Through LinkedIn, we employed a matchmaking tactic between user and tailored content, to produce a scalable global solution that personalizes the entire user experience while maximizing overall ROI. The solution begins with targeted banner advertising on LinkedIn that is relevant to the user. Upon click through, the user lands on a customized site with relevant benefits. Furthermore, by logging in with LinkedIn, the site reads the number of employees within the user’s company, and recommends the appropriate Office 365 plan for their company, along with a cost per person per year. Finally, users are routed to partners in their area.

Creating a perfect balance between targeted messaging and relevancy was key in the success of the Office 365 campaign. It proved to be a multi-functional platform with the capability of primarily producing awareness, engagement, and subsequently lead generation for corporate and regional markets. While some markets held as low as a 11% bounce rate, the global solution had a 26% average bounce rate compared to software industry averages of 40-50%. Compared to B2B average conversion rates of 1.6%*, average LinkedIn Connect CTRs across the solution was 5.01%, and as high as 12.36%.