Svetlin Savov: If CRM is constructed competently, the client comes

Svetlin Savov: If you mean traditional marketing when are used, generally advertizing in different media, participation in exhibitions, "cold calls", then it is impossible to tell that it consigns to the past. For some industries it remains the basic. Just now there are new opportunities to automate a lot of things in processes of traditional marketing and to combine its components with modern methods of work in the Internet and social networks.

The need for automation of marketing arises in the companies for various reasons. With business development the number of contacts increases and understanding of marketing efforts which work develops and bring more return. At this stage of the company feel need for bigger integration of sales and marketing that can be reached automation.

When amount of data in different information systems of the company reaches critical level, for example, when using the CRM system for work with contacts and e-mail service for marketing campaigns, it becomes inconvenient to work with the distributed information, and its consolidation in the single database is required. Or if specialists of the company "were enough pumped over" in marketing tools, and to them that system which is suffices not, more functional means is necessary. Also the companies which look for means for consolidation of all communication channels with the client (e-mail, the website, social networks, calls, etc.) in unified information environment that gives the chance to receive the broad picture of customer interaction aim at automation of marketing.

TAdviser: The solution which is proposed by FTS is ClickDimensions based on Microsoft Dynamics CRM. What functionality supports this solution and whether it is possible to start it parts, leaving some "for growth"? It is how simple to involve these or those tools of the solution by forces of service of marketing without involvement of consultants and programmers? The interface for ordinary users is how friendly?

Svetlin Savov: Thanks to ClickDimensions it is possible to personify bulk electronic mailings. Along with it there is an opportunity to involve social media, to create promo-pages and to keep track of behavior of potential clients, i.e. to follow a current trend in the entering marketing when not the company pursues the client, and the client comes, interested in activity of the company.

The ClickDimensions service considerably expands possibilities of the CRM system. ClickDimensions allows to automate electronic mailings and to set scenarios of mailings, to monitor visits of the corporate website, to control work with potential clients more precisely and to range contacts, to create promo-pages and registration forms, to carry out the supporting marketing, to enter communication with clients on social networks.

The interface in accuracy repeats the simple and convenient Microsoft Dynamics CRM web interface. Letters, polls and registration web forms are created by simple drag and drop of ready elements, without any programming. On a daily basis the minimum technical support which is not taking away a lot of time from technical specialists is required. Users perfectly cope with the main settings.

Implementation of ClickDimensions happens very simply and quickly in the companies which already use the Microsoft Dynamics CRM system. In a case when it is necessary to implement the complete solution "from scratch", terms increase a little, but on average do not exceed half a year depending on the number of users. A system is easily scaled if the number of users increases.

TAdviser: The fact that the solution is based on MS CRM does not exclude a solution opportunity for work in the companies where are set the Customer Relationship Management System from other developers or yet there is no CRM at all?

Svetlin Savov: The cloud service of ClickDimensions works only in integration into Microsoft Dynamics CRM, i.e. a system is necessary. The solution ClickDimensions is built in the Microsoft Dynamics CRM system, and all marketing functions become available to management from this system, employees do not need to start two applications.

In the nearest future also the option of ClickDimensions service independent of that CRM system which the company uses will be started. This solution was created first of all for small business, and combines customer relationship management and marketing tools. This solution can be used also as the only CRM system in the company.

TAdviser: May you give examples when transition to ClickDimensions resulted in some disruptive results in marketing? Select couple of bright projects? Call, please, the large companies which use this system.

Svetlin Savov: I would like to tell about two projects. The first project is implementation in the IMG company operating in the industry of sport, a fashion and media. Offices of the company are located in 30 countries of the world, including, and in Russia. In 2008 the company implemented the CRM system of Microsoft Dynamics CRM. In practice a system was used only as the tool for sellers, and marketing was automated on the third-party platform. Over time it turned out that work in two systems brought more problems, than advantage. IMG began to look for a system which is well integrated with Dynamics CRM, and stopped the choice on ClickDimensions. Now IMG uses ClickDimensions for regular e-mail mailings, generation of leads, integration with web forms and data collection, holding polls. Integration of service with the CRM system allowed to cut down expenses and time for development of additional solutions. The complete solution does work of a command on marketing more effective, and all information is going to uniform base of operational marketing data.

The second project is implementation in Hitachi Solutions IT company. Marketing data here too were stored separately from sales informations that did not leave a possibility of the full analysis. After implementation of ClickDimensions service in a CRM system the company had an opportunity to trace process of converting of the potential client (lead) in the client and to hold the relevant activities at each stage of communication. Both commands: on sales and on marketing have an information access for decision making. For example, as soon as the visitor of the website fills a web form, its data are at once transferred to the sales manager who can work with this information further. Main advantages which were got by the company: ample opportunities of use of marketing tools, the intuitive interface, i.e. the minimum training of employees, small costs for implementation is necessary.

TAdviser: In marketing process a feedback with clients, of course, is important. What modern tools of the analysis are available within your solution? Whether there is an opportunity to collect client fidbek, for example, on social networks?

Svetlin Savov: The solution ClickDimensions can keep track of behavior of the visitor on the website of the company: what pages he visited, what is the time on them carried out and, including, his behavior on social networks. ClickDimensions uses the newest technologies of search for detection of information on the potential client which is available on social networks. For example, ClickDimensions identifies a profile of potential contacts in LinkedIn and applies a contact photo from its profile of LinkedIn in the CRM system profile together with all connected information.

TAdviser: Tell, please, about those instruments of automation of marketing which are most demanded in the Russian companies now. And what, in your opinion, will purchase the increasing popularity in the future?

Svetlin Savov: Of course, the most popular solution is automation of electronic mailings. And this the first that is expected by the companies from systems such. Now it is possible to send bulk mailings, using different online services. Main advantage of mailing through own system: lack of need of data transfer on this platform and unloadings from it at efficiency analysis of mailings. Other undoubted plus – consolidation of data of a command on sales and results of marketing campaigns, activity comparison in total and vision of an overall picture for strategic planning.

Automation of marketing will react to requests of consumers. With development of e-commerce, mobile technologies, social services business needs closer integration and permanent interaction of sales departments and marketing. As it is necessary to work with important information without delay, so far it is still relevant.

It becomes more difficult to predict behavior of Internet users therefore "smart" analytical tools will be demanded. It is in the future logical to assume connection to the automation system of marketing of all communication channels of the company. For example, collecting of statistics of opening and link navigations, including services of organization of events, corporate accounts in social networks, publications in blogs.