Microsoft Copilot Go-to-Market Campaign Drives Significant Demand for MSP
When FUJIFILM’s managed IT services subsidiary CodeBlue wanted to take their Microsoft Copilot Services to market, they turned to Filament. Targeting the IT decision maker in SMBs, we developed an AI Readiness Campaign in partnership with Microsoft.
The campaign was designed to engage SMBs that are starting to think about their readiness to implement AI within their business – specifically Microsoft Copilot. The outcome drove significant demand for the business.
About FUJIFILM CodeBlue
FUJIFLM CodeBlue is one of New Zealand’s largest Managed Service Providers (MSPs). Founded in 2004, CodeBlue has been helping businesses across New Zealand get the support, technology and expertise they need to reach their digital transformation goals.
FUJIFLM CodeBlue has over 180 staff, six locations across New Zealand, and two dedicated IT service desk centres. CodeBlue provides Managed IT services, cyber security and cloud services, Modern Workplace, data protection, procurement and vCIO services. The company joined the FUJIFILM Business Innovation family in 2020.
Industry: IT Services Company
Type: Managed Service Provider (MSP) Primary
Offering: Managed IT services
Target Market: SMBs to Large Enterprise in New Zealand
Vendor Channels: Adobe, Citrix, Cloudian, Cofense, Dell, Eaton, ESET, Fortinet, HPE, HP, Jabra, Kaseya, Logitech, Microsoft, SentinelONE, SMX, Ubiquiti, Veeam, VMware
Filament Services Used:
- Content Marketing
- B2B Creative
- Partner Marketing
- Website Design & Development
- HubSpot Services
The Challenge: Introducing Copilot services to the SMB market
Taking AI services to the SMB market comes with challenges. As a generative artificial intelligence chatbot, Microsoft Copilot was launched in 2023 and became a strategic focus for Microsoft and its partners in 2024.
As it’s relatively new, SMBs may not fully understand the capabilities and benefits they can leverage from AI solutions like Copilot. There may be a range of concerns or unknowns, such as cost, data privacy and security, perceived ROI and what types of skills, training and consulting would be required to adopt it.
The Engagement: How FUJIFILM CodeBlue approached us for this campaign
When FUJIFILM CodeBlue began planning its Go-to-Market for Microsoft Copilot services, the team reached out to us to discuss the possibilities. Microsoft was prepared to support a partner marketing campaign and committed Marketing Development Funds (MDF) to support.
Our creative ideas were accepted by FUJIFILM CodeBlue and Microsoft, and they appointed Filament to lead the campaign.
The Solution: A Multi-Channel Copilot Readiness Go-to-Market Campaign
Targeting the IT decision maker in SMBs (20-400 seats), we developed a Copilot Readiness Campaign for FUJIFILM’s Managed IT services subsidiary in New Zealand, co-funded by Microsoft.
The campaign was designed to engage SMBs that are starting to think about their readiness to implement AI within their business – specifically Microsoft Copilot.
A comprehensive multi-channel campaign plan was developed, which included assets such as:
- An AI Readiness Calculator for SMBs
- An easy-to-understand AI Readiness Assessment Report
- A practical AI Readiness Checklist
- Webinars and video content
- In-person events
- A dedicated resource library of resources
- A monthly newsletter about AI Readiness
We custom-developed the Copilot Readiness Calculator and Assessment Report by integrating four software platforms to ensure a seamless user experience.
The unique Copilot Readiness Calculator has become a significant lead source for the company, having resulted in hundreds of net new leads and opportunities for the MSP business.
The Benefit: Building trust, generating demand and eliciting conversions
This campaign built trust with SMB decision makers by providing tangible, easy-to-use tools like the AI Readiness Calculator, helping them gauge their AI readiness in a practical, informative way.
Offering a customised Assessment Report showed that CodeBlue understood the specific challenges and needs of smaller businesses, fostering credibility and positioning them as a reliable, knowledgeable partner for AI integration.
The webinars, in-person events, and comprehensive resource library also reinforced this trust by creating opportunities for ongoing engagement and education.
The Result: Positioning FUJIFILM Codeblue at the forefront for SMBs
The Microsoft Copilot Go-to-Market campaign has been significantly successful.
By leveraging multiple channels and offering valuable and creative content, the campaign not only generated demand but also guided IT decision-makers through the process of considering AI adoption.
The AI Readiness calculator has become a major lead generation tool due to the amount of attention AI is getting in the market, prompting SMBs to explore their AI readiness and investigate opportunities.
By helping SMBs move from initial curiosity about Microsoft Copilot to a clear understanding of the next steps for implementation, CodeBlue makes the decision-making process easier and more accessible.
