The brief
Microsoft launched the Azure Marketplace (now Microsoft Marketplace) into general availability in the UK in September 2024, and global distributor TD SYNNEX wanted to understand partner priorities and perceptions of the cloud marketplace so it could better align its services to support marketplace growth.
What we did
Working with TD SYNNEX's Microsoft Marketplace Manager, Marianne Gilmour-Smith, we conducted targeted research, surveying UK partners on their priorities, perceptions, and strategies regarding cloud marketplaces. The findings then informed a report titled "Into the Unknown", laying out our detailed findings, with plenty of thought leadership-style content to educate partners on the benefits and dispel myths around cloud marketplaces.
We printed 300 copies of the book, which were sent to a targeted list of partners and stakeholders in the UK, as well as key influencers in EMEA and North America.
To launch, we filmed a fireside-style chat between Marianne and Darren Sharpe, UK Marketplace Lead at Microsoft, talking through the findings of the book and what the partner community need to do to build their own marketplace-enabled practices.
Services delivered
A multi-disciplinary campaign spanning research, content and creative.
Strategy
Research-led strategy shaped around partner priorities and marketplace perceptions.
Copywriting
Long-form thought leadership written to educate partners and dispel marketplace myths.
Design
End-to-end design of the printed Into the Unknown book and supporting assets.
Videography
Fireside-style interview filmed with Microsoft's UK Marketplace Lead Darren Sharpe.
Animation
Motion graphics used across the launch film and social cut-downs.
Direct mail
300 printed books sent to targeted partners and influencers across the UK, EMEA and North America.
ABM
Account-based programme aligned to high-priority partner accounts.
PPC advertising
Paid search targeting partners actively researching cloud marketplaces.
Paid social advertising
Channel-led paid social to extend reach across LinkedIn.
Thought leadership
Positioning TD SYNNEX as the go-to voice on the Microsoft Marketplace opportunity.
The team have delivered some excellent work, far surpassing the vision I had. The feedback has been incredible, and the campaign as a whole has led to partners proactively engaging with us, serious about having a conversation about their marketplace journeys.