Explore a Dynamics 365 Customer Insights - Journeys business scenario
Let’s consider the following business scenario.
Contoso Coffee is a global coffee distributor. They produce their own line of gourmet coffee, and residential and commercial coffee machines. Their gourmet line of coffee and their coffee machines are sold through retail channels including Contoso retail stores, which are often located in premium locations, premium food resellers, and the Contoso Coffee web site. Contoso Coffee's marketing team is responsible for uncovering new sales leads, running marketing campaigns for new products, and orchestrating different customer journeys for their customers. Contoso Coffee also employs a sales staff who is responsible for selling their products. The marketing department's efforts drive most of the sales department’s leads.
Contoso Coffee is about to release their new product, the Café A-100 Automatic. This commercial grade smart coffee machine is equipped with multiple IoT sensors that monitor the machines performance in real-time. These sensors provide insights on the number of cups served, temperature, and cleaning regimens. Additionally, the consumer can set standards related to taste and temperature and let the machine do the work.
Contoso Coffee’s marketing team has been using Dynamics 365 Customer Insights - Journeys for the past several years to manage both their real-time and outbound marketing efforts.
Consider a Contoso’s marketing manager. They are responsible for overseeing Contoso’s launch of the Café A-100 Automatic. Since this machine is more expensive than many of their traditional machines, Contoso facilitates an outbound marketing campaign targeted at their higher end customers.
With Dynamics 365 Customer Insights - Journeys, the marketing manager identifies Contoso customers who typically purchase Contoso’s more expensive equipment and coffee blends. They also identify commercial customers who would benefit from a smart coffee machine. They can easily save these customers as segments that can be used in Customer Journeys.
Contoso is hosting a webinar about the product where prospective buyers can see demonstrations, ask questions, and potentially win a machine. The marketing manager is going to use Dynamics 365 Customer Insights - Journeys to engage with contacts on the high value customer segment, and to drive them to the webinar event. Once identified, the marketing manager can easily send those sales ready leads to their sales department.
Now that we reviewed how Contoso Coffee’s marketing department uses Dynamics 365 Customer Insights - Journeys to manage and drive their marketing efforts, let’s take a deeper look at the components of Dynamics 365 Customer Insights - Journeys.
Customer Insights - Journeys provides multiple features as part of its core functionality that help identify and target your marketing efforts and maximize your potential for success.
These capabilities include:
Generating and identifying potential sales opportunities as leads and scoring those leads to identify the ones to focus on.
Defining marketing segments that organize contacts from your database into logical groups that match your marketing strategies.
Creating personalized marketing email messages that can be sent to contacts that meet legal and deliverability requirements.
Creating landing pages to collect information from new and existing contacts that can be stored directly in your organizational database.
Creating fully automated customer journeys that combines email messaging, landing pages, and multiple paths managed by interactive triggers.
Creating and managing marketing events including defining the event type, building schedules, and securing sponsors, and managing event registrations.