Lead Generation Campaign for Microsoft 365 Business
TechData delivers comprehensive IT solutions and support to enterprises globally. In early 2020, the Polish branch of TechData approached us to conduct a lead-generation campaign for the Microsoft 365 Business Premium product.
The Challenge
Increase sales of Microsoft 365 Business Premium licenses among small and medium-sized businesses
As many partners in Poland offer Microsoft solutions, standing out in a competitive market was a significant challenge for TechData. Additionally, Microsoft 365 Business Premium, while feature-rich, is not the cheapest option, so demonstrating its superior value was crucial.
Shortly after the campaign’s launch, the COVID-19 pandemic significantly increased interest in Microsoft 365 solutions. Many companies were unprepared for remote work, necessitating a swift shift in our strategy. We positioned Microsoft 365 Business Premium as an essential tool for companies to maintain effective operations during the pandemic.
The Solution
Following thorough consultation and validation of the client’s requirements, we presented an initial package of digital marketing activities, enabling a quick start to the campaign.
Our campaign activities comprised:
- Developing a dedicated landing page outlining the advantages of Microsoft 365 Business Premium, complete with a contact form for inquiries.
- Launching a targeted Google Ads campaign tailored to companies seeking digitalization solutions, remote working capabilities, and enhanced security measures.
- Producing a promotional video highlighting the features and benefits of Microsoft 365 Business Premium, strategically deployed across the website and online advertisements.
What’s more…
We prepared alternative versions of the landing page (e.g., differently presented information about a 20% discount) to conduct A/B testing. The site was also monitored regularly using HotJar and Google Analytics tools. In this way, we verified what kind of people visit the landing page and what kind of content attracts their attention, and then made changes to the site.
To address the issue of irrelevant leads from educational institutions, we implemented a solution within the contact form. Users were prompted to specify their company type, and if identified as an educational institution, they were redirected to an external Microsoft page tailored for schools and universities.
Simultaneously, we created a concise video titled “What is Microsoft 365 Business Premium,” which was shared on the website and a dedicated YouTube channel.
Emphasizing cybersecurity in the cloud, the video aimed to elucidate the importance of safeguarding corporate data, a critical aspect that might be overlooked by some customers familiar with applications like Excel, SharePoint, and Teams.
Our process
Initially, our Google Ads campaign encompassed various formats including display ads, YouTube video ads, and text ads on the search network, allowing us to evaluate the most effective lead generation method. Following analysis, we found that search engine ads yielded the best results relative to cost, prompting us to primarily focus on them for the remainder of the campaign.
In response to the COVID-19 pandemic, we adjusted the content both on the website and in the ads, placing greater emphasis on the rapid and secure digitization capabilities, as well as the facilitation of remote work.
The campaign spanned from March to August 2020, and at the client’s request, we resumed activities in 2021. As part of the refresh, we expanded the landing page, introducing dedicated subpages focusing on cybersecurity and remote work. Additionally, we created an additional video case study highlighting a client’s experience with Microsoft 365 Business Premium.
The Outcome
Throughout the campaign, we successfully attracted leads from a diverse range of entities, including small and medium-sized businesses, larger enterprises, and even political parties. Over the campaign duration spanning 2020 to 2021, with intermittent breaks, we delivered a total of 1,709 valuable leads to the client.
Our ads, displayed over 4.4 million times on Google Ads, garnered significant attention. The landing page alone amassed 55,715 views, indicating strong engagement with our ad content.
The most prolific period of the campaign – both in terms of leads collected and licenses sold by the client – was in the months immediately following the start of the pandemic. We were able to successfully capitalize on a key moment and reach a large audience that needed to digitize their company in a hurry. The March-August 2020 period accounted for almost 57% of the leads generated in the entire campaign.
1 709
valuable
leads
55 715
landing page
views
4.4 mln
ad views
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