Microsoft came to our team for help driving demand generation for two conferences - TechEd Europe 2012, and TechEd Europe and North America 2013. The conferences were designed to provide technical education, product evaluation and community resources to attendees. With Microsoft's digital marketing strategy in mind, we provided creative assets and managed deployment for a comprehensive list of marketing tactics. During this campaign we found that social marketing tactics - including social sharing - brought more new visitors to the website than any other marketing tactic, and generated a large number of event registrations.
Registration Goal: 7580 IT Professionals and Enterprise Developers
Registrations Achieved: 7,278 paid registrations (96% to goal)
Registration results surpassed 2010 by 487 registrations and 2011 by 715
Average cost per acquisition: reduced by 58% year-over-year
Project time-frame: 32% of the duration of prior campaigns which saved cost