Dynamics 365 for Marketing

Using Dynamics 365 for marketing allows you to capture details of customer communications and interactions, then store this data in one place and utilise it within targeted marketing campaigns. This is known as a closed-loop marketing system; this provides the opportunity for in-depth analysis to improve the effectiveness of future campaigns. Dynamics 365 for marketing lets you effectively create, manage and nurture leads.


Dynamics for marketing allows you to achieve effective consumer segmentation from one platform through the use of segments.

Segments can either be dynamic, static or compound:

  • Dynamic segments: Demographic and firmographic segments are examples of dynamic segments. They are set up by using logical expressions (i.e. all contacts in Sydney). Membership in dynamic segments changes constantly in order to reflect new or removed contacts or updated contact information.
  • Static segments: This is a static list of contacts that are selected on a per-contact basis rather than being created through field values. Marketers and salespeople might create these lists based on private knowledge or offline interactions.
  • Compound segments: Combine both existing segments using logical operators.

Segments based on profiles or interactions

You can base segments either on profiles or interactions/behaviour. Both of these segments query the profile records stored in the marketing-insights service.

Profile segments sync between your Dynamics 365 organizational database and marketing-insights service. They include all the entities you normally work with in Dynamics 365 UI including:

  • Contacts
  • Accounts
  • Leads

And any other entities that you choose to sync.

Behavioural segments are generated automatically and related to a specific contact record. Interaction records are assessed to generate various insights displayed in the Dynamics 365 Marketing UI. However, they do not sync with the Dynamics 365 organizational database. These segments are generated through contact interactions such as:

  • Opening an email
  • Clicking an email link
  • Submitting a form
  • Registering for an event


Workflows are an area of Dynamics that typically run in the background applying automation capabilities to processes. These are commonly used to enhance marketing capabilities. This can be achieved through processes such as automating email responses when customers fill out forms on your website.

Including automated responses can lead customers to feel acknowledged and valued without the need for employees constantly monitoring consumer activities and communications.

Align Sales and Marketing

Using a cloud-based applications platform like Dynamics bridges the gap between organisations internal departments. Given the influence sales and marketing, departments have on each other, it is necessary they have access to the same data.

Marketers can only improve if they’re aware of how their efforts are affecting sales, on the other hand, sales departments need to know how and where leads are being generated.  This is why Dynamics for marketing is important for the entire organisation.

Dynamics 365 Connector for LinkedIn Lead Gen Forms

Dynamics for marketing is focused on lead creation and development, as a result, they have created an app for LinkedIn integration. Dynamics 365 Connector for LinkedIn Lead Gen Forms automatically syncs any leads captured through LinkedIn so your marketing and sales teams can easily nurture every lead opportunity.

Automation is not limited to one account; you can sync leads from multiple campaigns across a number of LinkedIn profiles.

Dynamics for marketing allows you to set up lead-scoring rules to automatically categorise leads based on how they interact with events and customer journeys.

You can customise a sales-ready score for leads, once they have met this score they will be automatically routed to a salesperson. This automates the process of lead evaluation, so you don’t waste time contacting leads too early.

Customer Journeys

Customer Journeys integrates all these key aspects to create automated multi-step campaigns across multiple channels. This includes customer segmentation, delivering marketing messages across multiple channels, responding to contact touchpoints, performing Workflows and more.

Predesigned Templates offer a clear vision of your customers journey and provide a base point for you to customise.

The potential for Dynamics 365 within your marketing division is huge, integrating Dynamics 365 for marketing with the rest of your business can automate and simplify processes and assist in efficient lead nurturing. If you want to know more about Dynamics 365 and how it can help your business, get in contact with the team on 1800 560 690 or here.