Three Attention-Worthy Microsoft Ready-to-Go Marketing Campaigns

Over the years, there has been valid criticism that Microsoft's through-partner marketing programs were too product-focused. To its credit, the marketing team is changing that approach. Specifically, there are three campaigns currently on the Microsoft Ready-to-Go (RtG) marketing site that deserve attention from every category of partner.

Connect with SMB Realities
The three campaigns are components of high-level messaging for SMBs to "stay ahead of the game."

• Be Lean and Stay Lean focuses on how small businesses can do more with less but be ready to scale with growth.
• Business Anywhere addresses how SMBs can support mobile devices and connect remote workers to the information they need.
• Tap Your Data Goldmine hits the business intelligence message of applying your data to decisions that make a real difference in all aspects of the business.

Each of the campaigns has multiple presentation decks, e-mail templates, copy blocks, videos and sales tools. There are partner guidance PowerPoints that summarize SMB research to make the case for the partner service opportunity.

While these campaigns are aimed at the SMB market, there is plenty of good messaging that can be applied to enterprise marketing. The messaging is business problem/solution-focused, covering a range of subjects from disaster recovery to mobile support to collaboration.

Add Your Own Value Proposition
The presentation decks, copy blocks and sales tools are a great foundation, but there is still room to add your own messaging. Add your value proposition to every marketing piece you use. Make a clear, concise case for how you add value that help your clients get the most from these solutions.   

A Goldmine of Content
Any partner who is challenged with creating content will find fodder for blog posts, Web site text and calls to action in these campaign materials. The campaign materials will save you many hours of do-it-yourself work and, with a little creativity, you can make them go even further.

• As with most of the RtG campaign materials, the Telesales Scripts contain the most specific, targeted content. The number of ways you can use this clear, benefit-driven content is unlimited. It really is great stuff.
• The speaker notes in the PowerPoints are written in a conversational tone, which makes them useful to adapt to written content, like blog posts.  
• The videos provide effective calls to action for the e-mails in the campaigns, but you could also turn the PowerPoints into e-books with a little effort and creativity. 

Whether you're an MSP, VAR, SI or some combination, you'll find some marketing gems in these campaigns. The Microsoft marketing teams responsible for these programs deserve recognition for taking a fresh approach to through-partner marketing. Keep up the good work and keep it coming.

How do you get more from RtG campaigns? Add a comment below or send me an e-mail and let's share the knowledge.

Posted by Barb Levisay on April 30, 2014