Microsoft Azure: Open Source B2B Content Marketing

To reintroduce Azure to a skeptical open-source audience, my team built a data-driven content campaign that reframed Microsoft as an ally rather than an adversary. Drawing on audience insights, we developed articles, infographics, and social content that spoke directly to developers’ values—transparency, collaboration, and real technical depth—without the usual corporate polish.

The result was a steady lift in perception and engagement among one of Microsoft’s toughest audiences, moving open-source professionals into the top of the Azure sales funnel and helping reset the conversation around Microsoft’s role in open development.