Unlocking marketing potential with Copilot for marketing

We’ve been saying it – AI is here to stay, and the best way for businesses to move forward is to embrace it. Just like we talked about how Copilot is changing the sales process, today, we’re going to discuss Copilot for marketing success.  

As an AI-powered assistant, Microsoft 365 Copilot is integrated into Microsoft’s Dynamics 365 Marketing and Customer Insights platforms. This innovative tool is designed to streamline marketing processes, enhance creativity and enable data-driven personalization, all using everyday language. 

What is Copilot for marketing? 

Copilot for marketing leverages Microsoft’s Azure OpenAI service to assist marketers in various tasks. Copilot can be integrated on every Microsoft platform and tools for seamless experience and to obtain a full picture of your customers. Copilot for marketing changes the way that marketers operate, by giving them more insights for better decision-making. 

While we like talking a lot about Copilot for marketing, it is truly Copilot for the Microsoft Dynamics Customer Insights platform – which has been folded into the Marketing module that existed before. This merger provides a more detailed view of the entire marketing pathway and the customer journey for even more powerful decisions. 

Key features of Copilot for marketing 

Copilot for marketing comes with many advanced features that can assist marketers to complete their tasks in a more efficient way. Gone are the days when marketing processes would be lengthy, or you would have the “blank page” syndrome.  

Thanks to Copilot for marketing, you can simplify your tasks and accomplish them in a faster turnaround time. Copilot for marketing is the tool you need if you want to simplify the following processes: 

Creating segments with ease 

By interpreting natural language descriptions, Copilot for marketing can generate precise customer segments without the need for complex data queries. For example, a marketer might input, "Find all customers who spent over $500 in the last three months," and Copilot will produce the corresponding segment. 

Generating email content effortlessly 

Since Copilot is present in all Microsoft tools and platforms, it can be used to craft emails in Outlook. Marketers can provide key points and select a desired tone, and Copilot will craft comprehensive email drafts that align with the specified criteria. Moreover, Copilot in Outlook can be used to obtain summaries of emails threads, schedule meetings and more. 

Building customer journeys 

By outlining marketing objectives in conversational language, Copilot can design multistep customer journeys, complete with suggested touchpoints and timelines. Copilot for marketing works in Customer Insights to provide real-time personalized recommendations, promotions and address any potential concerns based on customer data.  

Using AI-enhanced image and design recommendations 

Through semantic analysis, Copilot suggests images and design themes that complement the content and tone of marketing materials. This can be done directly thanks to Copilot in Microsoft PowerPoint, whereby marketers can draft high-quality presentations quickly.

The benefits of using Copilot for marketing 

 By now, it is obvious that Copilot for marketing brings a lot of benefits for marketers and businesses. Marketing has changed over the past few years thanks to technology and AI-powered software. We’re now at a point where it is to adapt or be left behind.  

Using AI-powered software in your marketing processes will greatly enable you to accomplish your tasks quickly and efficiently. When it comes to Copilot for marketing, some of the benefits that you can expect include: 

Enhanced productivity 

The introduction of Copilot for marketing eliminates many of the time-consuming, repetitive tasks that traditionally burden marketing teams. Tasks such as creating customer segments, drafting email content, and setting up customer journeys can now be completed in minutes rather than hours.  

By automating these processes, marketers can redirect their focus toward strategic priorities like campaign planning, creative ideation, and long-term audience engagement strategies. 

For instance, instead of manually sorting through customer data to identify a specific audience segment, marketers can simply ask Copilot, “Find customers who purchased more than $1000 in the last month.” This frees up valuable time, allowing teams to develop innovative campaigns and explore untapped opportunities.  

Improved personalization 

Today’s customers expect brands to deliver tailored experiences that resonate with their unique needs and preferences. Copilot for marketing capabilities makes this level of personalization not only possible but efficient. By analyzing customer data in real time, Copilot for marketing provides insights into customer behaviors, purchase patterns, and preferences. Marketers can then use these insights to craft campaigns that feel deeply personal. 

For example, Copilot for marketing can help create segments like “Customers who purchased outdoor gear and have not engaged with emails in the last 90 days.” This segmentation enables targeted re-engagement campaigns with personalized offers or product recommendations. The result is marketing that feels less like a one-size-fits-all approach and more like a meaningful conversation with the customer, driving higher engagement and loyalty. 

Simplified data insights 

Understanding customer data has often been a challenge, requiring technical expertise to analyze complex datasets or craft SQL queries. Copilot for marketing removes this barrier by enabling marketers to interact with data using natural language. By asking questions like, “What percentage of my loyalty program members made a purchase last month?” Marketers receive instant, actionable insights without needing help from data analysts or IT teams. 

This accessibility transforms raw data into valuable knowledge, empowering marketers to make informed decisions faster. Whether it's identifying trends, understanding customer preferences, or predicting future behaviors, Copilot for marketing democratizes data analysis, ensuring that marketers can leverage their data effectively to enhance their strategies. 

Democratizing marketing tools 

Advanced marketing tools, such as customer segmentation, journey creation, and predictive analytics, have historically required specialized skills or access to dedicated technical resources. Copilot for marketing changes this dynamic by leveraging natural language processing to bridge the gap between technology and user accessibility. 

With Copilot, marketers of all skill levels can perform complex tasks by simply describing their goals. For instance, they might type, “Create a journey for new customers that includes a welcome email, and a follow-up discount offer two days later,” and Copilot will generate the required workflow. This ease of use empowers small businesses, marketing novices, and resource-limited teams to execute campaigns with the sophistication of enterprise-level operations. 

By breaking down technical barriers, Copilot for marketing ensures that advanced marketing tools are no longer reserved for experts. Instead, they become accessible to any marketer, fostering inclusivity and enabling more businesses to achieve impactful results. 

How to get started with Copilot for marketing? 

Implementing Copilot for marketing within Dynamics 365 can significantly enhance your marketing operations. To ensure a seamless integration, consider the following steps and best practices. 

By default, Copilot features are enabled in regions where an Azure OpenAI Service endpoint is available. However, if your organization is in a region without this endpoint, an administrator must provide consent for data movement across regions. This consent allows Copilot to function by accessing necessary AI services hosted elsewhere.   

Steps to Enable: 

• Navigate to the Power Platform admin center. 

• Locate the Copilot settings under your organization's environment. 

• Provide consent for data movement across regions to utilize Copilot features. 

Configure Copilot in Dynamics 365 Marketing: 

• In the Sales Hub app, go to App Settings. 

• Under General Settings, select Copilot. 

• Turn on the desired Copilot features and save the settings.  

Challenges and limitations of Copilot for marketing  

While Copilot offers numerous advantages, it's important to be aware of certain limitations. It is, after all, only a tool and it can make mistakes. Hence, it is not advisable to heavily rely on Copilot for marketing. The AI-driven software still needs human intervention and collaboration to provide the best results. 

Some of the challenges and limitations associated with Copilot for marketing are: 

• Regional availability: Some Copilot features may be limited to specific geographies or languages. For instance, certain AI functionalities might only be available in regions where Azure OpenAI Service endpoints exist. Ensure to verify the availability of features in your region before planning your marketing strategies.  

• Content accuracy: AI-generated content should be meticulously reviewed to verify its relevance and correctness. While Copilot can produce drafts and suggestions, human oversight is essential to ensure the content meets your standards and accurately represents your brand.

Best practices when using Copilot for Marketing 

While Copilot for marketing can do wonders for your team, it remains a tool and should not be heavily relied upon. It does come with challenges and limitations, but nothing that we cannot prevent or work with. Below are some best practices that marketers need to keep in mind when using Copilot for marketing: 

• Provide clear and detailed prompts: When interacting with Copilot, articulate your requests clearly to achieve optimal results. For example, instead of saying, "Create an email," specify, "Draft a welcome email for new subscribers introducing our latest product line." 

• Review AI-generated content: Always assess the content produced by Copilot to ensure it aligns with your brand voice and is factually accurate. Human oversight is crucial to maintain quality and relevance in your marketing materials.   

Gestisoft: your number one partner for Copilot for marketing 

Ready to implement Copilot for marketing in your business? Reach out to the experts at Gestisoft for a successful project from start to finish. With over 25 years of experience, we have helped numerous businesses in North America identify, implement and sustain their technological solutions from Microsoft. 

Our team will be delighted to speak with you and guide you in the process involved in the setting up of Copilot for marketing, based on your business specific needs. Contact us today and let’s plan a free consultation session.