Michell Instruments case study

dotMailer's Microsoft Dynamics CRM integration transforms the way two sales and marketing teams work together

Michell Instruments is a leading international supplier in the field of moisture and humidity measurement devices.

It's a highly niche, highly competitive B2B marketplace, and one that Michell Instruments (MI) has built its reputation in over the last 35 years, growing to become a global business with offices in 9 countries.

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The challenge was one shared by so many businesses, on some level or other:

With offices all across Europe, how could they centralise their customer information and their marketing operations, and save the organisation an awful lot of time and inefficiencies?

Microsoft Dynamics CRM provided the solution for centralising customer information. But the critical piece to the marketing puzzle came with dotMailer's Dymanics integration.

As soon as I discovered dotMailer had released an integrated solution for Microsoft Dynamics CRM, I knew we had an opportunity to change the way we do things and make significant time and resource savings.

 

 

dotMailer's integration with Dynamics CRM was one of only a very few we found that offered a 2-way feed and let us do what we needed to do: feed our CRM customer data into our email campaigns and feed our marketing data and reporting back into CRM.

View live campaign reports within Dynamics. Select campaign activity to view...
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The sales force becomes self-service

The first change the team at MI realised was within their sales force.

Connecting Dynamics to dotMailer was empowering the 20-strong sales team to pull their own marketing reporting and get the data they needed on their leads – when they needed it. They no longer needed to request from or rely on the Marketing department to provide critical marketing reporting that that could help them step up and win sales.

I was always impressed by dotMailer's email reporting tools says Mark.

Having dotMailer's reports available directly in CRM meant I could provide access to this highly detailed reporting at customer level across all our European offices and sales teams.

The Connector itself, it's great. It does exactly what is says on the tin.

The marketing team saves time

The next tangible outcome of the dotMailer Dynamics CRM integration was a huge saving in time for the MI marketing team.

The team sends around 5 different email campaigns per month which meant a lot of manual data work. Before the connector, the marketing team invested valuable time in exporting data from their previous CRM into dotMailer and back again for each campaign. The integrated dotMailer solution ended that headache in one fell swoop.

Now all their data is synched automatically, enabling the marketing team to forget about juggling data and focus on producing effective creative, and targeted content.

The last word goes to Mark.

I can't fault the installation process and tech support we received from dotMailer. We needed just a one hour walkthrough from the friendly techie who completed the dotMailer integration for us. After that we were up and running and we haven't looked back.

See the dotMailer Dynamics CRM connector in action..
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