Automated lead scoring using Dynamics 365 Marketing – A Perfect Way to Qualify your Most Promising Leads
Lead management is a complicated task and when you have tons of prospects, segmenting them into high quality and poor quality leads becomes a lot more difficult. In fact, marketers are always worried and wonder when to move their leads from the automation platform to Dynamics CRM.
The fact that organizations are very particular about the CRM and pack the database with only the best leads, flooding it with ineffective ones would not cost time and money. This is where Dynamics 365 for Marketing comes into play.
But isn’t dynamics 365 marketing an old-school thing? It would be wrong to deny the above considering that Microsoft Dynamics has been in the industry for a long. However, Microsoft Dynamics 365 for marketing isn’t the same as it was a couple of months ago.
One of the fascinating things about Microsoft dynamics is it has keeps itself updated with the latest trends, offering its users the flexibility to stay at par with the industry. So, what’s new in Microsoft Dynamics 365 for Marketing?
Yes, you heard that right. Dynamics 365 gives you the ease to designate scores to your leads. This information can then be used to set your priority list and qualify the ones that secure the top position.
Keeping this is as the context, let’s move ahead to see how can you automate the lead scoring mechanism with Dynamics 365 Marketing.
Introducing Dynamics 365 for Lead Scoring
Dynamics 365 Marketing is equipped with the ability to calculate scores for all your leads/prospects. The tool takes into account the details of the demographics, the firmographics, along with the actions of the lead taken as a response. For example, say there was a set of actions defined as submitting information on the landing page, clicking the email, attending a webinar. So, the tool gathers all of this information.
Conventionally, a threshold value is set. For the scores that cross the threshold, the lead is considered to be sales-ready. On the other hand, the ones that are below the threshold level are put on hold. This in a way triggers another set of events. Note that these events are predefined and based on the lead score. For example, if X has a score more than the threshold, a sales rep reaches out to him to know more. On the other hand, for leads with less score, an email is sent.
What’s fascinating here is that all of the actions work in automation with minimal or no human intervention. And in fact, this is the beauty of Microsoft Dynamics 365 for Marketing.
Lead Scoring with Dynamics 365
As much as the idea of introducing automation in lead scoring seems mind-boggling, structuring, and setting up the infrastructure is a bit complicated. When it comes to calculating lead scores, Microsoft dynamics includes all of the details of the lead. A few things missed will only add flaws. Hence, it is a must to know how to use the tool.
For one, leads that have parent contact will only be considered fit for lead scoring. To be honest, this is one aspect and there are many others as well.
Marketing form for better processing
Instead of having a bisected view, Dynamics 365 Marketing allows you to leverage the feature of forms and marketing page to generate new leads and get their contracts with ease:
The basic flow includes:
- Initially, a user will create the form. The marketing form will have multiple fields and numerous options that provide insights on the prospect.
- This page is then added to the marketing page or embedded within an external web page.
Every time a user opens the page, he/she is expected to fill the form and submit the data.
Depending on how the form was configured, the tool renders an interaction record and then links it to the lead. This is one way of referencing the lead-scoring model and further increases the score of the lead who submitted the form.
Note that configuring the basic from will allows you to create as well as updated details of leads as well as your existing contacts. Owing to the above, you will have complete information about the leads and the ones that already have a contact linked. Microsoft Dynamics 365 also gives you the ease to customize the way forms are configured. Meaning that you can select if you need to modify details of either the leads and contacts or both. This way you ensure that none of the records get updated unknowingly which affects the lead scoring mechanism.
Creating the model
There are no limitations on how many models can you create with the tool. Scoring is done based on the model and doesn’t interfere with each other.
In order to create, view, or edit your lead-scoring models, follow the steps given below:
- Move to Marketing, and click on Lead management.
- Here, click on Scoring models. This will open a basic view of the list.
- Customize and edit the details depending on what fields you wish to add and in what order.
Note: To create the first model, click on create new. Here, you will need to edit and enter the logic of the model. You will have to do everything from start and requires precision.
Wondering how to set up the lead scoring mechanism for your business? Or, have a model but you think you have messed up?
Don’t worry, Stridely Solutions is here happy to help. Leading as one of the best IT consultancy companies offering to end to end tech solutions, we are your one-stop-shop partner. We have a team of experts that are well-versed in the concept and logic of Microsoft Dynamics 365 for marketing. Our professionals have the experience and the expertise of working on Dynamics 365 tools. Irrespective of whether you are a startup or a big fat organization, we have custom-fit solutions for all.
Get in touch with us to know more and have all your worries worked out.