Selling Microsoft Copilot? Here are 4 ways to grow your business

In the early days of Microsoft Office 365, it felt like every Microsoft partner was racing to market their services in the same way. The product was revolutionary, but most companies didn’t yet have implementations and success stories to lean on.

So, what did everyone talk about in their marketing materials? 24/7 customer support.

It became the go-to proof point for any marketing material. But merely highlighting support wasn’t enough to differentiate or demonstrate real expertise. When everyone is talking about how great their customer support is, your potential customers can’t tell you and your competitors apart. 

Fast forward to today, and we can take some lessons from that era as we work through the early years of Generative AI and Microsoft Copilot. Until you have implementations under your belt, there are still ways to showcase your knowledge without relying on jargon or vague claims.

Let’s look at four strategies to promote your technology expertise on a new service or solution like Copilot.

1. Tell Compelling Stories

Case studies are powerful tools for demonstrating your expertise in action. Instead of diving into technical details, focus on telling a story that illustrates the problem-solving abilities of your solution. Highlight the challenges your client faced, how your solution was implemented, and the measurable outcomes achieved. Use concrete examples, metrics, and testimonials to substantiate your claims.

But wait—what if you don’t have any case studies yet? In those early Office 365 days, companies couldn’t share stories of successful implementations because the product was too new, just like today.

You can still make case studies work for you by writing them as a scenario. Tell the story of what the new solution can bring to a client’s business. Paint a picture of what benefits they can expect. Leverage your Microsoft expertise and focus on industries where you have a deep experience. This approach not only showcases your know-how but also resonates with prospects who can then envision similar success for their own challenges.

See how Finastra put scenarios to work 

2. Show, Don’t Tell

Back in the Office 365 days, partners utilized visual demonstrations to explain the next solution and simplify the technology.

Visual content such as infographics can effectively communicate complex concepts without relying on highly technical terminology and jargon. Infographics allow you to visually demonstrate how your solution works, its benefits, and its results and impact on a customer’s business.

Again, you need to engage your audience with a compelling story—rework a case study visually or look to common customer pain points that your solution solves. When it comes to Copilot, you could use eye-grabbing visuals to highlight its potential impact in automating workflows or improving productivity. These graphics make it easier for your audience to understand the practical advantages of a new solution, without having to wade through dense terminology.

See how Finastra turned an eBook into a compelling infographic 

3. Share What You Know

Many companies leveraged webinars, blogs, and whitepapers to establish themselves as thought leaders when Microsoft 365 was launched. They didn’t have a long track record with the product yet, but they had deep knowledge of Microsoft solutions. This helped them stand out and build trust with their audience.

You can take the same approach with Copilot. Even if you don’t have case studies, you can create content that positions your company as a leader in understanding this emerging tool.

Write about industry trends or the future of AI integration in business. Host a webinar with your experts and show how Copilot could solve specific pain points for different sectors.

The key is to make your content accessible. Break down complex ideas and explain them in a way that makes sense to your audience. Share actionable advice, real-world examples, and thought-provoking perspectives that showcase your deep understanding of technology and its applications in solving business challenges.

The more value you provide upfront, the more credibility you build with prospects.

See how MDS demonstrated their Copilot expertise

4. Tailor Your Messaging

One of the smartest moves partners made in the early days of Office 365 was to target specific industries with tailored messaging.

Instead of marketing the platform as a one-size-fits-all solution, they spoke directly to the unique needs of industries like healthcare, finance, or education.

This approach can also apply to emerging AI tools like Copilot. While you may not have Copilot-specific case studies yet, you can still leverage your experience with Microsoft 365 and your deep understanding of industry-specific challenges.

Speak to each sector’s pain points—whether it’s automating repetitive tasks in healthcare or streamlining compliance processes in finance. This kind of focused messaging allows you to position yourself as an expert in both the solution and the industry.

See how MDS tailored their Copilot story for government 

Demonstrating Copilot Expertise

Just like those early days of Office 365, you may not have dozens of implementations or case studies for Copilot yet. But that doesn’t mean you can’t showcase your expertise. You’ve got years of experience with Microsoft 365, a deep understanding of how to solve business problems with Microsoft solutions, and knowledge of specific industries.

Leverage that experience now. Use thought leadership content, create infographics and videos, and target industries with specific messaging to highlight your expertise. As case studies emerge, you’ll have even more tools in your marketing arsenal, but until then, you can still prove you’re ahead of the curve.

Looking to launch your Microsoft Copilot solution? Give me a call for a quick brainstorming session to get you started.