Case Study: Microsoft Corporation achieves 863 leads at 60% below benchmark CPL and 26% account-penetration uplift with LinkedIn Marketing Solutions

Microsoft takes ABM to the next level on LinkedIn

Microsoft wanted to deepen engagement across its 2,000 target accounts, moving beyond IT contacts to reach senior line-of-business decision-makers, raise awareness of its broader innovation offers, and grow Share of Voice. The challenge was to generate net-new, high-quality leads and increase account penetration for its enterprise pipeline.

Microsoft ran a LinkedIn ABM campaign using persona-based targeting, Sponsored Content eBooks (AI and digital transformation in healthcare, retail and banking), parallel content on enterprise skills, and LinkedIn Lead Gen Forms. The campaign delivered 863 leads (43% director level+), engaged senior decision-makers at 53 enterprise accounts (30% new), cut CPL 60% below the UK tech benchmark, lifted account penetration 26% QoQ, and increased SOV from 30% to 40%, with lead form CTR and completion rates well above benchmarks.

Microsoft Corporation

Robin Taylor

Digital Marketing Lead