Exam MB-220: Microsoft Dynamics 365 for Marketing

Candidates for this exam are Microsoft Dynamics 365 Customer Engagement functional consultants with Marketing expertise. Candidates are responsible for implementing solutions that attract and convert... leads, build brand awareness, standardize omnichannel messaging, and deliver marketing insights.

Candidates are responsible for configuring and expanding the core marketing application to include email marketing, setup, interactive customer journeys, leads nurturing with personalized experiences, LinkedIn integration, Events, Voice of the Customer, Landing Pages, segmentation and scoring, and maintaining General Data Protection Regulation (GDPR) compliance.

Candidates should have some knowledge of marketing principles and the Marketing application's role in relationship to the Microsoft Dynamics 365 suite of applications, including integration with Microsoft Dynamics 365 and Office 365 applications. Candidates should understand industry terminology, priorities, common initiatives, standards, methodologies, and best practices.


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Exam MB-220: Microsoft Dynamics 365 for Marketing

This exam measures your ability to accomplish the following technical tasks: configure marketing applications; manage segments and lists; create and manage marketing forms and pages; manage leads; create and manage marketing emails; manage customer journeys; manage events and webinars; and configure and analyze customer responses.

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Skills measured

Configure marketing applications (5-10%)

Configure marketing settings

  • verify organization and business management settings
  • define default matching strategies
  • configure quota limits
  • configure event settings
  • configure Customer Insights synchronization
  • manage keywords for images for an organization
  • create templates
  • configure the privacy banner
  • configure settings for landing pages
  • configure data protection tools

Manage segments and lists (10-15%)

Create and manage segments

  • determine segment type
  • create market segments
  • configure dynamic segments using Designer, Flow, or Query
  • combine segments using union, exclude, or intersect logic

Create and manage subscription centers and lists

  • determine usage scenarios for subscription lists
  • create a subscription list
  • add a subscription list or lists to a form
  • create a segment based on a subscription list
  • create and manage subscription center

Create and manage marketing forms and pages (10-15%)

Create marketing forms

  • determine which marketing form type to use
  • determine form requirements and limitations
  • create a marketing form using a template
  • enable prefilling for forms
  • embed a form on an external website
  • create new fields to add to marketing forms

Create and manage marketing pages

  • determine which marketing page type to use
  • create a marketing page using a template
  • add form blocks to marketing pages
  • customize a marketing page
  • create and use dynamic test links
  • implement dedicated marketing page blocks
  • preview and validate marketing pages
  • publish a marketing page

Manage leads (10-15%)

Create and manage leads

  • create leads manually or automatically
  • synchronize leads from LinkedIn by using the LinkedIn connector
  • create and manage leads and lead segments through parent contacts/accounts

Create and assess sales readiness

  • create and manage lead scoring models
  • create explicit and implicit scoring conditions
  • create compound conditions
  • set up condition models
  • configure thresholds

Create and manage marketing emails (10-15%)

Create email messages

  • create an email message
  • define mandatory fields
  • add dynamic content to email messages
  • integrate marketing pages with marketing emails

Publish and manage email messages

  • preview and test messages
  • validate and publish messages
  • edit go live emails

Manage customer journeys (15-20%)

Create customer journeys

  • determine template types
  • implement content types
  • set up a customer journey
  • implement activity and launch workflow options
  • implement targets
  • implement flow control for customer journeys

Publish and manage customer journeys

  • validate and publish a customer journey
  • edit live customer journeys

Manage events and webinars (10-15%)

Create and manage events

  • create an event team
  • set up agendas, including internal and external tracks
  • manage speakers, registration, and attendees
  • manage vendors, logistics, and accommodations

Create and manage webinars

  • determine webinar types
  • configure webinar options

Configure and analyze customer responses (10-15%)

Notice of planned skills update: In October, Voice of the Customer skills and exam questions will be replaced with Forms Pro skills and questions. The exact date of that change and the associated changes to the Skills Measured will be communicated in August, 2019. Please prepare for your exam accordingly.

Create and manage surveys and survey responses

  • identify survey question types
  • determine respondent types
  • configure response routing
  • preview and test surveys
  • publish surveys for customer journeys
  • implement workflow conditional logic for survey actions

Manage Customer Insights

  • determine report types
  • analyze contact insights
  • analyze lead insights
  • analyze segment insights
  • analyze customer journey insights
  • analyze email insights
  • analyze lead scoring model insights
  • analyze marketing page insights
  • analyze marketing form insights
  • analyze website insights
  • analyze redirect URL insights
  • gather and summarize survey results

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Microsoft Certified: Dynamics 365 for Marketing Functional Consultant Associate

Microsoft Dynamics 365 for Marketing Functional Consultants implement solutions that attract and convert leads, build brand awareness, standardize omnichannel messaging, and deliver marketing insights.

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