News from ARP Ideas

Optimizing B2B Lead Nurturing: Tackling Challenges with Dotdigital & Microsoft Dynamics 365

Key problems

Let's delve into the key problems and discover practical solutions…

Lack of a single source of truth

One central pain point in nurturing B2B leads is the need for a single source of truth for customer data. Many B2B companies often need a CRM to manage leads between outdated and unsupported software. With a unified view, businesses can comprehensively understand their leads' preferences, behaviors, and interactions across various touchpoints. 

This disjointed data landscape leads to ineffective communication, missed opportunities, and a cohesive customer experience. By integrating Dotdigital with Microsoft Dynamics 365, businesses can consolidate customer data from multiple sources, creating a centralized hub that provides a complete and accurate view of each lead. This single source of truth enables more targeted and personalized lead nurturing strategies.

Inability to create personalized and relevant content

Another critical challenge is the inability to create personalized and relevant content tailored to each lead. B2B buyers expect highly customized and valuable information that resonates with their pain points and challenges. However, manually curating such content at scale can be time-consuming and impractical. 

By leveraging the integration of Dotdigital and Microsoft Dynamics 365, businesses can leverage powerful marketing automation capabilities to dynamically generate personalized content based on lead attributes and behaviors. This automation streamlines content creation and ensures that each lead receives the most relevant and engaging messages, improving overall lead nurturing effectiveness.

Difficulty matching offline and online communications

Often, B2B lead nurturing involves a blend of offline and online communications. Engagements may occur through various channels such as events, phone calls, email, or social media. However, tracking and synchronizing these interactions can be challenging, leading to fragmented customer journeys and inconsistent messaging. 

Integrating Dotdigital with Microsoft Dynamics 365 enables businesses to close the gap between sales calls and email communications. By capturing and centralizing data from both digital and offline touchpoints, companies can gain a holistic view of each lead's interactions. This synchronization ensures that the right message reaches the lead at the right time, regardless of the communication channel.

Spending excessive time on leads

Another pain point is spending excessive time on leads that may need to be more qualified. Without an effective lead scoring system, businesses can easily get caught up in nurturing leads with a low likelihood of conversion. This wastes time, resources, and misses opportunities to focus on high-priority leads. 

By implementing lead scoring models within Microsoft Dynamics 365, integrated with Dotdigital's engagement data, businesses can prioritize leads based on their level of interest, engagement, and fit with the ideal customer profile. These lead scoring models enable more efficient lead nurturing, allowing teams to focus on leads most likely to convert, ultimately driving higher return on investment (ROI).

Understanding the lead nurturing process

Before addressing the above pain points, let's first clearly understand the lead nurturing process. Lead nurturing refers to the systematic approach of building relationships with potential customers at every sales funnel stage. It involves delivering personalized, relevant content to guide prospects toward purchasing. However, even with the best intentions, businesses often need help with roadblocks. Let's explore these challenges.

Inefficient lead management

One of the critical pain points in nurturing leads lies in inefficient lead management. With a proper system, businesses may be able to organize and track leads effectively. Disorganized lead management can lead to missed opportunities, duplication of efforts, and an overall lack of visibility into the sales pipeline. To overcome this, I believe businesses can leverage customer relationship management (CRM) systems like Microsoft Dynamics 365 combined with the powerful marketing automation capabilities of Dotdigital.

Lack of personalization and targeting

In today's competitive landscape, generic messaging won't cut it. Customers expect personalized and relevant interactions throughout their buyer's journey. However, personalization and targeting can be a significant pain points for businesses. Collecting and analyzing customer data, segmenting leads, and delivering tailored content at scale can be daunting. With Dotdigital and Microsoft Dynamics 365 integration, companies can leverage sophisticated automation tools to personalize messages based on customer preferences, behaviors, and purchase history.

Inconsistent communication and follow-up

Inconsistent communication and follow-up are common pitfalls that hinder lead nurturing efforts. Failing to follow up with leads promptly can result in missed opportunities and lost revenue. Manual follow-up processes are prone to human error and can be time-consuming. By automating communication workflows using Dotdigital and Microsoft Dynamics 365, businesses can ensure timely, consistent, and personalized interactions with leads, increasing the chances of conversion.

Poor lead qualification and scoring

Not all leads are created equal. Identifying and prioritizing high-quality leads can be a challenge. Lead qualification and scoring can lead to wasted efforts and resources on leads that are likely to convert. By implementing lead scoring models within Microsoft Dynamics 365 and Dotdigital's tracking and engagement data, businesses can focus on nurturing the most promising leads where they matter most.

A disconnect between sales and marketing

Not all businesses have difficulty aligning sales and marketing teams. However, in many B2B businesses this is a common pain point that impacts lead nurturing. Miscommunication, disjointed strategies, and misaligned goals can hinder progress. By integrating Dotdigital with Microsoft Dynamics 365, businesses can foster collaboration between sales and marketing teams, ensuring seamless data sharing, effective lead handoff, and a shared understanding of customer journeys.

Measuring and analyzing campaign effectiveness

Measuring and analyzing the effectiveness of lead nurturing campaigns is crucial for optimizing future efforts. However, many businesses need help with data analysis and campaign attribution. With Dotdigital and Microsoft Dynamics 365 integration, enterprises gain access to robust analytics and reporting capabilities, allowing them to track campaign performance, measure key metrics, and make data-driven decisions to enhance future lead nurturing strategies.

Nurturing leads is a journey filled with challenges, but by addressing joint pain points head-on, businesses can unlock the full potential of their lead nurturing efforts. From efficient lead management and personalized targeting to streamlined.


ARP Ideas is now working closely with Dotdigital to help businesses of all shapes and sizes improve their lead nurturing, drive more conversations, and increase revenue. If you’re an Microsoft Dynamics 365 business or not and want to discuss your lead nurturing strategy in more detail, you can reach out to our sales team at This email address is being protected from spambots. You need JavaScript enabled to view it.

The Crucial Role of CRM Strategy in SMEs' Growth

We're thrilled to share the insights of our CEO, Ambroży Rybicki, recently featured in an Intelligent SME.tech article. He delves into the significance of a well-planned CRM implementation strategy for the growth of SMEs.

In today's competitive business landscape, customer satisfaction is paramount for SMEs. One effective way to achieve this is through the use of customer relationship management (CRM) software. However, before leveraging this powerful technology, SMEs need to understand their specific needs and devise a suitable strategy. Our CEO, Ambroży Rybicki, provides a roadmap on how to formulate an effective strategy.

For SMEs to streamline their workflows and foster sustainable growth, it's essential to adopt strategies that bolster their journey. CRM, a strategy that aids businesses in managing interactions and relationships with external contacts, including potential leads and existing customers, is crucial for SMEs. It's often regarded as one of the fastest ways to accelerate growth, leading to superior customer service and increased revenues through higher sales. But how can SMEs translate the objectives of a CRM strategy into action?

The first step towards successful implementation of the strategy in a company is selecting the right tools, including dedicated CRM software. This allows the company's objectives to be cascaded from the strategic level to the tactical and operational levels. Therefore, before deciding on a particular CRM software, it's crucial for SMEs to have a clear understanding of how they wish to utilize the system. Even with the high success rates accompanying CRM implementation, the software will be relatively ineffective unless used appropriately. It's therefore crucial for SMEs to outline their goals, identify customers, and understand their customers' journeys before developing their strategy and turning it into tangible actions through CRM platforms.

The first step is to have a consolidated understanding of the ideal customer and define their needs. This can be achieved through establishing customer profiles or creating a target market overview to ensure successful marketing campaigns. Remember that the customer is always a person and each needs an individual relation and dedicated offer. CRM, as a tool, should answer a question ‘what is the client’s story and what is our relationship with them?’

The second is to understand your offering, which is a difficult task. Your offering is not just a list of products or services. Each purchase is based on experience and lots of additional aspects regarding the client’s needs. Only when a company understands their client, do they really know the offering they can improve.

The next essential step for companies is to establish the goals for the CRM platform. Whether the business is an e-commerce store or consultancy business, it needs to be clear what the aim of the CRM data is for; from registering customers to retaining and growing a customer base. This is especially important if the CRM strategy is supported by an external IT consultancy as it would offer a customised service and approach to your business’ aims and therefore be able to advise on the best practices when planning the goals of the CRM implementation.

It is also vital to understand the customer journey. As a customer base continues to grow, there will be different buyer journeys for different customer segments so it is important to meet them all.

Now that the foundation for establishing a strategy is clear, it's important to touch upon the numerous advantages that CRM implementation brings and therefore demonstrates its importance to SMEs, including increased sales and revenue, improved customer relationships, improved decision-making, and increased efficiency.

Driving sales and revenue

Ultimately, the aim of a CRM strategy is to drive the growth of both sales and revenue through the attraction of new customers and the retention of existing ones. With a CRM strategyin place, SMEs can effectively manage their customer relationships, leading to increased customer satisfaction and loyalty, which in turn drives sales and revenue.

Enhancing customer relationships

A CRM strategy allows businesses to understand their customers better. By tracking customer interactions and analyzing this data, businesses can gain insights into customer behavior and preferences. This enables them to tailor their offerings to meet customer needs, thereby enhancing customer relationships.

Improving decision-making

With a CRM strategy, businesses have access to a wealth of data that can be used to inform decision-making. This data can provide valuable insights into customer behavior, market trends, and business performance, enabling businesses to make informed decisions that drive growth.

Increasing efficiency

A CRM strategy can help to streamline business processes and increase efficiency. By automating routine tasks and providing a centralized platform for managing customer relationships, businesses can save time and resources, allowing them to focus on their core business activities.

In conclusion, a well-planned CRM implementation strategy is crucial for the growth of SMEs. As our CEO, Ambroży Rybicki, points out in his Intelligent SME.tech article, understanding your customers, defining your goals, and utilizing the right tools are key to a successful CRM strategy. By doing so, SMEs can reap the numerous benefits that CRM implementation brings, driving their growth and success in today's competitive business landscape.

In conclusion, a well-planned CRM implementation strategy is crucial for the growth of SMEs. As our CEO, Ambroży Rybicki, points out in his article published by Intelligent SME.tech, understanding your customers, defining your goals, and utilizing the right tools are key to a successful CRM strategy. By doing so, SMEs can reap the numerous benefits that CRM implementation brings, driving their growth and success in today's competitive business landscape. For more insights from our CEO, you can read the original article on Intelligent SME.tech https://www.intelligentsme.tech/2023/06/21/the-importance-of-crm-implementation-strategy-for-the-growth-of-smes/

Maximizing the Value of IT Consultancies: Insights from Our CEO

We're excited to share insights from our very own CEO, Ambroży Rybicki, who was recently featured in a Business Leader article. In the piece, he provides a comprehensive guide on how businesses can effectively collaborate with an IT consultancy.

In the current digital era, businesses across various sectors and sizes depend significantly on technology to stimulate growth, enhance efficiency, enrich customer experience, and secure a competitive edge. To achieve this, the right strategy and team are crucial. It's no secret that managing and optimizing intricate IT systems and developing everyday business solutions can be challenging. This is where the role of IT consultancies becomes invaluable.

As Ambroży Rybicki explains in his Business Leader article, partnering with an IT consultancy can significantly lighten the load for many businesses. They offer expert advice and support in navigating the tech landscape, allowing business leaders to concentrate on their core business goals and daily operations.

IT consultants often operate behind the scenes, but their contribution to powering businesses is critical. Their work is an essential component of business success, especially in a challenging economic environment where businesses need to maximize the potential of their IT teams. The difference they make can be the deciding factor between a business thriving or struggling.

So, how can businesses engage effectively with IT consultants and extract maximum value from them? Here are some key takeaways from our CEO's article:

Identify Your Business Goals

Before initiating a partnership with an IT consultancy, businesses must have a clear grasp of their own objectives. This process should begin with introspection on current challenges, identification of potential improvements, and outlining the goals they aim to achieve through the consultancy.

Whether the objectives involve streamlining operations, enhancing cybersecurity, optimizing cloud usage, gaining deeper customer insights, or improving customer service, articulating these goals is crucial. Once you comprehend your objectives and current pain points, you're in a prime position to collaborate with a consultancy that can offer customized solutions aligning with your business needs.

Do Your Homework

The team behind the consultancy is what makes the difference. Spend time researching and assessing all your options before making a decision. Look for consultancies with a proven track record, relevant industry experience, and a comprehensive range of services.

Evaluate their expertise in specific technologies, their certifications, and testimonials from previous clients. Most consultancies will have a section on their website showcasing their past work, including the challenges faced, the approach taken, and the solutions provided.

By conducting thorough due diligence, you can compare consultancies and determine which one is the best fit for your business.

Maintain Open Communication

Effective communication is the bedrock of a successful partnership with your consultancy. In the consulting world, there's no such thing as "overcommunication". Establishing open communication channels from the beginning is crucial if you want to extract maximum value from your partnership.

Clearly communicate your expectations and budget constraints from the outset, and hold your consultants accountable by regularly checking in on project timelines and progress.

Be open to the consultancy's feedback and recommendations. They're there to advise you on what is required, so be open to input, challenges, and collaboration. Open dialogue ensures alignment of all parties, fostering an integrated relationship focused on achieving the same goals.

Define a Clear Scope of Work, But Stay Adaptable

Consider your consultants as an extension of your IT team. The advantage of outsourcing is that you can bring in a dedicated team with the required expertise to successfully run a project without the need for training or calling on other resources within the company, and at a fraction of the cost. However, this requires a clear scope of work or at least openness to suggestions from consultants regarding the scope. Nevertheless, direction from businesses is critical.

Part of this scope of work involves being clear about your budgets from the start. Be sensible. In an uncertain economic climate, businesses must be able to financeall the projects they set out to complete, for them to be successful. Therefore, instead of working on multiple projects simultaneously, ensure that you focus on one project at a time so each can be executed properly.

Next, outline specific tasks, deliverables, and milestones that need to be achieved – essentially a roadmap so both parties are aligned. However, remember that this scope of work will need to be flexible. If you’re unsure that the project scope you have defined will be the best, you should openly discuss it with your consultants to determine the Most Viable Product, and then expand the functionality once the most desirable ones have been implemented.

Regularly reviewing and revising the scope of work will be necessary for accommodating any changes or evolving requirements throughout the project.

Learn from Your Consultants

Remember that when you outsource an IT consultancy, you’re investing in your own understanding and knowledge sharing. Working with consultants not only solves immediate challenges but also represents an opportunity for knowledge transfer.

Encourage your consultancy to document their processes, best practices, and recommendations. With this valuable knowledge, teams can learn from consultants and be empowered to leverage this information moving forwards. By making a conscious effort to learn about the processes behind each project, you can build out your own internal capabilities and reduce dependency on external consultants in the long term.

Evaluate and Provide Feedback

Regularly evaluate consultants’ performance and provide constructive feedback so that you get the most out of your investment. As well as monitoring progress throughout the project, evaluate the value they have delivered against the agreed objectives and milestones as you reach the end of the project.

But remember, feedback is a two-way street and you should be open to receiving feedback from the consultancy as well. With this, you can then identify areas for improvement, refine your engagement strategy and build a stronger partnership moving forward too – if you decide to outsource teams for other projects.

Engaging with an IT consultancy can be a transformative experience for businesses, but remember that to get the most value from your investment, you need to research, communicate, learn, remain flexible and evaluate throughout.

Engaging with an IT consultancy can be a transformative experience for businesses. As our CEO, Ambroży Rybicki, points out in his Business Leader article, to get the most value from your investment, you need to research, communicate, learn, remain flexible, and evaluate throughout.

Source: https://www.businessleader.co.uk/how-to-engage-with-it-consultancy-guide-for-businesses/


How cloud transformation can support your startup’s growth

We are excited, that Startups Magazine published article by our CEO Ambroży Rybicki. Articke explores the critical importance of company culture in driving the success of startups. While many entrepreneurs and business leaders focus on external factors like product development, customer acquisition, and fundraising, they often overlook the internal environment that fuels their team's performance.

The article highlights several key strategies for creating a positive and productive company culture. First and foremost, Ambroży emphasizes the need for strong leadership and clear communication. Leaders must articulate a vision for the company that inspires and motivates their team, while also providing regular feedback and recognition to keep everyone on track.

Another critical element of a healthy company culture is a commitment to transparency and accountability. Leaders should be open and honest with their team members about the company's goals, challenges, and progress, and should foster a culture of constructive feedback and collaboration. This includes creating opportunities for employees to share their own ideas and perspectives, and encouraging cross-functional teams to work together to tackle complex problems.

Ambroży also stresses the importance of work-life balance and employee well-being. In order to maintain a productive and engaged workforce, leaders must prioritize their employees' physical, emotional, and mental health. This means providing resources and support for mental health and wellness, offering flexible schedules and remote work options, and creating a culture that values work-life balance and time off.

Finally, the article highlights the critical role of diversity and inclusion in building a successful company culture. By actively seeking out diverse perspectives and backgrounds, and creating a culture that celebrates differences and promotes equity and inclusion, leaders can create a team that is more innovative, creative, and resilient.

In conclusion, the article argues that company culture is not just a "nice to have" for startups, but a critical element of their success. By prioritizing leadership, communication, transparency, well-being, and diversity, entrepreneurs can create a workplace environment that fosters innovation, collaboration, and growth.


Start using Power BI and streamline data analysis in your business

Microsoft Power BI is a suite of Business Intelligence (BI), reporting, and data visualization products and services designed for individual users as well as entire teams. Power BI is also part of the Microsoft Power Platform, which you can read more here.Power BI features include improved publishing and distribution capabilities, the ability to display interactive dashboards, provide insight into a wide variety of information through a single window, and convenient integration capabilities with other Microsoft products and services.It is a tool that allows you to easily get to specific data using the right filters, combining and consolidating data, thus allowing you to get a full view of how your business is performing. There are many different data sources that can be integrated with Power BI, such as SQL databases, Microsoft Dynamics environment, or data coming from file servers such as Excel.It is worth noting that Power BI navigation dashboards are not limited to pulling data from Microsoft tools. There are a number of data connectors available that allow integration with various cloud-based solutions. It is also possible to connect to legacy applications using a REST API.

Why should you start using Power BI?

Quick start

Standard configuration is straightforward, and with pre-configured dashboards for services such as Microsoft Dynamics, Google Analytics, and Salesforce, you can get a convenient view of your data very quickly.

Streamlined data publishing and distribution

Data analysts can push reports and data visualizations directly into Power BI without the need to upload them to a shared drive or send emails.

Real-Time data

Dashboards update in real-time as soon as data is uploaded. This gives you constant insight and the ability to quickly identify and resolve issues. Data sources can include sensors in the factory, social media, or anything from which data can be collected and transmitted.

Customizable navigation

The app navigation experiences feature gives those responsible for creating reports the ability to customize the navigation to help viewers find content quickly and easily understand the relationships between individual data or entire reports.

Customisable security policy

Report creators can set row-level access filters to ensure recipients only see data that is relevant to them, reducing the risk of inappropriate people seeing data they shouldn’t.

AI support

Power BI users can use image recognition and text analytics, create Machine Learning models and integrate with Azure Machine Learning.

Data integration

Every organization needs to work with data that comes from a variety of resources, which may be in different formats. With Power BI, information is integrated and standardized in one place.

Data presentation

With Power BI, processed data can be conveniently visualized using visualization tools. The use of dashboards and report templates helps in the effective presentation of data. Visual reports help business users make better decisions based on a full understanding of the data.


Which Power BI license should I choose?

The range of Power BI functionalities varies significantly depending on the license you choose. That is why we have decided to present the most important ones in order to help you make an optimal decision.

Power BI Desktop (free license)

Power BI Desktop is a free license that allows users to connect to data sources, analyze data and create reports. This license is aimed at individual customers who want to create reports for personal use and do not need to share content with others via a cloud service.

  • build reports in Power BI Desktop (on a local computer)
  • export data to tools such as Excel, Power Point or a .pdf file
  • building data visualization
  • storing data and reports in a dedicated workspace in the cloud within Power BI up to 1GB per user
  • integration of multiple data sources

Power BI Pro

The biggest difference between Power BI Desktop and Power BI Pro is the ability to collaborate with other users. Power BI Pro allows you to distribute reports and data visualizations to other Power BI subscribers across your organization. Power BI Pro is sold in a per-user model, and the capabilities of this tool are best suited to small and medium-sized businesses where users need to create, share and view reports from other users.

  • Share data and reports with other users who have a Pro license,
  • cloud storage of up to 10GB per user,
  • ability to export reports to a website or SharePoint site

Power BI Premium

Provides an organisation with space and capacity in the Microsoft hosted cloud for sharing reports. The organisation can decide how to use the dedicated capacity, allocating it based on the number of users, workload needs or other factors – and scale up or down as needed.

  • the flexibility to publish reports across the enterprise, without having to license audiences individually for each user
  • greater scale and performance than shared capacity in Power BI
  • the ability to maintain on-premises BI resources with Power BI Report Server
  • Single API footprint, consistent set of capabilities, and access to the latest features for embedded analytics
  • No user/month charge
  • As part of the subscription, the organization receives access to shared, dedicated disk space up to a maximum of 100TB
  • Power BI Desktop users receive the ability to view and analyze reports published by Pro license users

Power BI Premium per User

This is a fairly new license that was enabled by Microsoft in April 2021. It combines the benefits of a Power BI Pro license and a Power BI Premium subscription. It allows access to the capabilities and functionality of Power BI Premium, without having to pay full amount per month for the entire organization.

  • access to shared disk space up to a maximum of 100GB per user
  • fee model of $20 per month per user
  • full range of Power BI Premium functionality


Power BI is a tool with enormous possibilities, thanks to a rich library of fully customizable data visualizations the user can present data in many different ways.Thanks to the customized visualization SDK the user can create many interesting and useful visualizations. These can be tested and debugged in real-time and can be scheduled into redistributable ready-to-use visualizations that can be used across all Power BI products. Visualizations created in-house can be shared with clients and customers.

Want to implement Power BI in your company? Contact us!

Contact us using the form HERE, call us at +48 61 624 86 40, or e-mail  This email address is being protected from spambots. You need JavaScript enabled to view it.. We will be happy to talk about the possibilities of Power BI in the context of your company.