Global Tele-outreach program for Microsoft
Challenge
With a reduced level of field personnel and a global partner base in the thousands, Microsoft struggle to engage, communicate to and drive relationships with ISV’s. Understanding ISV’s thoughts, perceptions, requirements and technical roadmaps is fundamental to the success of Microsoft as a business and is one area where they have difficulty fulfilling. Microsoft came to Kingpin looking to gain a better understanding into this audience whilst driving awareness and improved brand perception
Solution
The tele-outreach program developed for The Windows team at Microsoft Corp was a complex, large and key initiative to drive engagement with an important community and to build relationships and gain insights into their target market. We analysed and profiled the target audience of ISVs, building and nurturing along the way to develop insights into their plans, understanding which of Microsoft’s products would be of primary interest and how Microsoft can help them achieve their goals. Our in-house specialist tele-outreach team developed a strong understanding of the Microsoft Product range and the business needs of ISVs, meaning they were able to effectively offer advice on which solution was right for each individual business.
Results
Since we started activity, we have achieved: • Reduced cost per acquisition of digital responses by 92% • 81% of total applications registered on Ready for Windows directory • 89% of approved applications on Ready for Windows • 9,000+ Conversions (registration to programs, adoption of features / products) • 16,000 ISVs engaged As a result of this program, Microsoft were able to drive ISV’s to relevant programs, gain engagement, see an increase in adoption of certain products and tools and have an increased level of satisfaction from the ISV community. Over 16,000 ISV’s were profiled by Kingpin with up to 20 pieces of information gathered per profile help analyse the right organizations for Microsoft to talk to.
Kingpin Communications Ltd
We are a specialist, multi-award-winning B2B technology marketing agency based in Central London and San Francisco. Through smart data and big ideas, we help forward-thinking tech brands acquire, engage and retain customers by creating communications that help to move them smoothly and profitably along their buying journey. We use audience insights to...
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