How can you market a B2B device that plays very different roles depending on which industry you are in? Microsoft found the answer in LinkedIn’s Showcase Pages and precisely targeted Sponsored Updates Microsoft’s Surface is a hugely powerful and versatile device. However the range of different roles that Surface plays makes marketing it to B2B audiences a challenge. The reasons for investing in the device vary hugely from industry to industry. Customers range from sales people who can use a powerful mobile device on the move, to architects using Surface with a pen and creative applications, or airline pilots who can use Surface to access flight information and to replace heavy flight bags containing flight manuals. In LinkedIn, Microsoft Germany found everything they needed f

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