Case Study: Trend Micro achieves scalable, localized marketing automation and major MQL growth (up to 91%) with LeadFabric

Trend Micro’s Approach to Digital Marketing Striking the Balance Between Centralization & Localization

Trend Micro, the multinational cybersecurity software company, faced a challenge: a centrally controlled marketing system (originally using Oracle Eloqua and later Adobe Marketo Engage) relied on global databases and workflows that weren’t meeting the nuanced needs of local markets. Local teams needed autonomy to manage event automation, content syndication, and localized campaigns, so Trend Micro turned to LeadFabric for regional marketing automation support.

LeadFabric designed, built, tested and monitored localized Adobe Marketo Engage programs, implemented an efficient request/SLA process, provided multilingual support and regular performance reporting, and scaled operations across multiple European regions. LeadFabric now helps produce roughly 160 emails and 60 event/webinar programs per business unit per year, and delivered measurable impact—including a 91.4% increase in MQLs for France and a 56.4% increase for BeNeLux (2018–2019)—improving conversions, inbound lead capture and overall ROI.

Trend Micro

Kurt Vanderhaegen

Senior Marketing Manager