Empowering ABM Strategies With MS Dynamics Integration

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Industry

Information Technology Services and Consulting

Based In

Australia

Introduction

A leading Australia-based data analytics organization aimed to optimize its sales
processes and enhance Account-Based Marketing (ABM) strategies.

Recognizing the need for a more streamlined, data-driven approach, the organization
partnered with the experts at Grazitti Interactive to leverage Dynamics 365 to refine their
sales cadence and improve client engagement.

By integrating automated workflows, real-time insights, and personalized outreach,
Grazitti’s team ensured a seamless implementation, empowering the organization to
scale operations and drive high-value account conversions.

The Customer

The customer is committed to transforming data ecosystems by addressing core
elements – People, Data, and Insights. With over 100 consultants, they specialize
in helping businesses generate, govern, and secure data, ultimately turning it into
actionable insights.

Their comprehensive solutions drive smarter decisions, uncover new
opportunities, and enable long-term data strategies, providing organizations with
a competitive advantage.

The Context

The customer sought to optimize its sales and marketing efforts to address
inefficiencies and drive better results. The customer relied on fragmented systems that
lacked the integration needed for streamlined lead management and effective
outreach. This resulted in inconsistent approaches to managing leads and
opportunities, insufficient personalization for high-priority accounts, and a lack of
structured mechanisms to track campaign engagement and progress. Furthermore,
scalability was a challenge with no tools to maintain personalization while expanding
efforts. Additionally, limited insights into campaign performance hindered the ability to
refine strategies effectively.

The Objective

To overcome these challenges, the customer wanted to leverage Dynamics 365 to
refine its sales cadences and implement an Account-Based Marketing (ABM)
strategy. The primary goals were to establish integrated workflows for lead
nurturing, enhance personalization to engage high-value accounts effectively and
gain actionable insights to optimize campaign performance. With these efforts, they
wanted to improve client engagement, drive conversions, and create a scalable
framework for future growth.

The Solution

1

After thoroughly analyzing the customer’s requirements, our experts implemented workflow automation for sales cadences. We designed structured 21-day workflows that included automated email sequences, call follow-ups, and reminders, ensuring consistent and timely outreach.
2

Then, we developed real-time insights tools. Custom dashboards and reporting mechanisms were created to track key metrics such as email opens, responses, call completions, and prospect engagement.
3

Next, we enhanced personalized outreach. Our team utilized Dynamics 365 templates to craft tailored messaging, improving the relevance and effectiveness of communications.

4

Following this, we executed targeted Account-Based Marketing (ABM) campaigns.
- Custom Messaging :We tailored outreach strategies for key personas like analytics managers and IT decision-makers.
- Dynamic List Management :We segmented the target accounts based on engagement levels and lead scores, enabling focused efforts.
- Multi-Channel Coordination :We synchronized the email campaigns with LinkedIn outreach, ensuring consistent messaging across platforms.
5

Finally, our experts enhanced forms and streamlined data integration.
- Custom Event Forms :We pre-populated the registration forms for webinars and training sessions with user details, simplifying the process for participants.
- Lead Capture Integration :We integrated the forms with Dynamics 365, enabling the automatic routing of leads into the sales pipeline for efficient management.

The Impact

20%

Reduction in
Manual Follow-Up Time
Through Automation

30%

Increase in Email
Open Rates

15%

Improvement in
Call Response
Rates

25%

Higher Conversion
Rates From MQLs
to SQLs

Conclusion

The integration of Dynamics 365 revolutionized the customer’s sales and
marketing processes, enabling a more structured and efficient approach to lead
generation and account engagement. Automated workflows streamlined
operations, reducing manual effort and ensuring consistent outreach.
Furthermore, targeted campaigns and personalized messaging significantly
enhanced engagement, while centralized data empowered the scalability of their
sales efforts. This transformation positioned them to achieve sustained growth,
better connect with high-priority accounts, and drive measurable results.