Microsoft Azure

Made enterprise cloud speak to independent software vendors.

Azure needed to connect with Independent Software Vendors: technical, informal, skeptical of corporate voice. The challenge was not only to make the idea clear, but to make it survive Microsoft approval.

ClientMicrosoft Azure
EmployerPichesky agency
Year2021
TypeB2B positioning

Work

  • Research, concept and message testing.
  • New positioning for ISV engagement.
  • Communication strategy that led into a creative frame and more informal technical voice.
  • Topic system, tone of voice, key messages and visual direction.
  • A related Azure special project with independent tech authors.
01 audienceIndependent software vendors needed a more technical and less corporate conversation.
02 positioningThe strategy clarified why Azure mattered for ISV growth and credibility.
03 narrativeMessaging, topics and tone made the engagement easier to brief and defend.
04 approvalThe work had to survive Microsoft-side regional and HQ alignment.

Results

The strategy moved through Microsoft HQ approvals quickly, including alignment with the global Azure strategy being developed in the US. In a corporate environment with many approval circles, that was the main proof of strategic fit.

The work was cut short by the war, and the designs are not shown here, so this case is kept as a strategy and stakeholder-alignment example rather than a performance-results case.

Strategy outputPositioning and communication strategy for ISV engagement.
Narrative systemTopics, tone of voice, key messages and creative direction.
Corporate approvalMoved quickly through Microsoft HQ alignment.
Global fitAligned with the global Azure strategy being developed in the US.