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Tech Insights 4 min read

What Is Dynamics 365 for Marketing?

Dynamics 365 for Marketing is one of the latest Dynamics 365 applications. Put simply, Microsoft has developed a solution ideal for all marketing teams, regardless of your company’s size. Those of you experienced with Dynamics 365 might say that the module already existed; you’re right, it did, but it wasn’t as extensive as it is now. The original version of the marketing module didn’t include everything a decent marketing department requires. So, Microsoft decided to invest time into improving it by creating a Dynamics 365 component entirely focused on marketing.

What Can Dynamics 365 for Marketing Do?

Microsoft Dynamics 365 for Marketing is a marketing automation solution developed for companies requiring more than just basic email marketing. Dynamics 365 for Marketing can help growing companies to centralize their efforts around leads that are ready to buy their products or services. By using the adaptable platform, you can align sales and marketing, make smarter decisions, and evolve to meet your objectives.Dynamics 365 for Marketing enables you to identify visitors to your online platform by tracking activities such as opening emails, forwarding forms from your marketing web pages, and signing up to events.

The marketing module helps you to improve customers’ digital engagement, thereby nurturing leads. It has wide-ranging functions to aid sales and marketing teams target and prioritize leads. The application empowers you to automate lead hand-off, and track their sales progress with shared information and connected processes. Dynamics 365 for Marketing is based on communication, sharing resources, and connecting teams to close more sales opportunities.

Integrating Dynamics 365 for Sales and Dynamics 365 for Marketing into the same platform empowers you to:

  • Generate and securely share one (true) source of information about contacts, leads, and customers to understand the impact and result of each interaction;
  • Target matched audiences using its dynamic segmentation capacity;
  • Configure multiple lead scoring models to prioritize leads across different segments of your customer base;
  • Connect and automate sales and marketing processes with customer journeys so you can maintain customer relationships and follow their progress;
  • Use seamlessly with Office 365 so you can collaborate with colleagues, leads, and customers.

Dynamics 365 for Marketing also enables you to focus on important moments in your business, such as product launches, major event or trade show planning and execution, coordinating powerful content-based campaigns, and raising customer awareness using surveys.

Here are some ways in which Dynamics 365 for Marketing could help your business.

Expand Your Business

For many companies, the biggest investment they’ll make is for the launch of a new product or the expansion into a new market. Proper planning and monitoring are crucial for a successful launch. With Dynamics 365 for Marketing, your marketing specialists are in control of your product launch campaign using customer journeys and email and landing page content to ensure that they match the message conveyed by your new product.

With website tracking, Dynamics 365 for Marketing can trigger a series of emails to users of your website who show interest in your new product or services. Reactive emails invite leads to complete landing page forms to sign up for updates about products and launch-related events.

Dynamics 365 for Marketing enables sales and marketing teams to quickly establish multiple lead identification models. Business process automation seamlessly hands-off leads to your sales team. Being able to quickly identify qualified buyers for a new product or in a new market is a crucial skill for all companies looking to bank on a return for their launch effort.

Organize Events

Many companies rely on in-person and digital events to find new opportunities and close deals. Dynamics 365 for Marketing enables marketing specialists to manage events, such as trade fairs and sponsored events, from A to Z.

With functions specifically designed for event planning, managing guest speakers and budgets, sending email invitations, handling registration, and monitoring event portals, Dynamics 365 for Marketing takes event management to a whole other level. The significant investments made in the course of event planning tied to staff, sponsors, trips, and logistics, mean that companies require a single, centralized source of information to coordinate the event and to measure its success.

Unlike most automated marketing solutions, Dynamics 365 for Marketing links the operational aspects of events with the data about guests, people registered for the event, and partners, creating a tailored event management solution.

Manage Content-Based Campaigns

“Content, content, content,” is the new mantra for many marketing specialists. Customers and prospects are always on the lookout for practical, relevant, informative content about the products and services they’re interested in. Dynamics 365 for Marketing seamlessly integrates access to content-based programs (e-books, white papers, videos, etc.) with customer journey tracking. Subscription centres, leads, and customers can choose the content they prefer.

Customer Journeys enables you to easily move leads through the campaign funnel by capturing important information about them and automatically directing them to the content they’re most likely to appreciate. In 2019, manually sending emails to potential customers just isn’t profitable. Dynamics 365 for Marketing enables each potential customer to automatically follow their own path.

Survey Customers

Personalized surveys enable marketing specialists to easily obtain information from prospects and customers about products, services, and online engagement. With Dynamics 365 for Marketing, marketing specialists can quickly create and conduct surveys to obtain insights on how to improve customer experience or create attractive offers to improve engagement with your target audience. Entirely customizable and directly linked to the Dynamics 365 database, surveys empower sales and marketing teams to better understand your customers’ needs, behaviours, and expectations. With enriched contact records, sales and marketing teams can target the right audience with dynamic segmentation, enabling them to generate communications that have been customized to the client type.

This quick overview has shown you just how versatile the new Dynamics 365 for Marketing application is. Now you have to decide whether it’s the right tool for your marketing team. This module is ideal for all business types. Whether you’re just starting out or have been around for decades, the platform will meet your company’s needs. If you think Dynamics 365 for Marketing could be a great asset to your business, get in touch with us for personalized demo.

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April 24, 2019 by Frédéric Charest VP of Marketing

Data-driven Growth Marketer with a Passion for SEO - Driving Results through Analytics and Optimization