Microsoft has announced that the outbound marketing module in Dynamics 365 Customer Insights – Journeys (previously Dynamics 365 Marketing) will be phased out by June 30, 2025.
Dynamics 365 Customer Insights – Journeys includes two modules: outbound marketing and real-time journeys. Real-time journeys, released in August 2021, offer advanced enterprise capabilities and have been the default offering for new customers since August 2023. In August 2024, Microsoft announced that outbound marketing would be phased out by June 30, 2025. Social posting and LinkedIn lead-generation capabilities will also be removed on December 2, 2024. While social posting will not be supported in real-time journeys due to low demand, LinkedIn lead generation may be added in a future release.
If your organisation uses outbound marketing, switching to real-time journeys before June 30, 2025, is crucial to avoid disruptions. This transition is not just a recommendation but necessary to ensure your business’s continuity and growth in the evolving marketing landscape.
What is Outbound Marketing?
Outbound marketing is the traditional form of marketing where businesses push their messages out to a large audience. This includes methods like TV commercials, print ads, cold calls, and email blasts. The goal is to reach as many people as possible, hoping some will be interested in the product or service.
What are Real-Time Journeys?
Real-time journeys focus on engaging customers in the moment. This approach uses data and technology to understand where the customer is in their buying journey and delivers personalised messages at the right time. It’s about creating a seamless and relevant experience for each customer.
Why Transition to Real-Time Journeys?
Take your business to the next level and look forward to a future brimming with success and growth.
- Real-time journeys go beyond just real-time interactions
- Real-time journeys include nearly all outbound features and offer even more
- Utilise generative AI to achieve more with fewer resources
- Achieve a competitive advantage by integrating sales and marketing
- Expand your business
- Enhance every interaction
- Better ROI
- Higher Engagement
Steps to Transition
- Understand Your Customers: Use data analytics to gain insights into customers’ behaviours, preferences, and needs. This will help you create more personalised and relevant content.
- Invest in Technology: Implement tools and platforms that enable real-time data collection and analysis. This includes customer relationship management (CRM) systems, marketing automation tools, and AI-powered analytics.
- Create Dynamic Content: Develop content tailored to different customer segments and delivered at the right time. This could include personalised emails, targeted ads, and dynamic website content.
- Test and Optimise: Continuously test your real-time marketing strategies and optimise them based on performance data. This will help you refine your approach and achieve better results.
Challenges to Overcome
- Data Privacy: Ensure you comply with privacy regulations and handle customer data responsibly.
- Integration: Integrating new technologies with existing systems can be challenging. Ensure you have a clear plan for how these systems will work together.
- Change Management: Transitioning to real-time journeys requires a shift in mindset and processes. Ensure your team is on board and trained to use new tools and strategies.
Guidance for Trials and New Customers
New Trials: From now on, new trials can only be created with real-time journeys.
New Customers: New customers installing Customer Insights – Journeys will no longer see the outbound marketing module and cannot install it. As outbound marketing is being removed, new customers must adopt real-time journeys.
Recommendations Based on Your Situation
If You Planned to Implement Outbound Marketing
Since outbound marketing will be removed on June 30, 2025, you should update your plans and implement real-time journeys. For more information, see “Why should I transition to real-time journeys?”
If You Evaluated Real-Time Journeys and Found It Unsuitable
Review the transition functional areas guide, which includes feature-specific guidance, workarounds, and a roadmap. Despite any gaps in real-time journeys for your use cases, it is essential to implement it as outbound marketing will be removed. Microsoft continuously adds new features, and requests to add outbound marketing will not be approved.
Guidance for Existing Customers Using Outbound Marketing
Remember, you’re not alone in this transition. Existing customers must switch to real-time journeys before June 30, 2025, to avoid interruptions and benefit from optimal performance, scalability, ongoing product investments, and AI Copilot features. For more details and to address any concerns, refer to the Customer Insights – Journeys transition FAQs.
Recommendations for Existing Customers
If You Set up a New Organisation and Don’t See Outbound Marketing
This is expected as outbound marketing is no longer included in new organisations. It is strongly recommended to use real-time journeys since outbound marketing will be removed by June 30, 2025.
If You Need Outbound Marketing Until Transitioning to Real-Time Journeys
If you still need outbound marketing until you’ve fully transitioned to real-time journeys, you can reactivate it by following these steps. First, navigate to the ‘Settings‘ page and click ‘Versions ‘. Here, you’ll find an ‘Enable’ link that you can use to reactivate outbound marketing. Please note that you need to be an admin to see this link. If you’re not an admin, you’ll need to ask someone who is to perform this step. If the link is not visible, you can follow the guidance requesting that outbound marketing be added. If you need a new portal for your outbound marketing setup, you can ask for it when you set it up or later. Remember that you can’t use an existing portal; only a new one can be created for your outbound marketing.
If the “Enable” Link Isn’t Available or Doesn’t Work
If you’re already using outbound marketing and the “Enable” link isn’t working or available, you can fill out the outbound marketing request form. According to the Real-time Journeys transition FAQs, there are no exceptions for using outbound marketing after its removal date. This form is only for current users of outbound marketing who can’t use the “Enable” link. Requests for other reasons will be rejected.
Only customers who have been using outbound marketing should make this request. Requests from those who have never used outbound marketing will be denied. Don’t create support tickets or use other channels for these requests; you’ll be directed to the form. The form needs an email address to confirm receipt of the request, notify you when it’s reviewed, and ask for more information. Most requests are reviewed within three to five business days once all required information is provided.
We’re Here to Help!
As mentioned, Microsoft Outbound Marketing users have until June 30, 2025, to take action. With the marketing planning season approaching, we recommend starting to plan your next steps before the year ends.
Stallions Solutions is here to assist anyone needing guidance with this decision. We can support organisations transitioning to Customer Insights Journeys by helping them get familiar with the advanced new tools. Simply contact us, and we’ll get back to you promptly.
Conclusion
Transitioning from outbound marketing to real-time journeys is a significant change, but it can lead to more personalised customer experiences, higher engagement, and better ROI. By understanding your customers, investing in the right technology, creating dynamic content, and continuously optimising your strategies, you can successfully make this transition and stay ahead in the competitive marketing landscape.
