How it works
Step 1 — Work out what you are trying to sell
Good Copilot marketing starts with the commercial goal, not the content format. Are you trying to increase licence sales across the wider business? Perhaps your priority is different. As an MSP, you may be trying to stay indispensable to existing customers as AI starts creating new demands on their IT teams.
Those are different sales. And ‘the C-suite’ isn’t one audience either.
A CIO may be worrying about governance and data readiness. A CFO wants to understand cost and proof of value. A CEO wants to know how it brings new value. And the COO is more interested in what Copilot gives the organisation back.
Before anyone writes a word, we work out who you need to reach, what matters to them and which part of your story gives them a reason to listen.
Read: Selling Copilot to the C-suite: why Microsoft Partners need four stories, not one
Step 2 — Find the problem you solve best
Nobody needs another page explaining what Copilot is. Buyers need help getting past the things stopping them moving forward.
Cost. Skills. Pricing. Risk. Governance. Adoption.
Your delivery teams may be encountering other challenges. Rather than trying to claim every corner of the Copilot market, choose the problem where you have something useful to say and evidence to support it. That becomes the thread running through the campaign.
Read: If you’re selling Copilot, your content should tackle these four challenges
Step 3 — Get the story out of the people who know it
We don’t need a lengthy written brief. Instead, we’ll talk to the consultants, delivery leads, account managers, customers or internal Copilot team who were closest to the work.
- What held the project up?
- Which assumption turned out to be wrong?
- Where did the customer hesitate?
- What’s the outcome?
- Is there a number nobody has thought to put into the marketing yet?
Those conversations give us the raw material.
Bright Star’s team learned its trade in national newsrooms. For more than seven years, we’ve used the same interviewing instincts inside the Microsoft channel. We’re able to identify the story the people closest to the work may have stopped seeing.
Step 4 — Turn one good story into useful sales content
A strong interview should work harder than a single blog post.
Depending on the story, it might become:
- a Copilot service landing page
- a customer case study
- a Customer Zero story
- an expert-led article
- a Q&A
- LinkedIn content
- campaign graphics
- paid campaign messaging
Each asset has a job. Your service page explains the problem you solve and what help looks like. Expert content shows buyers you understand their challenges. The case study provides the evidence you can help. Supporting social posts take those ideas to the people you want to reach.
Because everything starts with your expertise, your delivery experience and your customers, the end result sounds like your business rather than a rewrite of Microsoft product messaging.
Step 5 — Connect the pieces into one campaign
The strongest campaigns do not treat every asset as a separate job. A service page, case study, article and LinkedIn campaign should reinforce the same problem, proposition and proof. Paid activity can then amplify that story instead of promoting a disconnected piece of content. What you end up with is a body of sales and marketing material built around something your team can prove.
Where appropriate, the work can also be planned around Microsoft’s current FY27 Co-op demand generation requirements.
Two starting points. Same end goal.
Already delivering Copilot? We’ll find the transformation story inside the work you have done.
No customer story yet? Start with your own transformation and build the first story from that.
Either way, it starts with a conversation, not a proposal.
We’ll spend an hour with you working out where your best story is, who needs to hear it and what it could become. No brief, no deck. You’ll come away with a clear view of what’s worth telling and what it would take to tell it.
From there, most Partners take one of two routes. A single piece of proof, usually a case study or Customer Zero story, with a service page to sit beside it. Or a campaign built around one problem you solve well: the proof, the service page, expert content and the LinkedIn and paid activity that carries it, planned to fit FY27 Co-op where it applies.
We’ll tell you which we think fits. You decide.
