Dynamics 365 for Marketing – One Solution for Successful Performance

From scattered to centralized marketing information

When your team members share one source of company marketing data, they are less dependent on each other for exchanging and updating information. Having all the details of marketing activities at hand, marketing teams work more coherently and effectively.

From time-consuming manual processes to effective marketing automation

If you want to achieve automation of daily processes that can be triggered without the direct participation of your marketing team, you will find Customer Journeys in Dynamics 365 for Marketing particularly valuable. Imagine that your team members have a board game where they map out a customer journey from different elements (customer segments, actions, triggers). They decide how the journey unfolds depending on a customer’s reaction to a marketing action.

For example, they may follow up with a reminder if a customer hasn’t opened an email with a discount coupon in three days. The great advantage of setting customer journeys in Dynamics is that once a journey for a marketing campaign has been created, it starts automatically as scheduled. This saves your team time for other tasks requiring their direct involvement.

From targeting the whole pool of customers to focusing on specific customer segments

Dynamics 365 for Marketing delivers customer segmentation for your marketing team to tailor the communication to customers’ needs and interests. Before launching a campaign, marketers think over its target audience, create a relevant segment and win customers’ trust by communicating with them at a new quality level.

Let’s say a chain of beauty salons is planning to run a number of workshops presenting their new treatments. With Dynamics 365 for Marketing, they may start out with filtering active customers for the last three months and further segment them based on gender and age. In this way, they make sure they have nailed it with offering a specific treatment to the right audience instead of disturbing the whole client base with irrelevant invitations.

From standard to customized templates of emails and marketing pages

Microsoft Dynamics 365 for Marketing comes with predefined templates for different types of emails (abandoned shopping cart reminder, feedback request, holiday greeting, etc.) and marketing pages (contact capture, event registration, newsletter subscription, etc.). Still, you may naturally want to optimize the process of launching future marketing campaigns and create templates customized in line with your corporate style from the very start. Your marketers are free to do it in the core marketing unit. Besides, they won’t need to repeat the same work every time – they may store customized templates and use them in campaigns ever since.

From traditional to new marketing channels

Used to well-known channels of marketing your business like emails or advertisements, you may be overlooking an interesting way to showcase products or services – events. Some of the possible ideas are exhibitions, lectures, runway shows, and presentations. While you are deciding if it is worth engaging this marketing channel, you need to know that arranging an event with Dynamics 365 for Marketing is more than convenient. The team members participating in the preparation keep all event-related information in one place. Thus, they are always abreast of updates made by their colleagues. Similarly, they don’t need to rely on memory or paper notes to take all details into account. The actual complete information is always in full access in their Dynamics organizer.

From relying on your opinion solely to listening to your customers

We wonder if a company can have a true and fair picture of customer satisfaction without gaining their first-hand feedback. While it is possible to evaluate the quality of products the company sells or the services it provides, many questions (specific for each particular business) remain. For example, are customers satisfied with the product assortment (for retail business)? Is it easy for them to make an appointment (for any service company)? Is room service maintained at a high level (for the hospitality industry)? Asking customers to share their experience is the simplest and most effective way to get answers. Dynamics 365 for Marketing has a solution – Voice of the Customer – where you can create surveys. Further, they can be integrated with events, emails, and customer journeys. A customer’s survey responses not only reveal possible flaws and serve as growth points for a business, but they also can be of great help while processing this customer’s service requests and cases.

From brick-and-mortar to online representation of a business

Even if you are not planning to sell online, launching a portal has quite a number of benefits that are united by a common idea – to build a community with your customers, partners and team members. As Dynamics 365 for Marketing includes the full portal capabilities, you can easily go online and fill in your portal with the information interesting and useful for your target audience. There, your customers may register for events, partners – read your success stories, and employees – get familiar with corporate announcements.

From awaiting to generating leads from marketing activities

Dynamics 365 for Marketing gives your sales team an opportunity to streamline the process of generating leads from marketing pages. For example, they can engage with website visitors who have subscribed to a newsletter. To make the process of generating and nurturing leads even more effective, the app allows for setting lead-scoring models. The idea implies that you define rules for how leads are scored depending on their activities, interactions or over time. In sum, you can get leads automatically generated and scored by Dynamics 365 for Marketing, and further focus on working with them efficiently. Additionally, Dynamics has a connector to LinkedIn Lead Gen enabling you to collect leads from ads in LinkedIn.

From guesswork to informed marketing decisions

There is one more aspect to cover in order to justify us calling Dynamics 365 for Marketing an all-encompassing marketing app. Its embedded analytics is the key to understand how marketing activities resonate with the audience, what works best for them and what can be excluded from the marketing strategy. Dynamics 365 for Marketing tracks KPIs for its every unit (email management, customer journeys, etc.) to provide you with insights into customer behavior and lead you to data-driven marketing solutions.