After months of research and data analysis using DecisionTrack, TouchPoints, Screen Time, Wave 6, and Forrester, we formed a new understanding of Microsoft’s business-to-business customers, mapped a new communications journey, and developed a relationship management program to help the brand connect with customers.
We named the program One-to-One, giving Microsoft a new tone of voice with which to engage customers on a personal level. At the heart was the philosophy that marketing is no longer B2B or B2C, it is now B2P: Business-to-Person.
Open-rates for some value segments have been 10 times higher than previously and unsubscribe rates have declined significantly. Tom LaPaze, Microsoft Corp’s Director for Worldwide Marketing Excellence, said “This is by far the best CRM (and marketing) approach I have seen at Microsoft.”