Microsoft & InMobi
A festive-season research report that became the sales team's cornerstone asset, and bylines in The Drum to carry it.
Situation
In a search industry where Google Ads is the undisputed heavy-weight, Microsoft Advertising (MSA) needed to prove it wasn't just a secondary line item, but a specialized precision tool. The challenge wasn't just about reach; it was about shifting the narrative toward relevance, showing that MSA's unique data signals offer a depth of intent that even Google might overlook.
We set out to build a data-led case for MSA as the premier choice for high-stakes seasonal marketing in India.
Task
The objective was to position Microsoft Advertising as a sophisticated, AI-driven platform for seasonal marketing. Key goals included:
- Performing end-to-end data analysis on search trends to identify consumer behaviors
- Developing a comprehensive GTM content plan for the "Festive Trends" report
- Writing high-authority B2B articles simplifying complex SEM and AI concepts
- Ensuring a premium, data-led voice across all digital touchpoints and landing pages
Action
I served as the content lead, working in close collaboration with the field marketing manager to build the campaign's intellectual foundation.
- Data-to-Insight Translation: I analyzed raw search metrics to create the "Festive Trends Decoded" report, identifying high-intent consumer "micro-moments".
- GTM Strategy & Writing: Drafted the complete content plan, ensuring a consistent narrative across all launch channels.
- Thought Leadership: Authored specialized B2B features for outlets like The Drum, exploring the intersection of AI and search marketing.
- Case Study Development: Documented real-world performance to provide proof-of-concept for prospective B2B clients.
- Conversion Optimization: Developed content for campaign landing pages with a focus on structured hierarchy and report downloads.
Result
The collaboration produced a highly credible, data-backed marketing engine that strengthened the Microsoft & InMobi partnership in India.
- Authoritative Research: The "Festive Trends" report became a cornerstone asset for seasonal GTM efforts.
- High-Visibility Thought Leadership: Published insights in major industry outlets like The Drum successfully positioned the platform at the intersection of search and AI innovation.
- Content-Led Synergy: Enabled the field marketing team to execute a campaign that was both strategically deep and visually polished.
- Professional Proof: Created a library of case studies that provided the sales team with tangible evidence of success.
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