Microsoft Dynamics CRM Marketing Module versus Microsoft Dynamics Marketing and ClickDimensions

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This blog has been updated in July 2016 to include a comparison with ClickDimensions within the Marketing Automation activity section.

The release of Microsoft Dynamics Marketing in spring 2014 brought on many new and exciting features to the Dynamics CRM platform. There are some key differences between what this new application has to offer versus what is included within the Dynamics CRM Marketing Module, and deciding which one is best for your organization completely depends on your business needs.

We are going to look at a couple of typical marketing activities and which module we feel would be best suited for your marketing requirements.

Managing Events and Registration
You should choose: Dynamics Marketing.
This product is ideal for managing every aspect of your events. The drag-and-drop tool is easy to use and gives you a clear view of all the different activities that have been planned and included within your campaign. This is the right tool if you need to easily manage your email marketing automation and event registrations. You can have different actions and activities according to your different lists but everything will be streamlined in one location.

Integration with Customer Activities and Sales
You should choose: Dynamics CRM Marketing module.
Although the number of integration points between Dynamics Marketing and Dynamics CRM is increasing, if your primary objective is to review existing customer activities in the Dynamics CRM Sales module or in the Service module, the Dynamics CRM Marketing module presently offers more flexibility and gives you a true 360-degree view of your clients and their activities.

Managing Marketing Lists
You should choose: it’s a tie!
This one really depends on your internal processes and comes down to who will be managing these lists. You can manage your prospects from within either Dynamics CRM or Dynamics Marketing, but it is important that you pick one and stick to it. As Dynamics Marketing was designed with the marketer in mind, it has more of the concept of marketing versus sales-qualified lead, so once it is ready to be handed over to the sales team, it will be integrated to the Dynamics CRM modules. On the other hand, if you are looking to segment your current customer base, I would recommend that this portion remains in Dynamics CRM as it will be easier to look up this information from one place.

NEW SECTION: Marketing Automation
You should choose: it’s a tie (again!)
The Dynamics CRM Marketing module does not natively offer any marketing automation functionalities, but many third-party tools can be fully integrated to your CRM for that purpose, such as ClickDimensions. The reason why I’m calling this one a tie is because ClickDimensions and Dynamics Marketing both offer some great tools and similar functionality in regards to marketing automation.

ClickDimensions has recently come out with a new, visual and intuitive campaign automation builder. The previous iteration was a little tricky to use when it came to creating the initial campaign so Dynamics Marketing had a slight edge on it, but that has since been leveled off with the ClickDimensions release in December 2015. Both offer tools such as web analytics, form creation and email builders with a notion of templates, and one edges out the other and vice versa only in terms of slight differences.

I would say the main difference between these two products is that ClickDimensions is seamlessly integrated to Microsoft Dynamics CRM, so no additional integrations are required to link your marketing data when sending emails. Dynamics Marketing, on the other hand, is a stand-alone tool that does not need to be integrated to Dynamics CRM to run these types of activities.

My recommendation for which product you should implement is based on whether you are already running Dynamics CRM. If such is the case, I would recommend looking at ClickDimensions first, as there would be less of a learning curve in regards to the look and feel as well as the overall navigation of the product. If you are looking for a stand-alone marketing automation tool, I would recommend Dynamics Marketing as it has everything you need to run your campaigns and activities without being linked to another CRM application.

Another key difference
The Dynamics CRM Marketing module and ClickDimensions are available both online or on premise. Dynamics Marketing can be used with both types of CRM installations, with slightly different licensing, but the application itself is only available in a cloud/online model.

In the end, what it comes down to is asking yourself the question: “What do I need to best manage my marketing efforts?” Both the marketing module and Dynamics Marketing have excellent reporting capabilities to help you better understand your campaigns ROI and response rates; it is simply a matter of defining what your primary types of marketing activities are and which tool best fulfills your individual needs.

To learn more about the differences between these two modules, contact JOVACO Solutions at or by phone 1-888-988-3535 extension 122.

By JOVACO Solutions, a Microsoft Dynamics CRM specialist in Quebec

5 thoughts on “Microsoft Dynamics CRM Marketing Module versus Microsoft Dynamics Marketing and ClickDimensions”

  1. Nice... Do you mind doing a comparison between Dynamics marketing, Dynamics CRM Marketing and ClickDimesnions(highest rated marketing tool for CRM)?

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