CRM Hashtags + marketing lists = perfect target group selection

How can I quickly, easily and specifically address my different target groups with my CRM records? This is a question that every marketer is likely to deal with. Users of Dynamics 365 know marketing lists – an awesome tool, but unfortunately segmentation is not as quick and easy as you would like it to be. That’s why we now tag our data sets and come to addressable customer segments as quickly as ever.

No way to handle it without marketing lists

To easily segment contacts and leads in Dynamics 365, marketing lists are irreplaceable and created with just a few clicks. Marketing lists in Dynamics 365 are static or dynamic lists to segment contacts, accounts, or leads.

By using a static marketing list, members are added manually through the search function. For example, a manual created list of customers you want to invite to an event, regardless of any criteria such as sales, purchased products, etc.

However, it might often be more useful to deal with dynamic lists to add members automatically based on self-defined filter criteria. This is easily possible based on standard fields in the CRM, for example the location.  To stay with the example of an event – you could for example create a dynamic marketing list with all customers in a particular location quickly and easily. If a customer changes the place of residence or company headquarters, your marketing list for the same event will be up-to-date again one year later, without having to “intervene” manually here.

Is segmentation only possible by using standard fields?

Often, however, companies want to segment according to criteria that is no standard field in CRM – a classic adaptation, which can be easily possible by CRM developers. An example – a company in the travel industry would like to add the info to a contact that the customer is interested in family vacations. Usually, someone needed to  add an additional field by coding to enable the travel agent to check the field for the customer or select the criteria from a drop-down menu. Any further criteria, such as active holidays, cultural holidays etc. would also need adaptation by coding.

Do you use hashtags?

Maybe you are using social networks, both as a private person or as well as for your company. Hashtags are nowadays a part of online life and are currently the most popular way of associating social media content with different subject areas. This allows you to find your own content better and it is also easier to find suitable content from other people or companies. As long as you do not exaggerate – if a social media post is heaped with hashtags, the idea of simple assignment probably no longer works…

So why not also use the CRM hashtags for segmentation?

Let’s stick to the example of the travel agency. For the “Family Vacation”, an employee with the appropriate authorization would simply create an identical tag, which he connects to the CRM entity “contact”. If, for example, Mr. Meier is a family vacationer, the agent simply adds the hashtag “family” to his contact in CRM – without the need to code anything.

At some point a lot of customers will be marked with this tag and the travel agency may like to address all those people with a special offer for family holidays. So hello again, dynamic marketing list!  You simply create a dynamic marketing list based on this tag. Additionally, tagged contacts will be automatically added to this list. Hashtags can also be queried in combination – for example, to address all those customers for whom both family and active holidays are interesting with a special offer such as a hiking holiday with the family.

To sum it up: Dynamic marketing lists are a powerful and useful tool allowing you to address target groups easily. With hashtags, segmentation for these marketing lists is now finally working the way every CRM user wants – simple and fast!


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