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Steven Foster, Dynamics CRM Product and Marketing Manager, Microsoft Partner Seller and Dynamics CRM MVP Sept 2014 Event Management: Managing registrations and communications for F2F events
Steven Foster, Dynamics CRM Product and Marketing Manager, Microsoft Partner Seller and Dynamics CRM MVP Sept 2014
Event Management: Managing registrations and communications for F2F events
Topics
Common challenges Event building blocks Real life example
Challenges
CRM Database eCommerce Platform
Cross-channel Experience Consistency
Campaign Management Web
Analytics
Creative Design
Lead Management
Mobile Marketing
Social Media Marketing
Conversion Point Optimization
Email Marketing
Content / Nurture Marketing
Ad Networks SEM / PPC
Marketing Automation
Retention Programs
Cross- / up-sell Campaigns
Revenue Performance
Analytics
Social Listening Community
Manager
Web Content Mgmt
Email Marketer
Social Marketer
Business Analyst
Ad Agency
SEO/SEM Agency
CMO
FRAGMENTED MARKETING PLAN
Team spending 80% of time on activities,
20% on impactful work.
ADVERTISING SILOS
Limited insight into pipeline and
revenue impact.
INCOMPLETE CHANNEL ENGAGEMENT
Not engaged where customers converse.
NO DIFFERENTIATED EXPERIENCE
Missing the opportunity to innovate.
DIFFICULT TO GENERATE
MARKETING INSIGHTS Too many fragmented
systems and data.
SILOS OF DATA Lots of event spreadsheets
and emails
CMO Challenges
VISIBILITY Missing the interaction, the
ROI on the campaign or event
Data quality Difficult to maintain and
clean
Event building blocks
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Event Management Building Blocks Extensive tool kit to meet event needs
Campaign Management
Campaign Activities and Email Sends
Campaign Responses
ClickDimensions Forms
EventBrite Connector Collaboration Social Listening
Marketing Lists
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§ Used to record the event details
§ Event header record for all associated content § Page Views
§ Posted Forms and Campaign Responses
§ Campaign Activities and Tasks
§ Can record event costs and track against
budget
§ Used as a key filter in chart and view data
Campaign Management
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Marketing Lists
§ Used to segment your customer base
§ Defines the people that you want to invite to
the event
§ Identifies the preferred channel of
communication
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Campaign Activities and Email Sends
§ Campaign Activities can be used distribute
traditional content § Letters for the mail house or mail merge
§ Phone call activities for sales or customer care to follow
up
§ Email Sends to distribute rich email content
with links to online registration details
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Campaign Responses
§ Measures the positive and negative responses
to an event – key reporting KPI
§ Used to record RSVP
§ Can be updated to record Attendance
§ Used to generate labels
§ Can be converted to leads or opportunities to
record ROI of an event
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ClickDimensions Forms
§ Can be used to capture electronic RSVPs
§ Can be used to capture additional data points
for the event i.e. interests, dietary reqs
§ Easy to create and publish to existing website
or as standalone form
§ Easy to extract data for event processing
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EventBrite Connector
§ Introduced in the latest release of ClickDimensions
§ Provides connector to EventBrite for managing
registrations
§ Great for paid events where you want to outsource
payment collection
§ Free for “free” events
§ Reduced ability to personalise form and content
§ Easy to use and set-up § Creates Event and Event Participant records, standalone from
Campaigns
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Collaboration
§ Activity Feeds or Yammer great way to
increase awareness and collaboration
amongst teams of events and collateral
§ Auto post to the contacts wall when they
register to keep sales informed
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Social Listening
§ Monitor event social activity
§ Publish content and manage conversations
§ Ability to track point of entry for reporting
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Event Management Building Blocks Extensive tool kit to meet event needs
Campaign Management
Campaign Activities and Email Sends
Campaign Responses
ClickDimensions Forms
EventBrite Connector Collaboration Social Listening
Marketing Lists
Microsoft Dynamics CRM | 16
Real Life Example – Dynamics Day 2014
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Intergen Dynamics Day Largest dedicated Dynamics Event in Australasia § Held in Auckland New Zealand and Sydney Australia
§ DD2013 attended by over 250 delegates
§ Focuses on CRM, NAV, AX and supporting Microsoft
Technologies
§ Supported by Microsoft
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MeJ
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Our Building Blocks § Utilise Forms for registrations
§ Workflows auto create campaign
responses to populate additional
details and to create activity posts
§ Contact record updated
§ Campaign responses used to
generate labels
§ Campaign responses converted to
track ROI
Event Dashboard
Campaign Record
Marketing Lists
Web Content –
Form
Email Templates / Mail print
Posted Forms
Campaign Responses
Activity Feed
Your Awesome Presentation Title {Segoe UI 12 pt.}
Lets take a look at the system
In summary: Track Event ROI Deliver using standard features It does not need to be complicated
Any Questions?
@FozzyNZ
http://nakedcrm.com http://www.linkedin.com/in/stevefoster
