Customize your Teams webinar participant follow-up

In just a few steps, you can use contacts, segments, and a customer journey to follow up with Teams webinar participants, even if you are not an existing Dynamics 365 Marketing user. The tools within Dynamics 365 Marketing allow you to create groups of participants and send tailored messages, create and send surveys, improve outcomes with email analytics, save participant details for future use, attract participants with personalized invitations, and increase attendance with automated confirmations and reminders.


To follow up with Teams webinar participants, you need to enable Teams engagement reports by going to Meetings > Meeting policies, and setting the policy to Enabled. Learn more: Engagement report.

If you are an existing Dynamics 365 Marketing user, make sure to also set the required permissions in the Marketing app.

Using the automatically created customer journey with your webinar data

The automatically created customer journey uses the power of Dynamics 365 Marketing to follow up with webinar participants. The journey creates the three most common follow-ups (paths) for your webinar participants:

  • The first path sends an email to registrants who attended the webinar, thanking them for attending with an objective to drive the next steps of the customer journey.
  • The second path sends an email to registrants who did not attend the webinar with an objective to engage people who registered but missed the webinar.
  • The third path sends an email to registrants who canceled their webinar registration with an objective to follow up with people who missed out on the webinar.

Each path includes an email template to send notification emails. You can personalize each email template to suit your branding and company needs. To personalize the email, select the Send an email tile. This opens the email designer, which allows you to personalize the design and tailor the content to individual contacts.

You can also add tiles to create more complex paths for your journey. For example, you could try adding a Wait for tile and another Send an email tile to wait a week before sending a reminder email.

Refer to the links below to learn more about Marketing features and how to customize your journey.

Required permissions to follow up with participants

Any existing Marketing user who follows up with Teams participants must be the meeting organizer and must have the set of required permissions in Dynamics 365 Marketing shown in the table below:

Entity Access levels Minimum entity privilege
Custom registration field Create, read, write, append, append to User
Customer journey Create, read, write, append, append to User
Event Create, read, write, append, append to User
Event custom registration field Create, read, write, append, append to User
File Create, read, write, append, append to User
Marketing email Create, read, write, append, append to User
Segment Create, read, write, append, append to User
Speaker Create, read, write, append, append to User
Speaker engagement Create, read, write, append, append to User
User Append to User


To learn how to work with user accounts, licenses, and security roles in Marketing, see Manage user accounts, user licenses, and security roles. All Marketing entities can be found in the Custom Entities tab in the Security role window, while the User entity can be found in the Business Management tab.

Troubleshoot synchronization errors

Synchronization failures between Teams and Dynamics 365 Marketing are often related to customizations to the following entities:

  • Custom registration field
  • Customer journey
  • Event
  • Event custom registration field
  • File
  • Marketing email
  • Segment
  • Speaker
  • Speaker engagement

To address synchronization failures, verify the following:

  • Check for customizations on the above-listed entities that might trigger the error on creation or update. Customizations might include SDK message processing steps or workflows.
  • The Marketing service user might lack required privileges related to operations that are triggered as a dependency on an entity that is created or updated during the synchronization flow. For instance, a custom SDK message processing step might trigger the creation of a dependent entity after a new event is created. Permissions required for these dependent operations need to be added to the pre-configured user called MarketingServices ApplicationUser. For details, see Manage user accounts, user licenses, and security roles.

To get more details about the error and to retrigger the synchronization flow for the affected event, contact support.

Customize your journey or create a new one

The links below guide you through the key steps you'll need to follow to create custom groups of participants, create your own customer journeys, and customize your follow-ups.

Use the automatically created Marketing event

In addition to generating the segments, contacts, emails, and journey discussed above, Marketing also creates a Marketing event. The event contains webinar details including associated event registrations, cancellations, and attendance. This ensures that webinars created in Teams are treated the same as events created in Marketing. The Marketing event ensures your overall reporting and dashboards show the complete data for your business.

Marketing terminology

Marketing uses different terminology than Teams for your participant information. The following bolded terms are tools that the Marketing app uses to organize, personalize, and automate your webinar participant data.

  • Contact: In Marketing, participant information such as names, email addresses, company names, and mailing addresses are stored as contacts. You can use other tools, such as segments (see below), to group contacts for targeted messaging.
  • Segment: A segment is a defined group of contacts, such as contacts who work at Contoso and attended a webinar. Segments allow you to choose the right audience to market to.
  • Customer journey: After you've identified the audience you want to target, you can create a journey that automates a series of communications. For example, you can use a journey to send an email requesting a response from all participants who registered but did not attend a webinar. You may find that the webinar was off topic or was at an inconvenient time, helping you improve your future webinar plans.
  • Customer journey tile: Each step in a customer journey is represented by a tile. The tiles represent actions) that the Marketing app can take. For example, an email tile automatically sends personalized email messages to a segment of your choosing.

Additional resources


Microsoft Teams and Dynamics 365 Marketing each have their own service-specific licensing terms. The service-specific terms that apply depend on which service processes your data. For example, when you transition from Microsoft Teams to Dynamics 365 Marketing, your Microsoft Teams data related to the webinar (such as the attendance report, engagement data, etc.) is transferred to Dynamics 365 Marketing whereupon it becomes Dynamics 365 Marketing data and the Dynamics 365 service-specific terms apply.