Vertic Drives Global Success in Microsoft Office 365 Campaign

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Creating a Relevant Experience for the User from Leveraging LinkedIn Data Sees Increased Engagement and Conversion

Vertic today announced its success in a recent pilot digital program with Microsoft to leverage the LinkedIn platform in order to customize Office 365 messaging and value propositions with relevancy to the social network’s user profiles.

The solution, rolled out in thirteen markets to date, has had impressive results. With comparison with other previous campaign initiatives for the product, it has seen an increase of 25% more relevant traffic, has led to higher engagement to a factor of 33, and conversion by a factor of 10 through the funnel of the user’s experience from awareness, to consideration and ultimately driving demand. Segmented messages and value propositions according to industry, job function and market were placed within advertising in the LinkedIn platform. Users subsequently landed on customized campaign pages, such as, which were relevant to this segmentation. Further personalization was available through validating the user’s profile with their LinkedIn identification.

“Customers in the digital age demand relevancy in their vendor consideration,” said Sebastian Jespersen, CEO of Vertic. “To segment each customer audience and resultantly create wholly different campaigns and programs is extremely time consuming and ultimately not cost-effective. However, through building an engine on LinkedIn, we were able to create one campaign communication platform that was able to adapt dynamically based on data. LinkedIn has proven efficient at reaching the right audience with the right message.”

Teams from Vertic and Microsoft worked together across continents during the course of the program. Vertic’s Copenhagen, Singapore and New York teams were responsible for global roll-out according to time-zone of the Microsoft subsidiary market customer. The Microsoft team in Redmond sponsored the project, with global coordination in Paris and Copenhagen, leading to individual subsidiary adoption in markets such as Australia, Brazil, France and Germany. The end goal of the collaborative effort was to build not only one campaign platform, but a holistic solution that allowed each market to lead with country-specific content and cases.

“Serving up a relevant message across industries, across stakeholder roles, and most importantly across markets in local languages, is one of the more complex issues of a global market organization such as that at Microsoft,” said Trine Tirsgaard, Marketing Director Microsoft Denmark and Program Lead for the solution. “The traditional IT industry approach is to talk about features and functionality. It is high time we listen to our customers and make benefits relevant to solving customer challenges.”

“We have created a solution here that has contributed some fantastic numbers as well as driven valuable insight into the use of social media, in particular LinkedIn, across markets,” continues Tirsgaard. “My belief now is that this approach will overhaul the traditional go-to-market. There is a need for a longer and stronger cooperation between sales and marketing to build customer connections through data. Having achieved this goal with Vertic, it has driven me to allocate a third of total marketing budget towards digital customer driven processes such as these.”

A key success was seen in the engagement at both the Microsoft corporate level and subsidiary level. Laurence Lipworth, Head of Client Engagement, and Microsoft Account Lead, at Vertic commented: “Traditionally, corporate organizations and their subsidiaries can face different challenges; in particular as the corporate marketing efforts look to drive awareness but the subs drive sales. As part of the goal of this program, we wanted to create a solution that could combine awareness and demand generation, and ultimately bridge that gap between marketing and sales.”

About Vertic:

Vertic is a global independent digital ad agency. Our award-winning solutions are based on our ability to blend the core competencies of strategy, story-telling, creativity, interaction-design, and in-depth understanding of content creation, in the pursuit of tangible business results.

Vertic’s mission is to help industry leaders apply interactive solutions to build their brands and create great customer experiences across the entire digital channel.

Vertic is one of a select few agencies on LinkedIn’s exclusive Certified Developer Program (CDP). The CDP program is limited in membership and prospective partners are evaluated based on criteria including global reach and scale, strategic media agency alliances, and best-in-class expertise with custom API development.

Founded in 2002, we are represented in Copenhagen, New York, Seattle and Singapore. Our passion is creating 360 multi-channel solutions that generate demand for our client’s brand.
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Katie Ferrara
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