How to: Enable Marketo Email from Microsoft Dynamics

Your organization wants to enable the sales or customer success reps the ability to send Marketo tracked emails from inside the Microsoft Dynamics CRM (DCRM). 

What is Microsoft Dynamics? It’s a CRM/ERP platform that helps streamline and automate customer interactions, sales, and marketing workflows. It helps marketers track customer data, manage lead generation, segment audiences, and integrate marketing campaigns across various channels.

Goal: Your organization wants to track the activity/engagement with Sales/Support outbound email communications while complying with CAN-SPAM email laws. 

Prerequisite: Marketo Sales Insight is installed in CRM and Marketo.

What’s possible?

Suppose your organization already meets the prerequisite mentioned above. In that case, there are three options that your sales team can choose from to send emails and have them tracked for opens and clicks in Marketo when sending emails from within Microsoft Dynamics. Options:

• Send Emails within Dynamics Without a Template

Pros of using this approach:

• Reps can send one or many emails to their leads or contacts using a text-blank email from CRM.
• Reps can send themselves a test before sending it to a prospect or contact. 
• The unsubscribe footer can be added to these templates within Marketo before they are published to CRM. Read how.
• All opens and clicks are tracked in Marketo. 

• Send Emails within Dynamics using a Marketo Template

  To send an email to an individual in dynamics reps should follow the instructions found here.
  

Pros of using this approach:

• Marketing can customize specific templates in Marketo specifically for Sales or Support Reps to use within Microsoft Dynamics.
• Marketing can publish emails to Sales Insight for Reps to use. Read how.
• Marketing controls the templates and can lock them down so reps do not go rogue on branding. Read how.
• Sales can send themselves an email test before sending it to a prospect. 
• The unsubscribe footer can be added to these templates within Marketo before they are published to CRM. Read how.
• All opens and clicks are tracked in Marketo. 

>>Related: How to: Prevent Marketo from Creating Duplicates in Microsoft Dynamics<<

• Add Prospects from Dynamics to a Specific Marketo campaign

Pros of using this approach:

• Marketing can choose specific campaigns to publish to DCRM so Sales reps can add their target audience. This allows Marketo to remain the communication deployer, while providing Sales a streamlined way to target their audience from within Microsoft Dynamics.
• Records that are added from DCRM to Marketo campaigns have additional flow actions available for marketing customization. For example, if a person interacts with a sales email deployed from Marketo, then Marketo flow actions can create a task for a Sales rep to follow up.
• All opens and clicks are tracked in Marketo. 

Provide these instructions to sales or support folks so they can learn how to add prospects to a Marketo campaign from within Microsoft Dynamics.