How Cyviz Automated Their B2B Lead Nurture Workflow and Cut MQL-to-SQL Time by 32%
At-a-Glance
Cyviz - US-based AV solutions and collaboration technology provider serving enterprise and government clients globally.
CHALLENGE:
Marketing ran campaigns in HubSpot while sales operated in D365 CRM - creating a blind handoff where marketing could not track lead outcomes and sales had no visibility on prior engagement.
SOLUTION:
Intelegain replaced HubSpot with D365 Marketing, built 18 automated customer journey workflows, and configured bi-directional lead sync with D365 Sales using a behavioural scoring model.
RESULTS:
32% reduction in MQL-to-SQL conversion time, 18 automated nurture journeys live at go-live, 3x improvement in content personalisation depth, and 100% marketing-to-sales pipeline visibility.
The Challenge: A Marketing-Sales Divide Costing Pipeline Velocity
Cyviz's US marketing team ran campaigns through HubSpot while the sales team worked daily in Dynamics 365 CRM. On paper, the two systems could communicate - but in practice, the integration was limited to a one-way lead push with minimal data. Marketing could send a lead to sales, but once it crossed the boundary, visibility disappeared entirely.
The consequence was a structural blind spot. Marketing couldn't determine which campaigns were actually generating revenue. Sales reps received leads with no context - no indication of which webinars the prospect had attended, which product pages they'd visited, or which email sequences they'd engaged with. Every first call started cold.
Lead nurture was manual and fragile. The marketing team maintained spreadsheets tracking 18 distinct buyer journey scenarios - different entry points, different product interests, different deal sizes - and manually sent follow-up emails based on those spreadsheets. A single team member's absence could stall nurture sequences for days. There was no automated path for any of the 18 scenarios.
Why Cyviz Chose Intelegain
Cyviz required a partner who had successfully executed HubSpot-to-D365 Marketing migrations and understood the nuances of building complex multi-touch B2B journeys - not just basic email drip sequences. Three criteria drove the selection.
Implementation: The Intelegain Approach
Intelegain ran a four-month implementation structured around four phases, with the 18 customer journeys designed and validated by Cyviz's marketing team before a single workflow was built in D365. Journey architecture sign-off was a formal milestone - no journey entered development without written approval from both the Marketing Director and Sales Director.
Phase 1 - Journey Mapping & HubSpot Audit
Intelegain facilitated a structured workshop with the Cyviz marketing and sales teams to document all 18 buyer journey scenarios - entry triggers, branching conditions, content requirements, and exit criteria. Simultaneously, the HubSpot environment was audited: contact records, form configurations, email templates, and historical engagement data were catalogued for migration. A master contact data export was validated for completeness before any D365 configuration began.
Phase 2 - D365 Marketing Configuration & Journey Build
D365 Marketing was deployed and configured with Cyviz's contact segmentation model - industry, company size, product interest, and engagement tier. The behavioural lead scoring model was built using a weighted point system: email opens (1 pt), email link clicks (3 pts), event registration (5 pts), event attendance (10 pts), product page visit (2 pts), and pricing page visit (8 pts). Threshold scores triggered automatic lead status promotion and CRM notifications. All 18 customer journeys were built and tested in the staging environment, with full conditional branching logic replicated from the approved journey maps.
Phase 3 - Bi-Directional CRM Integration & Data Migration
Bi-directional lead sync between D365 Marketing and D365 Sales was configured - lead status updates in Sales automatically adjusted journey progression in Marketing, and vice versa. Historical HubSpot engagement data (email opens, form submissions, event attendance) was imported into D365 contact records so sales reps had full context from day one. All active HubSpot forms were migrated to D365 Marketing form captures with redirect logic to maintain website UX during transition.
Phase 4 - UAT, Training & Go-Live
User acceptance testing ran across all 18 journeys with synthetic contact profiles moving through each scenario. The marketing team received hands-on training on journey management, segment building, and campaign reporting. HubSpot was decommissioned on the agreed cutover date with a full historical data backup retained in Azure Blob Storage as a compliance archive.
Measurable Results
Reduction in MQL-to-SQL conversion time
Automated nurture journeys live at go-live - zero manual sequences
Improvement in content personalisation depth vs. prior HubSpot setup
Marketing-to-sales pipeline visibility - both teams see the same data
The 32% reduction in MQL-to-SQL time was driven by two factors working together. First, the behavioural scoring model meant sales reps received leads only when prospects had demonstrated meaningful intent - not just opened a single email. Second, reps received full engagement context at the point of assignment, cutting the research and qualification time that had previously extended the first-contact-to-discovery-call cycle.
The marketing team reported a qualitatively different working relationship with sales within the first quarter. For the first time, they could see downstream pipeline data - which campaigns were generating opportunities, which nurture journeys were producing the highest-value leads, and where the funnel was leaking. Campaign decisions became data-driven rather than intuition-led.
Project Details
Cyviz
USA
Professional Services
HubSpot + D365 CRM
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