So the Big Guy is coming to marketing sometime this quarter.
Microsoft Dynamics Marketing. A 35-country launch. Ten languages. Scared yet?
“We’re really going to capture marketers’ imaginations around our customer and marketing analytics,” said Jamie Fiorda, director of Worldwide Product Marketing at Redmond, Wash.-based Microsoft.
“Every marketer is trying to prove his value and prove his investments are making an impact. What we can do with Microsoft Excel through Power BI is truly beautiful, amazing and simple.”
Will an industry drowned in marketing software bite on Bill Gates’ old stomping grounds? Has Adobe, Salesforce, Oracle, SAP, IBM had their heyday, and will Dynamics Marketing have the SharePoint effect?
Microsoft is confident it will be case. Fiorda, in an interview with CMSWire, said the first differentiator for Microsoft is the “rich capabilities no one has.”
One of those is the analytics ability to integrate key insights data with rich views directly into Excel. It’s Workbook built on top of Microsoft’s Power BI.
“Its deep analytics capabilities allow marketers to leverage the power of Excel by attaching it to any data source,” Fiorda said. “You can imagine a world where marketers can look at their marketing investments and performance and correlate it directly over to other data sources.”
Fiorda also boasted about Microsoft’s price. As a standalone, Microsoft Dynamics Marketing, a cloud-based service, goes for $125 per user per month. There is a limit on the number of mail messages and an additional charge on each additional message but it’s a “fragment of the cost compared to what competitors charge.”
Existing Microsoft Dynamics CRM customers can add the marketing capabilities and pay $200 per user per month for the whole package.
“That’s different than what you’d see with the rest of the industry,” he said.
Microsoft is also going to get marketers’ attention with its visual campaign design console, Fiorda said.
“Marketers are going to realize, existing CRM customers of ours in particular, the value in our lead management, lead scoring and real time pass-through of lead contacts into the Dynamics CRM system,” he said.
Best for Marketing?
Can Microsoft truly excel in marketing software among so many other of its business lines, which, by the way, led to a record revenue of $24.52 billion for the quarter ending Dec. 31?