Bring your marketing together around a clear commercial goal
With multi-touch campaigns introduced as a Microsoft Co-op activity for FY27, there's an opportunity to think beyond individual tactics and build a campaign that gives your customers a connected experience.
At Resultful, we bring strategy, creative and delivery together, helping Microsoft partners reach the right people, explain their value and turn interest into meaningful conversations.
Eligible campaign activity can be claimed under Microsoft's "Paid Media with Multi-Touch Campaign" category, subject to the programme requirements and your available funds.
Build a campaign with a purpose
We start with what you want to achieve, who you need to reach and why your offer matters to them, then build the campaign around those decisions.
That might mean using paid advertising to introduce your proposition, a landing page to explain it and an email sequence to help interested prospects take the next step. The channels should work together, with each interaction giving your audience something useful.
Microsoft's guidance requires one coordinated, solution-led digital campaign, rather than a collection of independent tactics.
For us, that means treating Co-op as support for a well-planned campaign, rather than the reason to run one.
What can a multi-touch campaign include?
The activity requires paid media plus at least two additional activities from the following list:
- Your partner website with a campaign landing page.
- Email or direct mail.
- Blogs or videos.
- Search engine optimisation (SEO), large language model optimisation (LLMO) or generative engine optimisation (GEO) touchpoints.
- Webinars.
- Customer case studies.
What are the Co-op requirements?
We'll consider eligibility from the outset, so the campaign plan reflects both your commercial goals and the applicable programme conditions.
A clear Microsoft proposition
The campaign must target customers and promote eligible Microsoft products that are generally available, unless the programme specifies otherwise. For Hosting and CSP partners, content must support Microsoft solutions; where that connection isn't clear, supporting documentation must explain the Microsoft technology behind your service.
Your business clearly identified
Campaign materials must include your partner or brand name and contact information, such as your email, website, phone number or address. Where an agency manages the destination page or resource, the marketing must identify the Microsoft offer and the partner behind it.
The right content and brand standards
Activities must follow Microsoft's brand guidelines and applicable laws and privacy requirements, without implying that Microsoft runs or sponsors the campaign. For Hosting and CSP partners, the social-media component must contain at least 75% Microsoft-focused content; this isn't a blanket percentage for every campaign asset. Surface multi-touch campaigns require 100% Microsoft-focused content, with the relevant semesterly activity-plan approval required before claims can be validated.
Eligible spending and evidence
Claimed costs must be eligible, reflect reasonable fair market value and fit within available funding, without claiming the same expense more than once or across programmes.
Which campaign costs can be claimed?
The activity's eligible expense list includes:
- Agency marketing and creative services.
- Third-party media and content syndication.
- Paid social placements and paid amplification of organic content.
- Localisation.
- Prospect database acquisition or database attribution enrichment.
- Internal content, case-study, SEO, GEO and LLMO development, subject to activity-cost guidance.
- Monthly LinkedIn Sales Navigator subscriptions.
How we deliver your campaign end-to-end
- 1
Strategy that gives the campaign direction
We'll work with you to define the audience, sharpen your Microsoft proposition and agree what success looks like. From there, we'll map the customer journey, select the channels and build a practical delivery plan around your budget and priorities.
- 2
Creative that makes your value clear
We'll develop the message and create the assets needed to carry it across the campaign, from adverts and landing pages to emails, blogs, videos and customer stories. Everything should feel connected, while giving people a reason to engage at each stage.
- 3
Execution that keeps everything working together
We'll coordinate campaign setup, scheduling, publishing and tracking, with clear responsibilities between our team and yours. We'll also agree how enquiries reach your sales team and what happens next, so campaign delivery includes the follow-up.
- 4
Optimisation informed by what we learn
We'll review targeting, messaging, creative, budgets and landing-page performance, then make adjustments based on the available evidence. The aim is to improve the campaign as it runs, rather than wait until the final report to identify what could work better.
- 5
Reporting that explains the results
We'll bring the results together in a clear report, covering engagement, conversions and qualified enquiries, with opportunity reporting where your tracking supports it. We'll explain what the data shows, what we've changed and what we recommend next, while distinguishing measurable outcomes from results we can't confidently attribute.
- 6
Documentation collected throughout delivery
We'll organise the campaign evidence as the work happens, so you have a clear handover for your Microsoft Co-op claim. Claim-documentation preparation and submission costs aren't eligible for Co-op reimbursement, so we'll distinguish that support from eligible campaign delivery when scoping and pricing the work.
What documentation will you need?
A detailed third-party invoice must be addressed to your business and itemise the claimed expenses, explaining what was delivered, when and where. You must also maintain the execution evidence and deliverables, even when using invoice-based submission. For this campaign activity, that evidence includes:
- Paid-media advert screenshots, alongside creative or delivery evidence for at least two additional campaign activities, showing Microsoft solution details and date/time stamps.
- Advertising-platform execution reports showing the campaign date range and impressions, clicks or leads generated.
- Purchased customer names or database attribution information, where database acquisition applies.