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Using Dynamics Marketing with the Accounts Entity

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Posted on by JRB12672363748

Due to the nature of our B2C business we maintain individual customer data within the Accounts entity.

In SalesHub the marketing entity allows me to create dynamic marketing lists based on Accounts, but it appears that the full Dynamics Marketing app is limited to working with Contacts and Leads. Can Dynamics Marketing be effectively used when individual customer data resides inside the Account entity or will I need a workaround such as running a workflow to create a contact record for every customer account?

If Microsoft Marketing will be restrictive, would ClickDimensions be more flexible for our use case?

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Josh - Microchannel 45 on at

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RE: Using Dynamics Marketing with the Accounts Entity

Hey JRB12672363748,

Dynamics 365 Marketing makes the following assumptions:

Contacts represent individual people

Leads represent an expression of interest

Account represents a company

Email marketing should be to an individual, where that individual can manage their preferences or opt out. You can still create segments of leads and accounts, but they aren't considered as individuals and should therefore target the associated contact record.

If you would like to market to Accounts in D365 Marketing, I would recommend following the above best practice of creating contact records to represent individuals instead of storing this customer data directly on the account. Following this design will also make your life a lot easier when using other marketing features in the future.

All the best,
Josh
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AyushJain on at

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RE: Using Dynamics Marketing with the Accounts Entity

Sorry for the long delay in answering your question. Customer journeys do support accounts - and you can also do account based scoring. learn.microsoft.com/.../account-based-marketing

More support for account-based marketing is on our roadmap