Home / Case Studies / From Outbound to Real-Time: How ITA seamlessly migrated to Customer Insights – Journeys

From Outbound to Real-Time: How ITA seamlessly migrated to Customer Insights - Journeys

Case Study

Industry

For over 26 years, ITA Polska has provided cutting-edge measurement systems and precision tools to the industrial and scientific sectors. Combining X-ray tomography and 3D scanning with accredited labs and certified support (ISO 9001, 14001, 45001, and PN-EN ISO/IEC 17025), the company ensures top-tier service quality. Its in-house Production and Implementation Center enables the development and testing of custom solutions for clients.

Navigating Microsoft’s shift from Outbound to Real-Time Marketing

With Microsoft phasing out the Outbound module in Dynamics 365 Marketing by June 30, 2025, ITA needed support migrating its marketing operations to Customer Insights-Journeys. This meant transferring campaigns, data, and automations to the Real-Time module without disrupting current operations.

It was also the perfect opportunity to refresh marketing consent records, improve audience segmentation, and integrate Customer Insights Journeys forms directly with the website to automate lead capture. Because these leads are a key sales channel, it was crucial to automate internal notifications and route them by topic.

“Working with the Atteli team was a real pleasure. Their open and flexible approach quickly earned our trust. They handled the migration and configuration of Customer Insights Journeys smoothly, with a great understanding of our business needs. Everything ran without disruption, and we ended up with a solution that fits us perfectly.”

Jacek Wawrzyński, Marketing Manager, ITA

Shifting to Real-Time: a new marketing approach

Together, we reviewed ITA’s existing marketing strategy and redesigned their communication model around real-time engagement – especially for events, a key part of their promotional activity.

The transformation included:

System audit & migration strategy

Identified weak points and built a clear migration path.

Lead process refresh:

Created new customer journey scenarios for events and automated lead creation, assignment, and follow-up.

Lead routing & form integration:

Website leads are now routed to the right sales team automatically.

Newsletter launch:

Implemented signup forms to collect marketing consent and generate nurturable leads.

GDPR-compliant consent management

Set up a compliant privacy profile and preference center for users to manage their consents.

Consistent brand identity

Introduced email templates and content blocks for fast, brand-aligned creation.

Event management

Streamlined logistics, finances, promotion, and data collection for online/offline events within a single platform.

“For me, this transition wasn’t just a system change – it was about building a future-proof marketing standard. Now we

Have a modern platform that keeps pace with marketing trends
Use AI to analyze and allocate resources intelligently
Personalize content more effectively for targeted audiences
React instantly to sales events, cutting delays
Provide our sales team with high-quality leads in real time"

Jacek Wawrzyński, Marketing Manager, ITA

The results: a new standard for marketing at ITA

“Moving away from traditional mass marketing to real-time tools helped ITA respond faster to customer behavior. It enabled flexible segmentation and better use of events as triggers for customer journeys. That visibility into performance helps the team make smarter decisions and match messages to real needs.”

Agnieszka Tomczyszyn, Consultant, Atteli

Automate your marketing with Dynamics 365 Customer Insights

Personalize communication and boost customer engagement with marketing automation tools. Discover the capabilities of Dynamics 365 Customer Insights and see how it can work for your business.