Is event a way for you and your organization to care for and build your relationship with your customers and potential new customers?
It is through our meetings with other people that things start to happen, we enrich each other with knowledge, we exchange services, we build relationships and make new contacts. This is why events have been an important and effective way for companies to communicate new products or services, educating, building relationships and attracting new customers.
Event as a format is also a well used channel within internal communication for sharing internal information and building organizations culture.
Adapting from physical to digital event and webinars
During the past year we have seen that most physical events have been put on hold or have been cancelled due to social distancing restrictions related to the ongoing Covid-19 pandemic. This has forced most organizations to adapt to having meetings online using tools such as Microsoft Teams and other collaboration tools. Regular in-person-meetings have turned into digital video meetings and conferences which is now the new norm, at least for the time being. Some organizations have been capable to refocus and have transformed their events into digital versions with webinars and/or interviews.
Being able to easily change and renew ways of working from one day to another can be challenging, both based on having to change existing processes and current ways of working, but also by needing to evaluate and possibly change the tools we use.
With Microsoft Dynamics 365 Marketing and Microsoft Teams you will have the tools to plan, execute and follow up both physical and digital events. Microsoft Dynamics 365 Marketing have an extensive event block as a part of its core functionality. This allows you to easily get an overall view of your event and it is seamlessly connected to Dynamics 365 Sales. In August 2020 Microsoft released a public preview of a direct integration between Marketing and their event app with Teams Live events and Teams meetings. It will publicly be available in October 2020. This will open up for your organization to easily handle webinars and to be able to follow up with both marketing and sales.
Core functionality of Events within Dynamics 365 Marketing
Events are often complex projects where managing and planning an event are key functions for success. As is the possibility to follow up the long-term return of investment of an event. Below I have made a summary of how Events within Dynamics 365 Marketing can help you run successful events.
1. Plan your digital event
With events in Dynamics 365 Marketing you have the possibility to publish the event as a standalone website. The site will have information about sessions and speakers, registration and all changes made in Marketing will be reflected on the website. Also, all tracking of registrations is made automatically.
- Create and manage the event within the Marketing app. Configure your online preferences for streaming via Microsoft Teams.
- Choose between Teams or Teams Live, use the latter for a greater sense of a webinar if you broadcast. You can also choose to record the session and enable Question and Answer possibilities.
- Add your sessions and speakers. If you have sponsors you can add them to keep track of their sponsorships for each event.
- All your contacts in one place. No need for importing and exporting excel sheets from one tool to another. Easily create segments from you existing contacts, no matter whether they have been added through Sales or Customer service.
- Create your invitation e-mails and its Customer Journey, your campaign and marketing automation flow that sends out invitations and reminders. When attendees register, they automatically get an event pass or link to the webinar that they signed up for.
- You can also manage buildings and rooms for each session. And for the future physical events there is a handling of hotel logistics with rooms and bookings.
Once you are all set with the planning you are now ready to send out the invitations to your preferred segment via your Customer Journeys. Following the setting of these, they will take care of your invitation and registration flow automatically.
Often you have several tools and systems to handle events and therefore the follow-up depends on manual handovers with excel sheets and other integrations.
Within Dynamics 365 you have the perk of being able to handle the entire follow-up in one system. For customer insight you can send out surveys with Customer Voice (former Forms Pro). For analytics you see how many opened the e-email, bounces, registrations and how many that attended the event. You can also see the different Customer Journey activities for each touch point.
Since marketing and sales is integrated, salespeople can act right away on new contacts or leads that attended your event. For long term analysis after the event you can follow up and see what prospects have become new customers and compare event budget with customer revenue.
Reach out with a seamless solution
In these days most physical events are on hold for an uncertain period of time. However, you still need to reach out and communicate with and to your customers. Webinars are a great channel wherever your customers are located in the world and allows you to talk about your business's passions, benefits of a new product, service or inform about a product update.
With Microsoft Dynamics 365 Marketing you are able to execute and handle physical and digital events. Together with Teams and Dynamics 365 Sales you can create great value with a seamless solution between sales and marketing.
If you are using Dynamics 365 Sales today, why not take a closer look at Dynamics 365 Marketing. We are happy to tell you more about the functions of the system and the marketing efficiency that your business could gain by introducing a seamless solution.