Customer Evidence and Reference Program Visibility
Situation: Executives of Microsoft’s U.S. subsidiary needed a better way of sharing customer case studies and other evidence resources among its 1,500+ sales and marketing professionals. Field sales people had trouble even finding many of these resources, marketing managers weren’t fully educated on how to integrate the resources into campaign planning, and analysts and PR professionals didn’t know how best to engage with the evidence teams.
“There are a lot of vendors that cover the evidence space. Some have particular assets … but anytime I have an evidence project, Projectline is, without a doubt, the first company that comes to mind.” – Lead Marketing Manager, US Business Marketing Organization, Microsoft Corporation
Solution: Projectline updated an earlier campaign known as Prove It! by designing a new logo and branding and developing an internal communications plan with direct outreach and key pieces of collateral for distribution to target audiences. Collateral included custom wall calendars with monthly tips for using evidence and artwork with messaging on where to find customer evidence and how to use it; a pin drive memory stick containing evidence for mobile professionals to take along on customer calls; and other attention-grabbing collateral and leave-behinds.
“This is a fantastic way to get the information distributed on a usable device instead of another DVD” – Solution Specialist, US Field Office, Microsoft Corporation.
Benefits: The sales and marketing professionals at the Microsoft U.S. subsidiary now have a coordinated, integrated, and highly effective way of finding and using case studies and other customer evidence. The subsidiary can make the most of investments in these resources, enhance the success of sales engagements and marketing campaigns, and increase the likelihood that new customers will want to participate in evidence programs.
Results:
- Increased program visibility
- More customer references in the hands of people who need them
- Increased reference program usage
- Increased impact on sales and marketing success
