Consistent Full-Campaign
Execution to Influence
Mindshare and Sales Funnel
Consistent Full-Campaign Execution to Influence Mindshare and Sales Funnel
Consistent Full-Campaign Execution to Influence Mindshare and Sales Funnel
Consistent Full-Campaign Execution to Influence Mindshare and Sales Funnel
How Microsoft India influenced 8,000+ decision makers and a multi-million dollar sales pipeline with a Brand-to-Demand strategy on LinkedIn
Microsoft India leverages the power of customer-centric digital media to create a localised marketing campaign that truly answers user needs with innovative solutions. As part of a six-quarter Brand-to-Demand strategy, Microsoft came to LinkedIn to capture the interests of buyers, the buying community and decision makers across all parts of the marketing funnel.
THE CONTEXT
Riding on successive event interventions, anchored on its Future Ready Summit, Microsoft India initiated a bridged Brand-to-Demand campaign centrally from October 2021 to June 2023, lighting up the solutions that would enable organisations to deliver on their digital imperative, and help them do more with less with Microsoft Cloud.
THE SOLUTION
When Microsoft India designed their content, they planned for driving affinity in the present, recall in the near future, and stickiness in the mid to long-term. The content was built to last, and last it was to, on LinkedIn, targeted to an identified list of enterprises across the growth curve, and decision making personas across functions.
They consulted the LinkedIn Marketing Solutions team on a multi-format strategy to achieve optimum brand exposure. Each quarter’s results became a learning blueprint for the next quarter, with the narrative constantly evolving over time.
Microsoft India focused on:
● Thoughtful content with localised imagery
● Highlight customer value by staying true to the context of the customer in the backdrop of the external economic environment
● Consistency and continuity in messaging (always-on engagement)
● Regularly monitor and optimise content
Download the case study to learn what works in India.
THE RESULTS
The campaign trended 1.5X to 2X above the average VTR of 40% on the platform, ranging between 50% and 74%, while producing a 25% cost efficiency on contact acquisition during the course of the campaign.
3.8M
Individuals touched
250k+
Organisations reached
8,000+
New contacts acquired
2,400
Decision maker contacts acquired
“Through our strategic collaboration with LinkedIn, we achieved an impressive 25% reduction in cost per lead, deepened reach penetration within our target accounts, unlocked 35% net-new decision maker contacts, and influenced a strong mindshare for the brand alongside building consideration. Staying in tune with the customer was central to our success – with a mix of ABM, retargeting, and thought leadership content, we ensured that we were nurturing the right audiences at the right time.”
Shriram Parthasarathy
Head of Digital Media Marketing, India and South Asia
Microsoft
Shriram Parthasarathy
Head of Digital Media Marketing, India and South Asia
Microsoft
Target Indian audiences with precision on LinkedIn
Microsoft enables digital transformation for the era of an intelligent cloud and an intelligent edge. Its mission is to empower every person and every organisation on the planet to achieve more. Microsoft operates in 190 countries and is made up of 181,000 passionate employees worldwide. View company page.
Region: India | Headquarters: Washington, USA | No. of Employees: 10,000+ | Industry: Computer Software