Research Case Study — Microsoft
Understanding educational technology decision makers and the demand gen content that will persuade them
The Problem
With more and more market share being captured by Google and Apple Education, Microsoft sought to understand the goals, motivations, frustrations, and responsibilities that drive educational technology decision makers – and how to better reach and engage them.
The Program
Program 11 conducted qualitative interviews, then designed and deployed an online survey to hundreds of edtech decision makers and influencers. Results revealed desired qualities in technology, how respondents make purchasing decisions, comparative perceptions of Microsoft, and educational technology goals and frustrations.
Our decision maker personas and recommendations informed a series of lead generation guides we created to inform and persuade decision makers considering Microsoft for their districts.
Sam Reich, Marketing Director, Microsoft
“The strategic advantage to Program 11 is that they are both researchers and marketers. So as we gathered insights, we could then infuse that learning into outbound marketing materials.”
Our work helped Microsoft increase the interest of those making decisions in educational technology.
Educators, technology employees, and administrators expressed hope to use Microsoft technology to positively impact students’ learning – especially for accessibility – informing our recommendations around leaning into inclusive design in marketing materials.
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We uncovered that relationship-centered information collection is the primary way for our personas to discover new educational technology solutions, and helped Microsoft embark on increased peer to peer outreach.
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Our audiences indicated an increased interest in continued Microsoft technology training and skill development – informing new plans to engage educators who would join the Microsoft Educator Center community.
