Introduction

0:06 Good morning everyone, and thank you for joining us today. My name is Olivia, and I’m the Marketing Manager for Monpellier. My co-presenter today is James Drysdale, the Channel Director at ClickDimensions. James, would you like to introduce yourself and tell us about your background and expertise?

0:26 Thank you so much, Olivia. Thanks for joining, everyone. I’m James, the Channel Director at ClickDimensions. I’ve been here for about five years, working in the Dynamics and marketing ecosystem with partners like Monpellier and end-user customers, identifying how we can add value to their portfolios and tech stacks.

0:50 Fantastic. Thanks, James. I’m delighted to welcome you to our webinar “Overcoming Resource Constraints: Maximising Marketing Impact for SMBs.” The webinar will be recorded and sent to you afterwards. If you have any questions, feel free to pop them in the chat, and we’ll either answer them at the end or follow up via email.

As small and medium-sized businesses, we often face unique marketing challenges. Limited budgets, small teams, and time constraints make it difficult to achieve our goals. Today, we’ll explore strategies to maximise marketing impact despite these limitations.

Agenda Overview

Here’s a brief overview of the next 30 minutes: we’ll discuss understanding resource constraints for SMBs, explore challenges like limited budgets, workforce, and time management, and talk about maximising marketing impact. James will highlight affordable, scalable marketing automation solutions. Then we’ll run through the ClickDimensions solution, and James will demonstrate key features beneficial for SMBs. Finally, we’ll open the floor for questions and wrap up with key insights and takeaways. Let’s get started.

2:50 In the first section, we’ll talk about the challenges faced by small and medium-sized businesses. Drawing on my years of experience as a marketing manager for various SMBs, I’ll share some insights on the challenges and solutions I’ve encountered.

Marketing Challenges for SMBs

The first challenge is limited budgets. SMBs often operate on tight budgets, limiting the scope of marketing campaigns and the channels we can use effectively. Prioritising spending and focusing on high-return investments is crucial, but this can also limit our ability to test and try new marketing avenues, making it difficult to expand our activities.

The second challenge is a limited workforce. Many SMB marketing teams are small, sometimes just one or two people, responsible for everything from strategy to content creation, social media management, and analytics. This can lead to burnout and inefficiencies if not managed effectively.

4:13 The third challenge is time constraints. With small teams, time management is an issue. Marketing efforts are time-consuming, and finding enough hours to plan, execute, and analyse campaigns while managing other responsibilities is challenging.

Another challenge is wearing multiple hats. As individual marketers, balancing multiple responsibilities means time is always in short supply. This can leave little time for critical tasks like data analysis and long-term strategic planning, which are crucial for business success.

5:11 Expertise is another issue. Marketing is a broad field, encompassing SEO, content marketing, social media, PPC, and more. SMB marketing teams might not have specialised knowledge in all these areas, leading to gaps in strategy where specialists would be beneficial.

Finally, organisation and prioritisation are essential. With numerous tasks to handle, staying organised and prioritising is crucial. However, urgent tasks can often overshadow more important strategic work, leading to reactive rather than proactive marketing approaches.

6:20 Everyone in SMB marketing teams likely encounters these problems. The big question is, how do we fix them?

Overcoming marketing Challenges for SMBs

7:11 One solution is to embrace automation. Automation can ease the burden by scheduling tools for social media management, email flow automation, and CRM. Automating repetitive tasks frees up time for more strategic planning and creative work. Tasks like workflows and social scheduling can be done ahead of time and then forgotten, allowing focus on prioritising strategy and growth.

8:06 Using data to drive decisions is also essential. Delivering analytics to understand what’s working and what isn’t, and using this data to make informed decisions and allocate resources effectively, is key. Analytics can guide your strategy and help prioritise time and effort where it matters most.

8:32 Planning and prioritising tasks is crucial. Creating a marketing calendar and planning activities ahead of time helps manage workload and ensures important tasks are not overlooked. Prioritising tasks based on their impact on business goals can save time.

Continuous learning is vital for both the business and your career. Investing in continuous learning to keep up with the latest marketing trends and tools helps you stay ahead of the game. Online courses, webinars, and industry conferences can enhance your skills. Platforms like Google Digital Garage and LinkedIn Learning offer fantastic, often free, courses.

9:30 Finally, content repurposing is a strategic way to overcome resource constraints. Creating cornerstone content and repurposing it across different formats and channels maximises efficiency. For example, a blog post can become an infographic, video, or multiple social media posts.

SMBs face significant resource constraints, but strategic approaches like automation, outsourcing, and focusing on high-impact activities can create efficient marketing campaigns despite these limitations. Now, I’ll hand it over to James, who will talk more about maximising marketing impact and the tools we can use to overcome these challenges.

Automating Marketing Activities

10:29 Thanks, Olivia. Automation is indeed critical. It not only eases the burden but also ensures consistency and reduces human error. Outsourcing can bring fresh perspectives and specialised skills. Let’s delve deeper into what SMB consumers expect and how businesses should respond to meet these expectations.

When considering the customer experience, we want customers to trust us. Trust enables collaboration and development. For example, consistent engagement is key. At Monpellier, we ensure our customers are always aware of updates and tools, which helps build trust and keep us top-of-mind.

Data management is essential. Properly obtaining, storing, and utilising data to personalise engagements enhances customer experiences and builds trust. Sustainable CRM systems play a crucial role in managing this data effectively.

Real-World Examples

Let’s look at a real-life scenario to put this into practice. A customer interested in working with your organisation visits your website and fills out a contact form. The business needs to react promptly and efficiently. Ideally, this process should be automated to create a seamless experience for the customer and minimise manual errors.

14:47 Automation can pre-empt outcomes and ensure consistent, high-quality customer experiences. By automating engagements, businesses can reduce human involvement, minimise errors, and save time, leading to more consistent outcomes.

Now, let’s explore what happens once a customer engages. After filling out a form, their details should be automatically updated in the CRM system, eliminating manual data entry and errors. Automated responses and actions based on customer interactions ensure timely and relevant follow-up, enhancing the overall experience.

20:20 To maximise marketing impact, consider integrating omnichannel marketing strategies. Tools like ClickDimensions can help by providing a comprehensive solution that integrates seamlessly with your existing CRM, enabling personalised and consistent customer engagement across multiple channels.

ClickDimensions Demo

James will now demonstrate some key features of ClickDimensions, including segmentation, email template creation, form building, and automation, and how these can benefit SMBs.

22:31 ClickDimensions is fully native to Dynamics CRM, offering full automation and integration with your existing data. This ensures a 360-degree view of your marketing efforts and insights into what’s working and what’s not.

Segmentation allows you to create targeted groups based on any field, entity, or record in your CRM. This ensures your marketing efforts are focused and personalised.

The drag-and-drop email editor simplifies the creation of engaging and personalised emails. You can utilise existing data for personalisation, ensuring relevant content for each recipient.

24:49 Website visitor tracking with ClickDimensions helps you understand who is visiting your site, what interests them, and how long they stay. This data is crucial for tailoring your marketing efforts to meet customer needs.

Form-building tools allow seamless data capture and integration with your CRM, ensuring all customer interactions are tracked and managed efficiently.

27:53 In summary, automation, data-driven decisions, and integrated marketing tools like ClickDimensions can significantly enhance your marketing impact, even with limited resources. Now, let’s open the floor for any questions you might have.

28:00 Lastly, I want to highlight the event tracking capability. With ClickDimensions, you can track events such as webinars or in-person events, and this information can be seamlessly integrated into your CRM system. This allows you to see who attended, how they engaged, and follow up with relevant marketing activities.

28:15 In summary, ClickDimensions offers a comprehensive suite of tools that help SMBs maximise their marketing impact despite resource constraints. By automating key processes, personalising interactions, and providing a holistic view of customer data, ClickDimensions enables you to run more efficient and effective marketing campaigns.

28:34 So now, let’s look at some of these features in action. I’ll give a brief demo to show you how easy it is to set up and use ClickDimensions within your existing CRM system.

[Begin Demo]

28:45 Starting with segmentation, let’s create a dynamic segment based on specific criteria. We go into the ClickDimensions dashboard, select Segments, and create a new segment. We can base this on any field within our CRM, such as location, job title, or engagement history. This ensures that our marketing messages are highly targeted and relevant.

29:05 Next, let’s move to the email editor. Here, you can see the drag-and-drop interface. I’ll start by adding a header, some text, and a call-to-action button. Notice how we can easily personalise this email by pulling in data fields from our CRM, such as the recipient’s first name or their account manager’s contact details.

29:25 Now, let’s set up a simple automation journey. We start with a trigger, such as a form submission on our website. From there, we add steps like sending a thank-you email, updating the contact’s details in the CRM, and setting a task for a sales follow-up if they engage with the email. This automated journey ensures that every lead is nurtured efficiently without manual intervention.

29:47 Finally, let’s look at the event tracking feature. By embedding a tracking code on our event registration page, we can automatically capture attendance data and update our CRM records. Post-event, we can send tailored follow-up emails based on the attendee’s level of engagement during the event.

30:05 That concludes the demo. As you can see, ClickDimensions integrates seamlessly with your existing CRM and provides a robust set of tools to help SMBs overcome marketing challenges.

30:15 I hope this demonstration has given you a good understanding of how ClickDimensions can benefit your marketing efforts. Now, let’s open the floor for any questions you might have.

Q&A Session

30:25 Q: How easy is it to implement ClickDimensions in our existing CRM?

A: ClickDimensions is designed to integrate natively with Microsoft Dynamics CRM, so the implementation process is straightforward. Our support team provides comprehensive guidance and resources to help you get started quickly.

30:35 Q: Can ClickDimensions handle multiple marketing campaigns simultaneously?

A: Absolutely. ClickDimensions allows you to run multiple campaigns simultaneously, each with its segmentation, automation, and tracking. This ensures you can manage various initiatives without overlap or confusion.

30:45 Q: How does ClickDimensions help with GDPR compliance?

A: ClickDimensions includes features to help you comply with GDPR, such as consent management tools, data export options, and the ability to track and document consent for marketing communications.

30:55 Q: What kind of support is available if we run into issues?

A: ClickDimensions offers various support options, including a comprehensive online knowledge base, webinars, and a dedicated support team available to assist with any technical or strategic questions.

31:05 Q: Can we customise the email templates and forms to match our branding?

A: Yes, you can fully customise email templates and forms to align with your brand’s look and feel. The drag-and-drop editor makes it easy to create visually appealing and branded marketing materials.

31:15 Thank you for your questions. If there are no more questions, I’ll hand it back over to Olivia to wrap up our session.

Conclusion and Summary

31:25 Thank you, James. That was a great demonstration and insightful Q&A. I hope everyone found it helpful. Before we conclude, I’d like to recap some key takeaways from today’s webinar:

31:35

• Understand Your Resource Constraints: Identify the specific challenges your SMB faces, such as limited budgets, small teams, and time constraints.
• Leverage Automation: Use tools like ClickDimensions to automate repetitive tasks, freeing up time for strategic planning and creative work.
• Prioritise High-Impact Activities: Focus your efforts on marketing activities that offer the highest return on investment.
• Continuously Learn and Adapt: Stay updated with the latest marketing trends and tools through continuous learning and professional development.
• Personalise Your Marketing Efforts: Use data-driven insights to tailor your marketing messages and create more engaging and relevant customer experiences.

31:55 Remember, overcoming resource constraints is about working smarter, not harder. By leveraging the right tools and strategies, you can maximise your marketing impact and achieve your business goals.

32:05 Thank you all for joining us today. We’ll be sending out the recording of this webinar along with any additional resources we mentioned. If you have any further questions, please feel free to reach out to us via email.

32:15 Have a great day, everyone!

[End of Webinar]