Campaigns in CRM module in AX, linked to Project module

The most I see people use for it is real campaigns, so they target a market sector of customers with interest but no history with specific offers, follow up with calls and monitor the responses. Also I have seen it used for trade shows. Any variances on this are of a similar ilk. It works for the customers that i have seen use it, but I am not a marketing person or consultant, so I also know of businesses that insist on separate CRM systems. One I know that worked really well was a simple contract expiry date on the business relation and they ran a campaign every month to get the business relations with an expiry date in the month ahead to try and renew - this forward knowledge helped the business increase renewals by over 30% just by being a bit proactive rather than reactive.