Managing registrations and communications for F2F …ideaconference.com/slides/foster.pdf · Managing registrations and communications for F2F events . Topics ... record ROI of an

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 Management

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 | 6

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


§  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


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



§  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


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



§  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

or as standalone form

§  Easy to extract data for event processing


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


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


Social Listening

§  Monitor event social activity

§  Publish content and manage conversations

§  Ability to track point of entry for reporting


Event Management Building Blocks Extensive tool kit to meet event needs

Campaign Management


Campaign Responses


EventBrite Connector Collaboration Social Listening

Marketing Lists


Real Life Example – Dynamics Day 2014


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


MeJ


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

Your Awesome Presentation Title {Segoe UI 12 pt.}

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

[email protected]

Managing registrations and communications for F2F …ideaconference.com/slides/foster.pdf · Managing registrations and communications for F2F events . Topics ... record ROI of an

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