Microsoft marshals marketing, service, social for Dynamics CRM, aims anew at Salesforce.com

Pricing details for the new modules will be announced at the Convergence conference next month

Microsoft is rolling out a new marketing automation application for its Dynamics line.
Microsoft is rolling out a new marketing automation application for its Dynamics line.

Microsoft is about to make a fresh run at its CRM (customer relationship management) rival Salesforce.com with new capabilities for marketing automation, customer support and social media monitoring.

The three components, which came about in part through Microsoft's acquisitions of Parature, MarketingPilot and NetBreeze, map in a competitive sense to Salesforce.com's Service Cloud, ExactTarget and Radian6 software products.

MarketingPilot has received a "complete overhaul" to make it look and feel similar to Microsoft's core CRM application, said Bill Patterson, senior director of Dynamics CRM and Parature. Initially, Microsoft had only provided a connector to MarketingPilot. It has also moved the product, now called Dynamics Marketing, to its Azure cloud service.

While on-premises MarketingPilot customers will continue to be supported on their current implementations, Microsoft will push all new innovations into Dynamics Marketing, which is only available as a cloud service, Patterson said. Microsoft plans to make these on-premises customers migration offers, although details weren't available.

Dynamics Marketing will feature a new drag-and-drop style visual campaign designer, which allows marketers to put together ad purchases and content placements across multiple channels, such as websites, emails and social media.

Once campaigns are up and running, the software provides ongoing analytics showing their relative success. It will be easy for marketers to make changes to their campaigns on the fly as well, according to Patterson.

Meanwhile, Microsoft has also developed a new application called Unified Service Desk. The product works with both the cloud-based and on-premises versions of Dynamics CRM.

Unified Service Desk is aimed at support call center workers who must deal with high volumes of inbound inquiries while trying to keep their interactions with customers cordial and personalized. It can pull together information from CRM systems as well as other sources, into a single view, Patterson said. It will work in conjunction with Parature's tools for self-service portals, chat and knowledge-base software.

Finally, Microsoft has formalized a name for the social media monitoring software it acquired by buying NetBreeze. Dubbed Social Listening, the software tracks mentions of brand names and products on social media, then analyzes the data with natural language processing to determine the type of sentiments being expressed.

Social Listening will be included at no charge with professional edition licenses of Dynamics CRM Online at no additional charge. On-premises Dynamics CRM users will incur an "incremental" fee if they want to turn Social Listening on; Patterson declined to provide details but said pricing for it as well as Dynamics Marketing will be announced in March at the Convergence conference.

If history and a hint from Patterson are any guide, Microsoft will likely price its new wares very competitively against Salesforce.com and others. "Dynamics CRM customers have always been amazed at the price to value delivered," he said.

Chris Kanaracus covers enterprise software and general technology breaking news for The IDG News Service. Chris' email address is Chris_Kanaracus@idg.com

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Data has the power to build or burn brands

A brand can be severely wounded by use or misuse of any of its assets and you could say data has the greatest power of all to inflict damage.

Lucy Acheson

Head of data strategy and customer experience, LIDA

Totto and your inorganic future

At Cannes Lions this year we’ve been treated to many artificial intelligence (AI) insights. It’s one of the major discourses of our time.

Richard Brett

CEO, opr

Personas of one and the rise of ‘always there’ marketing

I’ve got some bad news. The ‘always on’ marketing approach that many companies have only just fully implemented is already out of date.

Nigel Roberts

Founding partner and strategy lead, Yell

Thanks for the info! If you are looking for commercial real estate in Mumbai, visit us at Jagaha.com! We have over 20,000 verified proper...

Gizelle

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Completely agree! For the best commercial properties in Mumbai, visit our website - Jagaha!

Gizelle

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Carisoprodol is used for treatment of pain.so it has some amount of drug use it carefully . Get its complete usage and prescription from ...

jensons henry

CMO profile: The strategy behind Cash Converters brand and customer experience reboot

Read more

This is very educational content and written well for a change. It's nice to see that some people still understand how to write a quali...

mark Johnson

Digital advertising continues to dominate marketing budgets

Read more

I am a new satisfied customer with the cryptodriven darkwebsolutions company, they helped me with a very efficient crypter for my company...

Yusef

The CX thinking behind Westfield A/NZ's new brand and digital identity

Read more

Latest Podcast

More podcasts

Sign in