Navigating the Dynamics 365 Outbound Marketing and what you need to do as next steps

As Microsoft Dynamics 365 Customer Insights (formerly Dynamics 365 Marketing) evolves, significant changes are on the horizon that will impact many users.

The upcoming modifications include the removal of certain features and the introduction of new functionalities. Below, we outline these changes in detail and explain how organisations can leverage them to enhance their marketing strategies, improve customer engagement, and ultimately benefit from a more advanced and effective toolset. Understanding these shifts will help businesses adapt smoothly and harness the full potential of Dynamics 365 Customer Insights.

Dynamics 365 Customer Insights Changes

Ever since the name change from ‘Marketing’, Microsoft has been pioneering a new direction with Dynamics 365 Customer Insights. And while there have been feature gains, there are also depreciations

It’s been announced that June 30 2025, the outbound marketing module will be completely phased out. This will require all organisations to move over to using the real-time marketing functionality. It’s also been announced that social posting features will be removed by December 2, 2024.

Key Dates:

December 2, 2024: Social posting and LinkedIn lead generation features will be removed

June 30, 2025: Complete removal of the Outbound marketing module.

How Will This Impact Your Marketing Strategy?

Microsoft has released a Dynamics 365 Outbound Marketing Transition Guide [https://learn.microsoft.com/en-us/dynamics365/customer-insights/journeys/transition-overview] which explains how the removal of Outbound Marketing will affect your current strategies.

It's notable that emails built in outbound marketing currently remain available in Real-time. The key change will be that any existing campaigns (notably nurture cycles) will need to be rebuilt in Real-time marketing.

Moving To Real-time Marketing

The depreciation of outbound marketing comes in parallel to an increase in functionality in real-time marketing module functionality. The Real-time journeys module provides a number of advantages including:

Advanced Segmentation: Improved targeting and personalisation capabilities.

Enhanced Automation: More sophisticated workflows and engagement strategies.

Real-Time Analytics: Immediate insights into campaign performance and customer interactions.

Overall, these features are designed to deliver a better user experience and more effective marketing outcomes. The shift to Real-time journeys therefore is designed to deliver better marketing experiences.

What Should You Prepare For The End Of Dynamics 365 Outbound Marketing?

To ensure a smooth transition, follow these steps:

Assess Your Current Usage: Review how you are currently using Outbound marketing, Social posting, and LinkedIn lead generation. Identify any features or processes that will need to be migrated or adjusted. This is also a good opportunity to review campaign performance, particularly when it comes to long-term nurture emails.

Plan Your Transition: Collaborate with your Dynamics 365 implementation partner to develop a comprehensive migration plan to Real-time journeys. Ensure that all existing workflows and campaigns are accounted for.

Train Your Team: Educate your marketing team on the benefits and functionalities of Real-time journeys. This will help them leverage the new module effectively and adapt to the changes smoothly. From experience, there are a few new processes to understand. Equally, there are new features that can be utilised as part of new Real-time journeys.

Utilise Resources: Access Microsoft’s Transition Overview for additional guidance and support.

How Can Akita Help?

As an experienced Dynamics 365 partner, Akita can help you navigate these changes seamlessly. Our team of experts will guide you through the transition from Outbound marketing to Real-time journeys, ensuring your marketing efforts continue to thrive. We offer tailored solutions, comprehensive training, and ongoing support to maximise your Dynamics 365 investment. Our commitment is to ensure a smooth migration, optimise your new tools, and enhance your overall marketing strategy. With Akita, you’ll be well-equipped to leverage the latest features and drive your business forward effectively.