Universal Partner Marketing Concept for Microsoft
Client:
Microsoft
Location:
Poland
Industry:
Technology, Media & Telco
Microsoft Poland leverages its extensive network of partners as a key B2B sales channel for its cloud solutions.
We designed and executed a multi-channel partner marketing campaign to engage and educate local e-commerce and accounting business leaders about the value of Azure-powered ERP solutions.
- Partner Marketing
- Lead Generation
- Social Media Marketing
- Content Marketing
- Webinars
The Challenge
To build awareness of its Azure-powered enterprise resource planning (ERP) solutions, Microsoft sought to develop an integrated partner marketing strategy. The goal was to showcase Microsoft Partners, Initius and PC Soft, as reliable ERP solution providers to business decision-makers with varied technical backgrounds.
Our Solution: Comprehensive Digital Marketing Campaign
To identify specific knowledge gaps and business needs, we thoroughly researched the behaviour patterns of Initius and PC Soft customers. With the insights at hand, we crafted a cross-channel content marketing strategy that educated and converted prospects into leads with quality industry insights.
Our approach incorporated these key components:
- Thought leadership articles
- Client case studies
- Animated product presentations
- Industry webinars
Thought Leadership
We authored and published two expert articles on cloud computing in MIT Sloan Management Review Poland and Puls Biznesu, two established and credible business publishers.
Awareness
To showcase the value of Microsoft cloud-based solutions in action, we created two industry-specific case studies for lead-generation campaigns on Facebook and LinkedIn.
Education
We leveraged and exhibited partners’ expertise to educate the audience on the potential of cloud enterprise solutions with two industry webinars and animated videos promoted on social media.
Adding a knowledge-sharing element into a partner marketing campaign was an optimal solution to engage an audience.
Our messaging, which highlighted the broader challenges faced by small and medium-sized companies, successfully piqued the audience's curiosity, boosted webinar registrations, and encouraged conversions.
Magda Choda
Group Account Director
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