Divide your challenges.

Data-driven marketing can be both simple and at the same time difficult to succeed in. So when we ask “Where are your challenges” it is because there are many approaches and problems that need to be solved and they might be related. 

Which of these 3 areas do you find challenging? 

• Strategy – in relation to what you want to achieve and the goals set? 
• Execution – a concrete challenge in your daily work, typically related to your marketing system or interaction with Dynamics 365? 
• Data analysis – Do you lack insight into your data and knowledge if your campaigns gives the desired results etc.? 

We often see the same challenges with different customers. This means we have good experience with the best solutions and can often quickly help and guide you on the right track.

Top 3 challenges 

Because all our customers use Dynamics 365 and a marketing solution, we often see the same challenges with different customers. 

• Measuring the effect on marketing activities – is it among the 3 biggest challenges in your daily life?
  (You have a lot of data that is spread in Dynamics 365 – how do we collect and measure data?) 
• Do you have to show the management the effect of marketing campaigns etc.?
  (You lack insight into data and knowledge of how to display it) 
• How qualified are the Leads you submit to the sales department?
  (So how much data does sales have on the leads you create?) 

Some facts about the 3 challenges. 

You are not alone with them. According to a Danish study from the Loyalty group, 59.5% have challenges with measuring the effect on marketing activities and 75% say they must show the effect of new initiatives. 
MarketingSherpa has in a previous survey shown that 61% send Leads from Marketing to Sales without qualifying them. 

We experience that many customers do not have knowledge of how they utilize all the data insight that is spread in CRM. In addition, your data model in CRM can also be a stumbling block to gain the right insight. It can, among other things, be solved using Power BI. 

If your tracking is set up correctly, you can effectively show which sales leads have come in via which marketing campaigns, where they are in their buying journey and thus, where in your sales funnel they are. 

By looking at your historical data, you can get an insight that very simply provides an action plan for dealing with leads in the future. 

Everyday challenges 

The challenges that you encounter in everyday life and which may mean that you do not have time to complete a campaign on time – how often do you have them? 

• The person who was responsible for our marketing solution is no longer here – a new colleague needs help! 
• It can be a web form where data does not enter CRM or that data must be passed on to other entities. How do you do that? 
• It can also be an Email template where the layout does not look right on a mobile screen? 
• People call in and complain that they have not been unsubscribed! Your subscription center needs to be updated but how? 
• Automatic flows – We should probably start using that. How do we do it? 
• [Insert your own….] 

If you often have several different everyday challenges, it can only be because you lack a slightly deeper insight into the possibilities and a short update / training will be able to solve many of these challenges. 

Hidden flaws and challenges – do you have them? 

Do you get a specific challenge or error, such as an email not being sent or a form not sending data back to Dynamics 365? These are visible and you quickly spot them and try to correct them. 

How about the hidden flaws that can become your biggest challenge in the long run. Do you have them? 

Visible errors are often quite concrete and once they are identified, we can implement a plan to get them resolved easily and quickly. Unfortunately, you only see the hidden mistakes and challenges later and worst case, you never see them. 

What are hidden flaws and challenges? 

Hidden errors are what you do not see and know about your data. If you have a regular routine of sending out newsletters, tracking behavior on your website and storing data in Dynamics 365 and data from these are never analyzed in depth, then you certainly have hidden errors, which can later lead to greater challenges. 

If you do not look and analyze data deeper than looking at click rates in your newsletters, whether there are enough registrations for an event and all new leads are sent through the same welcome flow – then you have no insight into whether you can achieve better results or worse, whether it’s the right decisions to make! 

In the worst case, you may end up qualifying sales opportunities incorrectly or too late and thus you will not realize the potential of your investment. 

So short – hidden mistakes are all about the data you have not challenged, tested and done anything different in a period of time to compare results. This can lead to challenges in the rest of your business. 

Who meets these challenges? 

Companies that have not made an overall plan to work with data-driven marketing. 

Unfortunately, we often find that many companies have not taken a position on specific things that data from marketing must contribute to or solve. 

Companies that already have Dynamics 365 integrated with a marketing automation system – but which do not analyze data and translate their data into fact-based insight on which they make decisions. 

Is your company one of them? And do you have hidden flaws and challenges? Read here how we can help you.