What is a multi-touch campaign in Microsoft Co-op?
In FY27 Microsoft Co-op, a multi-touch campaign is paid media plus at least two eligible supporting activities, run together towards one audience and one goal. It sits under the "Paid media with multi-touch campaign" activity in Microsoft's Co-op guidelines.
Several activities that used to stand alone now sit under that single heading, which is why partners are rethinking how they plan Co-op spend. Resultful has run hundreds of campaigns for 200+ Microsoft partners, and this checklist is the version we use when scoping them. Always check the current Microsoft programme guide before you commit funds - see our FY27 Co-op funding guide for what changed.
The multi-touch campaign checklist
Tick every line before the campaign goes live.
- Paid media is the lead activity (search, social or programmatic ads)
- At least two eligible supporting activities run alongside it
- Every activity targets the same audience and Microsoft solution area
- One clear goal and call to action across every touch
- Dates, budgets and owners agreed before launch
- Evidence captured as you go, not rebuilt at claim time
- The plan checked against the current Microsoft Co-op guidelines for your programme
Which supporting activities qualify?
Common supporting activities that pair with paid media, and the evidence to keep for each.
| Supporting activity | What it does in the campaign | Evidence to keep |
|---|---|---|
| Landing page | Gives every ad and email one destination | Live URL, screenshots, visit and conversion data |
| Email or direct mail | Follows up with people who engaged | Copies of each send, send dates, open and click reports |
| Blogs and videos | Answers buyer questions and builds trust | Published links, view and read figures |
| SEO, LLMO and GEO content | Gets you found in Google and AI answers | Pages created, before-and-after optimisation reports |
| Webinars | Turns interest into conversations | Registration and attendance numbers, recording |
| Case studies | Shows proof from real customers | Published asset and where it was used |
Three example campaign mixes
Paid social + landing page + webinar
Ads drive sign-ups to a solution webinar, the landing page captures details, and the recording becomes follow-up content.
Paid search + blog series + email
Search ads capture buyers already looking, blogs answer their questions, and a short email sequence brings them back.
Programmatic + case study + direct mail
Target named accounts with display ads, send a printed case study, and follow up with a personal note.
What 501 Microsoft partners told us
From Resultful's Microsoft Partner Marketing, Measured research.
include Co-op and/or MDF in their marketing budget
say their marketing strategy aligns with business goals
cite competing internal priorities as a constraint
Why partners trust Resultful with Co-op campaigns
Resultful has 30+ years of marketing experience, has worked with 200+ Microsoft partners and holds a 100% Co-op claim success rate. We scope campaigns so they are eligible from day one and package the marketing evidence for you; you submit the claim.
Want us to plan and run it? See our multi-touch campaigns service or get in touch.