Dynamics 365 for Marketing: Your Teams Can Work Together Like Never Before

Microsoft released their new marketing module for Dynamics 365 (D365) in April of 2018. This marketing solution addresses a few holes in the market that Microsoft identified. For instance, Dynamics 365 for Marketing offers an integrated event management solution and better integration with LinkedIn (a recent Microsoft acquisition). Microsoft also recognized the need to deliver better insights on marketing interactions to sales and marketing teams, while delivering seamless integration with sales and service applications.

We have seen a growing interest from our clients in the Dynamics 365 for Marketing product in recent months. Not only does the Microsoft brand lend a sense of dominance to Dynamics 365 for Marketing, it also delivers on the promise with robust functionality. With great features for planning, executing, and analyzing marketing campaigns, marketing teams have been able to get started quickly. By simply installing the module into an existing Dynamics 365 environment you can begin to build segments from your existing contact database.

Because Dynamics 365 for Marketing shares the same database that your sales team is using there is instant access to information across your business units. No longer do you have to worry about connecting and syncing a separate marketing database with your D365 system. Utilizing the power of Dynamics 365 for Sales with Dynamics 365 for Marketing, your teams can work together like never before.

Dynamics 365 Customer Journey Tool

A great example of this collaboration can be seen with D365 for Marketing’s “Customer Journey” or “Campaign Orchestration” tools. Traditionally, marketing activities are managed separately from sales activities, but with this tool you can create a Customer Journey that merges sales and marketing activities together. You may be sending marketing emails to your prospects, but perhaps you would like to put a segment of prospects through a certain cadence of email – phone call – email. Using the Dynamics 365 Customer Journey tool, and the fact the marketing and sales are on the same platform, you can configure a path for prospects to follow. This path could consist of personalized emails from marketing, but perhaps, when an email is opened, a phone call activity could be generated and assigned to a sales person for a follow up. Any follow up marketing material could then be personalized to come from the sales person.

Dynamics 365 for Marketing Lead Scoring

Dynamics 365 for Marketing also supports lead scoring models to assist in determining when a lead may be “sales-ready.” A common point of friction between marketing and sales teams is the validity of a lead score. Often the sales team is unable to determine how a lead has reached a certain score, reducing their confidence in the quality of the leads generated from marketing.

With D365 for Marketing, both teams can view the models and their conditions for full transparency between the teams. As a lead is scored, the attributes of the score can be displayed directly on the lead record for all to see.

This marketing tool is continuing to make an impact and the feature list is only going to continue to grow as the first big update was pushed at the end of October 2018. If you are interested in features like these: Marketing Calendar, Content Templates, Email Marketing, Landing Pages, Events, LinkedIn Integration, Surveys, Account Based Marketing, Advanced Segmentation, Inbound Web Marketing, Social Listening, or Compliance (Security, GDPR Consent) then reach out to our Dynamics 365 Marketing and Sales consultants to learn more!


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