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In the past year, marketers have
faced a remarkable amount of change. From upending their carefully
crafted marketing plans to transitioning to entirely digital
strategies and leveraging new technologies, marketers had to
skillfully adapt to a new pandemic-induced reality to meaningfully
connect with customers.
Now well into 2021 – and more than a year since the onset of the
pandemic – marketers whose organizations use Microsoft Dynamics 365
have begun to shift out of COVID survival mode and are now looking
ahead, strategizing to address the challenges of today’s new
business landscape where digital everything is here to stay. In
order to craft an impactful marketing strategy that engages
customers and impacts the bottom line, marketers should dedicate
attention to five key elements this year.
Microsoft Dynamics marketers today are using a wide variety of
marketing tactics, resulting in a wide range of effectiveness. By
examining tactics deployed in the overall strategy – including what
is and isn’t working – marketers can identify opportunities to
expand their audience engagement efforts, achieve their goals, and
better contribute to organizational performance.
According to a recent
99% of Dynamics marketers point to email marketing as the most
impactful tactic supporting overall success. Other impactful
tactics include content marketing, marketing analytics, events and
campaign automation. Ultimately, marketing leaders should
prioritize goal setting and determine the best tactics that support
With an abundance of tactics at a marketer’s fingertips, every
marketing dollar must be thoughtfully allocated. This is especially
true in 2021, as many organizations have faced pandemic-induced
marketing budget cuts in the past year. While that alone is
challenging, there’s reason to be hopeful for the future.
Gartner’srecent Annual CMO
Spend Survey uncovered 73% of surveyed CMOs expect COVID-19’s
negative economic impacts to be short-lived, meaning that while
budgets took a cut in 2020, they are expected to bounce back in
This year, it is important to evaluate marketing budgets both
realistically and carefully, while identifying the items that
contribute directly to revenue. A few buckets to consider include
marketing technology, lead generation, brand awareness and
management, content creation, and website and e-commerce.
While sales and marketing have worked together over the years,
it is no longer enough to be merely aligned. To thrive in a
post-COVID era, sales and marketing must now become integrated.
This means tools, tactics and technology must work together to
drive revenue. According to
organizations with tightly aligned sales and marketing functions
enjoy 36% higher customer retention rates. Additionally, sales and
marketing alignment leads to 38% higher sales win rates.
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