Microsoft Dynamics is a portfolio of intelligent business applications used in sales, finance, customer service and supply chain sectors. Microsoft wanted to generate quality sales leads by giving business decision makers valuable content about the power of intelligent customer service.
I led a team in developing a robust content marketing campaign including two waves of digital advertising, social media, email, and news stories directing audiences to a gated website for ebooks, white papers and product information. All content was localized for audiences in Germany, France, the UK, Australia, Japan and the Netherlands.
The campaign generated 75% of total leads for Dynamics and increased week-over-week leads associated with "gated content" from 13 per week to 1,300 per week–a 9900% increase–all in the first 6 months of the year.
[Creative direction]
