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Dynamics 365 for Marketing: Customer Journey

   Words by Paul McQuillan

   on 23/09/2019 14:00:00

imageCustomer Journey’s reflect how a New Lead may be generated and then marketed to in order to qualify and convert into a new Customer.

This defines the flow of marketing activities that we move a potential new customer through to start building the Sale.

This concept of the Marketing Journey is then similar to a traditional Sales Process or Business Process Flow in Dynamics – but instead of mapping out Required Fields or Activities inside Dynamics, the Marketing Journey typically maps different Touchpoints or Push Marketing Activities that we conduct.

These are tracked in Dynamics for Marketing under Customer Journey’s:

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Figure 1 - Building the List of Actions within a Campaign / Journey, often described as the Flow

Each Customer Journey designed in the Dynamics Business Process Flow Control approach.

In the above example, this defines:

1. First, segmenting the intended audience that will be marketed to.

Segment Group: Premium Customers

This can come from a Segment or from a Marketing List within Dynamics

2. Second, an initial Email Blast to inform the Segment of Customers to the New Product Launch

3. We then add a Trigger on whether the Customer Opens the Email

If so – we invite the Customer to our Newsletter and continue the flow of the Journey

If the Email has not been opened after 5 days – then we send a follow-up email for our Product Brochure.

4. If the Customer has opened the initial email and then joined our Newsletter, we then schedule a Phone Call Activity to reach out to the potential customer directly.

Each Customer Journey defined within Dynamics for Marketing is built in a number of stages:

Define the Steps – this will involve building the Send Email, Landing Page, Activity and other actions that the Journey will undertake per Contact.

NOTE: This will involve building and testing each action individually, to check that an Email Template or other Action has the right look and activity we are looking for.

Test the Flow – we need to Test the Flow we have built and resolve any Errors in how we have built our Steps.

Start Date for the Campaign – this defines when the Marketing Service behind Dynamics for Marketing will read the content of the Segments and start creating individual journey’s for the Contacts affected by the Campaign.

End Date for the Campaign – this defines when the activity in the Journey should stop and new activities should be ceased. If any Actions added to our Flow are likely to go beyond this End Date, an Error will be raised when we Test our Flow.

Set the Reoccurrence of the Campaign – if we intend the Campaign to retrigger every X days, weeks or months – then we should define this before Starting the Campaign.

Go Live! This then makes the Campaign Live and start pushing out Activities to the Contacts within the defined Segment(s).

Insights – we can then track the level of activity and engagement with the Campaign from the Insights Tab

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Figure 2 - Tracking the Performance of a Campaign / Marketing Journey

Customer Journey’s are a big part that elevates Dynamics for Marketing above the traditional marketing functionality in older versions of Dynamics (kind of replacing Campaigns and Campaign Activities), and so are an area that our guides will keep coming back to.

Back to our index of Dynamics for Marketing

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