Generate quality leads and enable sales with the run marketing campaigns business process area

Applies to: Dynamics 365 Customer Insights - Journeys, Dynamics 365 Customer Insights - Data, Power BI

This article provides an overview of running marketing campaigns by using Dynamics 365 Customer Insights - Journeys to generate quality leads and enable sales. Orchestration of multi-channel campaigns to engage prospects and move them toward purchases is fundamental for lead generation. Dynamics 365 Customer Insights - Journeys offers tools for planning, carrying out, analyzing, and optimizing campaigns to maximize return on investment (ROI).

Campaign management starts by planning initiatives to support business goals. Budgets are allocated across campaigns and channels. Dynamics 365 Customer Insights helps target campaigns through unified customer profiles, contacts, and leads. Assets such as emails, text messages (SMS), landing pages, push notifications, and custom channels are created based on campaign timelines.

Campaigns are carried out across channels such as email, SMS, events, push notifications, and more. The sending and next steps are automated by triggers that are based on the behavior and engagement of the prospects with the campaigns. Power BI provides dashboards for analyzing the performance of campaigns as they run and identifying optimization opportunities.

With Dynamics 365 Customer Insights - Journeys, markets can create and run personalized campaigns across multiple channels at scale. By using data and artificial intelligence (AI) to optimize the campaigns, marketers can improve their outcomes over time. Marketers can also use lead scoring to rank and prioritize the leads based on their attributes and behaviors, and they can focus on the most qualified ones for the sales pipeline. Effective marketing campaigns are crucial for generating high quality leads that can feed the sales process.

Key stakeholders

• Marketing managers: Plan and run campaigns.
• Sales reps: Take advantage of leads and analytics.
• Finance: Provide budget and track spend.
• Operations: Fulfill campaign requests.

Run marketing campaigns flow

The following diagram illustrates the run marketing campaigns business process area.

Each solid gray rectangle on the diagram represents an end-to-end business process. The solid blue rectangle represents the business process area. The diagram shows the subprocesses for the business process area. The arrows on the diagram show the flow of the business process in an organization. If a subprocess can lead to more than one other subprocess, the parallel subprocesses are shown as branches.

Guided by the upstream forecast to plan end-to-end process, this area influences downstream processes such as identify and qualify leads and pursue opportunities.

1. Analyze and adjust marketing campaigns: Evaluate the effectiveness of your campaigns.

   • Analyze project budget to actuals.
   • Analyze results to gain insights.
   • Track campaign responses.

2. Define value proposition: Understand your unique selling points.

   • Create and manage playbook activities.
   • Create and personalize channel content and websites.

3. Establish budgets and goals: Allocate resources, and set objectives.

   • Define a budget.
   • Define journey goals.

4. Run a campaign: Carry out your marketing strategy.

   • Add activities and assets.
   • Run the campaign across channels such as email, SMS, push notifications, events, and custom channels.

Benefits

There are many benefits that accrue from implementing technology to support the run marketing campaigns business process area. This section outlines key benefits that an organization might monitor and measure to track the impact of its run marketing campaigns business process.

• Increased lead quality and quantity

  Targeted, multi-channel campaigns generate more sales-ready leads.

• Improved marketing ROI

  Make data-driven optimization improvements by using Dynamics 365 analytics.

• Enhanced customer experiences

  Orchestrate personalized journeys that are tailored to prospect needs.

• Tighter sales and marketing alignment

  Sharing lead insights helps focus sales efforts.

Overall, Dynamics 365 Customer Insights - Journeys enables effective campaign orchestration to maximize results.

Next steps

If you want to implement Dynamics 365 solutions to help with your prospect to quote business processes, use the following resources and steps to learn more. (Links are added, when the articles are ready.)

1. Define sales strategies

2. Run marketing campaigns (the article that you're currently reading)

3. Identify and qualify leads

4. Pursue opportunities

5. Estimate and quote sales

6. Manage customer relationships

Related information

• Real-time journeys user guide

• Plan campaigns

• Create campaigns

• Run campaigns

• Access and interpret analytics

• Dynamics 365 Customer Insights - Journeys product overview

• Get a free trial

• Find definitions of terminology that is used in content for run marketing campaigns in the Glossary of terms in Dynamics 365 business processes article. For example, this glossary includes the following terms:

  • Marketing campaign
  • Campaign budget
  • Campaign analytics
  • Lead

Contributors

This article was authored by:

• Kody Wildfeuer | FastTrack Solution Architect
• Jinal Makwana | FastTrack Solution Architect