Microsoft Azure: Open Source B2B Content Marketing

Azure faced a credibility gap with open-source developers—an audience deeply skeptical of Microsoft’s intentions. To reset that relationship, I led a content initiative designed to reframe Microsoft not as a vendor, but as a genuine participant in open development.

Grounded in audience research and developer values, we built a narrative approach centered on transparency, collaboration, and real technical substance. The work avoided traditional corporate polish in favor of clarity and respect, allowing the content to meet developers on their own terms rather than marketing to them.

The campaign drove sustained lifts in perception and engagement among one of Microsoft’s most challenging audiences, moving open-source professionals into the top of the Azure funnel and helping shift the broader conversation around Microsoft’s role in open-source communities.