This document outlines demand generation campaigns for Microsoft's data platform modernization and migration solutions. It discusses campaigns to drive customers to upgrade older versions of SQL Server to newer versions, migrate SQL Server from on-premise to Azure, migrate from Oracle to SQL Server, and adopt data warehousing and big data solutions. The campaigns utilize email, events, workshops and assessments to highlight value propositions around performance, costs savings, insights and security for the various data platform modernization and migration needs.