B2B is a BFD.
Microsoft’s Global Engagement Program (GEP) needed to strengthen its existing customer journey and build a new content strategy to better service its ITDM/BDM audience’s needs, specifically with SMBs (Yes, the acronym game is strong in Redmond).
We started by refining their strategy, using audience research to uncover and qualify the needs and motivations of the audience through every stage of the customer journey — b2b people are still people, after all. Then we completed an extensive content audit before optimizing and redesigning content to be more digestible, drive conversions, and fill in gaps throughout awareness, consideration, and decision.
Creating “hero,” “hub,” and “hygiene” material, we broke larger content into smaller, snackable drivers for our busy audience. Our social content, e-books, white papers, blogs, executive summaries, and infographics further drove a record number of qualified leads.