There are three large events the Cloud & Enterprise (C+E) team hosts on an annual basis: Microsoft Ignite, Microsoft Build, and Microsoft Envision.
I served as creative producer, account manager, and all-around cat herder for demand gen activities on all three events from 2016 - 2019.
These are the largest and most important developer and IT events for Microsoft, drawing tens of thousands of attendees and competing on the level of Google’s I/O event and Facebooks’ F5 event. Each event required a full marketing engine leading up to, during, and post-event. The program for these integrated marketing campaigns started nearly a year in advance and involved working closely with key Microsoft stakeholder groups, my agency’s strategy and creative teams, and other external agencies Microsoft contracted to assist in bringing these large-scale productions to life. Communication, to say the least, was key.
My role | I worked closely with the C+E social media team and the Sr. Marketing Manager at Microsoft leading demand generation, to ensure execution of each event’s marketing program was at the highest caliber. Over the course of 3 event seasons, I led creative production for content for social media (including motion graphics and executive videos), email, websites, blog, newsletter, display, and field marketing kits.
Biggest challenge | Hands down, the volume of work. Each event required a full program and GTM plan, which was a first for my agency. I had to build large-scale processes and documentation from the ground-up. Although it took finessing, the tools I created eventually became templates for this type of work and were used consistently moving forward.
Results | This was a monumental effort that took a village. As producer, I ensured strategy was seen through, assets were delivered on time and within scope, and clients were happy. At the end of each event I supported, clients saw improved performance of video content, websites, social media posts, and overall increased event registrations.
