Turning Dormant MQLs into Pipeline—How a Microsoft Dynamics 365 Partner Unlocked $600K+ in Pipeline with LeadGenius
The Problem: High Volume, Low Yield
A Microsoft Dynamics 365 Partner had spent 18 months generating over 1,200 MQLs through webinars, whitepapers, and in-house outbound. But despite the volume, the results were disappointing:
- Fewer than 20 meetings booked
- No clear buyer signals or verified contact roles
- Reps left to do their own research, killing productivity
They were sitting on a sea of top-of-funnel data, but none of it was turning into real conversations.
The Pivot: Investing Microsoft Co-op Funds in Contact Activation
Instead of continuing with the same motion, the partner redirected $19,000 in Microsoft Co-op Funds into a LeadGenius Contact Activation campaign—a performance-based lead generation program designed to turn content and account lists into actual conversations.
Campaign Objectives:
- Activate dormant accounts from CloudAscent MALs
- Identify real Dynamics 365 decision-makers by title and function
- Use the partner’s existing content as bait (guides, case studies, white papers)
- Validate interest with live outbound calling, custom questions on forms fills, etc.
The Results
Within 30 days, LeadGenius delivered:
- 95 fully qualified Leads (MLs, MILs, MQILs, SLs)
- Each SL verified through:
- A content download
- 3 custom qualification questions
- Live-call confirmation with a decision-maker or budget holder
- Leads included verified titles, firmographics, and solution interest
- 11 Opportunities worth $640,000 in pipeline created within 60 days of launch
Most importantly, every dollar of the $19,000 investment was eligible for reimbursement via Microsoft’s co-op claims process.
Why This Worked (And Why ZoomInfo Didn’t)
Most data vendors provide stale contact info or generic enrichment. That wasn’t enough.
LeadGenius delivered:
- Verified contacts, not just accounts — including titles like Director of Business Applications, Head of IT, and Practice Leaders
- Multi-layer qualification — combining firmographic filters, tech installs, and live interest signals
- Rapid lead activation — with daily lead delivery and full CRM integration
How Microsoft Co-op Made This Free
This campaign was:
- Built on Microsoft’s approved CloudAscent MALs
- Executed with approved co-op claim documentation
- Fully reimbursed within the partner's existing co-op allocation
The result? A pipeline-generating campaign with zero net cost to the partner.
