Microsoft MB-220 cheat sheet

Environment setup: a production instance with Dynamics 365 Marketing installed; trial instances expire after 30 days and cannot be extended.

Default marketing settings include sender domains, suppression lists, and double opt-in; changing them affects all newly created journeys.

Compliance settings: configure consent model (single vs. double opt-in), unsubscribe preferences, and forwarding for subscription centers.

Brand profiles store sender name, address, and social links used by email and push templates.

Content settings define default email styling, font, and color; templates inherit these unless overridden.

Lead scoring models are configured under Settings > Scoring; scores range 0–100 and can be based on demographic and behavioral rules.

Segments and journeys require a business unit; cross-business-unit access is controlled by security roles.

Feature switches (e.g., real-time marketing) are enabled per environment and cannot be disabled after journeys are live.

Data retention: interaction data is kept per organization policy; default retention for outbound marketing is 12 months unless changed.

Segment types: static (fixed membership), dynamic (refreshed on schedule), and compound (based on other segments).

Dynamic segment query uses natural language or designer; refresh schedule can be hourly, daily, or weekly; manual refresh is available.

Segment membership is evaluated at journey run time; changes after a journey starts do not affect already-processed contacts unless the journey is restarted.

Preference center: contacts manage email, SMS, and custom channel opt-ins; each preference has a purpose and a topic.

Consent model: single opt-in requires one confirmation; double opt-in requires a confirmation email click before marketing emails are sent.

Suppression lists exclude contacts from all sends; subscription lists are opt-in and used for targeted sends.

Segment size limit: a dynamic segment can include up to 10 million contacts; larger segments require filtering.

Preference center forms are hosted on a marketing form and linked from unsubscribe links in emails.

Contact preference changes are logged as interactions and can trigger journeys via real-time triggers.

Lead-to-contact conversion: qualifying a lead creates a contact and optionally an account and opportunity; the lead is deactivated.

Lead scoring combines demographic (fit) and behavioral (engagement) scores; each model has a threshold for 'sales ready'.

Contacts can be associated with multiple accounts via connections; the primary account is set on the contact record.

Account hierarchy: parent-child relationships are defined by the parent account field; rollup views aggregate child data.

Marketing insights: contact interactions (email opens, clicks, event attendance) are stored as interaction records linked to the contact.

Duplicate detection rules apply to leads, contacts, and accounts; merging records preserves interaction history.

Data hygiene: use out-of-the-box Power Automate flows or scheduled jobs to update stale records; no built-in deduplication for marketing segments.

Consent and preference data are stored on the contact and used by segments and journeys; changes propagate to the preference center.

Lead scoring models can include custom fields; scores are recalculated when a lead is created or updated.

Email channel: requires a verified sender domain; DKIM and SPF must be configured; emails are sent via Dynamics 365 Marketing service.

Email templates support personalization, dynamic content, and A/B testing; A/B test selects a winning variant based on open or click rate.

SMS channel: requires a provider (e.g., Twilio) and a registered sender ID; messages are limited to 160 characters per segment.

Push notifications: require a mobile app configured with Firebase or Apple Push Notification service; opt-in is managed via preference center.

Custom channels: created with a custom channel definition (JSON schema) and an external service; used for third-party messaging.

Marketing forms: hosted or embedded; form capture requires a matching field mapping and a submission action (e.g., create lead).

Landing pages: created from templates, can include forms; URLs are trackable and can be used in journeys.

Social posts: scheduled via the social channel; LinkedIn, Twitter, and Facebook are supported; posts can be part of a journey.

Event and webinar channels: registration and attendance are tracked as interactions; attendance can trigger follow-up journeys.

Journey types: outbound (scheduled, batch) and real-time (triggered by events); real-time journeys support immediate actions.

Journey designer: add tiles for segments, emails, wait conditions, if/then branches, and actions; each journey has a start and end tile.

Triggers: real-time journeys start from a trigger (e.g., form submission, email click); outbound journeys start from a segment and schedule.

Wait tiles: pause until a date/time or a condition; maximum wait time is 90 days per tile unless configured otherwise.

Goal tracking: define a goal (e.g., email click) and journey stops for contacts who achieve it; goals can be measured per journey.

Journey insights: view analytics for sends, opens, clicks, and conversions; data is refreshed every 24 hours for outbound journeys.

Versioning: journeys can be stopped and edited; changes create a new version; live journeys cannot be edited without stopping.

Compliance: journeys respect consent and suppression lists; double opt-in contacts are excluded until confirmed.

Testing: use test contacts to send a preview; test sends do not affect journey analytics.

Event types: in-person, webinar, and hybrid; webinars require a provider (e.g., Teams, Zoom) configured in settings.

Event registration: create a registration form and a journey to send confirmations and reminders; registration status is tracked on the event registration record.

Session and track management: events can have multiple sessions and tracks; attendees can register for specific sessions.

Check-in: use the mobile app or a check-in form; attendance is recorded as an interaction.

Webinar integration: after the webinar, attendance data is synced; attendees can be segmented for follow-up.

Event waitlist: when capacity is reached, registrants can be placed on a waitlist; promotion is manual or automated.

Event analytics: track registrations, attendance, and engagement; data is available in the event dashboard.

Passes: digital passes with QR codes are generated for attendees; scanning the pass checks in the attendee.

Recurring events: create a recurring event series; each occurrence is a separate event record with linked sessions.