In Dynamics 365 Marketing, customer journeys are orchestrated to guide a prospect through a predetermined, flexible path toward a preset end goal. Whether this goal is buying a product, scheduling a discover call, or closing a loan, a customer journey is easy to create and personalize to the needs of a segment, which may be thought of as a demographic, or group, of people who share similar characteristic.

When creating a customer journey, you want the most value for your efforts. Here are six practices that can lead to more effective customer journeys.

Effective marketing strategies and tactics are designed to cultivate enough interest to make sure each sales-focused interaction has a stable foundation. Creating lead scoring models in Dynamics 365 Marketing autogenerates a score to indicate each contact or account’s likelihood of closing a deal based on interactions with websites, emails, events, and more. Scoring leads allows users to focus on the most quality prospects by cutting through cluttered sales pipelines and highlighting each lead’s progress towards becoming sales ready.

Microsoft’s Dynamics 365 Marketing contains a comprehensive lead scoring system that helps marketers do exactly that. With an easy-to-use UI-based scoring module, it is simple to create scoring models that rank leads and automatically target them.