Event Management: Managing registrations and communications for F2F - - PowerPoint PPT Presentation

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 Managemen t 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

Microsoft Dynamics CRM

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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

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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

Microsoft Dynamics CRM

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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

Microsoft Dynamics CRM

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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

Microsoft Dynamics CRM

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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

Microsoft Dynamics CRM

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ClickDimension s 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

• r as standalone form

§ Easy to extract data for event processing

Microsoft Dynamics CRM

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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

Microsoft Dynamics CRM

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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

Microsoft Dynamics CRM

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Social Listening

§ Monitor event social activity § Publish content and manage conversations § Ability to track point of entry for reporting

Microsoft Dynamics CRM

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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

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Real Life Example – Dynamics Day 2014

Microsoft Dynamics CRM

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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

Microsoft Dynamics CRM

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MeJ J

Microsoft Dynamics CRM

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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

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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 Steven.foster@intergen.co.nz