Dynamics 365 Marketing Implementation

Build Nurture Campaigns

In the new Marketing app, take email to the next level by making the experience a ‘journey’.

Nurture campaigns might last a week, or several weeks – with actions being triggered as recipients respond and interact with your emails (or not, as the case may be). Lead nurturing helps you to build relationships with your customers by making it possible for you to send small, but highly relevant communications. Map out each journey by dragging toolbox tiles onto the canvas. Here you can define the process by prompting actions in response to certain tracked behaviours.

For example, start a journey by dragging in a segment of contacts. Let’s say for example, that these are individuals who have all previously downloaded a whitepaper on the same topic from your website. Next, create and send a communication to this group which suggests they visit a particular landing page to download a resource that might be of interest to them.

You could then set-up a trigger rule to check if the recipient has carried out the desired action within a specified time-frame. You could for example, send a reminder email one week later if the recipient hasn’t opened the original email or hasn’t clicked on the download link. Alternatively, if they have clicked on the download link, you could trigger an immediate ‘Thank You’ email, which could be followed up one week later with a follow-up ‘Do you have any questions’ email.

Design Emails

With an easy to use drag-and-drop editor and 50+ email templates which can be personalised, Dynamics 365 for Marketing provides a simple way for you to communicate with clients and prospects. Adjust the layout by cloning, customising or reordering blocks, or place further blocks for text, images, dividers, buttons and other components.

There is also the option to dynamically personalize messages by using the field look-up function within the text editor. For example, why not kick-off your email by using the first name of your customer? With all of your information sitting within one platform, you can avoid complicated configuration or synchronization, since the full table of contact fields is available out-of-the-box.

Lead Scoring

Identify the prospects that are ready to pass on to the sales team by utilising lead scoring models.

Choose what is of value to you from a selection of behavioral data, demographic data or actions that your visitors have taken (e.g. opening emails or submitting web forms).

Assign a specific score to each action depending on its importance. Once a score target is reached, the lead will be defined as being ‘sales ready’.

The Dynamics 365 for Marketing app allows multiple lead scoring models to be applied concurrently whereby several factors will determine the sales readiness of leads. For example, one model could be based on a specific target profile (e.g. business owners in the UK), while another scoring model could be focused on interactions. Only when the score targets from both these models are met will a lead be classed a 'sales ready'.

Event Management

Dynamics 365 for Marketing includes a pre-packaged Event Management module that enables organisers to handle the administration and logistics of registrations, sessions, speakers and venues in one place.