Microsoft Dynamics Business Central
351 conversions in 4–5 weeks with AI-enhanced inbound marketing
Effective use of AI in lead generation and qualification
Effective use of AI in Lead Generation
Microsoft Dynamics 365 Business Central is typically aimed at companies with 10 to 100 employees – a highly relevant segment across the Nordics. In this campaign, the goal was to generate leads among companies likely to be in the market for Business Central, while positioning AI in financial management as a compelling and timely topic for CFOs, Finance Managers, and similar decision-makers.
The campaign was built as a classic inbound marketing setup – but enhanced throughout with extensive use of AI. From market research and messaging development to content production, targeting, validation, and follow-up, AI played a central role in making the campaign both more relevant and more scalable.
Objective and Target Audience
High Volume Lead Generation
The objective was to generate a high volume of relevant leads in the typical Nordic Business Central segment and to use AI not just for content production, but as an integrated framework across the full campaign lifecycle.
The target audience was companies with 10 to 100 employees, with a particular focus on CFOs, Finance Managers, and similar profiles in the finance function. The topic was AI in financial management – specifically the real questions finance decision-makers are asking right now, and the answers that could help them understand the practical value of AI in their everyday work.
b2b.agentic framework
What made the campaign stand out was not just the use of AI in isolated tasks, but the use of b2b.agentic as a connected framework across the campaign.
The framework was used for market research, content ideation, message development, production support, targeting support, and lead validation. In practice, that meant AI was not treated as a gimmick or a writing shortcut, but as a system for improving relevance, speed, and decision quality throughout the campaign.
Instead of relying only on manual assumptions about what the market might care about, b2b.agentic helped identify the most important questions in the market. Instead of producing static content based on gut feeling, it helped shape assets that directly addressed those questions. And instead of accepting all conversions as equal, it helped qualify and sort leads based on fit and business value.
That combination made the campaign both more efficient and more commercially useful.
The Solution
Guide based on Market-to-Message
AI used to listen to the market and shape the content
The campaign was built around a guide focused on the eight most important questions that CFOs, Finance Managers, and similar profiles have about AI in financial management. These questions were identified using b2b.agentic Market-to-Message – b2b.agency’s AI tool designed to research market concerns and translate them into sharp, relevant messaging and content.
The same tool was then used to help create the guide itself – a lead magnet designed to answer those questions clearly and convincingly.
Market-to-Message is built to “listen to the market” and turn that insight into content formats that match both audience intent and campaign goals. That includes blog posts, emails, LinkedIn posts, lead magnets, checklists, guides, and similar assets. In this case, it ensured that the campaign was rooted in actual market interest rather than assumptions, which strengthened both the messaging and the conversion potential.
The Campaign
The campaign ran on LinkedIn and Facebook and was structured around eight different animated lead ads – one for each of the core questions addressed in the guide. Each ad was designed to spark recognition and curiosity by focusing on a specific concern finance professionals may have about AI, while offering the guide as the natural next step.
Leads who completed the form received the guide.
Meta AI was used to target the audience on Facebook, and this proved to be especially effective. Facebook delivered strong conversion volume and significantly outperformed LinkedIn in this case. LinkedIn still played a role as a professional channel, but Meta’s AI-supported targeting was the clear performance driver when it came to lead generation.
AI for validation, qualification, and follow-up
Generating a high volume of leads was only part of the task. Because Facebook delivered many conversions, it became especially important to validate whether those leads represented real companies, relevant job roles, and a genuine fit with the ICP definition.
This is where b2b.agentic played a second critical role.
The framework was used to automatically research and validate incoming leads, assess company fit, confirm role relevance, and support qualification. That process made it possible to separate raw lead volume from actual business potential.
As a result, 40% of all leads were qualified as ICPs and transferred into LinkedIn Matched Audiences for further follow-up and ongoing campaign activation. That meant the campaign did not stop at the first conversion – it created an intelligent follow-up loop where validated leads could be nurtured further with more targeted messaging.
The Ads
Results
Strong lead volume – and strong lead quality
The campaign outperformed expectations.
In just 4–5 weeks, it generated 351 leads. Out of these, 140 were validated as fitting the ICP profile. Facebook delivered conversions at a cost per lead of only DKK 145, making the campaign highly efficient from a lead generation perspective.
Just as importantly, the campaign created a qualified audience pool that could be reused for continued follow-up. By validating and transferring qualified leads into LinkedIn Matched Audiences, the campaign established a bridge between inbound conversion and ongoing demand generation.
The result was not just lead volume, but a scalable model for combining AI-driven market insight, AI-supported content, paid social performance, and automated qualification into one connected campaign engine.
