Although Microsoft is the world’s largest software company, they are not known for their CRM and ERP systems. This market segment is dominated by specialist companies like Oracle & SAP. The sales cycle for this type of product is also very long and complex – involving a number of business decision makers such as finance, sales & marketing directors. Thus, we had to target these hard to reach decision makers (i.e. CEO, CFO, COO, SalesDirectors & Marketing Directors) in mid-market businesses in different industries throughout Australia.

We chose to talk to specific business needs, using the intriguing tarot cards. The DM pack had 6 cards representing different job roles, one card representing the business problem (Vanishing Customer), one card of information (Wisdom) and one with the CTA (The Connection). Our goal was to bring these roles to life using humour, and having people recognise the job types in their own organisation. To ensure relevancy we created 35 letter variants based on 7 industry types and 5 job roles, which allowed us to talk specifically about their industry e.g. the automotive industry.

With two months left in the year Microsoft had a 40% shortfall on their prospect target – this campaign delivered 101 qualified prospects and 248 leads. They ended the year at 111% of target, over-reaching a very ambitious goal of generating 100 prospects – whilst reducing our cost-per-lead by a whopping 82%. We now have a pipeline of organisations who are ‘ready to buy’ valued at AU$3.84 million. Based on anticipated conversion rates, the projected ROI for this campaign is 19:1, making it the most effective campaign of this type for Microsoft Australia for the entire financial year.