Marketing automation vendor Lead Liaison to integrate with Dynamics 365 for Sales

Marketing and sales solution provider Lead Liaison has announced that it is integrating its marketing automation platform with the Microsoft Dynamics 365 Sales app.

Users will be able to push prospects from Lead Liaison into Dynamics 365 manually, or use automation actions to create new qualified leads for their sales teams, officials stated. System communication takes place in near real-time, with bidirectional syncing of standard and custom fields, officials stated.

There are several factors that factored into Lead Liaison's decision to introduce its integration with Dynamics 365, according to Ryan Schefke, Co-Founder of Lead Liaison.

"Although Microsoft is introducing their marketing app for Dynamics 365, this is not the first time this has been done," Schefke stated. "You're probably familiar with the Microsoft Dynamics Marketing (MDM) solution that was a marketing solution, and it's basically getting end-of-lifed."

Microsoft has said the transition for existing MDM users will be a re-implementation, according to Schefke.

"That's painful for clients, and those aren't easy wounds to heal," he said. "We specialize in marketing software. Not only do we have a broader feature set than what Microsoft's new marketing app will offer, we're consistent. We're on the third generation of our platform and haven't ostracized any clients as we've upgraded the platform over the years."

Additionally, Lead Liaison has had a number of customers who have asked for this integration, Schefke stated. Consequently, because demand was so high, he said the company had no option but to respond.

"When you look in AppSource, there aren't many options when you type in ‘marketing automation'. The only other ...