GUIDE TO MICROSOFT DYNAMIC 365 MARKETING

Dynamics 365 for Marketing includes a plethora of sophisticated capabilities and comprehensive tracking of client journeys, making it significantly more powerful—and complex—than many entry-level cloud marketing solutions. As a result, it’s probably not best suited to the narrow end of the SMB spectrum, as tiny organizations are unlikely to have the need, or the resources, to fully leverage marketing’s potential.

Dynamics 365 for Marketing is a terrific toolset for mid-sized firms prepared to put a little more time and money into their marketing efforts, especially for those who have outgrown the basic, native marketing features of other Dynamics 365 apps like Sales.

Though the software supports both B2B and B2C marketing, it is often better suited to B2B marketing.

Microsoft still recommends Adobe Marketing Cloud, which is hosted on Microsoft’s Azure cloud platform, for larger firms and corporations.

DYNAMICS 365 FOR MARKETING FEATURES

Dynamics 365 for Marketing has tools that enable both the creative and data-driven parts of a successful marketing campaign.

Creating a Customer Journey

Before you start creating campaigns and generating leads, every competent marketer will tell you that you need to map out the client journey. Creating a customer journey gives you a clear picture of how a customer goes from discovering your business to learning more about your product or service, weighing their options, and then converting into a customer with a little luck and a lot of marketing sass.

Mapping out the journey from prospect to the customer helps organizations understand why they should be leaving breadcrumbs along the way to ensure that prospects continue to go along that path to purchase.

The customer journey isn’t simply a theoretical concept with Dynamics 365 for Marketing; it’s an actionable, configurable approach. The software has a drag-and-drop customer journey builder, allowing users to design an endless number of custom workflows that may be allocated to certain contact segments.

Each stage of the process can be automated to carry out a step—such as sending an email—either through scheduling or when triggered by a specific client action. These processes can be further subdivided into activities based on client responses; for example, a customer who responds to an email message will receive different messaging in the future than a customer who does not.

Businesses may deliver individualized interactions with their customers, streamline their marketing processes with event-driven automation, and easily visualize their campaigns by utilizing a bespoke customer journey.

Campaigns With Several Channels

These campaigns can be distributed across a variety of channels, with templates and design tools available to assist in the creation of professional-looking branded emails, lead capture forms, and dynamic landing pages with a focus on conversions.

There is also the option of creating SMS/text message campaigns and social media campaigns. The software connects with Microsoft Social Engagement, which comes packaged with any of the CRM apps in the suite, for greater control over social media marketing.

Event administration

The native event management tools in Dynamics 365 for Marketing are a feature that truly distinguishes it. Modern marketing is all about providing value to your existing and new customers, and if your company decides to do so by presenting in-person events such as conferences or seminars, marketing has a plethora of built-in tools to assist.

The app’s event management capabilities provide extensive capabilities for event logistics planning, such as venue and speaker administration, registrations, scheduling, and attendance tracking.

There’s even a portal management system that allows businesses to construct a customized event portal where attendees can manage their profiles, attendance, and registrations, as well as acquire all the information they need about speakers and event schedules.

Webinars

Webinars are another great way to create leads through content marketing, and Dynamics 365 for Marketing also lets you plan, organize, and conduct webinars by integrating with third-party webinar systems.

The Leader’s Management

The ultimate goal of all marketing initiatives is to produce leads, and Dynamics 365 for Marketing includes straightforward lead management features to assist in tracking, scoring, and nurturing leads more successfully.

The app employs an intelligent, automated lead-scoring system to qualify leads at each stage of the customer journey based on predetermined rules, such as email engagement, website visits, and event registration, allowing businesses to rate leads based on criteria that reflect what is most valuable to them. After that, the scoring system assigns ratings to the leads based on their sales-readiness, allowing salespeople to focus on the most profitable regions.

Lead dashboards that may be customized provide marketers with an overview of lead health based on parameters such as lead age, interactions, and pipeline progression.

Marketing users can utilize the Dynamics 365 Connector for LinkedIn Lead Gen Forms to automatically sync leads captured on LinkedIn (from different accounts) with their Dynamics 365 solution, score them, and route them either into a marketing segment or directly to the sales team.

Marketing knowledge

Analyzing a campaign’s success is an important aspect of gaining knowledge and refining marketing strategy. In addition to the lead-scoring criteria listed above, Dynamics 365 for Marketing has powerful analytical tools for collecting and analyzing data and providing actionable insights.

Dynamics 365 for Customer Insights, an Azure-based business intelligence service meant to help businesses gain an extensive and informative picture of their consumers by using data visualization tools like heat maps, is included with Dynamics 365 for Marketing. The service is connected with marketing, allowing businesses to view detailed interaction reports for every piece of content pushed during their customer’s journey from the app’s native dashboards.