A Marketing Hub Built Into Outlook Itself Cut Email Composition Time by 90% for Tata Tele Business Services
ibs Fulcro built a custom Outlook extension for Tata Tele Business Services, integrating its Marketing Hub web application directly into Microsoft Outlook, desktop and mobile, so sales and marketing teams could find and insert the right marketing asset without ever leaving their inbox.
Published September 11, 2026 · Updated September 11, 2026
At a glance
Client: Tata Tele Business Services (Telecommunications (B2B))
Problem: Tata Tele Business Services' sales and marketing teams had to leave their inbox entirely to find and use the right marketing asset, a real, repeated workflow interruption.
Solution: A real, custom-built Outlook add-in integrating the Marketing Hub web application directly into Outlook, desktop and mobile, so teams never had to leave their inbox.
Result: Reduction in email composition time: 90%
ibs Fulcro's role: Custom Software Development
Problem Statement
Tata Tele Business Services faced challenges in streamlining their email marketing processes. The sales and marketing teams found it cumbersome to manually search for and attach the appropriate marketing assets and templates to emails. This inefficiency led to delays and inconsistencies in their communication with clients, ultimately affecting their sales enablement efforts.
Goal
The goal was to develop a direct, efficient solution to integrate the Tata Tele Business Services Marketing Hub with Outlook.
What the Solution Needed to Achieve
Direct integration with Outlook
Develop an efficient solution for integrating the marketing hub with Outlook, not a separate tool teams had to switch into.
Direct access to marketing assets
Enable sales and marketing teams to access and share marketing assets directly within their email client.
Consistency in communication
Ensure consistency by providing a centralized repository of marketing assets and templates, so every team member sends the same accurate, on-brand material.
Improved productivity
Improve productivity by automating the process of searching for and attaching marketing content.
Cross-device installation
Facilitate easy installation of the extension on both desktop and mobile versions of Outlook.
A user-friendly composing experience
Create a user-friendly interface for composing emails and inserting marketing content without added complexity.
Smooth Microsoft 365 integration
Integrate the extension smoothly with Microsoft Office 365 for an uninterrupted workflow.
Mobile compatibility
Ensure mobile compatibility to allow marketing tasks to be performed on the go, not just at a desktop.
Stronger sales enablement
Enhance sales enablement by providing quick access to relevant content and templates for effective client engagement.
The Solution
A Marketing Outlook Extension was designed to automate and simplify the process of sharing marketing content via email, built directly into the tool sales and marketing teams already used every day rather than as a separate destination they had to remember to visit.
Key Features of the Marketing Hub x Outlook Extension
| Feature | What It Delivered |
|---|---|
| Easy installation | Installed on both desktop and mobile versions of Outlook by uploading a manifest file through Outlook's in-client store, no separate deployment process required |
| User-friendly interface | Once installed, users could compose emails, access the Marketing Hub, and insert content in just a few clicks, with options to filter assets by type, industry, region, business stage, and product |
| Content insertion | Users selected the desired marketing assets, brochures, case studies, videos, and email templates, which were then automatically inserted into the email body |
| Direct integration | The extension integrated with Microsoft Office 365, so users could manage marketing tasks without leaving their email environment |
| Mobile compatibility | The extension was also compatible with the mobile Outlook browser, so marketing tasks could be performed on the go |
Source: ibs Fulcro / Tata Tele Business Services case study.
The Impact
The implementation of the Marketing Hub x Outlook extension had a significant positive impact on Tata Tele Business Services. Email composition time dropped by 90%, the volume of emails sent increased by 30%, response rates increased by 25%, the error rate dropped by 80%, and lead conversion rate increased by 20%.
Why this matters as much as the speed gain. A 90% reduction in composition time is only a genuine win if quality holds. The 80% drop in error rate shows the centralized asset repository didn't just make sending emails faster, it made the content going out more consistent and accurate, protecting sales enablement quality at scale, not just email volume.
Why This Matters Beyond One Extension
The underlying approach, embedding a marketing asset library directly into the tool a sales team already lives in, rather than building a separate portal they have to remember to visit, is a repeatable pattern for any B2B sales enablement problem. The friction most sales enablement tools fail on isn't a lack of content, it's the extra step of leaving the inbox to go find it. Removing that step is what drove every metric in this engagement, from composition time to conversion rate.
Frequently asked questions
Sales and marketing teams found it cumbersome to manually search for and attach the right marketing assets and templates to emails, leading to delays and inconsistent client communication that affected sales enablement.
A custom Outlook extension built by ibs Fulcro that integrates Tata Tele Business Services' Marketing Hub web application directly into Microsoft Outlook, letting users browse, filter, and insert marketing assets without leaving their email client.
It installs on both desktop and mobile versions of Outlook by uploading a manifest file through Outlook's in-client store, with no separate deployment process needed.
Brochures, case studies, videos, and email templates, filterable by type, industry, region, business stage, and product, then automatically inserted into the email body with a few clicks.
Yes. The extension is compatible with the mobile Outlook browser, allowing marketing tasks to be performed on the go, not just from a desktop.
A 90% reduction in email composition time, a 30% increase in emails sent, a 25% increase in response rate, an 80% reduction in error rate, and a 20% increase in lead conversion rate.