- Coming up, we take a look
at Dynamics 365 for Marketing,
now generally available which enables you
to build marketing workflows
to identify prospects
and deliver targeted experiences,
spanning the automation of
email communication outreach,
built-in tools for event management,
insights across all marketing
activities, and more.
(techno music)
We're joined once again by Eric Boocock
from the Dynamics 365 team.
Welcome back.
- Thanks so much for having me back.
- So, for the folks watching at home,
they might not have looked at
Dynamics 365 for a while now.
The service has really
evolved substantially
with new apps, experiences,
things like Microsoft Relationship Sales
connected field service, we saw
with Ryan a few months back,
the talent retail and now marketing,
it's pretty impressive.
- It's really been a
tremendous wave of innovation,
just over the past 18 months.
The shared cloud architecture
that we've adopted
has been huge for us.
Not only in the terms of
the pace of innovation
but in terms of how we've
been able to take advantage
of native integration
across Office 365, LinkedIn,
the Office Graph and Azure,
to reason over all this data
using AI, machine learning,
big data analytics to
deliver richer insights
and more intelligent experiences.
- So we leverage these connective services
really across the fabric
of Microsoft services,
whether we're delivering search
and productivity experiences
or amping up things like
information protection capabilities.
At the end of the day we're
really connecting the signals
and making use out of those signals.
- Absolutely, for Dynamics
365 is a business application,
this is important to
bring together the signals
from the applications regularly
leveraged by business users.
For example, signals collected
through customer interactions
logged in Dynamics allow us
to score the strength of the
relationships with a customer
in order to focus on the right deals.
Track emails sent and response rates,
as well as take next best actions,
leveraging services like LinkedIn
to really expand your network.
- So another way to think
about this is really
as we're capturing insights
then from customer interactions
that becomes then the basis
of Dynamic 365 for Marketing.
- That's correct.
Dynamics 365 for Marketing
includes an Azure based data source
that can scale to support
very large volumes
and track with high performance
a wide range of scenarios
to support interactions and insights.
- So why don't we go on a journey here
and actually see all of this in action.
So if you're new to
marketing this might be
another insight to how that process works.
- Absolutely, so lets take a look.
The idea is to give you a turn key
but customizable marketing
automation solution.
To help marketers find and
nurture more sales ready leads,
connect sales and marketing,
automate processies
and make smarter
decisions to maximize ROI.
So here we're going to set-up an event
at a North American manufacturer
to launch a 3D printer.
So within Dynamics 365 for Marketing
we're gonna start on the dashboard
and right away lets actually start
by creating a customer journey.
So we're gonna select the
email marketing template.
There's predefined templates
for all these different
types of marketing journeys.
Here you'll see a visual
flow of really the engagement
that are scheduled for
this particular journey.
A very easy drag and drop process
allows me to bring in a survey
so that when an event is triggered we can
then send a survey
response to the customer.
Really for the purposes
of this demonstration
we're gonna focus on targeting our segment
and personalizing the email communications
that we're gonna send.
So this is a visual query designer
that allows me to define
my target audience.
I'm gonna pick contacts that are in USA
as well as contacts in Canada.
Their annual income over $50,000
and additional data points.
We can also see a visual
flow of that same query
and where the data intersects,
to be able to understand the
data set that we're pulling at.
But here you now see an
additional visualization
that really shows the complex relationship
of what we're looking for.
- And these are all really great views.
You saw how kinda data was
added and then filtered down.
And here you can kind
of see the connections
and the relationships of all
the different data types.
- Yeah its super cool way
of really pulling together
the complexities of this query
and allowing very easy personalization.
To simply click on the account and say,
"You know what, I want to
also filter down on accounts
"that are preferred customers."
So making it really easy for a marketer
to build a complex query
based on a lot of different data sources
to determine exactly
who our target audience
is gonna be in this case.
- So very cool.
So now kind of in the
steps of marketing we've
generated a list, filtered
out the people that we want,
now we can start thinking about
ways to promote our event.
- Yep, so going to the next step
we're gonna actually customize the email
that we're gonna
communicate to our customer.
So just like how we started
the event, we have templates.
These templates can be
optimized for something
or for particular purpose.
In this case I'll select purpose
and I'm gonna select event
because we're actually
going to conduct an event
to try to drive this
sales of this 3D printer.
I can select a template
that looks like it'll be
appropriately suited for
this initial outreach
to the customer and in doing so,
this now makes it very
easy for the marketer
to actually get this content in the email
and simply modify and
configure the context
to meet the specific need.
So you see here we have
got a predefined header
that I can delete
and using a simple drag
and drop experience,
select text and drag in a new header.
And I'm gonna come into here
and as soon as I type on that
you'll see a rich text editor.
A simple rich text editor,
I can type welcome,
I can do simple formatting.
Again, very easy wozy wig style approach
but one thing to call out here is,
this appears to be just a text editor
but it also allows me to
bring in dynamic fields
from the database and throughout
the common data service
to really personalize this,
to make sure we really
communicate on point
with the customers based on
what we're trying to get across.
- Like their first and last
name or their other details.
- Exactly, but once we've
actually created this
we can actually get in
and actually view the HTML
and do more robust editing
of the email template
but really like any good marketer,
I want to preview this and make
sure it's gonna show up well
when it lands with the customer.
So seeing the desktop,
tablet and mobile experience,
obviously with many
users really being mobile
we wanna make sure it's optimized
for how it's gonna appear on their phone.
So this design actually looks great,
so we're really ready to go.
So this makes it very easy
for the marketer to create
and personalize that experience
for how we're going to communicate
to the actual customer.
- Alright so everything's
staged and ready to go,
you've got your list,
you've got your email ready,
now you can start kicking
off your campaign right?
- Absolutely, so we take
that beautiful email
we just created and we blast it out.
So once we actually send that email out
we have built-in analytics
within the system
to pull that data back and
allow us to see the performance
of that email campaign.
So here you'll see when
I clicked on that email,
we have KPI's such as
delivered, opened, clicked,
soft bounced, hard bounced, blocked, etc.
But when I click on view details,
I can drill deeper into that actual email
to see more information,
such as the response rate over time,
did they open it, how many opens,
the unique clicks, total clicks.
If there's links embedded in the email,
the top 10 links and
the performance of that.
Even where in the world
people are actually
clicking on this email.
We're getting some great uptake in Europe
based on our event when we
were over there last week
so that's fantastic.
So, this truly gives me
a view of performance.
I can also drill in to the delivery
and see the delivery rate of this email,
because really as a
marketer what's important is
I want to make sure these emails
are getting to my customers
so when you see that we're seeing
an actually a very high
deliverability rate which is great,
but this is what I think is the coolest.
We also bring in a heat
map of the interactions
with the email so we
can see where customers
are interacting with the
content in this actual email.
- [Jeremy] So that's super
cool to see the insights
so we can see but the
most heat effectively
on the register now button
which is the behavior
that we're actually trying to drive.
- Perfect call to action if
we're going to launch an event.
We want to get people to the event.
- Okay, so now you've got to actually
start looking at the event itself.
So does Dynamic 365 for
Marketing do anything
to actually start managing that
in person event experience.
- It sure does, within
Dynamics 365 for Marketing
we have full event
management capabilities.
Because this is built on
the same common data service
means it really is easy to create, qualify
and pass marketing leads onto sales.
So what you'll see is the same experience
across our Dynamics apps.
We can see the same
guided process experience
that allows me to show
the flow of this campaign,
the steps that need to be
completed along the way.
You can see we're still sitting
in the early agenda stage
so if we look at the agenda
we can see the sessions,
the session tracks, the
speaker engagements,
the sponsors, etc.
Capturing all this data
and really organizing it
from an organizational perspective.
I can also track the
registration, the financials,
any post event related
aspects of this campaign.
- So really great to see all the kind of
internal planning tools
but is there a way then
that I can communicate to my audience.
Kind of all the sessions
and all the event stuff
and all the different
activities they can do
when they're on sight.
- You got it.
So here, this is the portal,
so once we've actually
built that event internally
we need to be able to execute it.
So within Dynamics 365 for
Marketing we host that portal
on behalf of the customers in Dynamics 365
all hosted in Azure to
really give them the scale
to blast this out as a public website
so people can come and
they can view the sessions
and see the different types of sessions
that are being offered.
They can see the speakers,
they can click register now
and register, once they do that
they'll actually get a login
and be able to sign in,
as you see here in the upper right corner
and authenticate into this portal
and see their own and
personalize their own experience
to really drive this particular event.
- So you've shown event
management experience
but what if I just want to run a simple,
maybe an email campaign
to capture web leads
without kind of the expense
and all the things I have to
do to run an in person event.
- So there's two ways of doing this.
The first is with LinkedIn,
the second is creating a lead capture page
that is hosted within Dynamics 365 portal,
similar to the event
registration site we just showed.
So imagine creating a campaign
that says, "You know what,
"I wanna blast an email
to my existing customers
"and send them to a web lead page
"to download some white papers."
It can very easily create
that web lead page,
host it similar to how we just did
with the event registration portal,
capture data and
automatically bring it in.
But the beauty of this as a marketer
and really as the sales hand
off is bringing this data in,
cause that's the value of this right.
So, I'm gonna come in and
actually click on leads
and lets open up Natalie here.
So, basic information
on Natalie, who she is,
but really what we want
to point out here is
in the bottom right corner lead scores.
So we have a rule based scoring engine
that allows us to define
rules that say geographically
or engagement or email based
and define scores for
this particular lead.
As you see here, very similar
drag and drop experience
just like how we did the
process designer earlier.
- And I can customize these leads
and maybe weight them in different ways
based on my own rules right?
- Absolutely, so by dragging
and dropping conditions
and actions and assigning points,
you can build a very robust scoring model
because we want to make sure
we're really focusing on the right leads.
So really the beauty of this
is beyond just the scoring,
we can also see the insights
that we capture for the lead.
Here I can see the number of days
that we've actually had this lead active
and the timeline of all
of the interactions.
Whether they've opened the emails,
whether they've visited a website,
whether they've submitted data
on a form or visited a form.
Really all of those
interactions along the way.
- [Jeremy] Is this all gonna funnel down
into the sales databases so
that we can actually use this
and act against that as a seller?
- Absolutely, that's the
beauty of all of this right.
This was historically
information that marketers had,
now imagine being a seller and
seeing what they're visiting
and what they're downloading,
what they're interested in.
Truly going to help a seller
really refine their view
of what's going on.
- Alright, so what we've
seen here looked like it
was pretty straight forward
in terms of setting-up the marketing sites
and the emails are kind of
the outputs of all of this.
We saw a lot of different
Microsoft services
but what I need to do if I'm
in IT to lay all of this out?
- It's super easy.
We have a wizard based
first run experience
to enable you to employ the
Dynamics 365 for Marketing
into your environment.
So just like our other
Dynamics 365 based services
this is all facilitated out of
the Office 365 admin center.
When I come into the admin center,
I'm gonna open up
specifically the Dynamics 365
Administration Center
and here I can see all of the instances
as well as the applications
that I've deployed.
Granted this is my instance,
I've got a lot at work
so maybe not you're typical
customer in this example
but here I'm gonna select
Dynamics 365 for Marketing,
and by simply clicking on managing this,
this is gonna initiate
the first run experience.
So we've put it into our tenant,
now we're gonna configure this.
So one of the first things
I'm gonna do is pause
and create or define the
Dynamics 365 organization
I'm gonna connect to.
What that means is we're taking marketing,
and we just talked about how
it hooks directly into sales,
this is gonna give us that
organization that Dynamics 365
or sales is running in to
define that connection point
between the two.
- Kind of like you mentioned earlier,
one thing to point out here
is you can have multiple
instances to one Office 365 tenant.
So you can have them four
different geographies,
different departments,
all that within the same
kind of shared data set.
- That's exactly, one of,
that's a great reason exactly
why we need to be able to
give them the flexibility
to define where do we want
to be passing these leads.
So the next step is,
and we touched on this a little
bit with the event portal,
but we want to give
the company the ability
to create kind of their look
and feel of the sub domain
because we do host the
portals on their behalf,
we capture the domain name
microsoftcrmportals.com,
but we give the company
the ability to personalize
the sub domain of that email,
I'm sorry of that domain name.
So I click on continue,
this is really almost
the end of the process.
I now need to just simply
come in and do three consents.
One to data sharing, one to
the email marketing templates
and one to the surveys.
Again we didn't show the surveys
but we do have what's
called voice of the customer
so we can send out and receive surveys.
The data sharing really talks about
that external database
that is running in Azure
that is capturing the
through-put of all of the data
and all of the emails clicked.
Capturing all of that as
well as hooking into Dynamics
so consenting to the sharing
of data across those.
So really the last step
that I need to take here
to wrap this up is to put my
actual physical sender address
that's gonna be included
in all of our marketing communications.
Click set-up and the
wizard is on it's way.
So a simple process is gonna
now take all of these systems,
connect and wire them up
and get them provisioned
and ready to go, so this enables
the Dynamic 365 for Marketing
and the integration into
that office, that sales application.
And once it's all done,
it just lands me on this landing screen
where I can view a video,
I can go straight into the application
or go back and review
the installation set-up.
And that finalizes the application,
landing me right back in
the ultimate Dynamics 365
Marketing dashboard screen.
- So this looks really
straightforward in terms
of getting everything set-up
for IT and also for end users.
Really, really great intro
in terms of all the updates
for Dynamics for Marketing
and of course you can
check-out our playlist
on Dynamics 365.
Really learn about how Dynamics
365 works under the hood.
Now with all the Dynamics
365 apps and experiences
like Microsoft Relationship Sales,
connected field service,
talent and retail,
where do you recommend
people go to learn more?
- You can see this solution
and more highlights
of the spring 2018 release
on the business applications
virtual launch event site
or at the link shown below.
- Thank-you Eric and also
don't forget to keep watching
Microsoft Mechanics and
subscribe to our channel
and follow us on twitter
for the latest updates across Microsoft.
That's all the time we
have for today's show.
Thank-you for watching
and good-bye for now.
