CRM Digital Marketing for Microsoft Advertising

Elevating Every Single Aspect of CRM Digital Marketing

The Microsoft Advertising team has a big job managing the CRM digital marketing of their entire (global) B2B lifecycle for small- to medium-sized businesses. From acquisitions through retention and growth, Microsoft Advertising faces a multitude of challenges: it is not the clear market leader for search engine marketing, and many of the businesses in the target don’t understand SEM well enough to make truly informed decisions.

Our goal was to deliver on a multitude of metrics. We needed to help acquire more customers, streamline retention efforts, reduce churn, and deploy a more cohesive marketing message across the Americas, EMEA, and APAC.

INDUSTRY
Tech

AUDIENCE
B2B

WORK
CRM Lifecycle
Strategy
Email Creative
Animation

FOR BEST CRM DIGITAL MARKETING RESULTS, DIVE DEEP

It all started with a rigorous strategic exploration to gain an understanding of the different audiences and challenges.

All programs were designed with a discrete objective within the customer lifecycle. Each touch is engineered to move the target to the next-best action in the customer pathway. They feature dynamic, customized, relevant offers and content with infinite decision trees built to support holistic relationship management.

AWARD-WINNING WORK

For this campaign, we didn’t just leverage first names in an effort to reduce churn. We tiled these emails with data-rich, hyper-personalized content based on each customer’s actions and needs. Say, for example, your remarketing game is strong, but your budget is going to other programs. You’ll be served a tile for a relocation of assets. It’s a granular approach to personalized data that works– and wins awards, receiving a Marcom Platinum Award for this program and its success.

Bring on the champagne!

AND THEN WHAT?

Deployed in over 30 countries, this new B2B marketing customer acquisitions program was a winner, posting a 156% lift over previous campaigns. Retention KPIs have been impressive as well, with some segments seeing nearly double their previous open rates and click-to-open rates.

LIFT IN PERFORMANCE

0 %

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