Microsoft engaged Exsilio to assist with driving demand generation for TechEd North America 2013, a conference designed to provide technical education, product evaluation and community resources to attendees. Exsilio began work on the TechEd digital demand generation campaign with a 20 weeks lead time, targeting a registration goal of 7,580 IT Professionals and Enterprise Developers.
In support of the digital marketing strategy, Exsilio provided creative assets and managed deployment for a comprehensive list of marketing tactics. These tactics included email marketing, social media, search engine marketing, external paid media buys, targeted blog placements, Microsoft newsletter placements and internal Microsoft cross-promotion.
Over the duration of the campaign, 7,278 paid registrations were achieved. 96% to goal; however, surpassed 2010 results by 487 registrations, and 2011 results by 715. The average cost per acquisition was reduced by 58% year-over-year and all of this was accomplished in a time-frame that was only 32% of the duration of previous campaigns.