Client.
A leader in B2B technology services consulting firm with 150 staff globally, headquartered in APAC and with operations in APAC, the UK and EU.
Background.
With strong year on year growth in a highly competitive market, our client had established itself as an award-winning technology solutions and services provider to corporate and enterprise clients in Australia and around the world.
Partnering exclusively with Microsoft as their chosen enterprise technology partner, they are consistently at the forefront of implementing innovative solutions for clients and regarded as a top partner by Microsoft in APAC.
Challenge.
As a top Microsoft partner, our client was invited to participate in the highly competitive co-funded annual go to market activity which is delivered as a co-selling exercise between Microsoft and their top partners by region.
This activity is designed to drive demand generation activity for the calendar year and is a key component of the co-selling partnership between Microsoft and partner organisations.
Given the significant funding involved, a comprehensive go to market plan across the key cloud workloads – Data & AI, Business Applications and Modern Workplace – was required to access the funding and a comprehensive implementation plan required to support execution.
Solution.
Curiouser was engaged to develop the end-to-end solution to meet the agreed lead generation and pipeline build requirements approved by Microsoft in the go to market plans.
The approach was to build a lead generation campaign based on a national roadshow of events involving a prominent thought leader and a mix of our client’s internal subject matter experts.
Demand generation activity was predominantly through a targeted campaign of paid social advertising and content marketing, targeting lookalike audiences and a tightly segmented set of audiences focused on key functional accountabilities and seniority, as well as geographic location.
Planning and implementation activities included the following:
Campaign concepting and value proposition
Detailed implementation plan and budget.
Implementation of all go to market activity, including managing all suppliers associated with delivery of the live and in-person events, with full accountability for the on-site execution.
Development and acceptance of the funding proposal for the co-selling go to market activity, working directly with Microsoft on behalf of the client.
In-market optimisation of all digital marketing activity.
Campaign reporting and performance tracking.
Post campaign acquittal and funding reconciliations with Microsoft on behalf of the client.
Results.
The results from the lead generation activity exceeded expectations by 40%, with more than 1,200 marketing qualified leads being generated from a mix of in-person and online event registrations.
PROJECT DETAILS
INDUSTRY
Professional Services
DATE
2019 – 2020
CATEGORY
Strategy, Execution