Using Predictive Lead Scoring in Dynamics 365 Marketing

Many a time I have been asked about lead scoring in Dynamics 365 Marketing. Sellers thrive off of good leads, and marketers will want to hand over quality leads.

Since the launch of the Dynamics 365 Marketing app you could create manual lead scoring models. Thats all good if you don’t need a model that learns from interactions, and you trust your intuition when it comes to defining the rules for scoring.

With the introduction of the AI powered Predictive Lead Scoring in Dynamics 365 Sales – coupled with the fact that the Dynamics 365 Marketing app lives in the same environment as the Dynamics 365 Sales, hence shares the tables with the Sales app – new options opens up for leveraging lead scoring in Dynamics 365 Marketing.

Assuming you implemented Predictive Lead Scoring in Sales – see how in this blog post – you can leverage those scores in Dynamics 365 Marketing too, e.g., building segments from lead score, lead grade, lead score trend, and more.

The Predictive Score table

First lets swing by Power Apps for a quick look at the table we will leverage in Dynamics 365 Marketing in a few minutes

Navigate to Tables, select the All tab, and then search for “predictive”

Click the Predictive Score table to open the Predictive Score table overview page

On the Predictive Score table overview page, note that we have an Entity type column that actually includes entries for scored leads as well as scored opportunities. This is important, since the Dynamics 365 Marketing segment we are about to build won’t work unless we specifically filter on the lead entity type.

Besides Entity Type, the scored entries includes data for Grade, Score, Score trend and (a lot) more. Using the column filters we can see that we have three Grade B leads, with an improving Score trend

That’s not a lot of leads, but for the sake of this example, we will create a segment in Dynamics 365 Marketing out of those three leads, subsequently enabling us to create a customer journey to nurture such leads into even better leads.

Create segment

Navigate to Dynamics 365 Marketing and select the Real-time marketing area

In the sitemap click Segments to open the Segments list, and then in the Segments list click New Segment to open the New segment wizard

In the New segment wizard, name the segment, and in the Select a target audience drop-down select Lead. Then click Create to open the segment builder.

In the segment builders Elements task pane, click Add table to open the Add to list dialog

In the Add to list dialog select the Predictive Score table, and then click Next to close the Add to list dialog and return to the segment builder

The table is added to the list of related tables in the Elements task pane, and we can now start building a segment from the attributes of the table. In the list of attributes of the Predictive Score table, click Entity type to open the Add an attribute from a different table dialog

In the Add an attribute from a different table dialog expand the Select a related attribute drop-down and select Predictive Score, and then click Done to close the dialog and return to the segment builder

In the newly created Group 1 set the value for Entity type to lead

In the list of attributes of the Predictive Score table, click Grade to open the Add item to drop-down, and then click New group > New group to open the Add an attribute from a different table dialog

In the Add an attribute from a different table dialog expand the Select a related attribute drop-down and select Predictive Score, and then click Done to close the dialog and return to the segment builder

In the newly created Group 2 set the value for Grade to Grade B

At this point make sure the condition between the two groups is set to and also

Final step is to repeat the above to insert a third condition – for Score trend = Improving

To check if our segment works, we can click Members at the bottom of the screen to get an estimate of the member count

And we can click the View sample of included members to see a sample of the members

All that’s left now is saving and publishing the segment. We now have a Dynamics 365 Marketing segment that leverages predictive lead scoring.