Describe how to target customers by using marketing lists and segments
A typical marketing campaign is focused on your organization’s product or services. The goal is to target customers who would benefit the most from or have the greatest interest in what you are marketing. For that reason, one of the first and most important decisions to make when designing marketing pieces is choosing the correct audience. Once you understand who your audience is, you can tailor your messaging and marketing approach to best appeal to that group of people.
A marketing segment is a group of related contacts to target marketing initiatives towards. Marketing segments are created using the segmentation designer. Marketing segments focus on contact records, while the segment designer allows you search for contact across different related entities, such as contacts, leads, accounts, events, and marketing lists. For example, you could create a segment that only includes contacts from accounts that are in the manufacturing industry. You might also create a segment for contacts that participated in a specific event. When building a segment, you can choose to target contacts, leads, or unified profiles from Dynamics 365 Customer Insights - Data.
Segments can be easily created based on different qualification factors to ensure that you're marketing services to the correct customer base.
One advantage of real-time marketing is that you can create dynamic segments that target leads directly without having to connect it to a parent contact. This means that you can target leads directly. This provides extra capabilities when you're using lead scoring models. Real-time marketing segments can return tables, such as contacts or leads. But you can also build more complex queries that reference tables such as Event Registration or Account to further enrich your segment definition. For example, leads whose parent accounts are in the Customer Service industry.
Segments can be created in outbound marketing, real-time marketing, and Customer Insights - Data. Real-time marketing segments can return tables, such as contacts or leads. But you can also build more complex queries that reference tables such as Event Registration or Account to further enrich your segment definition. For example, leads whose parent accounts are in the Customer Service industry.
To simplify creating segments in real-time marketing, you can use the Query Assist Copilot to describe the segment definition in simple English. For example, you could tell Query Assist that you want to create a segment for people who attended a recent event. The Query Assist Copilot lets you add the results query onto the segment builder at any level of the query logic. You can add the results query either as a new group or as another condition in your existing logic.
Clickthrough demo: Create customer segments
In this clickthrough demonstration, you're guided through the process of creating a marketing segment using Query Assist Copilot. Segments can be used with other features such as email marketing.
Create customer segments with Copilot
As you saw, Dynamics 365 Customer Insights - Journeys makes it simple for marketers to easily create marketing segments to help better target and drive marketing efforts. Segments can then be applied by many of the different marketing capabilities available.