Microsoft enlisted the help of EMM to create a marketing messaging framework for the partners of its Black Partner Growth Initiative (BPGI) program, namely: BizTech Fusion, ECF, Real Impact, and Gryphon Consulting.
After working with each partner to create their own unique messaging around their Microsoft solutions, EMM built the foundation of four fully customizable marketing plans. This marked the first of three rounds of engagement with these partners.
EMM determined the distinctive voice of each partner, allowing us to create individualized messaging frameworks. The messaging framework is a comprehensive document that provides an in depth understanding of an organization’s motives, identifying things like points of differentiation, key personas, and a value proposition. While the messaging framework presents a detailed understanding, the value proposition serves as the main overview of the business. With these key messaging foundations, EMM was able to move onto the next step of supporting the BPGI partners.
Customer Journey Analysis
As most of the partners were in the early stages of developing their brands, EMM had the opportunity to help them build their sales and marketing materials from the ground up. To do this, we conducted customer journey analyses. We started by looking through all materials that each partner had already developed, assessed the effectiveness of each piece, and then built a gap analysis to identify what marketing and sales pieces were missing. Once this was done, EMM created action plans to address each of these missing pieces.
After performing the customer journey analysis, EMM recommended and worked with each partner to create a solution sheet to add to their marketing toolkit. Serving as the foundation and steppingstone to other, more complex marketing materials, solution sheets are versatile one-page documents that could be used to inform and educate a Microsoft sales team or prospective clients or could be easily handed out at live events.