For marketing and IT teams alike, integration complexity is often the Achilles’ heel of marketing automation. With emfluence’s native Microsoft Dynamics 365 integration, that challenge disappears. Built specifically to connect with Dynamics 365, Power Apps, and RapidStart CRM environments via Microsoft Dataverse, the emfluence Marketing Platform makes it easy to unify marketing automation and CRM—no middleware, no manual data imports, no third-party connectors.
This post walks through the core integration capabilities of the emfluence Marketing platform and outlines how the system syncs with Dynamics entities, custom fields, marketing activities, and form submissions—natively and securely.
1. Simple, Admin-Friendly Setup
To initiate the integration, admins simply provide two pieces of information within the emfluence Marketing Platform:
- Web API URL – the address of your Dynamics or PowerApps environment (e.g., https://yourcompany.crm.dynamics.com)
- Azure Tenant ID – found in Azure Active Directory or Microsoft Entra ID
Once entered, emfluence walks administrators through:
- Granting Azure application consent
- Creating a Dynamics application user (with system administrator role)
- Saving the environment connection for secure two-way sync
This setup can typically be completed in under an hour, and clients are often live within two weeks.
2. Entity Mapping: Connect What Matters
emfluence can sync with any Microsoft Dataverse entity that includes an email field, including:
- Contacts
- Leads
- Custom tables/entities
Administrators select the entity and establish priority rules when multiple entities are in use. This allows Partners and clients to design workflows that match how their CRM is configured—not force their marketing platform to conform to rigid limitations.
3. Field Mapping & Sync Direction
Once entities are connected, users map specific fields between emfluence and Dynamics:
- First Name, Last Name, Email (required)
- Company Name, Title, Custom Fields
- Bi-directional or one-way sync configuration per field
This gives marketers flexibility to personalize campaigns while ensuring CRM data stays accurate and aligned.
4. Entity Sync Views: Filter the Noise
To avoid syncing irrelevant records, emfluence supports Sync Views, which filter data before it enters the marketing platform. For example:
- Only sync contacts with marketing opt-in
- Exclude archived or bounced leads
- Sync only records with valid email addresses
A recommended best practice is to create a YES/NO field in the CRM (e.g., “Sync to emfluence”) and apply that as the filter condition.
5. Activity Sync: Visibility and Automation in CRM
Every interaction tracked in emfluence—email opens, page views, form submissions, SMS responses—can be synced back to Dynamics. These activities:
- Are stored directly on the contact record
- Trigger Power Automate Flows (e.g., create follow-up tasks after a click)
- Power marketing and sales reporting in Power BI
Marketers can select which activities to sync and configure retention policies to manage data usage.
6. emfluence Contact UI: Real-Time Insights Inside CRM
Admins can embed a dedicated emfluence tab directly within the Dynamics 365 Contact or Lead form. This tab displays:
- Contact-level email engagement
- Form completions, survey results, SMS activity
- Group memberships within emfluence
Sales teams gain immediate visibility into marketing activity—without leaving the CRM.
7. Marketing Lists & Landing Pages: Full-Funnel Connectivity
emfluence supports native mapping between:
- Dynamics Marketing Lists → emfluence Groups
- emfluence Landing Pages → Dynamics Contact/Lead Entities
This means marketers can:
- Launch targeted campaigns to CRM-defined segments
- Push form submissions back into CRM, either creating new records or updating existing ones based on email match
- Keep CRM lists and marketing segments in sync—automatically
8. Integration Status & Reporting
Once syncs are configured, users can:
- Activate or deactivate Entity, Activity, and Landing Page syncs
- View historical sync logs (start/stop time, record counts, errors)
- Monitor integration performance in real time
This visibility makes the platform easy for administrators to manage and optimize long-term.
Built for Dynamics. Trusted by Marketers.
emfluence’s integration with Microsoft Dynamics 365 is more than a connector—it’s a true native extension of the CRM ecosystem. With rapid setup, deep entity mapping, real-time data visibility, and marketer-friendly tools, emfluence delivers a best-in-class marketing automation experience that’s seamless, secure, and built for how real businesses operate.
