Case Study — Manufacturing — Marketing Data Integration
How Inner Join Technologies helped Adrian Steel unify five ad platforms and CRM data into one Power BI view — and kept building as the partnership grew.
Adrian Steel is a commercial vehicle upfitting manufacturer. Like many growing manufacturers, its marketing data had outgrown the systems built to hold it. A single Dynamics 365 environment was being used for sales, operations, and marketing all at once, and meanwhile, ad performance data from five different platforms lived entirely outside the CRM. Inner Join Technologies has worked with Adrian Steel since implementing Dynamics 365 Customer Insights, and the partnership has continued to grow from there. Adrian Steel is currently in the second year of an ongoing engagement on Inner Join's Monthly Partnership Plan.
Adrian Steel's marketing data lived inside a single Dynamics 365 environment used for nearly every business function: sales, operations, and marketing combined. The environment had become a catch-all. Marketing records were mixed with operational data, stored in inconsistent formats across multiple entities, and increasingly difficult to manage.
Meanwhile, performance data from Google, YouTube, LinkedIn, Spotify, and Bing all lived outside the CRM entirely, each platform holding its own version of the truth. There was no way to connect what was happening in ad performance to what was actually happening in the sales pipeline. The result was slow campaign execution, fragmented reporting, and a marketing team making decisions without ever seeing the complete picture. Before this engagement, Adrian Steel's team could not produce a single aggregated report across these platforms. The data existed. It just could not be seen in one place.
The engagement began with the implementation of Dynamics 365 Customer Insights, giving Adrian Steel a proper foundation for managing marketing data and customer journeys. From there, Inner Join Technologies designed and deployed a dedicated marketing environment within Dynamics 365, separating marketing data from sales and operational systems. Contact lists, campaign records, and related data were migrated and standardized so the marketing team finally had a clean, purpose-built workspace of its own.
With the data foundation in place, Inner Join built a custom Power BI dashboard that aggregates performance data from all five ad platforms into a single, unified view. The dashboard connects clicks, impressions, and engagement metrics directly to CRM lead and opportunity records, so Adrian Steel's marketing team can see, for the first time, how advertising activity actually connects to pipeline and revenue.
The most significant change is the simplest to state: Adrian Steel went from being unable to produce an aggregated marketing report at all to having one available in real time. That single shift changed how the marketing team operates day to day.
A single, unified view of performance across five ad platforms and CRM data, replacing manual, disconnected reporting.
A dedicated marketing environment within Dynamics 365, separated from sales and operations, with standardized and consistent data.
Real-time visibility into how advertising activity connects to leads and pipeline, where none existed before.
A growing partnership now in its second year, with the marketing data foundation continuing to evolve as Adrian Steel's needs change.
Adrian Steel's engagement with Inner Join Technologies did not end at go-live. It started with Customer Insights, evolved into a dedicated marketing data environment, and continues today through an ongoing Monthly Partnership Plan. That is by design. Inner Join does not treat implementation as a finish line. As Adrian Steel's marketing operation has grown more sophisticated, the systems supporting it have grown alongside it.
“Inner Join removed blockers for us. Given our bandwidth, we wouldn't have been able to monetize our marketing and advance where we're going next without them. They're pivotal in helping us generate, process, and track leads.”
Fred Reinfelder
Director of Marketing, Adrian Steel
Let’s talk about what a similar engagement could look like for your team.
