The Partner Channel Magazine Spring 2018

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What you want to collect: Personal Information Favorite color Zip code Product Purchase What you’re going to use it for: Targeted Campaigns “Aqua Blue paint is on sale today!” “Olathe, you get a free appetizer!” “Thanks for signing up for free checking. You might also likeX.” How you’re going to get it: Required Points of Entry Email sign up/social media contest Point of sale CRM sale data Once you have your overall goals in place and the campaigns you want to run to achieve those goals, you can build your CRM wish list. This wish list should be comprised of what you need to know about the records in CRM to support the campaigns you want to run. Here’s what you should include on that wish list: AN ADVOCATE ON THE INSIDE 1 Make a friend with someone who really knows the CRM system inside and out; bonus points if that person installed the CRM system in the first place. Double bonus points if that person is your Partner. This person will help you translate what’s already in place and what the original intent was. For starters, ask the following questions: »» What fields are required? »» How does the sales team interpret what those fields are for? »» Are there fields not in use that could be activated? »» What sales data is currently captured that you can use? »» What is the sales definition of a lead? »» What steps guide the lead-to-opportunity qualification process? »» What happens to an account after the sale closes? A LIST OF CUSTOM FIELD REQUESTS 2 Think about how you want to segment your sending lists and work backward from there as you decide what custom fields you want to request. Ask yourself what data you will need to create a custom experience (Favorite color? Date of birth? Contract end date? Frequent purchase?). Next, determine how you’ll capture that data—is it through an integration? Through a campaign that asks the Customer to tell you? Remember you can’t ask your sales team to capture everything, and if you ask for too many required fields, you could create CRM fatigue. A LIST OF TRIGGERED ACTIVITIES 3 If you want to build automated marketing campaigns based on events (i.e., changes in a record), you’ll need a list of triggered activities. These can be custom or system defaults, like when a box is checked or when a lead is qualified or when an opportunity is closed as won or lost. You can use these triggers to build a postsale Customer retention email series, or a campaign based around contract renewals, accounts in jeopardy, or as part of your review strategy. STRUCTURE YOUR OPPORTUNITY DATA 4 It’s not enough to know if a sale closed—you need to know what type of sale and for what product or service! You can create automated marketing campaigns in your marketing automation platform from that data, like a, “You might also like” cross-sell campaign, or an add-on offer shipping confirmation email. Knowing what the Customer bought can help you create more stickiness than simply knowing that they bought. 34 SPRING 2018 | THEPARTNERCHANNEL.COM
A LIST OF REQUIRED INTEGRATIONS 5 Integrations often require technical team hours, so you’re either paying someone to do them or using the time of an internal resource. Integrations aren’t cheap, and you’ll need a use case to sell them. Explain first where each data point needs to map in your CRM system, and determine if it’s possible to map them on a regular basis. Easy sells are your marketing automation platform, obviously! A LIST OF REQUIRED WORKFLOWS 6 You’re going to have to move the leads and contacts that match your definitions into a marketing list, and a workflow is your best bet to automate the process. Workflows are a set of logical rules that define the steps necessary to automate a specific business process, task, or set of actions to be performed. You’re essentially saying, when contract end date equals three months from now, then move to contract renewal marketing list. OWNERSHIP OF MARKETING 7 Obviously, right? But you need to structure the marketing piece of your CRM, too. Set yourself up for success by thinking in terms of two buckets: A big bucket and a little bucket. The big bucket is for what type of campaign this is, not what name. These could be event, networking, membership, reseller, etc. The little bucket is for the actual campaign, and it needs dates and costs attached. You would have data then that said how successful are events overall and how successful was this specific event. Both of these must be required fields! With understanding of why you want the data you want, you’ll have more buy-in from your sales team and greater success with your CRM system. Bonus points: You can use the data you’re collecting in CRM to demonstrate your marketing automation platform ROI, your search ROI, and more. MULTI-CARRIER PARCEL & LTL SHIPPING FOR SEAMLESS INTEGRATION WITH DYNAMICS AX NMB Solutions works with Dynamics AX partners and clients internationally. Our reputation for excellence is based upon our professionalism, expertise, and dedication to client satisfaction. It is our pleasure to assist you in reviewing your Multi-Carrier parcel and LTL integration requirements and demonstrate the benefits of our solution. • Provide high-volume parcel shipping • Reduce shipping time per package • Provide more efficient packing and shipping operations, reducing costs • Deliver shipping charge estimates • Automates AES Filing CARRIER ENGINE INTEGRATION Seamlessly integrate BluJay Solutions, popular parcel and LTL carriers with Dynamics AX RATE SHOPPING Compare rates for parcel and LTL right from the sales order, quote or out packing workbench MULTIPLE AX VERSIONS Our solutions support AX 2009 and up (WMS/WHS) PROFESSIONAL SERVICES Let our experts help you with parcel and LTL management, with or without our solution NMB Solutions Canada, Inc. Christopher Morgan, Director | 613.315.5780 | info@nmbsolutions.ca CONTACT US FOR A DEMO | VISIT US AT WWW.NMBSOLUTIONS.CA | FOLLOW US ON TWITTER @NMBSOLUTIONS | 3155 SWANSEA CRES., OTTAWA, ON THEPARTNERCHANNEL.COM | SPRING 2018 35
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Page 18 and 19: MARKETING 4WAYS TO ELEVATE THE CUST
Page 20 and 21: 2 DESIGN YOUR MARKETING EXPERIENCE
Page 22 and 23: SALES Users First! story by KIM PET
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Page 31 and 32: WEBSITE www.fascor.com HEADQUARTERS
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Page 47 and 48: MEMBERS ONLY CORNER Member Profile
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Page 51 and 52: Nodus Technologies, Inc. www.nodus.
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