Digital TransformationDriving Digital Marketing Excellence

Introducing: APAC Marketing Masters Circle

The exclusive circle for partner marketers who are dedicated to drive demand

generation through digital marketing

Marketing Masters CircleOverview

Microsoft recognizes the importance of digital marketing and we’re at the forefront of enabling our partner network to modernize your marketing capabilities aligned with the growing

needs of our customers. The main objective of this program is to create a community of Marketing Masters (Partner Marketers) whom Microsoft will be empowering through digital

marketing programs and readiness, coaching and mentorship sessions, access to partner resources and marketing investment opportunities. By designating a dedicated

Marketing Master from your organization, you are able to revolutionize the way you do marketing and reach more customers to grow your business.

The Marketing Master Journey

By participating in the Marketing Master Class, you will be able to transform the way you do business with digital marketing. Microsoft will take your Marketing Master on a journey to

fast track your company’s marketing transformation.

LEAD Program (Leading with Engagement and

Acquisition through Digital) –Agency ModelMarketing Master Class Additional Marketing Investment

Enable Execute Accelerate

How do we increase whitespace penetration? How do we ensure

that you will remain relevant to the growing needs of our

customers? It’s through digital marketing.

By having a centralized agency to manage and co-execute

your digital marketing campaigns, you are able to scale faster

and have the proper direction when starting your digital

marketing journey. In addition, discounted digital marketing

bundles have been created to make it easier for you to align

your objectives with holistic and cost-effective digital marketing

executions.

As part of the MMC, Marketing Masters get access to exclusive

resources on innovative and scalable marketing through digital.

The learning program will include the following:

• Online webinars

• In-Person Training Sessions and Workshops

• 1:1 Mentorship Sessions with Local PCMM

In addition, top performing Marketing Masters get a chance to

be mentored by key Microsoft executives either locally or

abroad and have the opportunity to learn from your peers

from all around APAC – learning from each other’s best

practices and challenges.

As part of the MMC, marketing masters get access to additional

funding sources from the subsidiary and from region to

implement and execute their marketing campaigns. You can now

scale your marketing programs and increase your marketing

impact*.

*Subject to review from Microsoft team locally and regionally

and subject to funding availability

Partner Execution Commitment

Partner Gives• Implements recommended updates based on digital

review.

• Provides access to digital marketing agency to website to facilitate web optimization and measurement

• Works in tight partnership with digital marketing agency to develop best campaign execution. Completes necessary briefing documents completely and within deadline.

• Optimizes digital channels based on insights and analysis of campaign.

• Designates a dedicated employee, preferably a marketer or a product manager to be part of the Marketing Masters Circle to be mentored by Microsoft SMB Marketing Manager and to have access to digital marketing readiness resources

• Provides relevant POE and pipeline information in a timely manner.

Partner Gets• Digital review providing actionable insights.

• Digital campaign executed on their behalf by experienced digital marketing agency.

• Access to Digital Marketing training

• Access to Microsoft tele-qualification and customer follow-up by Denave telesales team exclusively for the campaign executed by the partner

• Consultations and mentorship between dedicated employee (Marketing Master) and PCMM/Microsoft marketing team

• Access to funding based on digital marketing campaign plan

• Discounted rates from dedicated digital marketing agency for partner-led digital marketing campaigns

Execute: LEAD(Leading Engagement and Acquisition through Digital)

Webinar optimising

Digital presence

Use the Pay Per Click and Search

Optimisation Guides

Use landing pages

Create Digital Marketing Strategy

Create and Use Digital

Marketing assets;

banners, copy,

decks

Pilot PPC & SEO

Digital Marketing Levels

Digital Marketing AuditAll partners who decide to be part of the APAC Marketing Masters

Circle will receive a complimentary website audit from Microsoft to

assess your current capabilities of selling cloud through your current

online portal.Categorize

partners based on

three key levels

Digital Apprentice Digital Intermediate Digital Master

• Has basic website but not search engine optimized

• Minimal to no capability to get leads online and poor CTA

• Runs digital marketing campaigns on an ad hoc basis

• Minimal to no online presence of Microsoft cloud solutions

• Minimal to no social media presence

• User experience is poor, not intuitive for customers to

browse the website

• Has basic website, that is searched optimized and has a

good rank when searched

• Average capability to get leads online – contact us page,

email address or contact number, and has an average CTA

• Plans and executes digital marketing campaigns once

every few months

• Has a product page dedicated to Microsoft cloud solutions

for businesses

• Has social media presence with at least a monthly update

• User experience is good, intuitive for customers to browse

the website but with some missing elements

• Has a comprehensive website, that is searched optimized

and mobile-ready plus is in one of the top ranks when

searched

• Automated online leads generation – facilitates trial or

purchase through website, and has a very strong CTA

• Plans and executes digital marketing campaigns as part of

regular marketing rhythm

• Has presence on differentiated Microsoft cloud solution

being offered by the partner

• Has social media presence that is actively utilized and

having daily or weekly updates

• User experience is excellent, intuitive for customers to

browse the website and find the landing pages of

Microsoft offerings

Basing on the output of the audit, you will be able to see your current level of digital marketing readiness. With your level of digital marketing readiness, we have created bundles

suitable to help you get to the next level and improve your digital marketing capabilities. Beyond the recommend bundles however, you have the option to avail of our Bespoke

packages that can be customized based on your specific needs.

Reach boarder audiences and elevate your brand

with advertising on relevant online publications

and news sites.

Benefits:

- Build awareness and credibility with prospects

- Provoke thought and response from prospects

requiring additional support

- Improve website traffic and search rankings with

back links into your website from other websites

Outcomes:

- Increased website traffic, increase brand

awareness, requests for information via the

website

Deliverables

- Banner advert; copy and design

- 2 Blogs per quarter

- Website advertising click or placement spend of

$400

Drive revenue from new customers with Search

Engine Optimisation, capturing prospects at the

point of searching for a solution.

Benefits:

- Significantly boost traffic to your website

- Build online brand awareness

- Shift PPC to organic search

- Improve search engine ranking

- Gain competitive edge with SEO optimised

content

Outcomes:

- Increased website traffic, web leads for follow up,

request for demo, trials, clicks to buy

Deliverables:

- Website Optimisation; coding, linking, page

structure, social media linking, use of ModernBiz

Templates & content

- Define PPC requirements, set budgets, commence

campaigns

- Set up and management of PPC – up to 10

keywords

- $250 per month paid ads budget

Reach prospects with regular email

communications to entice them to select you as

their technology provider.

Benefits:

- Build a regular communication to prospects to

convince them to by from you

- Increase the sales pipeline with quality prospects

- Refreshed database due to regular

communication and bounces being highlighted

- Support your sales team to prioritise targeting by

clicks and opens of emails

Outcomes:

- Increase brand awareness, pipeline of prospects,

customer retention, cross sell of services, new

referral business, employee retention

Deliverables:

- Interview with key team members for content

- 4 emails* (using Microsoft templates that will be

customised)

- Design, copy and send of emails*

*Partner owned contact list will be used

Email Marketing SEO and PPC Online Advertising

Partner

Benefits

Cost $2,990/quarter$1,930/quarter $3,219/quarter

Digital Apprentice

Digital Intermediate

Drive revenue with new customers with LinkedIn

targeting campaign to undertake Social Selling.

Creating, managing and implementing highly

targeted online demand generation.

Benefits:

- Cost effective way of engaging with the right

audience

- Increase visibility of the brand within relevant

groups

- Enhance credibility and thought leadership

Outcomes:

- Web leads for follow up, demos, requests

for proposals

Deliverables

- Content copy & design created for 10 LinkedIn

Ads

- LinkedIn Pulse Blogs x 1

- LinkedIn advertising to defined audiences ($100 ad

spend)

- Website IP Lead tracking

Engage with an audience who have already

visited your website with tailored content and

messaging to win them back

Benefits:

- Enhanced awareness of your expertise with

existing customers

- Provide tailored content to a previously engaged

customers

- Advertise on selected websites

Outcomes:

- Cross sell and upsell of services, blocking the

competition, reaffirm customer relationships

Deliverables:

- Copy and design of 5 banners/MPU

advertisements

- Paid advertising ($300 per month)

- Management, reporting and optimisation of the

ads

Drive revenue from new customers with Search

Engine Optimisation, capturing prospects at the

point of searching for a solution.

Benefits:

- Significantly boost traffic to your website

- Build online brand awareness

- Shift PPC to organic search

- Improve search engine ranking

- Gain competitive edge with SEO optimised

content

Outcomes:

- Increased website traffic, web leads for follow up,

request for demo, trials, clicks to buy

Deliverables:

- Website Optimisation; coding, linking, page

structure, social media linking, use of ModernBiz

Templates & content

- Define PPC requirements, set budgets, commence

campaigns

- Set up and management of PPC – up to 10

keywords

- $250 per month paid ads budget

SEO and PPC Remarketing Social Lead Generation

Partner

Benefits

Cost $2,000/quarter$3,219/quarter $2,574/quarter

Engage with an audience who have already

visited your website with tailored content and

messaging to win them back

Benefits:

- Enhanced awareness of your expertise with

existing customers

- Provide tailored content to a previously engaged

customers

- Advertise on selected websites

Outcomes:- Cross sell and upsell of services, blocking the

competition, reaffirm customer relationships

Deliverables:

- Copy and design of 5 banners/MPU

advertisements

- Paid advertising ($300 per month)

- Management, reporting and optimisation of the

ads

By publishing the right content in the right place

at the right time, your marketing becomes

relevant and helpful to your customers, not

interruptive.

Benefits:

- Cost effective way of engaging with the right

audience

- Increase visibility of the brand within relevant

groups

- Enhance credibility and thought leadership

Outcomes:

- Lead nurturing, increased pipeline, uplift in

conversion from lead to sale

Deliverables:

- Automation of email marketing, social media

posts and website tracking

- Write, upload and send for Microsoft templated

emails x 6

- Creation of social media content x 1 post per day

per month

- Integration with Microsoft Dynamics CRM

- Advanced reporting and intelligence on your

prospects

Build credibility by putting your reputation and

knowledge to work, provide hints, tips and best

practice guides to your customers

Benefits:

- Build awareness and credibility with existing

customers

- Significantly boost your customers experience

using your solutions

- Provoke thought and response from customers

requiring additional support

- Increase customers consumption of your solutions

and services

Outcomes:

- Better customer experience, increase in usage,

additional upsell and cross sell

Deliverables

- Blogging platform customised with your brand,

linked to your website

- Creation of 1 LinkedIn pulse per month

- Calendar of initial topics based on desktop

research

- In-depth regular (e.g. monthly) blog articles

Thought Leadership Marketing Automation Remarketing

Partner

Benefits

Cost $2,574/quarter$2,900/quarter $2,832/month

Digital Master

L.E.A.D. Program Bespoke Packages

Creation of assets to promote a successful

customer story into the partner’s website.

Increase credibility by showing the concrete

benefits provided by the partner and the benefits

of Microsoft solutions.

Benefits:

- Increase credibility with actual customer

testimonial or story to showcase partner’s services

- Dedicated page for success story

- Ability to include customer evidence in future

sales materials and promotions

- SEO optimized content with CTA available

Outcomes:

- Web leads for follow up, request for demo, trials,

clicks to buy

Deliverables:

- Single landing page for the content infographic style

that covers three main content:

- Customer background

- Issue

- Solution

- Display ad copy for future campaigns

- Single PPT slide summary for future sales

presentations

Increase engagement with customers by

improving social media performance and

management with lead generating content to

drive traffic to website, talking to our customers

in channels which they are frequenting

Benefits:

- Consultation on recommended actions for current

website setting

- Revamping home page, website flow and

Microsoft product/solution pages with concrete

CTA

- Improve search engine ranking

- Gain competitive edge with SEO optimised

content

Outcomes:

- Increased social media following, improved search

engine ranking, increased website traffic

Deliverables:

- Social Media campaign with at least 3 posts per

week

- Automation platform for social media posts

- $400 per month paid ads budget for social media

boosting

Revamp website to create a better user

experience, having more concrete call-to-action

and easier site navigation so customers aren’t lost

along the way.

Benefits:

- Consultation on recommended actions for current

website setting

- Revamping home page, website flow and

Microsoft product/solution pages with concrete

CTA

- Improve search engine ranking

- Gain competitive edge with SEO optimised

content

Outcomes:

- Increased website traffic, web leads for follow up,

request for demo, trials, clicks to buy

Deliverables:

- Website revamp for landing page at Microsoft pages

- Inclusion of CTA in key pages to facilitate easier

leads catching process

- Website Optimisation; coding, linking, page

structure, social media linking, use of ModernBiz

templates and content

Website Social Media Management Customer Evidence

Partner

Benefits

Cost From $2,000From $1,000 From $2,500

Partner Case Studies

ResourceIT’s Proven approach

Lanmark

‘£15,000 of revenue, with

much more in the pipeline.

We’re delighted! We now

have confidence in digital

marketing’

Microtrading‘the digital package helped

us gain a large deal of

Office 365 and our organic

ranking has increased

ATG IT‘we’ve been ecstatic with

the increase in traffic to our

site and have managed to

gain trials within hours of

ads going live’

’

Mint Tec

‘absolute superstars,

they‘ve helped us grow the

Office 365 business, have

built a large pipeline and

closed 68 seats far ’

HSO‘Strong team. We’ve

managed to generate over

£3m pipeline via digital

across FY15, fantastic result

Keybridge‘very impressed with the

team, we have clear

direction and it really feels

like a collaborative effort,

lots of trials in place

BOM‘The work we’ve done with

ResourceiT around our

Digital Marketing Strategy

has been enlightening!’

Compete 366 ‘Really enjoying working

together, good progress

we’ve managed to get two

Office 365 trials and lots of

leads for follow up’

Port-P ‘incredible level of support,

we’ve successful

relaunched our website

based on the feedback

provided ’

’

Email Demand Generation. Objective:

- Generate demand and build pipeline of Surface Pro 3/4 opportunities from net new prospects

- Reactivate dormant customers who haven’t purchased in the last 6 months

Strategy:

Outbound email campaign to highlight business benefits of introducing surface to the prospects’ IT estates followed up with sales qualification to pass to Storm for quoting

Results:

- High average open rate 14.71%

- 3 orders generated directly from

email

- 64 pitches to decision makers

- 9 MQLs

- £875,000 revenue pipeline

Activities:

- Messaging Development

- Demand Generation Email

- Telemarketing

Digital Demand Generation.

Objective:

• Increase CRM Online user additions by migrating Act! users

• Drive awareness of Preact’s Dynamics CRM Online offerings within current ACT users

Strategy:

Demonstrate how Microsoft Dynamics CRM Online will deliver beyond the entry level capabilities of Act! using email and digital demand generation tactics to drive traffic to campaign web pages and services solutions on the Preactwebsite.

Results:

- 9,000 emails sent

- 16% open rate

- 10% click rate

- 1,040 LinkedIn clicks

- 391 site visits tracked

- £248,980 closed revenue

Activities:

- Value Proposition Development

- Email campaign

- LinkedIn paid search activity

- Social media content calendar

- Reverse IP lead tracking

Digital Awareness &

Revenue Generation.

Objectives:

- Drive market awareness of Surface Pro 4

- Increase pipeline of Surface 4 opportunities for the Insight sales team to pursue

- Influence direct sales via the Insight website

Strategy:

Inbound digital marketing to drive traffic from search engines to relevant campaign landing page on the Insight website with strong calls to action for lead capture

Results:

- 205,662 impressions

- 2,416 clicks

- Google CTR: 0.75% BING CTR:

2.61%

- £57K revenue generated

Tactics:

- Google Pay Per Click

- Bing Pay Per Click

- LinkedIn Display advertising

CSP Indirect Case Study

Digital Package provided:

• £10,000 investment

• Email creation and send

• LinkedIn advertising campaign

• Website tracking

Results:

• 60 prospects

• 304,672 impressions

• 0.01% click through rate

• 12 partners signed up via CSP

• 2 CSP orders $95,000

Digital Awareness &

Partner Recruitment.

Delivers results

TOP 50 UK partners who conducted digital reviews were identified as the best digital marketers generate

10X the revenue

Some examples of work

…and a few more

Roles and Responsibilities

• Aligns on workload focus for

each participating partner.

• Provides MS content and

messaging to support

content development.

• Manages program across

entire APAC region

• Understand campaign in depth

and support development of

materials.

• Monitor campaign dashboard

for leads.

• Proactively manage leads.

Feedback on quality to improve

performance

• Work closely with ResourceIT for

end-to-end measurement

• Agency works with partner on

campaign development. Content /

creative / customer journey.

• Executes campaign on behalf of the

partner via agreed digital channels.

• Provides dashboard access to

partner to show results and leads

generated.

• Shares results with Microsoft on

campaign & partner performance.

• Optimizes execution to improve

results as appropriate.

• Provides campaign POE to Microsoft.

• Requires lead tracking data from Partners.

• Requires POE on the campaign execution.

• Work closely with partner to ensure execution and investment in digital marketing

Contact us atmarketingmasters@microsoft.com

to begin your journey to

becoming a Marketing Master