Horizontal Integration launches the Microsoft Profiler Engine and Websites

Microsoft Corporation is the world’s premier software company offering 100’s of products to its customers worldwide. To compensate for less frequent new product launches and a focus on integrated solutions around its core business divisions rather than specific products, Microsoft organizes its marketing efforts around annual "go-to-market" (GTM) campaigns. GTM’s focus Microsoft and its partners on short-term strategic challenges and solutions for solving them and provide consistent marketing approaches for most of its business products.

As part of the GTM structure, Microsoft needed a marketing engine that would allow it to learn more about its customers by profiling their interests and providing very segmented and targeted content to the GTM campaign responders. In the past Microsoft had been using very non targeted and non personalized sites to provide an offer to its campaign responders and this was unfortunately giving them very low response rates and qualified leads.

Horizontal Integration was tasked with coming up with a e-marketing engine that would help Microsoft improve response rates on their GTM's and enable them to measure and manage the effectiveness of their campaigns on a real time basis and ultimately integrated in with its sales force systems, partner systems and its fulfillment systems. Horizontal Integration engaged with the Microsoft marketing team in Redmond and its agency of record (MRM Partners) to conceptualize, design and build a very custom e-marketing engine that provided Microsoft with a marketing platform for all their GTM campaigns. The e-marketing engine helped Microsoft achieve the right balance of precision targeting, dramatic and relevant messaging, and rich informational rewards that could zero in on targets actively looking for a solution and convert them to qualified lead for purchasing a Microsoft solution.