign

using mail merge, in which customers respond through emailmessages. If a customer responds to the campaign by email,

Microsoft Dynamics CRM automatically creates the campaign

response when the customer's email is received. This option is onlyavailable if email tracking is enabled. This is a setting your

administrator can make in the system settings.

If created automatically, the campaign response inherits information from the

activity that generated the customer's response. Some of the information

generated includes:

Parent Campaign: Indicates the campaign that generated thiscampaign response.

Response Code: Indicates the interest level of the respondent orindicates if the person does not want to receive marketing materials.

Customer: Shows the customer record specified in the campaignactivity.

Channel: Indicates the type of campaign activity that generated theresponse, such as a phone call.

Received on: Indicates the date when the response was created.

Originating Activity: Provides a link to the campaign activity thatwas used to create the response.

Subject: Matches the entered subject of the originating activity, ifthe response came from a campaign activity.

Outsource Vendor: Shows either the account or the contact personat the vendor your organization is working with on the campaign.

Owner: Provides a link to the record of the user who created theoriginal campaign activity or, if the campaign response was not

generated from a campaign activity, the person creating the record.

Priority: Matches the priority setting entered on the CampaignActivity form.

Procedure: Create a Campaign Response

Perform the following steps to create a campaign response:

1. In the Navigation Pane, clickMarketing and then clickCampaigns.

2. In the list, select and open the desired campaign.

3. In the form's navigation pane, clickCampaign Responses.

4. On the Campaign Responses tab, in the Records group, clickAddnew Campaign Response.


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5. On the Campaign Response form, indicate the customer's responseby selecting one of the following forResponse Code:

a. Not Interested

b. Interested

c. Do Not Send Marketing Materials

d. Error

6. If the response is from an existing customer, enter the customer'sname in the Customer field and click the Lookup icon. The

customer's name auto-populates the field, or you are given a list of

possible matches. Click the correct name.

7. If the response is from a new customer, enter the customer'sinformation in the fields provided in the Received From New

Customer section.

8. In the Campaign Response section, enter the Subject of theresponse. For example, you might type "Interested in product" or

"Will attend user's conference." Subject is a required field. Althoughother fields are not required, it is best to enter information in all the

fields.

9. ClickSave & Close to close the Campaign Response form.

10.ClickSave & Close to close the Campaign form.

Procedure: Promote a Campaign Activity to a CampaignResponse

Perform the following steps to promote a campaign activity to a campaign

response:


2. In the list, select and open the desired campaign.

3. In the form's navigation pane, clickCampaign Activities.

4. In the list, select and open an activity that has been distributed.

5. In the form's navigation pane, select the item corresponding to theactivities created. For example, for a phone call, select Phone Calls

Created.

6. In the list, select and open the activity you want to promote to acampaign response.

7. On the ribbon, in the Convert Activity group, clickPromote to

Response. The Campaign Response form will display, containinginformation from the parent campaign.

8. In the Details section, replace the text in the Subject field withspecific information about the response, such as "Interested in

product" or "Will attend tradeshow".

9. ClickSave & Close to close the Campaign Response form.

10.ClickSave & Close to close the Campaign Activity form.

11.ClickSave & Close to close the Campaign form.


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Procedure: View Campaign Responses

Perform the following steps to view campaign responses:

1. In the site map, clickWorkplace, and then clickActivities.

2. Click the Activities drop-down list above the grid, and then selectCampaign Response.

3. From the Campaign Response menu, select on the following systemviews:

a. All Campaign Responses.

b. My Campaign Responses

c. Open Campaign Responses

Working with Campaign Responses

After you receive a campaign response, you can perform the following tasks:

Assign it to another user - assigning campaign responses designatesthe user who is primarily responsible for the response.

Convert the response to a lead, opportunity, quote, or order - thisallows you to work the response through your internal sales

management processes.

Close or delete the response - closing the response allows it to bereactivated at a later date. Deleting the response permanently

removes it.

Edit the response - edit the response, for instance, to add notes andattach files.

Closing Campaign Responses

When a campaign response record is created and saved, it has an initial status

value ofOpen. Open campaign responses can be edited, converted to leads or

opportunities, or closed. When a campaign response record is closed, its statusvalue must be changed to one of two options: Closed orCanceled.

When a campaign response record has a status of either Closed or Canceled, the

record is read-only. It can be reactivated, in which case the record can be

modified and subsequently converted or closed.

The sales and marketing processes of each organization will determine howcampaign responses are used, but here are some important factors to consider:

The Response Code field (Interested, Not Interested and so forth)is independent of the status of the campaign response. So for

example, a campaign response record with a Response Code of

Interested can be closed with a status of eitherClosed orCanceled.

Consider developing guidance or best practices regarding whichstatus values to select when closing campaign responses.


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One of the reasons the selection of status values is important is forreporting. For example, a status value ofCanceled might be used to

indicate that a campaign response record was incorrectly created or

reflected bad data. A value ofClosed with a Response Code ofNotInterested could indicate that the response data were valid. For

organizations interested in analyzing their marketing data, this

distinction could be important.

Procedure: Convert Campaign Responses to Leads orOpportunities

Use the following procedure to convert campaign responses to leads or

opportunities:


2. In the list of campaigns, select and open the campaign that containsresponses from which you want to create leads or opportunities.

3. In the form's navigation pane, in the Common section, clickCampaignResponses.

4. In the list of campaign responses, select and open the individualresponse to convert.

5. On the Campaign Response tab, in the Actions group, clickConvert Campaign Response.

6. In the Convert Response dialog box, underCloseresponseandconvert into a record, select one of the following options:

a. To create a lead, clickCreatenew lead.

b. To use an existing lead, clickConvert an existing lead.

c. To create an opportunity, clickCreate new record for a

customer and ensure that Opportunity is selected. You can usethe Lookup button to search for records in accounts or contacts.

d. To review the newly created records, select Open newly createdrecords.

7. ClickOK. If you clicked Open newly created records, the newrecord opens automatically. Enter information in the required fields

and clickSave & Close.

8. ClickClose to close the Campaign Response.

9. ClickSave and Close to close the Campaign form.

NOTE: Consider using workflow processes to automatically assign the lead or

opportunity to a sales representative for follow-up.


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Lab 2.1 - Create a Campaign Response

During this lab, you will use Microsoft Dynamics CRM to locate information

regarding a campaign that is specific to a customer.

Scenario

The marketing department at Adventure Works recently created a marketing

campaign titled "Product launch campaign". You later discuss this campaign with

your contact at Active Cycling, who is interested in receiving information about a

new road bike that is the basis for this campaign.

After sending the literature, you capture Active Cycling's interest through a

Campaign Response. You then convert the response into an opportunity.

Goal Description

Create a campaign response for the marketing campaign titled "Product launch

campaign." The campaign response will be for Active Cycling, and it should

include the following information:

Response Code: Interested

Channel: Phone

Subject: Interested in road bikes

Once the campaign response has been created, convert it to an opportunity for

follow up by your sales department. Verify the opportunity record was created.

Challenge Yourself!

Perform the following steps to complete this lab:

1. Create a campaign response for the marketing campaign titled"Product launch campaign." The response will be for the Active

Cycling account. Enter the information displayed in the Goal

Description.

2. Convert the response to an opportunity.

3. Verify the opportunity appears in the list of open opportunities.

Need a Little Help?

Perform the following steps to complete this lab:

1. Navigate to Marketing, and then Campaigns.

2. In the All Campaigns and Campaign Templates view, open thecampaign titled Product launch campaign.


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3. Create a new campaign response for Active Cycling. Enter thefollowing information:

a. Response Code = Interested

b. Channel = Phone

c. Subject = Interested in road bikes

4. Save the campaign response, and then use the Convert CampaignResponse option on the Campaign Response form to convert the

response into an opportunity for Bike Experts.

5. Navigate to Sales, then Opportunities.

6. Verify the opportunity titled Interested in road bikes appears.

Step by Step

1. On the site map, clickMarketing and then clickCampaigns.

2. From the View drop-down list, clickAll Campaigns and CampaignTemplates.

3. Select the Product launch campaign and open the form.

4. In the left navigation area of the Campaign form, in the Commonsection, clickCampaign Responses.

5. On the List Tools Campaign Responses tab, in the Records group,click Add New Campaign Response.

6. In the Campaign Response section of the form, enter or select thefollowing:

a. Subject:type Interested in road bikes.

b. Response Code:select Interested.

c. Customer: click the Lookup icon, then select Active Cycling.

ClickOK.d. Channel:select Phone.

7. On the Campaign Response tab, in the Save group, clickSave.

8. On the Campaign Response tab, in the Actions group, clickConvert Campaign Response.

9. In the Close and Convert the Response dialog:

a. ClickCreate new record for a customer and verify that ActiveCycling is the customer.

b. Clear the Open newly created records checkbox.

c. ClickOK.

10.Click the File menu, and then clickClose.

11.On the site map, clickSales and then clickOpportunities.

12.Select the My Open Opportunities view, and verify the opportunitytitled Interested in road bikes appears.


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Summary

Microsoft Dynamics CRM provides various capabilities to meet marketing

business needs. Using Microsoft Dynamics CRM you can plan and execute a

campaign while managing the following: planning tasks, marketing lists, focus

products, follow-up activities, supporting literature, and cost and results. Built in

reporting functionality makes it easier for your teams to assign the appropriate

follow-up, and analyze costs versus payoff, and more.


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Test Your Knowledge

Test your knowledge with the following questions.

1. Adventure Works Cycle has decided to start a new marketing program andwants to send postcards to existing contacts in various industries. The

industry information is specified for each customer. Three e-mail messages

have been created, each customized to a specific industry segment. What is

the best way to implement the marketing campaign to ensure that each

customer receives the correct e-mail?

( ) Create one campaign, one marketing list, and associate the three e-

mail activities with the list.

( ) Create one campaign, three marketing lists, and associate the

appropriate list with each e-mail activity.

( ) Create three campaigns, one marketing list, and associate the list and

e-mail messages with each campaign.

( ) Create three campaigns, three marketing lists, and associate the listsand e-mail messages with each campaign.

2. Which of the following are features of planning tasks? (Select all that apply)

( ) The ability to track actual and budgeted costs

( ) They can be assigned to a user

( ) They can be associated with a marketing list

( ) They can have a duration set

3. Which of the following are true regarding marketing campaigns?

( ) E-mail templates can be used to distribute personalized e-mailmessages to contacts or leads.

( ) E-mail templates cannot be used in marketing campaigns.

( ) Opportunities created from campaign responses will automaticallyinherit the price list associated with a campaign.

( ) Sales from won opportunities associated with a campaign will be tied

back to the campaign.

4. Which of the following are features of Marketing Automation in MicrosoftDynamics CRM? (Select all that apply)

( ) Creating and managing marketing lists

( ) Tracking estimated and actual cost and revenue information

( ) E-commerce Web sites


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5. What is the fastest way to send an e-mail message to all customers in aparticular city?

( ) Run the Sales History report to create a list of customers, and for each

account in the results list, open the account and add an e-mail

activity.

( ) Add each customer to a new Marketing List and then use the new listto create a Campaign to generate e-mail activities.

( ) Use Advanced Find to create a list of customers and then create a

Quick Campaign for all records on all pages to generate e-mail

activities.

( ) Use Advanced Find to create a list of customers, and for each account

in the results list, open the account and add an e-mail activity.

6. You are a sales representative for your company. The Marketing Departmentis running a campaign and you want to know what tasks have been createdfor you to complete. Where will you look to determine those tasks?

( ) In the marketing lists that were used in the campaign.( ) In the campaign activities created for the campaign.

( ) In the Activities in each of your customer records.

( ) Activities in My work in the Workplace.

7. You recently ran a campaign. Active Cycling contacts you by telephone inresponse to the campaign, expressing interest in the campaign product. What

is the best way to record the telephone call from the customer?

( ) Add a new campaign response to the campaign.

( ) Create a new campaign with the same marketing lists and add a

campaign response.

( ) Add a new opportunity against the Account record.

( ) Add a phone call activity against the Contact record.

8. Which of the following steps must be completed to create a marketingcampaign that will create e-mail messages for customers? (Select all that

apply)

( ) Create planning tasks

( ) Add target lists

( ) Distribute campaign activities

( ) Create campaign activities


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9. As part of a marketing campaign, your company outsourced thetelemarketing function. The telemarketing company has provided you with

the results in a text file. What is the best way to add the results to the

Microsoft Dynamics CRM system?

( ) Import the text file as campaign responses.

( ) Import the text file as contacts.( ) Enter the results manually as campaign responses.

( ) Enter the results manually as leads.

10.You created a campaign, added target marketing lists, defined planning tasks,and created e-mail campaign activities. At which point will customers be sent

an e-mail message?

( ) When the campaign is marked as launched

( ) When all the planning tasks have been completed

( ) When the campaign activities are distributed

( ) When the campaign activities are closed


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Quick Interaction: Lessons Learned

Take a moment and write down three key points you have learned from this

chapter

1.

2.

3.


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Solutions

Test Your Knowledge

1. Adventure Works Cycle has decided to start a new marketing program and

wants to send postcards to existing contacts in various industries. Theindustry information is specified for each customer. Three e-mail messages

have been created, each customized to a specific industry segment. What is

the best way to implement the marketing campaign to ensure that each

customer receives the correct e-mail?

( ) Create one campaign, one marketing list, and associate the three e-

mail activities with the list.

() Create one campaign, three marketing lists, and associate theappropriate list with each e-mail activity.

( ) Create three campaigns, one marketing list, and associate the list and

e-mail messages with each campaign.

( ) Create three campaigns, three marketing lists, and associate the listsand e-mail messages with each campaign.

2. Which of the following are features of planning tasks? (Select all that apply)

( ) The ability to track actual and budgeted costs

() They can be assigned to a user

( ) They can be associated with a marketing list

() They can have a duration set

3. Which of the following are true regarding marketing campaigns?

() E-mail templates can be used to distribute personalized e-mailmessages to contacts or leads.

( ) E-mail templates cannot be used in marketing campaigns.

() Opportunities created from campaign responses will automaticallyinherit the price list associated with a campaign.

() Sales from won opportunities associated with a campaign will be tiedback to the campaign.

4. Which of the following are features of Marketing Automation in MicrosoftDynamics CRM? (Select all that apply)

() Creating and managing marketing lists

() Tracking estimated and actual cost and revenue information

( ) E-commerce Web sites


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5. What is the fastest way to send an e-mail message to all customers in aparticular city?

( ) Run the Sales History report to create a list of customers, and for each

account in the results list, open the account and add an e-mail

activity.

( ) Add each customer to a new Marketing List and then use the new listto create a Campaign to generate e-mail activities.

() Use Advanced Find to create a list of customers and then create aQuick Campaign for all records on all pages to generate e-mail

activities.

( ) Use Advanced Find to create a list of customers, and for each account

in the results list, open the account and add an e-mail activity.

6. You are a sales representative for your company. The Marketing Departmentis running a campaign and you want to know what tasks have been created

for you to complete. Where will you look to determine those tasks?

( ) In the marketing lists that were used in the campaign.( ) In the campaign activities created for the campaign.

( ) In the Activities in each of your customer records.

() Activities in My work in the Workplace.

7. You recently ran a campaign. Active Cycling contacts you by telephone inresponse to the campaign, expressing interest in the campaign product. What

is the best way to record the telephone call from the customer?

() Add a new campaign response to the campaign.

( ) Create a new campaign with the same marketing lists and add a

campaign response.( ) Add a new opportunity against the Account record.

( ) Add a phone call activity against the Contact record.

8. Which of the following steps must be completed to create a marketingcampaign that will create e-mail messages for customers? (Select all that

apply)

( ) Create planning tasks

() Add target lists

() Distribute campaign activities

() Create campaign activities


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9. As part of a marketing campaign, your company outsourced thetelemarketing function. The telemarketing company has provided you with

the results in a text file. What is the best way to add the results to the

Microsoft Dynamics CRM system?

() Import the text file as campaign responses.

( ) Import the text file as contacts.( ) Enter the results manually as campaign responses.

( ) Enter the results manually as leads.

10.You created a campaign, added target marketing lists, defined planning tasks,and created e-mail campaign activities. At which point will customers be sent

an e-mail message?

( ) When the campaign is marked as launched

( ) When all the planning tasks have been completed

() When the campaign activities are distributed

( ) When the campaign activities are closed


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CRM 2011 Introduction to Marketing Campaign and Marketing Projects

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