Case Study: Microsoft Corporation achieves optimized demand generation and increased content engagement with Contently's Docalytics

How Docalytics Transformed Microsoft’s Demand Gen Strategy

Microsoft needed clearer visibility into how its downloadable content performed: marketers couldn’t tell which topics or formats sparked interest, how different audiences responded, or which channels drove the deepest engagement. The team also debated whether to gate assets up front with a landing page or use an embedded, delayed form—questions that left demand-generation strategy and content optimization uncertain.

Working with Contently to use Docalytics, Microsoft gained page-by-page engagement metrics and heat maps that revealed where readers focused and how different channels performed. Those insights let the team refine topic, length, structure, and distribution; in testing, landing pages captured 25% more emails while embedded delayed gates produced 51% higher full-read rates—leading Microsoft to use landing pages for lead capture and delayed gates for nurturing, and overall to improve content quality and demand-gen effectiveness.

Microsoft Corporation

Chauncy Freels

Marketing Analytics Lead