Summary
Developing and maintaining your customer database of contacts, accounts, and leads enables you to effectively reach your target audiences with your marketing initiatives. Contacts are the primary customer entity in Dynamics 365 Customer Insights - Journeys and represent individual people. Accounts are companies that you market and sell to. If using accounts, you'll usually set up at least one contact for each of them. Leads represent expressions of interest from your contacts. A contact might have several leads associated with it, each representing a different level of interest in a different product, offer, or service. Automated lead scoring enables Dynamics 365 Customer Insights - Journeys to calculate scores for leads and determine when they're ready for sales attention.