Sunday, 05 May 2019 23:24

Why most marketers misunderstand the importance of CRM

Early this week, we have one client having a dilemma in tracking down their customer source. It leads to major confusion for them as marketer need to identify how much it cost to acquire customers who are coming from different direction. They have spent quite a money in advertisement, so it is important to track down acquisition cost per channel to eventually make a strategic decision on which channel they will spent their budget the most.


Over the time, prospect and customer preferences evolved. Today’s buyers expect more personalised and cohesive service. Providing it means that marketing, sales and customer service teams must collaborate and share information. As a result, the role of the CRM in marketing expanded, and today it plays a crucial role in increasing and tracking, marketing – generated leads and revenue.


Marketing Activities in Dynamics 365

One of our client is currently implementing D365 with the new marketing module. There seems to be some confusion about how different lead sources get automatically identified within the CRM. All web forms will be D365 forms using a plug – in for their Wordpress CMS.
They want to do this digitally. Of course it is possible in Dynamics 365 for Marketing.
CRM for Marketer
Dynamics 365 provides several ways to help you get to know your potential customers and to see how they interact with your various marketing initiatives. In addition to these activities, user can also store information, view analytics, and score leads based on:


  1. How known contacts and anonymous visitors use your website
  2. How known contacts and anonymous visitors select links you put in social posts and banner ads


Hidden Power of CRM for Marketers

Often, the terms CRM and marketing automation are used synonymously, but they’re really two different types of tools. Marketing automation tools are focused on top-of the funnel activities like lead generation and nurturing, such as automating ad, email, and social campaigns.
Marketing Automation CRM for Marketer

How Marketers Can Benefit from CRM

Leads nurturing and Remarketing. Using CRM data, marketers can identify which leads spoke with sales but didn’t convert. Using details recorded from that conversation, marketing teams can build personalised campaigns designed to continue nurturing the lead in hopes of an eventual conversion.


Identify marketing – generated revenue. Marketers who use analytics tool can connect their analytics program and preferred CRM, closing the loop between marketing and sales. It allows user to track and report on marketing – generating leads and revenue, providing leadership with detailed figures on marketing’s ROI.


Attention to Hot Leads only. Most CRM’s include a feature that scores each lead’s likelihood to convert. When marketing and sales team members are both monitoring this information, it increases the likelihood that key prospects don’t slip through the cracks and boosts the amount of revenue marketing generates.


Stop wasting on cold leads. Another benefits of lead – scoring tools is the ability to identify cold leads. If you know which customers – or which types of customers – are unlikely to convert. You can switch your attention and giving your valuable time only for leads that likely to convert.
Leads Management CRM Marketer
If you are interested in Dynamics 365 for Marketing and / or aiming to implement one in your company, contact Graham Hill, our most experienced Dynamics 365 consultant who can help achieve your CRM objectives. Contact him at 1300 792 700 / +61 (8) 6140 1710 or email us at This email address is being protected from spambots. You need JavaScript enabled to view it.