Once a prospect becomes aware of your brand, their journey doesn’t end—it evolves. The consideration stage is when potential customers actively research your product or service, compare you to competitors, and decide whether you’re worth further exploration. At this point in the journey, personalization isn’t just a “nice-to-have”—it’s critical for building trust and moving leads toward conversion.
By combining the data power of Microsoft Dynamics CRM with the automation capabilities of the emfluence Marketing Platform, you can deliver tailored experiences that address the specific needs, concerns, and motivations of each prospect. Here’s how to do it.
What Is the Consideration Stage—and Why Does It Matter?
The consideration stage is the middle of the customer journey, where prospects are evaluating options. They’re no longer just browsing—they’re actively comparing features, reading reviews, attending webinars, and downloading materials to inform a potential decision.
Your goal during this phase is to:
- Reinforce value
- Answer objections
- Provide social proof
- Guide leads toward requesting a demo or speaking with sales
A generic, one-size-fits-all approach won’t cut it here. Your CRM and marketing automation tools must work together to deliver messaging that feels relevant and timely.
Capture the Right Data in CRM
Personalization starts with data collection. Your CRM should capture as much context as possible about each lead, including:
- Demographic/Firmographic Data: Job title, company size, industry, region
- Behavioral Data: Pages visited, forms submitted, email opens and clicks
- Engagement History: Webinar registrations, content downloads, past interactions with sales
- Lead Source & Campaign Attribution
With the emfluence Marketing Platform, you can track how each contact engages with your emails, landing pages, and website. This behavioral data syncs directly into Microsoft Dynamics, enabling a full-picture view of each prospect’s journey.
To enhance your personalization efforts, use progressive profiling in forms to gradually collect more qualifying data without overwhelming users on first contact.
Segment Your Audience for Relevant Targeting
Once your CRM data is clean and enriched, you can segment leads into audience groups that reflect their needs and intent. Consider segmenting by:
- Industry or vertical (e.g., manufacturing vs. SaaS)
- Product or solution interest
- Level of engagement (e.g., downloaded a buyer’s guide, viewed pricing page)
- Lead score
With these segments, you can create dynamic lists in emfluence that automatically update based on behavior and attributes stored in CRM—ensuring that each contact is always in the right audience at the right time.
Deliver Personalized Campaigns Using Marketing Automation
With your segments in place, use marketing automation to trigger the right content at the right time. Here are a few ways to personalize outreach during the consideration stage:
Dynamic Email Content
Use emfluence’s email builder to insert dynamic content that changes based on CRM fields like industry, product interest, or lead source. For example:
- A healthcare lead sees a case study from another healthcare client.
- A manufacturing prospect receives a guide tailored to production workflows.
Behavior-Based Nurture Campaigns
Set up automation rules that deliver content based on recent activity:
- Visited a pricing page? Send a comparison chart.
- Downloaded a whitepaper? Invite them to a related webinar.
Smart Landing Pages
Use landing pages with conditional content tailored to the visitor’s segment. emfluence lets you customize messaging for different audiences without creating multiple versions from scratch.
Workflow Branching Based on Behavior
Use decision points and branching in your automated workflows to personalize the customer journey based on engagement.
For example:
- If a lead clicks on a key CTA, they can be routed to a more aggressive nurture path or receive a sales invitation sooner.
- If a lead hasn’t engaged, they can be sent additional educational content or placed in a re-engagement sequence.
This approach allows you to tailor the experience based on prospect behavior, while keeping your timing and cadence structured within the automation.
Align Sales ad Marketing for a Seamless Personalization
Your personalization efforts should extend beyond email content—they should power your sales outreach too. That means giving your sales team real-time insight into how each lead is engaging.
- Use CRM workflows to alert sales when a lead reaches a certain score or completes a key action (like attending a demo).
- Ensure the sales team can see which emails the lead received, what content they consumed, and how often they’ve engaged.
- Consider building a shared dashboard or pipeline view that includes lead activity history and personalized content recommendations.
This kind of visibility allows sales to continue the conversation seamlessly—no redundant messaging, no cold calls, and no missed opportunities.
Measure What Works and Optimize
Personalization is only effective if you measure its impact and refine your approach. Use CRM reports and marketing automation dashboards to track:
- Click-through and open rates for personalized emails
- Conversion rates from MQL to SQL
- Time spent on dynamic landing pages
- Influence of nurture campaigns on sales-readiness
Continuously test different segments, message variations, and timing strategies. Over time, your consideration-stage campaigns will become more refined—and more effective.
Conclusion
Personalizing the consideration stage is a powerful way to build trust, increase conversions, and shorten the sales cycle. With the right combination of CRM data from Microsoft Dynamics and automation workflows from the emfluence Marketing Platform, you can deliver tailored, relevant messaging that meets prospects right where they are.
Want to see how emfluence can help you personalize every stage of the customer journey? Schedule a demo today.
The post Convert More Leads: Using Microsoft Dynamics and Marketing Automation to Personalize Mid-Funnel Engagement appeared first on CRM Software Blog | Dynamics 365.
