SUPPORTING GO-TO-MARKET FOR HIGH PERFORMANCE TECH SALES LEADERS

The Challenge

Centific, a leading provider of AI and digital transformation solutions, was working with Microsoft Azure as a key account. The company aimed to establish a strong presence on the Azure Marketplace, leveraging it as a platform to increase product adoption and drive enterprise sales. However, there were several challenges:

• Limited Visibility: Despite offering a high-value solution, Centific’s product listing on the Azure Marketplace was underperforming in search rankings and lacked compelling visual assets.

• Low Conversion: The existing marketing strategy did not effectively capture or nurture leads from events, digital campaigns, or the marketplace itself.

• Sales Enablement Gaps: The Sales and Account Management teams needed better materials—such as targeted presentations and sales collateral—to communicate Centific’s value proposition to enterprise customers.

• Lead Capture Limitations: Centific attended high-profile tech trade shows and Azure-related networking events, but struggled to efficiently capture and follow up with leads.

To address these challenges, Centific needed a comprehensive go-to-market strategy that would optimize its marketplace presence, enhance sales enablement, and maximize lead generation at industry events.

The Solution

To drive measurable results, I collaborated closely with the Account Manager for Microsoft Azure, the Sales Team, and the Product Team to develop and execute a multi-pronged marketing strategy.

1. Azure Marketplace Optimization: I helped revamp the product listing by designing compelling screenshots, technical diagrams, and marketing copy that clearly articulated product benefits and Azure integrations. I conducted keyword research to improve marketplace search rankings and visibility. Later on, I worked with developers to ensure that technical specifications and support documentation were accurate, accessible, and easy to navigate.

2. Targeted Digital Marketing Activations: I supported the launch of co-branded social media campaigns with Microsoft to promote the updated marketplace listing. This included paid advertising campaigns on LinkedIn and Google Ads, directing traffic to the Azure Marketplace page. To support an omnichannel strategy, we also published thought leadership content, including blog posts and case studies, linking back to the product listing to establish credibility and drive inbound interest.

3. Sales Enablement & Pitch Deck Development: To help internal sales teams onboard the strategy faster, I helped develop slide decks for sales leaders, tailored to specific business units and customer needs. These decks integrated case studies and customer testimonials into presentations to help salespeople build trust and demonstrate real-world impact. Because it was a co-branded project, we ensured alignment with Microsoft’s brand messaging to enhance credibility when pitching to enterprise clients.

4. Lead Capture & Follow-Up at Tech Trade Shows: I helped create high-impact marketing collateral, including brochures and digital assets embedded with QR codes, linking directly to Microsoft Dynamics 365 CRM lead forms. Sales leaders segmented leads based on engagement type (booth visit, presentation attendee, or casual conversation) for personalized follow-ups. The enablement material equipped the sales team with tailored follow-up materials based on each lead’s area of interest, ensuring higher conversion potential.

Why It Works

This strategy was effective because it tackled multiple bottlenecks simultaneously:

• Searchability & Visibility: Optimizing the Azure Marketplace listing improved discoverability, ensuring Centific’s solutions appeared in more relevant searches.

• Multi-Touch Digital Marketing: A combination of organic content, co-branded activations, and paid ads ensured that the audience encountered Centific’s offerings across multiple channels.

• Sales Readiness: By equipping sales leaders with tailored materials, they were able to have more effective conversations and convert leads more efficiently.

• Streamlined Lead Management: The use of QR codes and CRM automation eliminated manual data entry, ensuring that sales reps had immediate access to high-intent leads with clear engagement tracking.

This integrated marketing approach created a seamless customer journey from discovery to conversion, enhancing Centific’s ability to close deals.

The Impact

The execution of this go-to-market strategy resulted in significant business outcomes, including:

• 15% more revenue generated from Azure Marketplace sales, contributing to a $500 million total account value.

• 50% more engagement on the Azure Marketplace, with increased page visits and higher conversion rates from product listing views to trials.

• Stronger sales pipeline, with a more efficient lead management system that streamlined post-event follow-ups and improved lead nurturing.

• Enhanced credibility and visibility, as Centific’s co-branded activations with Microsoft positioned it as a trusted Azure partner.

By implementing a data-driven marketing strategy, Centific successfully positioned itself as a leading Azure Marketplace partner, driving both revenue and brand recognition.

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