Microsoft
Microsoft Netherlands wanted to promote its Azure cloud platform directly to developers and entrepreneurs, but direct communication with customers was something they had never done before. BMI helped Niels Lohuis and his team apply a customer-centric design approach to understand their audience and build campaigns that delivered.
The challenge
Microsoft had always sold software indirectly through vendors, but the launch of the Azure cloud platform meant going direct to business customers. To grow faster, the team needed to better understand a diverse customer base, from multinationals to startups, so they could respond better to customer needs.
Our approach
Using the Value Proposition Canvas and customer interviews, the team identified three customer segments: entrepreneurs embracing new technologies, entrepreneurs hesitant to change, and developers. They then set up a new way of working with bi-weekly campaign experiments, defining the message, selecting the channel, going live, and reviewing results every two weeks with Graphic Game Plans guiding execution.
The results
- A continuous flow of content creation and validation that captured the attention of the target audience.
- Data-driven insights, such as developers preferring content on specific Azure services over general Azure stories, that made each campaign iteration better.
- Microsoft's customer base grew 200% as fast as main competitors Google and Amazon.
The method stayed with the team. It always does.
Want resultslike these?
Explore the possibilities with Patrick van der Pijl and the BMI team. Every big shift starts with a conversation.