How Tektronix Ran Coordinated Multi-Region Campaigns Across UK, US and India from One D365 Marketing Platform
At-a-Glance
Tektronix - global leader in test and measurement instruments, operating marketing teams independently across UK, US, and India.
CHALLENGE:
Managing global campaigns across three different platforms resulted in parallel running campaigns not being possible, inability to maintain contact history during transitions, and disruption to in-flight campaigns due to long platform switching times.
SOLUTION:
Intelegain deployed a unified Dynamics 365 Marketing platform that integrated three major different compliance models into one single platform, allowing Tektronix to manage compliances and other regulatory obligations globally.
RESULTS:
45% higher MQL-to-SQL conversion rate, 28% lower customer acquisition cost, and real-time campaign visibility across all three regions from day one of go-live.
The Challenge: Marketing Fragmented Across Three Continents
Tektronix's marketing operations had grown organically alongside its regional sales teams. The UK, US, and India offices each managed their own disparate legacy platforms, contact lists, and campaign calendars. This fragmented approach introduced severe operational and compliance hurdles globally.
Why Tektronix Chose Intelegain
Tektronix evaluated three implementation partners before selecting Intelegain. The decision came down to technical depth in multi-region D365 Marketing deployments and a clearly defined global compliance methodology - not just a promise to centralize data.
Implementation: The Intelegain Approach
The project ran over five months across four structured phases. Intelegain embedded a project lead with each regional marketing team during discovery - UK, US, and India - to document local campaign workflows, naming conventions, and compliance requirements before any configuration was written.
Phase 1 - Discovery & Contact Consolidation
Intelegain audited the legacy environments, mapping active contact lists, campaign history, lead scoring models, and email template libraries. A cross-region deduplication pass identified 14,000 duplicate contact records. The cleansed master contact file was structured with regional compliance and segmentation fields before any D365 Marketing configuration began.
Phase 2 - D365 Marketing Core Configuration
Intelegain built the unified D365 Marketing environment, integrating 3 different compliance models directly into the architecture. Business unit separation was used to maintain regional data governance - UK, US, and India each retained their own segment views while sharing the global contact pool. Eight global email master templates were built with locked brand sections and configurable regional content zones. Automated MQL scoring was configured using a 25-point behavioural model combining email engagement, event attendance, and website activity signals.
Phase 3 - Sales Handoff Automation & CRM Integration
When a contact hit the MQL threshold, D365 automatically created a qualified lead in Dynamics 365 Sales, assigned it to the correct regional sales rep based on territory rules, and sent a structured notification with the full engagement history. A 48-hour SLA alert was configured to escalate unworked leads to the sales manager automatically.
Phase 4 - Reporting Dashboard & Go-Live
A unified Power BI campaign reporting dashboard was built giving the global marketing director real-time visibility across all three regions simultaneously. A structured deployment plan was executed to minimize the long switching times that typically disrupt in-flight campaigns. Go-live was executed region by region - US first, then UK, then India - to manage transition risk and ensure all regional compliance obligations were actively met.
Measurable Results
Legacy platforms replaced by one unified D365 Marketing platform with 3 distinct compliance models
Higher MQL-to-SQL conversion rate post-automation
Reduction in customer acquisition cost rapidly
Real-time campaign visibility across UK, US & India from day one
Beyond the headline metrics, the operational shift was equally significant. A global product launch that previously required three weeks of parallel campaign setup now takes one coordinated build deployed across all regions simultaneously. The global marketing director reviews a single dashboard instead of waiting for three separate reports.
Sales reps across all three regions reported higher first-call conversion rates - attributed directly to the structured engagement context they now receive at the point of lead assignment. Leads that previously sat unworked for up to 5 days are now escalated automatically within 48 hours.
Project Details
Tektronix
UK / US / India
Manufacturing
Dynamics 365 Marketing
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