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Edgewater Fullscope Blog

A real-world look at digital transformation.

Lead Generation and Scoring with Microsoft Dynamics 365 for Marketing

By Lisa Dunham | September 17, 2018

A big focus in marketing is around finding new leads, qualifying them, and then sending sales-ready leads to salespeople. But it’s so much harder to identify leads now that buyers can conduct research anonymously on the internet, and through channels we can’t control. How can you identify buyers, where they are from, and what information they need when they are on your website?

Microsoft Dynamics 365 for Marketing allows you to add tracking codes to your website so that potential buyers are tracked from the very first encounter with your site – whether through banner ads, social postings or downloads. Once they identify themselves to you, all the previous data is linked to them in your database.

Lead Scoring

To help you identify the hottest leads, Dynamics 365 for Marketing can score each one based on criteria that includes each lead's demographic details and interaction records. You can set up lead scoring in as many ways as you’d like so that prospects are on the best path to drive them through to conversion.

A lead who meets your target demographic profile and has interacted with your marketing materials (for example, by opening emails, registering for downloads, browsing your website, or attending an event) will get a high score.

Lead scoring views within Dynamics 365: 

Lead Scoring Insights Dynamics 365

Lead Scoring 6 month Lead Score View Dynamics 365

Lead Scoring 6 month Lead Score View Dynamics 365

Run multichannel marketing campaigns

Multichannel marketing campaigns within Microsoft Dynamics 365 for Marketing helps you attract the right prospects and nurture leads from email marketing, web landing pages, webinars, phone calls, and events using the Dynamics 365 Connector for LinkedIn Lead Gen Forms.

Microsoft Dynamics 365 for Marketing is designed to help you nurture more sales-ready leads, align sales and marketing and make smarter decisions. Most importantly, Dynamics 365 for Marketing works together with Dynamics 365 for Sales on the same platform which aligns teams with common data, connected processes and Office 365 collaboration tools.

Interested in learning more? Check out our webcast An Intro to Marketing. Next up, Part 2: The Customer Journey

Take a look at this guide that addresses four common marketing challenges and will walk you through: lead generation and scoring, customer journey examples, the top four ways to align sales and marketing strategy, and marketing ROI.

4 Common Marketing Challenges Addressed by Microsoft Dynamics 365 for Marketing


About Lisa Dunham

Lisa has as a demonstrated history of working in the computer software industry with skills in Business Process, Enterprise Resource Planning (ERP), Dynamics 365, and Customer Relationship Management (CRM). She holds experience in leading businesses down the path of digital transformation.


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