Launch Quick Campaigns

Written By: Megan Smith

from April 9, 2013

As any good marketing director knows, sometimes keeping it simple is best. Though hosting a big event or some other splashy campaign may win potential customers, small organizations often do not have the resources to implement such campaigns. A tailored e-mail sent to a smaller, specific demographic may be more realistic and frequently is more effective. Using Microsoft Dynamics CRM, these two marketing strategies can be executed by using Campaigns and Quick Campaigns. A Campaign is the prolonged process—setting up an event with multiple tasks delegated to various individuals over a span of several days or weeks. Quick Campaigns can be much simpler – such as sending product brochures to twenty-five people met at a tradeshow yesterday. It is fast, simple, and typically inexpensive. The campaign process in Microsoft Dynamics CRM begins with the Marketing List. Pulling from contact records already in an organization’s Microsoft Dynamics CRM data, the Advanced Find function is used to narrow the list to a few specific prospects. Simply create a new Marketing List and select Manage Members. The Advanced Find window allows the user to specify which records are included. For example, select City equals Denver, or Annual Revenue is greater than 500,000. These lists can be created new with each campaign or they can be created as Dynamic Marketing Lists. When selecting Dynamic in the Marketing List form, the system knows to automatically update a list based on the pre-selected criteria. New records that meet the criteria requirements of a Marketing List are automatically added to the list by the system. Additionally, records are automatically removed from the list when they are deactivated in the system. Once a Marketing List is created, it is time to launch a campaign. The Quick Campaign Wizard guides users through the process of managing and executing a basic campaign (phone call, e-mail, appointment, etc.). As a part of this process, users have the option to retain ownership of the campaign activities or to assign them to another user. If choosing the latter, the assignee will see the new task in their Activities dashboard and will have full control to edit and mark the task complete. After launching the campaign, users can monitor responses in the Quick Campaign entity – setting the user up for the next strategic marketing move.