Breaking the Barriers of Marketing Automation with ClickDimensions
Gill Walker speaks on how ClickDimensions solves the problem of Marketing Automation for organisations of all sizes using Microsoft Dynamics 365.
This keynote was given at the Marketing Automation Summit in March 2019
Transcript of 'Breaking the Barriers of Marketing Automation in Microsoft Dynamics 365 with ClickDimensions'
So, first of all, a question for you people. We are now in 2019. What do you expect in 2019 from your marketing automation tools?
So, you want seamless integration. Great. Actually seamless integration between what and what?
Everything, pretty much. Well, CRM, automation, new data, contact centres, interface-
... probably tools, social.
Have you got anything to add to that, since you're from the same organisation?
I was going to say right from the customer and awareness phase, prospecting, right through retention and reducing tune.
Yes. You two at the back, from a different type of organisation. What do you want in 2019 from your marketing automation?
I still agree to the integration component, but also, maybe leveraging other tools that platforms provide us that we're not at the moment doing, or leveraging. I guess it's the inside piece. For us, what's available to provide or give us that beehive of all marketing activity that we're doing today, rather than still preventing process.
Great. You've got anything. You're both from Nexon, aren't you?
Yeah. I just thought different brains, different opinions, maybe. That's fine.
Intuitive interface and good reporting tools. With the email automation we're using at the moment, we have quite a few accidents happening because emails are being sent to the wrong people because of wrong queries.
So it's highly complicated at the moment. It would be nice if it would be much more straight forward to use.
I guess it's just leveraging other technologies. Not reusing those that are already existing. So we have a lot of technologies in AI, machine learning or NOP, and just ... Like he said, better interface to those already existing technologies and leverage those so you could reuse the same for your own marketing informations.
Excellent. Thank you.
You don't escape. 2019 - what do you need from marketing automation or what do people you know need from marketing automation?
I guess reducing the cost ... I mean, getting the metrics right to evaluate the cost and making sure it actually is getting the ROI that you're after. Because, there are options out there and one of the main concerns is how it works, the cost involved.
Great. Even in this fairly small group, we've got quite a diverse set of requirement. Back in the beginning of Microsoft CRM, as it was called then. This is what it looked like. What we had was everything but marketing. The early part of the first release of Microsoft CRM, which was now 16 years ago, there was no marketing. It was a CRM solution, and it did not have any marketing in it. Now, some of you might be thinking, that's weird. In actual fact, if you compared Microsoft CRM to the other technologies that were also calling themselves CRM solutions back in 2003, you would have found much the same results.
That Microsoft CRM and CRM, as it was back in the early 2000s, late 1990s, was all about customer management of the current customers and the people who were getting pretty close to being a customer. So, there's still a prospect right now, but they're well and truly interacting with us.
But, as I think everyone in this room will know, there is a lot of work required to convert the these suspects into customers, and we have quite a long and adius process. Microsoft CRM, as it was, really helps very little with that process. Dynamics 365, which is the current version, has certainly improved, but it hasn't got anywhere close to the top of that funnel. It is quite common, even today, to see organisations, who've got their CRM solution and they've got a marketing automation solution of some sort, and between the two there is what I call a pick valley. One of the big challenges that they face is getting the information from the marketing automation into the CRM tool or from CRM back into the marketing automation tool to kick off some further campaign.
So this slide is just going to run through what we typically call the people, right from the top of that funnel, all the way down. Obviously, as you get lower down, there is more probability of somebody buying from you. It is very common to have, with some of these layers, easily 1:10, and not uncommonly 1:100 or even 1:1000 of a ratio between one layer and the next layer down. I probably should be saying that the other way round, because obviously, we're getting fewer as we go down the funnel. But if you do the maths, you will know or you will see that you need an awful lot of people going into the top of that funnel in order to get any out of the bottom. Most CRM solutions, true CRM, as in sales, customer service and so on, solutions, don't help you with that lot at all.
Many prospects, in fact, are over half way through the timeline of this process before they reach out to a company at all. You will see various numbers banded around, but I've read a number of different articles that quote 57%, 58% through the timeline from that first realization of I've got a problem, through to thank you very much. Here's some dollars for solving that problem. So they are 58% of the way through that timeline. So if it was a 100 day sales cycle, for example, they are 58 days in before they even reach out at the most basic level to engage with an organisation. At that basic level, we're probably talking an interaction with the website, although it's not just going to be looking at a website, it is probably a little bit further on where they've gone to a landing page and they have given over some details that you can then use to follow up. But there's still quite a long way from actively engaging with you and therefore becoming a customer.
Now, marketing automation helps you up at this top end of the funnel. So, all of this pale green is where marketing automation kicks in. So there is none of that in most CRM solutions, but there is a lot of it in marketing automation tools including ClickDimensions. What we need marketing automation to do for us is to help us with brand awareness, to generate interest in our solution and push those prospects into consideration of our solution versus the competitors. Any questions so far, of what I've looked at?
Why does not automation and intel at the top? Another whole thing.
Because down here, for many organisations, it is the sales department that has kicked in. Now, there may be some automation, but typically, particularly in a B2B, it is harder to do the automation down here, because, at level, you're talking very much about the prospect and their own problems. Now, it is getting more and more blurred, I agree with you, but most organisations are happy to have more personalized and one on one interactions once people get down into that yellow, orange part of the funnel because they are much more likely to buy from you.
Usually, ones they're down here, they would have spent a reasonable amount of time on your website. They've probably downloaded some brochures. They've self selected to a degree, and it gets to the point where the organisation probably wants to talk to that person on a one on one and start having a, okay, Mr and Mrs prospect, your situation is ... This is how we could help you solve your problems. Whereas you could possibly do that up the chart.
Having said that, that's not to say that there isn't some automation down here. But in general, it's probably not what's called marketing automation. Does that make sense?
For example, we're in banking, and we do a lot of automation, particularly the onboarding stage, and then-
Yes. That's one of my examples.
... yeah, through the 90 days, kind of automation cycle. We use it quite a lot because in banking there is a lot of data which can trigger a lot of communication and we need all that-
We have a sales department.
Yeah, we are essentially sales, but we do a lot of automation to go on the customers through the onboarding.
What you have just suggested is actually one of the case studies that I'm going to touch on later on. It's probably a little bit blurred, and certainly, you can use some of the marketing automation tools to help you with the most sales process. But, I think, official definitions do keep the marketing automation up at the top of the funnel, and it's more sort of sales automation ones we get down towards the bottom of the funnel. Then, right down at the bottom, as it says, we've got customers and clients. But that doesn't mean that we're not further marketing to them. That we're not upselling or doing further work, which yes, maybe quite likely, a marketing automation tool could help you.
You've probably recognised this. If you are using Microsoft Dynamics 365, which is one of about 400 CRM technologies, ClickDimensions is ideal as the bridge between sales and marketing automation. I say that because it is a multi-channel marketing automation platform. I will go into it offers a little bit later on. But it really does give you that full breadth and lets you communicate with people right from the top of the funnel, or from the first point where it is feasible to communicate with them.
This slide shows you what Microsoft Dynamics 365 looks like if you don't have ClickDimensions or one of the competitors, but I'm focusing on ClickDimensions. It's when you go into marketing. So, you can see what we have got is just a relatively small amount of functionality and it is functionality that does fit lower down the funnel. So, it only helps us from what is called Marketing qualified lease, which on my funnel diagram was the bottom of the greenish color, down. That's the only support that you get, even now, with the sales components of Dynamics 365. However, ones you add ClickDimensions, you get all of these extra functionality. A lot of what you are seeing there is functionality that helps you up at the top of the funnel.
So, if you look we've got details of anonymous visitors to the website. ClickDimensions helps you with people who've come to your website at the point where all you know about them is their IP address, possibly who or what referred them to your website. We've got page views, which is a little bit lower down. So, that's individual pages that people look at. So, off the whole of your website, which pages are generating interest? ClickDimensions will answer that for you, and then of course you can slice and dice it in other ways.
How does it get the data? Does it connect with Google Analytics or do you put a pixel on that page?
It's neither of those. It's actually called a tracking token. Part of the installation of ClickDimensions you generate a token and then you put that token either ... You can put it into the overall footer of the website, which then puts it onto every page, or you can be more specific. If you decide there's a lot of pages on your website that you're not interested in, but there's just a few that you are interested in, you can put the same token just into the footer of individual pages.
It's a similar idea to Google Analytics. You mentioned Google Analytics. It also puts a tracking token either into the website footer or individual page footer. But it sends information into Google, whereas the ClickDimensions token sends the information into ClickDimensions. Makes sense?
What else have we got here? You can see that we do have email marketing, we also have other ways of communicating via text messages and social posts. We can also analyze social cliques. So you post something out on social media, that's what social post is, but then if that post has links that can be clicked, ClickDimensions can capture the information of who clicked what, when.
There is even more. Some of this is the same as on the previous slide. Some of it is different. We've got even more information that ClickDimensions is gathering to help us work up at the top of the funnel.
Putting all of that into some sort of context. We've got the same suspects, and this is our marketing automation. Here, we've got various different ways of putting stuff out onto social media, and we've got the website. This area of the slide is focusing on how can you raise brand awareness. How can you reach out to people who, right now, you don't know anything about them? In other words, you want to raise your brand to those people to generate some engagement.
Now, we've got a fourth. So these four will probably sit either on a webpage or in a social post, and we're asking people for some information, and they are voluntarily clicking on the submit button. They are giving us that information. We can also SMS them. So, ClickDimensions includes functionality to bulk SMS, and of course, we can email them. Both the email and the SMS can be, should be personalized. ClickDimensions can merge effectively, any information that you've already got in your dynamics database and can use that in an email, in an SMS, even in a survey. The survey that ClickDimensions supports can be dynamic, in that if you already know something about a prospect, you don't need to re-ask the same question. So, you could have a survey with let's say 12 questions on it, but you don't ask all 12 questions at once.
The first time the person comes to that page, you would ask, for the sake of argument, the first three questions. The next time they return to that page, you ask another three or another set of questions. So you're building your knowledge of the prospect as they come back to the website.
Can you do that with forms as well? I know you said you can do with surveys. Let's say you're on a new page on a website, can you build a profile of a returning customer rather than putting in their details?
Yes, you can. So, the one exception is probably email address, because email address is what it's going to use to tie the various other bits of information together. But, yes you can do that with forms. In fact, in ClickDimensions the difference between a form and a survey is really very small.
So, just to summarize. If you're in the awareness-raising part of the marketing funnel, these are the things that you can do, and ClickDimensions can help with all of them. Ones you've pulled the prospect down through, so they're beyond awareness-raising, and they're into the consideration, you then start using compelling emails, surveys and SMSs. As you would expect, the emails are in full rich HTML. They support graphics, links, and a whole heap of other things that people would now expect to get within a marketing email. They also have unsubscribe functionality. So, ClickDimensions supports the ability, not only to unsubscribe from everything but if you have a range of different newsletters that you send out, you can allow your prospect to subscribe to some and not others, depending on their interests. There's a lot of stuff that you can do in and around this whole area.
All of the things that we have covered can be tied together with Campaign Automation. This is where we can set it up so it does become hands-off. Here, we have a trigger, and the particular triggers used in this example are inviting somebody to an event or adding them manually into this campaign. Other possible triggers could be being added to a particular marketing list or clicking on a link. Ones it has been triggered, we can then send them an email and that is taking them to an event here. Notice here, we've got two arrows, so these are the people who are positive. So these either reply yes or click on an appropriate link. But they do what we're deeming is the good thing. The people that do that, then get a further series of three emails, followed by three further emails running up to the event, and now we've got the actual event.
If they attended the event, they now get a followup series. If they do what we don't really want them to do, in other words, they don't click, we'll set up a campaign response, that is RSVP, and then here if they don't attend the event we have a different followup series of emails for the people that don't attend. There's a lot of other things that we can do within the Campaign Automation function, but that just gives you an idea of some of the things that you can do.
Perhaps the biggest thing that is missing as an example on this slide is the weight functionality. So you can have a particular step in the process that doesn't happen until either a certain amount of time has elapsed, or a particular day or date is reached. Any questions about what I've done so far?
How is the AB testing done?
AB testing or split testing is done usually through emails
Does it have the functionality where it does like ... So say sending 5000 emails will send a 100 test?
It does. This is called split testing
So the way you do a split test email in ClickDimensions is you create the two emails, which are very similar but with one key difference, you link that to the relevant marketing list, so you know how many people are on the marketing list. You then tell it, either the percentage or the number that you want to be in the test sample, the test group, and you tell it how long to wait. So that's another example of the timer before it sends the bulk. To use your example, we've got a marketing list or a set of marketing lists with 5000 contacts. We've got our two emails ready to go. We do 100. Typically it would be the first 100 on the marketing list. But again, you can even configure that. It will send a 100 email test, split in whatever ratio you want. So it doesn't have to be 50-50.
It then waits for a period of time so that it can measure the opens, the clicks, whatever. Based on what your success criteria were when you get to the end of that period of time, it then sends the other 4900 emails and they will all get either email A or email B, whichever got the better results after the 100. Does that answer your question as to how that works?
The sequence can also have a mix of emails and text messages that are all-
Yes. Yes. These, in fact, could be email or text messages or a mixture of both.
Can you only do the AB testing through the email sending functionality or through Campaign Automation? Now you just explained that was from email sends.
So that the manual intervention, can you do it through this phase, Campaign Automation? Can you add another line and then-
I don't believe that you can do split testing through the Campaign Automation.
I haven't tested it. I'm only asking if you could do it.
Knowing what I know about how you setup Campaign Automation, I can't think how you would set it up so that the split test is done.
You could actually multiple lines going out, going to two different templates.
I can't think just looking at the symbols we've got where the actual split text would come in. Now, you could freak it a little bit by ... If we use the same numbers that we used earlier, we could do a manual send for a 100, get the results and then put the other 4900 to go straight through. But I don't believe you could do a full-on automated split test within Campaign Automation.
ClickDimensions can me and is used by a large number and a wide variety of different organisations. I'm not going to go through all of these, but I'm going to go through a few of them to give you some ideas of how different industries have used ClickDimensions.
Manufacturers use the Campaign Automation feature for ... I suppose it's variant on onboarding. But, they used emails that were triggered by somebody making a purchase of golf clubs, and that all kicked off a process that improved their customer engagement, and specifically for them, got the customers to book the preventative maintenance for their clubs. So, the ongoing maintenance that golf clubs need, was managed largely through a Campaign Automation.
Associations are possibly one of the biggest users of this technology, and they use the email and specifically the drag and drop email template editor to do membership renewals and a whole range of other things associated with boosting their membership level and membership retention.
Banking and finance, as we heard for the gentleman over here. They have used ClickDimensions for customer onboarding and upselling. Again, Campaign Automation, ones you've got to a certain point, the next step just happens, whether that's an email or an SMS or whatever.
Education institutions. These use a whole range of things, but particularly web intelligence. By being able to see which pages of the website a prospective student has visited and combining that with some of the forms where they can get download material, they can then have personalized emails or sending it out to a human being in a call centre who can have a very meaningful conversation about possible courses and a whole range of other things, because they know which webpages the student in question has visited. How long they spent on those webpages. The order that they went from one page to another. That's really really useful information, if you want to do any form of upselling, you can see where the interest lies.
So, how do you see what pages they visited before? At the moment we can only see on what page the lead form was submitted. So, what other pages ... How would I collect further information?
The way it works is based on IP address. It works retrospectively. Prior to a particular lead feeling in a form, you're right. You know very little about them, so you know that the IP address or the IP provider has visited a certain set of pages. Once they do fill in a form, you can then do reverse engineer that, that the pages that were previously visited by that IP provider. Now, that's particularly useful in the B2B environment where an IP address is often matched to an organisation. In the B2C environment, it is going to be a lot harder because a particular IP address is going to be shared by potentially a lot of people.
Different addresses are being used as well.
Sure. Yeah. I agree with you, that I think the IP address is going to become less useful, but I don't know what's replacing it yet, while people do have. This, obviously, is going to change in a hurry, a range of different devices and so on and so forth. The ability to track it back is going to get harder.
Can I ask another question?
Is there any functionality like lead scoring in there?
There is lead scoring.
Is that coming later along-
I am going to touch on it but I'm certainly happy to tell you that ClickDimensions does include lead scoring, and it's done by you assigning a score to the relevant pages and forms and surveys on a website, plus links and opening of an email and so on and so forth. So you work out the value of each of those and then it collates and totals what a person does.
Then pops up for the sales person to follow up.
Whatever you need to happen. Achieving a particular lead score could be a trigger for a campaign, it could get passed to a sales person's queue in some way, and there's probably other things you can do with it.
Fast-moving consumer goods. So all of the stuff that we buy through the supermarket and a lot of other places are another area where this sort of technology is useful. This particular example used the web intelligence to work out geographically where the most interest in the product was, based on which pages were being viewed, where, and they then combine that with a form that was on a landing page that offered a free sample. Obviously, the free sample wasn't absolutely totally free, because you have to give your email address in order to get the sample. Ones you've handed over your email address, that can then be further marketed too.
This is all of the functionality that ClickDimensions contains. I've grouped it by the sort of areas as we work down the funnel. We've got landing pages, so specific pages that either Google AdWords or LinkedIn Ads can go to. We've got Web Forms, surveys and web intelligence. They are the functionality that is useful very much a the top of the funnel. We've also got social marketing, event management, lead scoring, as I discussed. Email, SMS communication, campaign automation and reporting. At the beginning, when I went out and asked you, people, what you needed from your marketing automation in 2019, a number of you did flag the reporting and being able to pull the information together was one of the things that were important to you.
Because ClickDimensions sits completely within Microsoft Dynamics 365, it has all of that reporting and Power BI is just there for use.
Sorry, Gill, what's work intelligence, and is that part of the service subscription level or is that-
Web intelligence is who has viewed which webpages.
So it should be part of the general ClickDimensions?
The only thing on here that is not part of ClickDimensions is social marketing. That is a higher level of subscription. Not much higher, but you can have ClickDimensions without social marketing, but everything else in there is part of ClickDimensions without the social addon. Does that answer your question?
Yeah. I just haven't seen web intelligence on my platform that's why.
I think it's a label that you don't see inside ClickDimensions itself. But what you do have is the page views, the visits and ... There's a third one-
Yes. Now, they are the functions, if you like, within ClickDimensions, that comprise web intelligence.
I'm with you.
That's why you haven't seen it.
Just a question for the text messages.
Would the text message functionality be only one-way text message communication or would it even be possible to setup a sequence of emails, text messages that kind of say, if you answer this or answer that, it's like a bought functionality in-between as well?
I think, but I'm not absolutely sure, that a lot of that is dependent on which of the SMS providers you are using for the SMS messaging. ClickDimensions itself doesn't send SMSs, but there are four SMS providers that it works very closely with. From what I recall, there are different levels of functionality within those providers. So, depending on which on you go with, would depend on whether the retail and SMSs does work.
Just to quickly run through the benefits of ClickDimensions. Firstly, it is completely dedicated to Dynamics 365 or Dynamics CRM. So, if you're not using Microsoft Dynamics 365 / CRM as a CRM product, you can't use ClickDimensions. Part of the reason for that is it is totally native. So ClickDimensions itself doesn't really have a database. It leverages the Dynamics 365 database. All of the data that is generated via those various pink splodges that I showed you on the previous slide, gets put into the Dynamics 365 database. So, you don't have that valley that I talked about earlier with marketing automation over here, CRM over here, big hole in the middle that causes problems. There is only one database, and it is the Dynamics 365 database.
It also has a wide breadth of functionality. In fact, for all of the products that do work with Dynamics 365, ClickDimensions has got the broadest functionality. It's the only product that works with Dynamics 365 that will do social posting and can pull the information following on from social posting back into the database, and therefore, of course, enable you to put your social post clicks into the same report as an email open, as a webpage view and so on type reports.
ClickDimensions works very well for both B2B and B2C. Again that's one of the features of Dynamics 365. I think these numbers are up to date, and I think they are bigger than I've got on this slide. But I thought I won't go adding to them until I get it confirmed. But already, and the product only existed for about eight years, there are globally 4000 organisations using ClickDimensions and over 600 partners to help those organisations across the globe. It also has very very good value. When you look at the breadth of functionality and the cost, it's probably the best of the options. So, any other questions. You have been asking questions as we've gone along and that's great. But any other questions.
Just have one that how does it manage multiple communications to a customer. Can you tell or is there anything to ensure some of those, let's say three emails in a day or if that gets offered they don't get the next one for two months or something.
You can do that, and you do it by setting a window. So, within a particular email, when you're setting that email up one of the criteria that you can optionally build in is don't send if they've had another email within X days.
Can you prioritize that? Instead of it falling to two streams, you can prioritize one and say, well, if they're in both, get this one first and get that one next?
I'm going to say yes because there is so much that you can do, but I have to admit, I've never actually seen how you would do that. I really need to think through the logic and work out, where is the branch. What's the condition that we're creating to send group A down this path versus group B down that path. Because you can build in branching, and more so than on the Campaign Automation slide that I have, but there's another component, I suppose, of Campaign Automation that is quite simply a branch. When you add a branch to the Campaign Automation, you then add to that branch, effectively, the X statement. So something like if the last correspondent was more than a month ago, send them this way, else, either no correspondents or send them this way. That's the sort of logic.
I suspect, being honest, the answer is going to be sometimes because it is going to come down to the particular 'what is my text that makes me want to send group A versus group B'. But I'd be very surprised if the answer was a bold no. But equally, it's probably not a global yes either.
Marketo is now being integrated with Dynamics, I believe.
That's been an ongoing project for some time and I don't know how successful it is. What I do know is Marcato does have its own database. So yes, I'm sure, at least in theory, it is possible to share information. But we are sharing information between the Marcato database and the Dynamics 365 database. Whereas, because there is no ClickDimensions database, that is not necessary. Another point that I find interesting, when I'm doing this sort of presentation is you might have noticed that at no point, as a feature or a function of ClickDimensions did I talk about marketing lists. The reason for that is, strictly speaking, ClickDimensions doesn't have marketing lists. However, Dynamics 365 does have marketing lists and ClickDimensions leverages those marketing lists.
The beauty of that, compared to the majority, if not 100% of other marketing automations that will work with Dynamics 365 customer engagement is those same marketing lists can be used outside of ClickDimensions. So, we could build a marketing list, let's say pure customer service. That same marketing list could then be used for pure marketing or sales or anything else function. Even the relatively new dynamics for marketing does not have that functionality. I think ClickDimensions is the only marketing automation tool that uses the Dynamics 365 marketing list.
What does it cost?
It costs around $US650 per month. But that's organisation-wide. I have to quote it in US dollars because ... You go to our banking friends to get a conversion. But obviously, the pricing in Australian dollars varies on the exchange rate because it is priced in US dollars. Although I understand that they are putting together an Australian price list.
But you need Dynamics as well?
So that's an additional cost.
It only works with Dynamics, yes.
So if you're a Dynamics user then it makes sense. If you know what I mean.
We have Microsoft Dynamics but I don't think we have 365. I think we have an older version at the moment.
We can help you.
ClickDimensions in fact will work right the way back to CRM 2011
Yes. So, this presentation, because of where we are in 2019, was talking about Dynamics 365. But ClickDimensions works on a lot of other versions of the product.
So they're all Dynamics CRM?
Yes. Microsoft CRM, without the word Dynamics. It's so old, I think you would struggle to find it now. In fact, that slide that I had on the second slide where I showed you the whole page of the first version of Microsoft CRM was incredibly hard to find. It took me a lot of googling to find.
I think it looks like the one we're using now.
Dynamics or Microsoft CRM?
No. It's about this system, it had a similar-looking screen.
If you're using it on-premise you can still access it anywhere, anyhow.
I know. But if you have a monthly rotation tool like this, you get things that are durable.
Well, that depends ... I mean, also you see there are... That if you were writing all of the content for a newsletter and putting it together in eight hours, I would argue that's pretty good. But if by putting it together you've already the content and it's a case of well, I want that bit there, and that bit there, and this image in there, and that's taking you eight hours, I'd be a little concerned.
The thing with these, it's got templates that you can drag and drop, so you can load your template.
Absolutely. It's got, and you probably know this, but it's got four different styles and editor. Starting with the drag and drop, which is very easy to use, but it has some limits, right away through to, if you're braver than me, you can go and cut your own HTML, and so on and so forth. You've got, depending on where you sit on your willingness to do that sort of technology, there are five different email editors that you can use.
Just to finish up, before I get booed off by Privin, I am ClickDimensions Certified, and I will certainly be happy to help any of you if you think that is appropriate. Even if that's not appropriate, if you would like to keep in touch with me, you'll notice I've put some stay connected forms on the tables and I've also given many people business cards. I would love to connect with you on LinkedIn, I would love to stay in touch with you. I will now hand back to Privin.