Innovation Mavericks

Microsoft has a strong reputation with enterprise customers, but smaller, high-growth companies often look elsewhere for cloud partners. To compete more effectively in this space, Microsoft needed to signal that it was equally committed to supporting innovation at every stage of business.

To seize this opportunity, Microsoft stood up a dedicated SMB sales team. Their target was bold: drive new Azure cloud adoption and deliver 30% year-over-year growth. But to reach fast-moving SMBs, the team needed more than a great pitch. They needed a marketing engine designed to engage this audience on their terms.

We knew one thing from the start: SMBs don’t want the “small business” treatment. They want tailored communication, meaningful offers, and high-touch experiences, just like enterprise accounts. Our challenge was to deliver that level of experience at scale.

Enter Innovation Mavericks. A bold new growth program that invited high-potential SMBs to think big and scale fast with Microsoft’s help.

The experience started with a curated application process. Once accepted, SMBs completed an innovation assessment to spotlight blockers and opportunities. From there, they were matched with Microsoft engineers, product specialists, and technology consultants to co-create their next breakthrough.

Mavericks also got access to cloud credits, accelerator offers, and industry events, along with thought leadership, training, and even peer connections for co-innovation. We didn’t create new offers from scratch.  We repackaged Microsoft’s most impactful programs into a seamless journey designed for SMB growth.

To drive reach, we activated a multi-channel strategy that met SMBs where they were. LinkedIn ads brought our message to high-growth digital natives. Healthcare partnerships opened doors to scale-ups in regulated industries. And sales enablement kits equipped Microsoft sellers to open real conversations with confidence.

The message was simple: Bring your boldest ideas. We’ll bring the tech, tools, and investment to make them real.

Within the program’s first year, Innovation Mavericks helped nearly 100 SMBs clear innovation roadblocks, co-create new solutions, and scale with confidence.

The program dramatically outperformed expectations, achieving 280% of its original cloud revenue target and driving strong year-over-year growth. It showcased how thoughtful, scaled marketing could move the needle in a measurable way.

It was a proof point that strategic marketing can play a direct role in accelerating business momentum.