Microsoft's in-house b-to-b campaign, aimed at increasing paid search market share for the combined Yahoo and Bing search engines, included timed triggers aimed at small-to-midsized businesses who were former Yahoo customers. The company's segmentation, versioning and targeting were cited by DMA, as well as the campaign's 411% ROI.
Taking second place in the b-to-b category was Schneider Electric, which partnered with Merkle Inc. in developing a global marketing database. MLC, the wealth management division of National Australia Bank, took the bronze for its “My Client Leads” marketing tool for financial advisers.
Microsoft's campaign also was named NCDM's Platinum Award winner for best in show, winning over other entries in such categories as analytics, modeling, strategy and marketing technology solutions.