We live in ever-changing world where B2B commerce must evolve to stay ahead of the competition. Microsoft, a leading global tech powerhouse, has been a pioneer in this transformation, adopting a digital-first strategy for B2B marketing.
That was Microsoft Copilot. Microsoft AI platform which they been working on for since 2019 when they invested around $13 billion. Copilot is a tool integrated into Microsoft 365 to improve business task in more creative ways, make work easier, improve skills and they also came out with Business Chat which works with calendar, emails, chats, contacts, and many more.
In the realm of marketing, we are familiar with B2C strategies, but B2B marketing is a different ballgame. Microsoft employs various B2B marketing strategies for Copilot, including LinkedIn Sales, Microsoft Marketplace, Smart Partner, Ready-to-Go, and even a Super Bowl Advertisement.
“One more thing” this is how CEO of Microsoft France introduce accessibility into conversation. “On an ongoing basis, we have to help people understand that we’re not selling a specific solution – we are a platform where everyone can create and collaborate based on their specific needs”. Microsoft creates trust into people for their products.
Microsoft Strategy with Copilot is to allow users to customize their AI assistant. The cost per user is about $30 per user for a month.
Every where you search up marketing strategy or articles on how Microsoft promotes their Copilot there isn’t much information but there is one key thing that stands out which is personalized service which targets professional users to maximize their efficiency and productivity.
Some of us may be using Copilot tool at work or here in college. Reason behind this topic was Microsoft is estimated to generate 2.4 billion to 9.2 billion dollars this years on Copilot which is only 1% to 4% of total revenue. Which is low compare to what they have invested over the years but for me I want to see what future they see in this tech.
References
https://www.microsoft.com/en-us/microsoft-365/enterprise/copilot-for-microsoft-365
https://atos.net/en/lp/microsoft-365-copilot-your-ai-powered-future-of-work
https://www.cnbc.com/2023/11/01/microsoft-365-copilot-becomes-generally-available.html