Take a new approach
B2B companies must move away from their legacy approaches based on large, relatively impersonal data analysis and move to solutions that unify relationship data across the full customer lifecycle. That way, they can gain insights that help build credibility and trust with buyers. They can run multi-channel campaigns to increase sales-ready leads, create personal experiences, and use guided process and AI to anticipate and respond faster to customer needs. They can build the ongoing, high-quality relationships that are necessary for long-term success.
Four principal goals
Turning prospects into engaged customers is a process. In order to achieve these goals, organizations must focus on 4 key priorities:
- Nurture more demand
- Personalize buyer experiences
- Build relationships at scale
- Make insight-driven decisions
- Each of these drives results by using deep reservoirs of data in making technology feel more human.
Nurture more demand
Relying only on conventional, basic email marketing as the primary source of leads is simply not effective enough. In fact, the more focused and demanding the customer universe is, the more essential it is to gain deep insights into what those customers expect. Northrop & Johnson, a leading global yacht brokerage, competes for multi-million dollar customers using technology its industry has been slow to adopt. Using Dynamics 365 for Marketing has created a decided competitive advantage: Vital insights into their customer base have helped to drive a 70 percent increase in charter sales.
In any industry, companies need to generate leads across multiple channels, nurture large numbers of leads while prioritizing each one, and use data-driven insights to deliver leads that are sales-ready. Nurturing more demand is critical to growth.
Dynamics 365 for Marketing helps generate, nurture and prioritize sales-ready leads.
Personalize buyer experiences
It’s time to end friction, inconsistencies, and the “do you know who I am?” part of the customer experience. Companies can acquire a holistic view of buyers, predict buyer intent, and orchestrate a connected, personalized journey for customers.
Dynamics 365 for Marketing enables you to personalize buyer experiences and predict buyer intent.
Build relationships at scale
Mutually beneficial relationships don’t simply happen with more data. Companies need to build credibility to establish and grow relationships with customers.
Together, Dynamics 365 and LinkedIn enable the company to have increased information about, and impact on the sales relationships that are added to its sales pipeline, even as that pipeline experiences exponential growth month over month.
Dynamics 365 for Marketing helps you build relationships at scale.
Make insight-driven decisions
Here’s where sales and marketing can truly align: utilizing data to uncover insights that lead to better-informed decisions throughout the sales process. This can improve performance, empower employees, and enable the company to gain increasingly effective strategic insights.
Dynamics 365 for Marketing enables you to make insight-driven decisions to improve performance, empower employees and gain strategic insights.
Aligning sales and marketing: The intelligent way to succeed
It’s possible to create exceptional experiences, drive more qualified leads, and increase revenue if an organization has the vision, process, and technology to harness all the data available. This requires high-level technology with well-defined business goals and sales and marketing applications fueled by keen intelligence. We have a compelling offering to accomplish just that with Microsoft Dynamics 365.
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