One of the key focuses for marketers is generating and nurturing prospective customers and MDM can be used to manage customer interest. MDM uses the lead entity to nurture customer interest over time. The lead stores historical interactions and any related information which may include the likelihood of generating a sale. MDM has an adaptable toolset that can be moulded to a wide range of organisations and business process. MDM can cater for the B2B (Business-to-Business) domain or the B2C (Business-to-Consumer) domain efficiently.

Marketers are usually responsible for lead generation, while converting leads to customers is the domain of the sales department. Microsoft provides close integration between MDM and Dynamics CRM 2013/2015 that makes the process across the departments seem seamless and efficient. Leads are not just available in Dynamics CRM, from CRM each sales operation is promptly reflected in MDM. There are very few products in the market place that provide such effective integration between sales and marketing as MDM and Dynamics CRM.

This blog will cover the creation of landing pages for leads and also covers lead scoring models that are available in MDM. 

Leads Management can be found in MDM via Home > Marketing Execution > Lead Management

 

Lead Scoring Models can be found in MDM via Home > Settings > Rules and Models

 

Lead Scoring Models

Lead scoring models contain lead scoring rules that are used against leads generated by marketing campaigns. A lead scoring model must be created first before lead scoring rules are added to the model. A lead scoring model has rules and grades as shown below;

The lead scoring rules are displayed in the rules section while grades are shown in the grades section of the lead scoring model. Rules are separated into two types, condition and action.

The condition section allows marketers to choose a variety of fields, operators and values. The chosen field from the drop down list will determine the operator and values that are available as well as the actions that can be applied. Operator options are determined by field type and this will enable condition qualifier values to suit the rule. The action section allows marketers to define the score that will be applied to the lead that meets the conditions defined.

In the screen shot below, the lead scoring model has two rules, one for the landing page and one for the due date. Each attribute points to the lead.

Lead scoring models can have phrases, words or symbols to show lead quality and MDM can generate grades to supplement scores. To add grades to a lead scoring model, enter a grade name, ‘from’ and ‘to’ score range for the grade, and repeat the process until a set for grades have been created. In the screen shot below example grades have been entered for the lead scoring model

 

Grades can be identified as ‘sales ready’ by selecting the grade(s) and clicking sales ready icon. You can remove the sales ready grade by selecting the ‘remove sales ready’ grade icon.

 

Landing Pages

Landing pages are used to collect information from visitors to a web site. Landing pages are used to collate information about leads and prospects, to register for an event or join a distribution/mailing

list. MDM enables marketers to collect information without writing html or additional software and this information is then added to the MDM database. Landing pages work in tandem with lead management to allow marketers to create forms that can be embedded into web pages that can result in automated creation of marketing contacts, companies and leads.

Landing Pages are found in Home > Marketing Execution > Leads Management

 

The landing page form has three sections

* Behavioural Analysis

* Lead Management

* Content

 

The behavioural analysis section allows the landing page to be related to marketing entities such as Campaigns or Programs.

 

The Lead Management section enables the landing Page to automatically generate leads by ticking the ‘Generate Leads’ checkbox. When a lead has submitted the information via the landing page the fields defined in ‘lead management’ will be set on the newly created lead. Therefore, leads created from the landing page could have a medium priority or a particular status.

The content section of the landing page is used to define the content and design of the landing page. The content section has three sub sections which allow you configure the landing page;

* Layout - controls the Header, Foot and Body of the Landing Page.

* Form Details - controls the fields that will be available to populate on the landing page.

* Confirmation - allows sending of confirmation emails.

 

The form details sub section allows marketers to define which fields the visitor needs to fill out when submitting the landing page form. You can set the text for the submit button and also a redirect URL for redirecting visitors to another website after submission. The requirements area contains the fields that will be displayed on the landing page for the visitors to complete. 

The landing page form can be configured to display certain fields, set field requirement levels, group the field into a grouping on the web form and also set a description when visitors hover over the field on the landing page. In the example below, the landing page form has been configured with groupings.

 

The iFrame URL is the string that needs to be placed on a web page using the iFrame tag. This allows the landing page to be embedded in any position on the web page. You can click ‘Preview’ to view the landing page form. 

 

All landing page forms will have a security code captcha generated on each visit.

 

Notes and Take Away Points

* Leads can be imported via csv files

* Complete history of interactions with a Lead are shown in the ‘Log’ Panel, under related information menu in the Lead form.

* Recency is a parameter measuring how fresh the relationship is with the prospect. This is a key indicator to the overall quality of the lead and it is important that you set the recency rule with careful consideration and find the balance of when the lead score will be devalued. 

* MDM leads will be marked as read/unread in the leads list when created.

* The user is able to automatically associate new leads to a List.

* There is built in support for CAPTCHA.

* Leads can also be assigned automatically to a sales person by using lead assignment rules.

Conclusion

Leads are a key element in many organisations’ revenue growth and being able to nurture from marketing to sales is vital. MDM’s lead management with landing pages and lead scoring model is very focused at getting potential customers, new and existing, to interact with the business and allow sales to do their role in winning the opportunities. MDM’s tools for managing and generating leads does not require any advanced knowledge of HTML, as long as the marketers have a good understanding of the business and how leads are scored then tailoring lead scoring models is straight forward.