What is Dynamics 365 for Marketing?

Main features, intended business audience, implementation process, and pricing

Since business is virtualizing at an unprecedented pace due to the global pandemic, it’s more crucial than ever to have timely and responsive marketing engagement with your market. That means simply focusing on a cutting-edge website and attractive email campaigns no longer drives meaningful growth, though they are important. Prospects need a variety of engagement opportunities that they can interact with at their own pace. Companies who embrace the marketing flywheel concept of putting the customer at the center of marketing and sales strategy need a system that can encompass, manage, and adjust the entire customer journey. And all of this has to be contained in a centralized system that provides the marketing and sales teams insights that shorten the sales cycle, while adding value to the customer. This is why Microsoft Dynamics 365 for Marketing is leading brand strategy and customer engagement into the next evolution of doing business.

Microsoft Dynamics 365 for Marketing allows users to create tailored prospect and customer journeys with targeted messages and activities that dynamically roll out at various points. These actions can be preset with a variety of possible responses to interactions. To ensure that these journeys involve all possible channels, it handles the creation and management of multichannel campaigns, and online and in-person event management, including a brandable portal management system that allows visitors to manage their own information and participation. The system monitors all interactions and provides contextual data that steers marketing campaigns as well as individual sales conversations.

Though Dynamics 365 for Marketing is a complete end to end solution, its power is exponentialized when used with other Microsoft Dynamics 365 CRM solutions (otherwise known as CE) applications, particularly Dynamics 365 for Sales. Using the configurable automation opportunities in these solutions, the manual work between Marketing and Sales is dramatically reduced. The loops between the departments are continuously updated since all activities and interactions with customers are visible. And since all applications in the Dynamics 365 suite sit on the Microsoft Dataverse (formerly known as the Common Data Service), they speak a common language that ensures all data flows seamlessly across all of them.


The system provides all the tools necessary to create, drive, manage, and adjust all of the creative and data-driven aspects of a marketing campaign. This includes smart, multi-touch nurture drips as well as brand management. Communications and customer participations are monitored in one view so anyone engaging with them has 360 degrees of context. Rich creative tools are intuitive and come with a variety of templates that employ communications best practices and make collaborative creation easy.

The application provides tools that ensure complex and layered marketing activities are easily created, managed, and responded to, such as:

  • Mapping and adjusting the customer journey
  • Funneling participants through dynamic nurture drips containing multiple touchpoints
  • Creating automatic responses and alerts using custom workflows
  • Producing beautiful emails with intuitive drag and drop editors
  • Providing forms, surveys, and landing pages uniquely tracked to their campaigns
  • Managing all aspects of event management
  • Integrating SMS/text messaging and social media campaigns
  • Ensuring data quality is high with self-serve portals
  • Reporting on individual channel and overall campaign success
  • Visualizing the rate, intensity, and quality of interactions
  • Automatic lead scoring based on participation and observed decisions

Is It Right for You?

Dynamics 365 for Sales has the intensive tools and fully connected, in-depth tracking that fits companies who have grown out of entry level cloud marketing platforms, like Act-On or Hubspot. For mid-sized organizations that are ready to spend a little more strategic energy and money on marketing and its collaboration with sales, Dynamics 365 solves not only for the initial shift to an enterprise platform. It can also encompass future unforeseen growth needs due to the platform’s highly customizable elements and its ability to leverage Power Automate, which can create connections and automations between a universe of various applications. For those who have outgrown the marketing functionality in other Dynamics 365 applications, such as Dynamics 365 for Sales, Dynamics 365 for Marketing is a natural choice due to its immediate interconnectivity and dialogue with its sister applications.

Though its core is comprised of an array of “plug and play” marketing solutions, the value-increasing connections not only with Microsoft 365 (Office 365), but also other complementary solutions in the Microsoft Dynamics 365 suite, should be considered. Blended with related solutions, these combined features keep the overall cost of ownership lower than its competitors while offering advanced capabilities. This means that in order to leverage all of its potential, companies need to have a solid hold on their technological operations and planning so they can support a more sophisticated IT infrastructure.

Would you like to compare Dynamics 365 for Marketing with ClickDimensions’ marketing automation solution? Check out our comparison here.


One of the most powerful aspects of all of the applications in the Dynamics 365 product suite is the flexibility. This can be a difficulty for companies that don’t have a strong sense of their marketing processes, purpose, and goals. To align these with the system in a way that’s scalable (and just as important, potentially integratable), engaging with a partner as early in the system discovery as possible is critical to implementing a system that will have the highest return on investment.

There are many stages to a typical implementation, all of which are designed to use the system’s foundations in ways that make most sense for the company, then to build upward using best practices. It’s also vital for quick and effective user adoption, which is the key component to implementation success. The bright side is that if these stages are correctly employed and governed, the subsequent solution is one that can perpetually guide a company’s success. That’s why it’s critical to engage a partner with a proven approach, like Encore’s established project implementation and governance methodology:



Another benefit of the Dynamics 365 solutions—including Dynamics 365 for Marketing—is the flexible licensing models. This chart gives a high-level overview, but it takes the expertise of a licensing specialist to optimize the right licensing mix that best fits a company’s needs without paying for what they don’t need. It’s important to note that what is not listed here is the license seat types which include the type ‘Team Member’ which allows read-only access to data in and generated by the system and is available at a lesser price.


Find the Perfect Marketing Solution

As a Microsoft gold competency Partner, we can help you not only identify the right licensing and system formation, but we can also help you construct a technological plan that allows you to manage and enhance your system yourself after it’s installed. We are committed to creating lasting marketing solutions while ensuring that our clients understand how to help themselves and increase their ROI. Contact us today to speak with one of our Dynamics 365 experts and find out what it will actually take to use the power of Microsoft’s business solutions to accelerate your future.

Download this eGuide where we walk you through the most important elements of planning activities. Discover the long term benefits of planning, how to build the right implementation team and how to ensure a successful adoption. Download the eGuide.

To learn more about related solutions, read the following:

CRM Implementation: 12 Key Questions Answered

What are the steps in a CRM implementation? What are the biggest causes of failure? How long will it take?

Read FAQ

CRM Implementation: 12 Key Questions Answered

Read FAQ