This month Microsoft announced that the Dynamics 365 Customer Insights outbound marketing module will be retired on 30 June 2025. This change signals a significant shift in how businesses will approach customer engagement and marketing automation.
It is important for organisations still relying on outbound marketing to start planning their transition to real-time journeys.
We have a written a two part blog series to explore the implications of this transition, provide actionable tips, and offer guidance on how to prepare your organisation to transition from outbound marketing to to real-time journeys.
If you are reading this and starting to stress about how you and your team will make this transition to Real-time journeys, Walkerscott can assist you in making a smooth and efficient transition, so please do not hesitate to contact us.
Dynamics 365 Marketing; what is the difference between outbound marketing and real-time journeys?
The outbound marketing module has been a staple for many businesses, offering features like email marketing, event management, and customer journeys. However, Microsoft’s real-time journeys, introduced in August 2021, have quickly become the preferred solution. Real-time journeys offer several advanced features, including:
- Enhanced Enterprise Capabilities: Real-time journeys provide more sophisticated tools for targeting and personalisation, enabling you to reach your audience more effectively.
- AI-Powered Insights: The integration of AI Copilot features helps you optimise your marketing strategies by providing actionable insights and automating routine tasks.
- Scalability and Performance: Real-time journeys are built to handle large-scale marketing operations, ensuring that your campaigns run smoothly, even as your business grows.
Why do you need to start thinking about transitioning away from outbound marketing module now?
While the final cutoff date is 30 June 2025, we highly recommend beginning the transition as soon as possible. Waiting until the last minute can lead to disruptions in your marketing efforts, especially if you encounter unexpected challenges. Early adoption of real-time journeys not only ensures continuity but also allows you to take advantage of the latest features and improvements.
How can you make the transition to Dynamics 365 Customer Insights real-time journeys smoother?
Many organisations worry about the potential disruptions during the transition period, which is a valid concern. Will your current campaigns continue to run? Will there be a learning curve for your team? With careful planning and support, you can manage the transition effectively.
Can you run outbound marketing and real-time journeys campaigns in parallel?
The answer yes, this is a good strategy to consider for a short period. Running outbound marketing and real-time journeys in parallel can allow you to gradually migrate your campaigns while minimising the risk of disruption.
Get help to transition to real-time journeys
To ensure a seamless transition, we recommend taking advantage of our Customer Insights health check service. Our team of experienced Dynamics 365 Customer Insight consultants will conduct a comprehensive review of your current setup, identify dependencies on outbound marketing, and provide a detailed plan for transitioning to real-time journeys.
For more information on the transition, please refer to the Customer Insights – Journeys transition FAQs provided by Microsoft.