Software Platforms: Microsoft Dynamics 365 Sales, Click
The Challenge
A leading full-service home comfort company on the East Coast faced several challenges with its existing marketing system. They had been using Act! Emarketing, which lacked the automation capabilities and integration needed for seamless operations. As they transitioned from Act! to Microsoft Dynamics 365 Sales, they required a new marketing tool that could:
- Automate marketing campaigns and cross-sell services.
- Fully integrate website leads with their CRM system to reduce delays in lead management.
- Provide detailed ROI tracking on campaigns and ad spending for informed decision making.
The Solution
TopLine Results partnered with the company to implement a marketing automation solution using Microsoft Dynamics 365 Sales and Click. Key improvements include:
Cross-Sell Automation
Offering a range of home services, from oil delivery to HVAC maintenance, the company needed an efficient way to promote additional services to existing customers. TopLine Results developed cross-sell automation campaigns that targeted customers based on past purchases. These campaigns achieved an impressive 60% open rate, resulting in significant additional sales and stronger customer engagement.
Website Integration for Lead Flow
To streamline lead management, TopLine Results integrated the company’s website with Dynamics 365, allowing web form submissions to flow directly to the sales team. This automation reduced manual data entry and significantly improved response times.
Campaign ROI Tracking
By connecting marketing campaigns to leads and opportunities, the company gained clear visibility into the return on investment (ROI) of its marketing efforts. Tracking ad spend and correlating it with sales outcomes allowed their team to refine strategies and maximize effectiveness.
The Result
With a fully automated and integrated marketing system, the company has:
- Increased revenue through effective cross-sell campaigns with over 60% open rates, generating additional sales for the company.
- Streamlined lead management and shortened sales cycle times.
- Improved data-driven marketing decisions with comprehensive ROI tracking.