Case Study: Microsoft Corporation achieves 187% of FY16 subscription goal with iProspect

Going direct to small businesses with a high-performing programmatic approach

Microsoft Corporation wanted to grow Office 365 subscriptions among micro businesses, but its usual enterprise sales channels were less effective for this small-business segment. iProspect was brought in to help improve engagement and conversion rates while efficiently scaling direct leads without relying on the enterprise network.

iProspect implemented a programmatic, data-driven campaign using diversification, segmentation, and personalization across display and SEM tactics, including retargeting, lookalike modeling, and ongoing creative and SKU testing. The result was 187% of Microsoft’s FY16 new-subscription goal and a 27% lower-than-target CPA, helping build a direct digital sales channel that improved conversion efficiency and reduced churn.

Microsoft Corporation

Lyamen Savy

Sr. Product Marketing Manager