Demand generation built for the Microsoft partner motion
Microsoft partner demand generation is the work of creating and capturing buying intent for your Microsoft solutions, so qualified buyers come to you ready to talk. Resultful plans and runs it for Solutions Partners, ISVs and MSPs.
Most partners don't need more leads. They need more of the right buyers to know who they are before a project starts. Demand generation builds that awareness and preference, then turns it into pipeline your sales team can work.
We plan around Microsoft's July to June fiscal year, the solution areas your buyers care about and the co-sell motion, so your demand activity lines up with what Microsoft's sellers are chasing too.
Demand generation vs lead generation
Lead generation captures people who are already looking. Demand generation creates the reasons for them to look in the first place, and makes sure your name is on the shortlist when they do.
In practice you need both. We build the demand side - point of view, content, paid and organic reach, events and nurture - and connect it to the [lead generation](/agency-services/lead-generation) activity that converts interest into conversations.
How we run a demand generation programme
A repeatable rhythm, tuned to how Microsoft customers buy.
Find the demand worth creating
Agree the accounts, buyer roles, solution areas and trigger moments that matter, using your pipeline data and Microsoft's priorities for the year.
Build a point of view
Sharpen the proposition and the story so buyers have a reason to care before they're in market, not just a product sheet when they are.
Reach buyers across channels
Content, LinkedIn, paid media, SEO, AI search, email, events and webinars working together around one message, not separate tactics with separate dashboards.
Capture and nurture intent
Offers, landing pages and nurture that turn attention into conversations, with clear context handed to your sales team.
Measure what moves pipeline
Reporting on sourced and influenced pipeline, engaged accounts and co-sell activity supported, so budget follows what's working.
What's in a Resultful demand generation programme
Multi-touch campaigns
Joined-up campaigns that reach buyers several times across channels.
Learn moreAccount-based marketing
Focused programmes for the high-value accounts that matter most.
Learn moreContent and thought leadership
Content that gives buyers a reason to remember you before they're in market.
Learn morePaid advertising
LinkedIn, Google and Microsoft Advertising aimed at the right buyers.
Learn moreSEO and AI search
Visibility in Google and AI answer tools when buyers research solutions.
Learn moreEmail and nurture
Nurture that keeps interest warm until buyers are ready to talk.
Learn moreCo-sell support
Marketing that helps Microsoft sellers bring you into their deals.
Learn moreReporting and insight
Dashboards that tie activity to pipeline your leadership trusts.
Learn moreFunding demand generation through Microsoft
A lot of demand generation activity can be eligible for Microsoft Co-op or other co-funding. We scope campaigns so they stay eligible and produce the marketing evidence you need. Your team submits the claim with Microsoft.
See our Co-op funding guide for how it works.
Campaign experience across the Microsoft portfolio
When you're taking a Microsoft solution to market, you need an agency that understands what you're selling, who it's for and why customers should care. We've developed campaigns across the Microsoft portfolio, bringing that experience to the way we shape your proposition, sharpen your messaging and connect your solutions to real business needs. Our experience spans:
Business Applications
Dynamics 365, including Business Central, Finance and Supply Chain Management (F&O), Sales, Customer Service and Field Service.
Modern Work
Microsoft 365, from Business Premium through to E3, E5 and E7, alongside Teams, SharePoint and solutions for a more connected workplace.
Copilot and AI
Microsoft 365 Copilot, Copilot Studio and AI-led propositions that give customers a clearer reason to invest.
Security
Microsoft Defender, Sentinel, Entra and Purview, alongside partner-led SOC, XDR and managed XDR services.
Cloud and infrastructure
Microsoft Azure, covering cloud migration, infrastructure modernisation, hybrid cloud and managed services.
Data and analytics
Microsoft Fabric and Power BI, connecting the technology to better visibility, clearer insights and more informed decisions.
Power Platform
Power Apps, Power Automate and Power Pages, bringing application development and automation propositions to life.
Devices and Windows
Surface, Surface Hub, Windows, Windows 365 and Azure Virtual Desktop, alongside endpoint management with Microsoft Intune.
If you're leading with one solution or bringing several together, we can help you tell a joined-up story that makes your expertise relevant to the customer. That means looking beyond the product name to the challenges it addresses, the value your services add and the reasons to choose you as a partner.