Deciphering Pricing for the Dynamics 365 Marketing App

by | Updated April 20, 2020 | Dynamics CRM

The highly anticipated Dynamics 365 Marketing App is coming out of preview into the real world on April 2. Pricing isn’t listed on Microsoft’s website yet but it’s out and it’s a lot different than other functionality in Dynamics 365. Generally, Dynamics 365 pricing is a per user for access to certain functionality like Project Service, Customer Service, Talent etc. Marketing isn’t priced that way – when you buy Marketing everyone who is a Dynamics 365 user can access the functionality. Pricing for the Marketing App is based on the number of Contact records you have in the system – very different than anything else.

So here’s how it works. You can buy the Dynamics 365 Marketing App one of two ways.

Standalone Approach

You can buy it as a package where you get all the Marketing functionality and the technology you need to go with it – Social Engagement, Voice of the Customer (survey functionality), Portal and a non-production instance and storage. That would be the way customers might buy it if Marketing is the sole purpose of their purchase of Dynamics 365. This is called the “Standalone” approach and the cost is $1,500 per month regardless of user count. This covers the first 10,000 contacts in the system.

Attach Approach

The second way to purchase is to buy it as a package that enables the functionality with the assumption that you have purchased the Customer Engagement Plan which gives you access to Social Engagement, Voice of the Customer and a Portal. This is more designed for a customer already on Dynamics 365 who wants to enable the Marketing functionality. This is called the “Attach” approach and the cost is $750 per month regardless of user count. This covers the first 10,000 contacts in the system.

So what happens if you have more than 10,000 contacts? First off, if it were me and we had 11,000 contacts, I’d do a pass of our contacts to see if I could pare it back to 10,000. If you had 25,000+, you’re probably not going to pare it down to 10,000, so in that case, you need to pay an additional monthly fee of $250 per month for every 5,000 additional contacts you have in the system.

What should you do if you have 100,000 contacts in your system? This is where the Adobe Marketing Cloud makes the most sense. I visited with the Adobe folks at a recent conference and they said their system was designed for those customers with 50,000 or more contacts in the system. Adobe Marketing Cloud is a very high-powered and appropriately priced solution, so use it if you need that kind of power.

I hope that helps clear up the pricing for the Dynamics 365 Marketing App. I’m excited to bring this option to our clients and I’ll be recommending the “Attach” option to our clients looking for marketing capability.

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