Case Study: Microsoft Corporation achieves 8,000+ new contacts and a multi‑million dollar sales pipeline with LinkedIn Marketing Solutions

Consistent Full-Campaign Execution to Influence Mindshare and Sales Funnel

Microsoft India needed to build sustained mindshare and move prospects down the funnel with a localized, customer-centric Brand-to-Demand program. Centered on the January 2022 Future Ready Summit and delivered over six quarters, the challenge was to drive event registrations, video engagement and qualified contact acquisition across targeted enterprises and decision‑making personas while keeping messaging consistent and relevant to local business needs.

Using LinkedIn Marketing Solutions—multi-format thought leadership, event-driven video, ABM, retargeting and LinkedIn Audience Network—Microsoft executed an always-on Brand-to-Demand campaign (Oct 2021–Jun 2023). The effort reached 3.8M people from 250,000 organizations, acquired 8,000+ new contacts (including 2,400 decision makers), influenced a multi‑million dollar pipeline, delivered a 25% reduction in cost per lead, achieved VTRs of 50–74% (1.5–2× platform average) and produced 154% higher conversion for nurtured audiences.

Microsoft Corporation

Shriram Parthasarathy

Head of Digital Media Marketing