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D365 Marketing Implementation Guide

Updated: May 15th, 2025 by Ivan Farafonov

If you’re looking for ways to improve your customer experience and take your company’s promotion to the next level, it’s time to consider Dynamics 365 for Marketing implementation. It’s a fairly complex and multi-stage process that requires attention to detail and technical expertise. However, in return, you get a full-fledged ecosystem that automates emails, tracks customer interactions, and provides comprehensive information about the effectiveness of campaigns. This means that your promotion is taken to a new, higher level.

Let’s look at some statistics to understand how important this is. According to Statista, in 2024, the global marketing automation industry’s revenue reached 8.23 billion U.S. dollars. That annual value was projected to double by 2032, surpassing $21 billion. In a February 2024 global survey among marketing decision-makers, about 41% described their customer journey as either mostly or fully automated. At the same time, the rest said it was semi-automated. This means that no companies among those surveyed work with marketing tools at all.

In this article, we’ll look at the key steps in D365 Marketing implementation, its benefits, and costs.

What Is Dynamics 365 Marketing and What Does It Include?

Let’s start with the structure. First, Marketing is a solution within the Microsoft Dynamics 365 ecosystem focused on centralized management of promotional activities.

The main task is to help you plan, launch, and track multichannel campaigns in a single interface. Among the key advantages is full integration with Dynamics 365 Sales, Power BI, and Microsoft Teams. It combines customer, sales, and communication data and allows you to work in a common operating environment. The solution automates mailings, lead management, event organization, and digital funnels based on user behavior. These tools will be a must-have to improve lead quality and build accurate personalization without third-party services.

The solution consists of several key components:

Email Marketing

This part allows you to create professional email newsletters using a visual editor. Thus, you segment your audience, launch personalized campaigns, and track the effectiveness of each email. This increases customer engagement and helps build long-term relationships.

Interactive Customer Journeys

This feature helps you create automated scenarios for interacting with customers based on their behavior. For example, a user can automatically receive a relevant email or a special offer after viewing a product page.

Customized Landing Pages & Web Forms

You create customized landing pages and web forms without knowing the code. Moreover, contacts, registrations, or requests received through the website are automatically transferred to CRM. This simplifies lead generation and improves the quality of processing requests.

Event Management

The feature supports the full cycle of event organization, from participant registration to performance evaluation. It is relevant for you if you organize webinars, exhibitions, or conferences.

Lead Scoring

The scoring function allows you to evaluate leads according to certain criteria, including behavior, activity, profile matching, etc. This helps to determine which leads have the highest potential for purchase. As a result, the sales team focuses on the highest quality contacts.

LinkedIn Lead Gen Forms

Integration with LinkedIn allows you to collect leads directly from advertising campaigns on this network. The form is filled in automatically from the user’s profile, which lowers the barrier to interaction. This is especially useful for B2B companies that work with a professional audience.

How Can Dynamics 365 Marketing Implementation Transform Your Business?

Implementing Dynamics 365 Marketing is a way to go far beyond standard email marketing and provide a comprehensive approach to customer engagement. With full automation, you get valuable time for your creatives and strategy building. At the same time, the tools will remain your faithful assistants, providing you with accurate materials, AI tips, and comprehensive analytics. Here’s how it can help in practice:

Increase Leads

The marketing system combines several channels of engagement: email, social media, website forms, events, and LinkedIn. This allows you to reach a large number of users and smoothly introduce them to the marketing funnel.

Improve Lead Quality & Focus on Hot Leads

Lead Scoring functionality allows you to automatically assign points to each lead for various actions (opening an email, filling out a form, visiting a page, registering for an event). This creates a clear picture of who is interested in the product. As a result, you reduce the time spent on cold leads and focus on those who are most likely to buy.

Sales Growth

The system allows you to create personalized communication scenarios: the content is automatically adapted to the interests and behavior of each contact. For example, if the user was interested in a certain product on the website, the next email will contain it. This approach increases email open rates, link clicks, and overall engagement.

Reduce Marketing Costs

Before implementing Dynamics, companies used several different services: one for newsletters, another for events, and another for collecting applications. Dynamics 365 Marketing combines all of this in one, which allows you to optimize subscriptions, reduce the number of integrations, and minimize manual work. This has a direct impact on costs.

Flexible Campaign Management

With built-in analytics (including Power BI integration), you can see what works and what doesn’t. For example, if subscribers don’t open emails, you can quickly change the subject line or content; if a landing page doesn’t generate registrations, you can test another option. This allows you to adapt your campaigns without spending weeks on analysis.

Let’s transform your company with our reliable Microsoft Dynamics Marketing implementation partner!

Who Needs to Implement Dynamics 365 for Marketing?

Dynamics 365 Marketing is especially useful for companies that actively work with a large customer base, have complex or long sales cycles, or frequently run online and offline campaigns. Its personalization, automation, and analytics capabilities allow you to build long-term relationships with customers and increase the effectiveness of each strategy. Below are the key industries where the implementation brings particularly notable results:

Education and EdTech

Financial and Insurance Companies

Retail & eCommerce

Tourism and Hospitality

Real Estate & Development

Consulting

Dynamics 365 for Marketing Implementation Guide

If you are ready to start with Marketing, you have to go through several complex stages. Here’s a detailed guide with key steps and implementation time that will be required:

Preparing for Implementation

1-2 weeks

The first and most critical stage is preparation. At this step, you need to define the business goals you want to achieve and create a Dynamics 365 Marketing implementation plan. Among your goals can be increasing conversions, automating email campaigns, or increasing the number of quality leads.

You should also form a project team. It usually includes a marketer, an IT specialist, an analyst, and an implementation manager. Also, don’t forget to check whether you already have an active Dynamics 365 license and whether your IT infrastructure supports integration with Power Platform, SharePoint, or Dynamics 365 Sales.

In addition, you should collect all data sources in advance: customer databases, forms, templates, and previous campaigns.

Setting Up the Environment & Access

1 week

After planning, move on to the technical setup. This includes creating or connecting to an existing Microsoft Dynamics 365 environment and setting up roles and access rights for different users.

At the same time, you should activate the modules you plan to use, such as Email Marketing, Customer Journeys, or Event Management. If the company already uses similar solutions, such as Dynamics 365 Sales, ensure that two-way synchronization of contacts, leads, and accounts is set up.

At this stage, it is important not only to configure but also to test all connections and accesses.

Data Import & Cleaning

1-2 weeks

Next comes one of the most significant stages – working with data. You have to collect, structure, and import all customer information. It can be email databases, phone numbers, interaction history, or events.

At the same time, clean it up to remove duplicates, inactive records, and incorrect email addresses. This is critical because data quality will directly affect the results of marketing campaigns, segmentation, and lead scoring accuracy. You can also start creating segments for future campaigns.

Customization

2-4 weeks

When the environment is ready, the creative and technical stage of setting up key marketing tools begins. First of all, you need to create email templates. This stage will take a little time, as the layouts need to be responsive and fully branded.

Next, create lead collection forms (for example, for a website or landing page), landing pages, and Customer Journeys. Also, you need to work with the rules for Lead Scoring so that the solution automatically assigns points to potential customers depending on their activity. If you plan to use LinkedIn Lead Gen Forms, connect the corresponding integration with your advertising account.

In general, this phase can take longer if you have a lot of campaigns or your team works in parallel with the designer.

Testing & Training

1 week

Before launching, conduct comprehensive testing. This includes email campaigns, journey scripts, triggers, subscriptions/unsubscribes, and analytics.

At the same time, train your employees. Marketers will benefit from a course on how to work with campaigns, segments, and analytics. For salespeople, you should prepare information on how to accept leads, evaluate them, and move from marketing to sales. Microsoft provides ready-made guides and training, but we recommend creating internal instructions tailored to your company’s specifics.

Launch and support

Continuous

Finally, the ecosystem is launched. During the first weeks, it’s important to constantly monitor analytics, including email open rates, CTR, form completion, and lead quality. Based on the first results of your campaigns, set up A/B tests and adjust the content if necessary. It’s also important to ensure that databases and the system as a whole are regularly checked and updated. This will ensure the longevity of your ecosystem.

Dynamics 365 Marketing Implementation for SME & SMB Cost

In addition to investing time and effort in the implementation, it is worth considering the financial aspect. Here are the approximate costs you will need:

Cost Item	Estimated Cost (USD)	Description
Dynamics 365 Marketing License	1,500–1,800 / month	Based on the number of marketing contacts (minimum 10,000 contacts).
Initial Audit & Planning	1,000–2,000 (one-time)	Business needs assessment and technical specifications.
Setup & Integrations	2,000–5,000 (one-time)	Connecting CRM, website, LinkedIn, databases, etc.
Data Migration & Cleanup	1,000–3,000 (one-time)	Depends on data volume and quality.
Campaigns, Journeys & Form Setup	3,000–7,000 (one-time)	Designing email templates, customer journeys, and automation workflows.
Team Training	500–1,500 (one-time)	Onboarding, guides, and workshops.
Ongoing Support (optional)	500–1,000 / month	Maintenance, campaign optimization, and managed services.

In a nutshell, for a medium-sized business with a standard implementation scope, the total upfront investment ranges from $9,000 to $20,000 with a monthly license fee of $1,500–1,800.

Simplify Dynamics 365 for Marketing Implementation with Our Services

We understand that the D365 Marketing implementation process can be complicated, time-consuming, and difficult. It will take up a large portion of your in-house team’s working hours, or you may even need to hire additional resources. We are ready to help in this matter.

We have an extensive database of D365 experts, including Marketing, and offer flexible cooperation. Thus, you can hire a flex developer who will work during the agreed-upon hours. This approach allows you to save money and get an excellent result. At the same time, our experts are ready to scale, so you can expand or reduce the team as your needs grow. Leave your request for us to get the most relevant Dynamics 365 marketing consultant for our fruitful cooperation!

Some of Our Marketing Experts

Prasantha M

– Dynamics 365 Finance and Operations ERP Solution Architect

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Aleksandre K

– Microsoft Dynamics 365 Finance & Operations Senior Developer

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Sathiyesh P

– Microsoft Dynamics 365 CRM Developer

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Kudakwashe G

– Microsoft Dynamics 365 Business Central and Power BI Developer

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Patrick B

– Microsoft Dynamics 365 Business Central Developer

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Christoph G.

– Power BI, Power Apps, Power Automate consultant

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Alexander K.

– Power Platform Developer with SharePoint Experience

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Franz E.

– D365 Business Central Solution Architect

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Finn V.

– Dynamics CRM Consultant

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Dorothee H.

– D365 CRM Developer

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Start D365 Marketing implementation with our experts!

By Ivan Farafonov

I'm passionate about sharing my extensive experience in Microsoft and Dynamics 365 technologies. Beyond the technical realm, I excel in recruiting and building high-performing teams, ensuring every project is executed with precision and collaboration. As a contributor to HireDynamicsDevelopers, I share my insights on maximizing Dynamics 365’s potential, blending technical expertise with strategic team development. My passion lies in both technology and fostering talented professionals to achieve outstanding results.