Account based Marketing and Dynamics CRM

Some useful notes and links here  from Steve Mordue , CEO of ForceWorks on Account-Based Marketing, and ways to adapt the native behaviour of Dynamics 365 to support it.

Beyond his suggestions I think the following are key in terms of building and information base about your target accounts:

  • acquire as much contextual information about accounts as possible, via both automated and human sources
  • whilst acquiring as much data as possible about individual customer interactions on touchpoints, put significant effort into linking those individuals to an account
  • when customising the touchpoint experiecne for an individual, take into consideration their account context, including other recognised individuals


CC BY-NC-SA 4.0 Account based Marketing and Dynamics CRM by Julian Elve is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

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