Summit Nashville 2017 9/16/2018 11:21 PM © 2017 Dynamic Communities. All rights reserved.

List Building 101 Katie Soderberg Dynamics 365 & CRM Channel Manager Summit Nashville 2017 9/16/2018 11:21 PM List Building 101 Katie Soderberg Dynamics 365 & CRM Channel Manager eOne Solutions © 2017 Dynamic Communities. All rights reserved.

Agenda Introduction to Marketing Lists in Dynamics 365 and CRM Summit Nashville 2017 9/16/2018 11:21 PM Agenda Introduction to Marketing Lists in Dynamics 365 and CRM Demo – How to build lists What can we do with marketing lists? Tips and Considerations for Segmentation © 2017 Dynamic Communities. All rights reserved.

Katie Soderberg, Dynamics 365 and CRM Channel Manager at eOne Summit Nashville 2017 9/16/2018 11:21 PM Katie Soderberg, Dynamics 365 and CRM Channel Manager at eOne Passionate about creating better customer experiences – through CRM with other systems. From Moorhead, MN (pretty much Fargo) Dakotas CRMUG Chapter Leader Has been working with CRM since version 4.0 Enjoys being with family, keeping up with my kids activities (ages 2 and 4 – both boys), and going to many football games! © 2017 Dynamic Communities. All rights reserved.

The “Why” for Segmentation Excellence

Summit Nashville 2017 9/16/2018 11:21 PM Segmented and targeted emails generate 58% of all revenue. (The Direct Marketing Association, 2015) © 2017 Dynamic Communities. All rights reserved.

* 81% of US online shoppers are more likely to make additional purchases, either online or in a store, as a result of emails based on previous shopping behaviors and preferences. – Harris Interactive 

Introduction to Marketing Lists Summit Nashville 2017 9/16/2018 11:21 PM Introduction to Marketing Lists © 2017 Dynamic Communities. All rights reserved.

What are marketing lists made up of? Summit Nashville 2017 9/16/2018 11:21 PM What are marketing lists made up of? LEADS, CONTACTS, ACCOUNTS Anybody your business communicates with in the course of doing business. You can use other CRM data as criteria for segmentation. © 2017 Dynamic Communities. All rights reserved.

STATIC VS. DYNAMIC MARKETING LISTS Summit Nashville 2017 9/16/2018 11:21 PM STATIC VS. DYNAMIC MARKETING LISTS Static Marketing Lists “Snapshot in time”. Members are added using various methods except dynamically through an advanced find. Each member can be added manually or through a lookup. Dynamic Marketing Lists Defined by an advanced find associated with the marketing list. Whenever a new record is created or updated and meets the criteria of the marketing list query, it will automatically be added to the marketing list. © 2017 Dynamic Communities. All rights reserved.

Common reasons for marketing lists To send out company newsletters To distribute promotional emails To send event information and updates To use in mail merge

Summit Nashville 2017 9/16/2018 11:21 PM © 2017 Dynamic Communities. All rights reserved.

Demo: Let’s Build a List or two! Summit Nashville 2017 9/16/2018 11:21 PM Demo: Let’s Build a List or two! © 2017 Dynamic Communities. All rights reserved.

Building a Static List Summit Nashville 2017 9/16/2018 11:21 PM © 2017 Dynamic Communities. All rights reserved.

Adding Members to a Static List

CRM User Adds Member to List Summit Nashville 2017 9/16/2018 11:21 PM CRM User Adds Member to List © 2017 Dynamic Communities. All rights reserved.

Building a Dynamic List Summit Nashville 2017 9/16/2018 11:21 PM Building a Dynamic List © 2017 Dynamic Communities. All rights reserved.

Adding Members to a Dynamic List

What else can we do? Summit Nashville 2017 9/16/2018 11:21 PM © 2017 Dynamic Communities. All rights reserved.

Marketing list menu options

Marketing list menu options (cont.)

Quick Campaigns + Marketing Lists

Quick Campaigns

Quick Campaigns

Run a CRM Process on a Marketing List Summit Nashville 2017 9/16/2018 11:21 PM Run a CRM Process on a Marketing List © 2017 Dynamic Communities. All rights reserved.

CRM Workflow Example Summit Nashville 2017 9/16/2018 11:21 PM © 2017 Dynamic Communities. All rights reserved.

Marketing Automation Example Summit Nashville 2017 9/16/2018 11:21 PM Marketing Automation Example ClickDimensions Campaign Automation – add to list step ClickDimensions Survey – add to list post action © 2017 Dynamic Communities. All rights reserved.

Demo: Real-life scenario Summit Nashville 2017 9/16/2018 11:21 PM Demo: Real-life scenario © 2017 Dynamic Communities. All rights reserved.

Summit Nashville 2017 9/16/2018 11:21 PM Integration Using the API Step (Message from the SDK) to add member to marketing list from Excel or other sources. © 2017 Dynamic Communities. All rights reserved.

Segmentation Considerations & Tips Summit Nashville 2017 9/16/2018 11:21 PM Segmentation Considerations & Tips © 2017 Dynamic Communities. All rights reserved.

Every business is unique Every business is unique. You can only segment based on the information you have.

Implicit vs. Explicit Data for Segmentation Explicit Data – Information intentionally shared with you. Survey Responses Company info Contact Information Web forms like a Contact us Form Implicit Data – Data gathered from user behavior. Email engagement Web analytic history Conversion data

Best practices for Segmentation Do you have permission to communicate? Make sure the data you’re using is accurate. What “property” data are you using? (Example – status active vs. deactivated on records)

Other Questions? Thank you for attending today! Katie Soderberg, Dynamics 365 and CRM Channel Manager eOne Solutions Katie.Soderberg@eonesolutions.com +1 -888-319-3663 ext. 733

Resources The CRM Book – Marketing lists (by PowerObjects) Creating a Dynamics 365 Marketing list (Youtube video) How to create a Marketing list in Dynamics CRM (Youtube video) Marketing lists and Segmentation (from Microsoft)

Last Reminders Complete Session Survey Summit Nashville 2017 9/16/2018 11:21 PM Last Reminders Complete Session Survey What did you think of this session? We value your feedback in our efforts to continuously improve, please complete the session survey in the app or online at: www.crmugsummit.com/surveys Session Materials The session materials can be found in the app or online in the event community library at: www.crmugsummit.com/materials Thanks and Have a Great Conference! © 2017 Dynamic Communities. All rights reserved.

Summit Nashville 2017 9/16/2018 11:21 PM © 2017 Dynamic Communities. All rights reserved.