Copilot adoption through video marketing
Ingram Micro supports a large network of IT partners and MSPs in developing their cloud and AI services. With the introduction of Microsoft Copilot, partners now have a new opportunity to guide customers through the adoption of generative AI within Microsoft 365.
Business challenge
Although there is significant interest in AI and Copilot, many partners are finding it difficult to immediately translate this innovation into concrete conversations with customers. Partners are familiar with the technology but are seeking support in formulating a clear message about Copilot and in initiating conversations with customers about AI.
value
Partners are seeking help to clearly link Copilot to tangible benefits and use cases for customers.
enablement
Enable Ingram sales representatives to promote the Copilot Connect program to partners.
adoption
The challenge lies in turning interest in Copilot into actual implementation and use by customers.
Problem
When new technology is introduced, a familiar pattern often emerges. Partners focus primarily on features, marketing messages remain technical and abstract, and the sales team finds it difficult to craft a concise and compelling pitch. As a result, while there is interest in AI, there is often a lack of momentum to actively approach customers and actually get the conversation started.
Solution
To help partners better position Copilot, a practical approach was developed that combines sales training, video, and content creation. Partners learned to formulate a short and clear Copilot pitch and practiced translating AI into tangible customer value. In addition, they developed their own Copilot video pitches and received support in writing LinkedIn posts and pitch scripts. With supplemental performance coaching, partners worked on their presentation skills, energy, and persuasiveness. A key principle was that content was not simply provided but developed collaboratively. This resulted in an authentic story that better resonated with the partners’ target audience.
- Sales EnablementIngram's sales team learned how to craft a short, clear Copilot pitch and effectively communicate the value of AI.
- Video storytellingPartners developed their own Copilot video pitches, focusing on energy, storytelling, and clear communication.
- Social MediaSupport with LinkedIn posts, pitch scripts, and presentation coaching to make your story stronger and more compelling.
Benefits
Impact
By having Ingram’s sales team actively practice their pitch and supporting them with copywriting and performance coaching, it became easier to bring Copilot to the attention of customers. The team received practical guidance on how to articulate the Copilot story concisely and clearly, how to effectively use video and short-form content in marketing and sales, and how to initiate conversations with greater energy and confidence. As a result, the gap between the technology and customer conversations narrowed significantly.
The collaboration generated strong visibility for the Copilot Connect program within the Microsoft and partner ecosystem. Over a period of 6 to 8 weeks, the sales team shared content weekly on LinkedIn, including pitch videos, teasers, and short posts. This generated approximately 52,000 views, ensured consistent visibility for the program, and spurred more conversations about Copilot and AI adoption within the partner network. By having multiple participants share the story simultaneously, an organic campaign emerged that reached beyond a single centralized marketing message.
enablement
Salespeople trained to deliver the sales pitch in a personalized way
visibility
Approximately 52,000 views within the Microsoft and partner ecosystem.
conversion
Increasing the conversion rate of participants in Copilot training sessions and workshops
Lessons learned
New technology is adopted more quickly when partners not only receive information but are also helped to develop their own story. By actively guiding partners through sales training, copywriting, and performance coaching, we create content that is authentic and can be used immediately in conversations with customers. Furthermore, when multiple partners share their stories at the same time, a network effect is created that significantly increases a program’s visibility.