B2B Research Case Study — Microsoft Cybersecurity

Strengthening cybersecurity in education by addressing key pain points and refining messaging strategies

How it started

The speed, scale, and sophistication of today's cyberattacks are unparalleled. Alarmingly, 80% of all industry malware encounters occur in K-12 education, with each ransomware attack costing schools nearly $4 million. The rise of AI-driven threats has only further complicated this landscape.

While Microsoft offers industry-leading cybersecurity solutions, many education IT decision-makers (ITDMs) are unaware of their vulnerability or the breadth of Microsoft's portfolio.

Microsoft needed an ongoing partner to source and leverage a global B2B panel to:

  • Identify key cybersecurity pain points for education ITDMs.

  • Capture awareness and perceptions of Microsoft products.

  • Map specific needs and distinctions across different institutional tiers.

  • Tailor trust-building messaging for K-12 and Higher Education (HED) audiences.

What we did

For more than five years, Program 11 has partnered with Microsoft to conduct comprehensive global research with IT leaders, leveraging comparative, qualitative, and quantitative methodologies.

We analyze data to track awareness, sentiment, trust, and product usage across several key segments:

  • Education: K-12 and Higher Education (HED)

  • Sector: Public and private institutions

  • Geography: US and International IT decision-makers (ITDMs)

Our a-ha moment? ITDMs at every level of sophistication hold complex, often conflicting views on how AI impacts their institutions. To bridge this gap, they require clear, real-world use cases that demonstrate the concrete value of “AI-readiness” software and solutions.

How it’s going

Through this longitudinal research, we continually track Microsoft’s success in building awareness and credibility. These insights allow us to evolve Microsoft Security's positioning, value propositions, and messaging frameworks.

Ultimately, these frameworks are transformed into content designed to deepen relationships and foster long-term trust, including:

  • Industry sales kits

  • Pitch decks

  • Outbound marketing materials

  • Website content

  • Event flyers

  • One-pagers

  • Conversation guides

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