The Work - Demand & Lead Generation | RAB2B

DEMAND & LEAD GENERATION | MICROSOFT ABM EDUCATION CAMPAIGN K-12

EDUCATORS EMBRACE
A NEW TECHNOLOGY

Reaching specific K-12 educators to offer a novel way to teach means leveraging skill and careful planning. Using precise, account-based targeting, as well as a comprehensive multi-channel demand generation program, RAB2B surpassed KPI goals and created measurable impact.

Approach

Created demand by surveying target audience and building highly focused campaign messaging and strategy.

Mapped a personalized content strategy, leveraging Microsoft’s vast educational resources.

Created go-to-market creative assets
and email nurture flows, and managed paid media, including content syndication and programmatic.

Analyzed and optimized performance based on real-time insights and reporting.

Microsoft education platform tablet preview

Microsoft higher education lead cover

Results

+6.4M

impressions

+45K

engagements

949%

YOY increase in MAU