Microsoft brings the managed account experience to small businesses at scale
A five-step program pairing small businesses with investments, consultants, engineers and training resources
Breaking through to small businesses
Microsoft is known as a leading technology brand for big business, which pushed start-ups and scale-ups to competing cloud providers. To win small and midsized customers onto Azure, Microsoft built a 30-person team of field sellers, and that team needed a marketing strategy to generate high-quality leads.
Research showed that small businesses want to be treated like big businesses. They expect personalized communication and useful insights. Big businesses are managed accounts, with account teams dedicated to understanding their needs and delivering high-touch experiences, which makes sense when the revenue potential is big. The challenge was to design a managed account experience for smaller companies that could function at scale and stay cost-effective. Rather than build new offerings, Microsoft curated existing ones into a connected journey.
Five steps, one connected journey
Innovation Mavericks paired small businesses with innovation investments, technology consultants, Microsoft engineers and training resources to help scale business growth. The hero tagline was “Think big. Act bold.” The creative was inspired by a series of data nodes that created a visual illusion which drew the audience in.
Apply, then find the roadblock
Small businesses applied to join the program. Once accepted, they completed an assessment built to help them understand where they might be stuck and how to break free.
The Innovation Concierge connects experts
Working with the Innovation Concierge, small businesses connected with industry and engineering experts to build innovation strategies. Those ready to explore proof-of-concepts were presented with different offers, from cloud credits to funding.
Thought leaders and peer networks
Members were given access to industry thought leaders, training content, workshop experiences and fellow Innovation Mavericks, for inspiration toward their next breakthrough and for network building and co-innovation projects.
Four pillars drove customer demand
LinkedIn Conversation and Carousel Ads targeted high-growth digital native companies and legacy businesses. A health network opened industry partnerships. Sales teams received email templates and collateral. Members received a promotional package with a LinkedIn badge.
More than leads
In its first year, Innovation Mavericks empowered nearly 100 businesses and proved that marketing can do more than generate impressions and qualified leads.
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