How Integrating Adobe Campaign with Microsoft Dynamics will Boost Your Business
- Posted: 12th December 2017
- Written by:
Colin McEvily, Presales Consultant
Every successful organization knows the importance of utilizing a CRM platform to place the customer at the center of the business to consistently record customer interactions and consequently, increase profitability. However, while a CRM platform is a key cog in a high-performing engine, it is also essential to deploy a Marketing Automation Platform (MAP) or, at the very least, a campaign management tool. With these technologies at your fingertips, the most impactful thing you can do as a business is to integrate these systems so that marketing and sales teams are aligned to streamline overall business processes.
At the enterprise level, there are plenty of options out there. However, to harness complex data, connect to multiple CRMs and other third party systems and utilize multi-channel distribution (as well as personalize content), Adobe Campaign (AC) is the top choice. With the Microsoft partnership now solidified, it’s clear that when paired with Microsoft Dynamics 365 (MSD), the ability to customize, track and attribute marketing-to-sales efforts is monumental. This duo is arguably the most powerful enterprise-level pairing on the market. Below, we will outline the differentiating functionality of the systems, the process for implementation (according to Celerity) and the key benefits of integrating these two systems.
About Adobe Campaign
Adobe Campaign is part of the Adobe Marketing Cloud that harnesses a variety of data, content and real-time delivery capabilities, allowing your marketing team to launch effective campaigns. Adobe Campaign provides email, campaign, offer and personalization management capabilities for automation and execution of marketing programs across all channels – both digital and traditional.
Adobe Campaign can be integrated with all leading CRMs (e.g., Salesforce, Oracle, Sugar), but integrating Microsoft Dynamics with Adobe Campaign allows you to automate a variety of business functions that will ultimately enable your organization to qualify and score leads so that your sales team is working with only the best leads, drastically reducing the time it takes to ETL (Extract, Transform and Load) data between the two systems and deliver real-time lead and campaign attribution and performance reports to key stakeholders.
About Microsoft Dynamics
Microsoft Dynamics 365 is a cloud-based CRM tool that is made up of integrated solutions that enable businesses to improve lead tracking, implement field service automation, boost sales and enhance operations that utilize mobile devices and cloud-based business applications. The system has business solutions that help drive sales, customer support, financial management and overall operations.
Celerity’s Integration Process
Celerity has developed an accelerated methodology to quickly and successfully integrate MSD and AC. To start the process, Celerity will facilitate a 3-5-day workshop with key members of your marketing, IT and sales group. The goal of the workshops is to map out your organization’s unique lead management, scoring and data integration needs ensuring that all the stakeholders between sales, marketing and IT are aligned on who owns what data and which data points are critical. In some cases, we will jump right into establishing a lead scoring model, while in others we do this as a second phase – it all depends on the level of marketing and sales maturity of the business. Once this has been completed, the information is put into a “Build Book” documenting and diagramming the flow of data and the decisions that have been made around the new processes. Celerity will then connect the systems and set up the physical mapping of data tables between the two systems. We will then communicate best practices with your teams, create repeatable inbound and outbound workflows in Adobe Campaign (allowing for bi-directional movement of data) and test all functionality of the integration.
Key Benefits Achieved through the Integration
Integrating Microsoft Dynamics and Adobe Campaign will boost your marketing, sales and operations by:
- Aligning sales and marketing teams to common process for movement of leads between AC & MSD
- Saving time by only sending sales-ready leads to the sales team so they can follow-up with the best prospects
- Shortening the buying process by automatically sending leads the most relevant information at the optimal time with targeted messages
- Prioritizing leads by assigning them scores based on their behaviors with your organizations channels and communications
- Assisting in lead nurturing to develop better relationships with customers before being passed to the sales team to follow-up on
- Enhancing attribution/closed-loop reporting enabling businesses to identify reasons for success or failure as well as ROI reporting
By integrating Microsoft Dynamics 365 and Adobe Campaign, your business will see the benefits almost immediately. The power of these two systems together to automate processes and focus on the campaigns best fit for your business will not only lead to more efficient marketing and sales practices, but it will also allow the business to address new areas of opportunity.