Create an inbound customer journey

Applies to Dynamics 365 (online), version 9.x

Inbound customer journeys seek to attract new, unknown contacts, so they typically start with a landing page that new contacts use to register for a newsletter, download, or some other perk. You'd typically promote your inbound campaign by running ads and posting links on social media. (In comparison, an outbound customer journey is one that starts with a segment made up of contacts that are already included in your Dynamics 365 database, so an outbound journey usually starts by sending out marketing emails to the members of a segment.)

Though messaging and promotion strategies are typically quite different for an inbound campaign compared to an outbound one, you design inbound customer journeys in Dynamics 365 by using the same basic tools as you would to create an outbound customer journey (as we've seen in several previous exercises). The most important difference is that you typically start an inbound customer journey with a landing page or event instead of a segment. In this configuration, all contacts (both new and existing) who submit the form from the landing page or register for the event immediately start down that journey.

An example of a simple inbound journey

Another way to create an inbound journey is to start with an interaction segment that is based on form-submit interactions. If you are embedding your marketing forms on your own website rather than on a Dynamics 365 for Marketing marketing page, then this is the only way to find and target contacts who submitted the form; but you can also use this technique to find submissions from Marketing marketing pages.

See also

Create a simple customer journey
Generate activities from a customer journey
Create an interactive customer journey
Use customer journeys to create automated campaigns
Customer journey tiles reference