Who Are Microsoft Dynamics GP Customers, and Why Do They Matter?
Microsoft Dynamics GP users are one of the most valuable and sometimes disregarded audience segments you can target if you’ve been attempting to expand your B2B pipeline.
For many years, thousands of mid-sized companies have relied on Dynamics GP (previously Great Plains) for their operations, payroll, and accounting. These are not your typical businesses. They are perfect targets for software vendors, professional advisors, and service providers because they are well-established companies with actual budgets, decision-makers, and pain points.
Understanding who they are is the first step. Reaching them effectively is the art.
What Kind of Businesses Still Use Dynamics GP?
Dynamics GP is especially well-liked in the nonprofit, manufacturing, distribution, and healthcare industries. The majority of users are businesses with 50–500 workers, which are big enough to require organized financial procedures but not always big enough to have switched to a cloud-native ERP.
These businesses often rely on accounting software users within their finance teams controllers, CFOs, and accounts payable managers- who are deeply embedded in GP’s workflows. They know the software inside out, which means they’re not going to switch overnight. But they are open to complementary tools, integrations, and eventually migration options if the pitch is right.
That nuance matters a lot when you’re crafting outreach.
The Challenges of Targeting This Audience
Here’s where it gets interesting — and a little tricky.
Users of Dynamics GP are often devoted. Many businesses have been using the platform for more than ten years, and their employees have developed processes centered around it. When you’re trying to market change, that allegiance causes conflict.
The other difficulty? GP is traveling at a comfortable pace. These users are at a real crossroads because Microsoft announced it would shift its focus to Dynamics 365 Business Central. Some wish to remain where they are for as long as possible. Others are actively considering their alternatives. If you place your product or service at the appropriate time, this tension produces a genuine window of opportunity.
Instead of dismissing what they’ve created, your messaging should recognize its dependability.
How to Find and Identify Dynamics GP Customers
You cannot target people you are unable to locate. These are the most useful methods for determining Users of Dynamics GP:
- Technographic data providers, such as Bombora, HG Insights, and Cognism, let you filter companies by the software they use, including Dynamics GP.
- LinkedIn Sales Navigator allows you to search by job title and keywords. People listing “Great Plains” or “Dynamics GP” on their profiles are a goldmine
- Industry communities and forums like the Dynamics GP community on Microsoft’s own platform or third-party user groups often surface engaged, identifiable users.
- Job postings are underrated. If a company is hiring a “Dynamics GP Administrator,” you now know exactly what they’re running.
Stack two or three of these together, and you’ve got a highly qualified list to work with.
Messaging That Actually Resonates
Businesses using enterprise resource planning systems often look for reliable ways to improve efficiency, optimize operations, and adapt to changing technology demands. With evolving business requirements and increasing pressure to modernize legacy platforms, Dynamics GP Users are exploring solutions that help extend system value, enhance performance, and support future growth without disrupting critical processes. Service providers that understand these challenges can offer more relevant guidance, consulting, and technology solutions tailored to organizational needs.
Personalization at the platform level, not just the name level, is what separates campaigns that convert from ones that disappear.
Channels That Work Best for Reaching This Segment
Here, the performance of each channel varies. These often provide the following, based on what is successful in the mid-market B2B market:
Email: continues to be effective, particularly cold outreach with a clear body and a clear, benefit-driven subject line. No more than five sentences. One request for action.
LinkedIn: is great for increasing reputation before to a direct inquiry. Your sales team’s connection requests and sponsored content aimed at finance positions at mid-sized businesses establish a warm path to conversion.
Partner channels are frequently underutilized. Microsoft has a huge network of partners. You can get friendly introductions to Dynamics GP resellers’ and installation partners’ clientele if you can establish a rapport with them.
Final Thoughts
Targeting Dynamics GP customers isn’t about volume; it’s about precision and timing. These are experienced, thoughtful buyers who respond to relevance. If you understand their platform, their pain points, and where they’re headed, you have everything you need to build a campaign that actually moves the needle.
The window is open. It just won’t stay that way forever.
FAQs:
Is it too late to target Dynamics GP users since it’s being phased out?
Absolutely not. The phaseout is actually your biggest opportunity. These businesses need a plan, and whoever helps them figure it out wins the relationship.
How do I approach users who don’t want to migrate yet?
Meet them where they are. Offer integrations, reporting add-ons, or support services that extend their current investment. Trust first, migration conversation later.
Should I target the IT team or the finance team?
Both, but start with finance. The CFO or Controller usually owns the ERP decision. Bring in IT once there’s genuine interest.
