More case studies from the LeadSeed team
Challenges: Communicate with the market in a different way about the launch of a new operating system, Windows 10.
Founded 30 years ago, Microsoft France has a strong workforce of 1700 employees. Remaining true to its original partnership approach, the Microsoft France ecosystem generates more than 75,000 jobs in the heart of the software and Internet economy that serves French digital society. To learn more about Microsoft products and services: www.microsoft.com
Windows 10 is the new operating system from Microsoft for workstations.
New features in Windows 10 compared to previous versions:
Security: features such as Microsoft Passport and Windows Hello allow users to more easily replace their passwords with biometric information. At the same time, features such as EDP [Enterprise Data Protection] help the organisation to guard against leaks or theft of confidential information by separating company files from personal files, etc.
Mobility: new Windows Universal applications automatically adapt to different forms and screen sizes to allow continuity of experience; the Continuum mode allows you to connect your phone to a screen, keyboard and mouse in order to use it as a PC, etc.
Developments in administration of workstations: joining to a domain in the Cloud (Azure AD) allows the user to automatically connect to applications provided through the Cloud (Saas), and the implementation of simplified configuration strategies for company devices as well as personal devices of users (BYOD), especially with regard to profile management and provisioning of emails etc.
One of the main objectives of Microsoft France was to communicate the features of its new operating system for workstations, Windows 10, to its customers and to the market in general. A global marketing campaign was launched to the French market to promote the benefits of the new operating system, but also to distribute information widely about the free promotional offer.
In addition to the positioning and promotional communication objectives, the Microsoft product marketing team identified two important challenges:
Coservit developed an innovative digital communication and marketing solution for Microsoft through the telemarketing centre.
For use by digital marketing: Self-assessment Microsoft Windows 10
For use by telemarketing teams: Discovery Microsoft Windows 10
During the five month campaign, more than 700 leads were identified:
Considering the cost of LeadSeed for Microsoft, the cost of each MQL (Marketing Qualified Lead) was €7.11.
Beyond generated leads, the campaign had a broader impact the reputation of Windows 10 helping to increase the migration rate to Windows 10 on the French market.
“LeadSeed Self-Assessment & Discovery solutions from Coservit, 100% customised for Microsoft and Windows 10, have allowed us to significantly grow the number of Windows 10 leads and their level of qualification.
We were able to analyse market trends, and better understand and position our marketing & sales proposition.
We had very positive feedback from our customers and prospects who were able to look ahead to the benefits of a Windows 10 deployment using the diagnostic report that had been personalised to their situation, and also responded to the challenges they faced in terms of workstations.
The telemarketers were also excited to bring more value compared to a traditional campaign: during their telephone exchanges to carry out diagnoses, but also at the time of the publication of the report.
We are now moving onto the next step: enabling our Microsoft reseller partners to use LeadSeed Self-Assessment in their marketing campaigns in order to increase the value of their marketing and sales discourse and become an ever-growing key player in the field of digital marketing.
The advantage of LeadSeed is white label: self-assessment content will be partner branded for optimal ownership of the tool.”