Dynamics 365 Marketing: Boost your campaigns

Customer Journey

The Microsoft Dynamics 365 Marketing application provides automation of marketing processes. The module includes a customer acquisition process generator, which allows users to easily build an automation process through a drag-and-drop graphical interface for actions and communication with customers. Dedicated customer journeys can depend on customer data and interactions (website visits and monitoring website usage, email opens, clicking on product information links, survey responses, event invitations responses).

Communication is carried out through channels based on the marketing consents expressed by the contact. For example, if a contact on the marketing website subscribes to an email newsletter, he or she is automatically registered as a contact record in the CRM database and assigned to a created dynamic segment. If he or she shows interest in a product in the newsletter and click on a link, the system registers him or her as a potential customer and generates an email automatically to increase his or her interest. The system allows for the assessment of further interactions with potential customers and generation of events such as creating tasks for CRM users or initiating workflows. After meeting specific process conditions, potential customers can be automatically transferred to the sales department. All interactions can be subject to reporting and analysis.

The module includes the functionality for automatic email delivery scheduling, which analyzes the customer’s interaction history (e.g., email open times) and adjusts email delivery at the most optimal time for individual customers, increasing the likelihood of email opens.

Lead Scoring

The Microsoft Dynamics 365 Marketing application allows for the creation of personalized marketing campaigns. The tool enables the design of an automatic scoring model for each potential customer (lead scoring) using demographic details, firmographic data, and interactions (e.g., email opening, website visits, event participation). Each scoring model has a defined readiness threshold for sales. When this threshold is crossed, such a lead is marked as ready for purchase, triggering subsequent events in the system.

Customer Segmentation

Segment is a system object used to define the recipient list for marketing activities. When building recipient lists (Segments), users can base them on records such as Customer, Contact or Potential Customer. The system allows the registration of the following types of segments:

• Dynamic segments provide the ability to define recipient lists through logical expressions, such as “all contacts from Poznań” or “all contacts from the Manufacturing industry”. Membership in a dynamic segment constantly changes, reflecting new and removed objects.
• Static segments allow for the definition of a static recipient list, individually selected based on a database query.
• Complex segments allow for the combination of existing (active) segments using logical operators.
• Segments can also be based on profiles or interactions.
• Profile segments based on contact profile records use data collected about a specific contact and stored in the record, e.g., company size, revenue, industry, address, etc.
• Interaction-based segments use information obtained in response to contact interactions, such as email opens, clicking on a link in an email, form submissions, or event registrations.

Lead Management

The created segments are used to direct lead acquisition processes. Through marketing activities carried out by the organization, potential customer objects are created. Potential customer objects can be created manually (e.g., through a phone call) or generated automatically by the system (e.g., in response to event registrations).

Reporting and Analysis of Marketing Campaign Effectiveness

CRM provides the capability for users to generate reports for any data from the view (with export options). For large, complex queries involving multiple tables and containing large data volumes, to reduce CRM load, it is possible to order a report generated from the database (automatically sent at specified intervals).

• Utilize the 360-degree view for active customer interactions,
• Organize meetings and webinars using a single solution,
• Plan and launch new marketing campaigns using custom templates. Manage your campaigns in real-time,
• Build custom marketing plans to gain a better understanding of customer journeys and how they vary among individuals,
• Use lead scoring models. Pass ready leads to sales,
• Send surveys and gather valuable information to create attractive offers,
• Create campaign assets: email messages, websites,
• Track and analyze customer behaviors,
• Report and analyze the effectiveness of your marketing campaigns,
• Create campaigns that combine marketing and sales for your contacts and potential customers,
• Reach the right audience using a set of segments.