From Listings to Pipeline: How Long View Leveraged Microsoft Marketplace and Microsoft Funding
Estimated Read Time: 3 minutes
Intended Audience: Microsoft Partners
Every growth story has a key moment of change. For Long View, one of Microsoft’s long-standing Partners, that moment came when they saw an opportunity to strengthen their presence in the Microsoft ecosystem. Their solutions were strong and their expertise well recognized, but their marketplace listings weren’t fully capturing the attention or the opportunities they aimed for.
That’s when they partnered with Maven Collective Marketing. What started as a project to improve marketplace visibility grew into a long-term collaboration that helped Long View make better use of Microsoft co-funding programs, expand their reach, and generate more leads.
See how Long View describes the experience in the full video case study.
Who is Long View Systems?
Long View’s Microsoft Marketplace Journey
Long View had invested heavily in their Microsoft relationship and solutions, but their marketplace listings weren’t performing as much as they like. The challenges were familiar to many Microsoft Partners:
- Inconsistent messaging: Listing descriptions didn’t fully articulate the value Long View brought to customers.
- Branding gaps: Visual assets and tone varied across listings, creating a disjointed presence.
- Missed keyword opportunities: Listings weren’t optimized for search within AppSource, limiting discoverability.
In addition to Marketplace listing challenges, Long View recognized the potential of better utilizing Microsoft co-funding to drive growth but lacked a clear strategy to fully capitalize on the opportunity.
They needed a partner who not only understood digital marketing but also knew how to navigate Microsoft’s unique ecosystem.
Driving Growth Through Microsoft Funding and AppSource Optimization
As a digital marketing agency focused on Microsoft Partners, Maven Collective understands both the technicalities of Microsoft AppSource optimization and the nuances of Microsoft’s funding programs.
The engagement began with an AppSource audit, a comprehensive review of Long View’s consulting service listings at the time. The audit revealed inconsistencies in branding, vague solution descriptions, and gaps in SEO optimization. Maven Collective provided clear, actionable recommendations to make the listings more discoverable and compelling to Microsoft’s commercial audience.
Impressed by the insights, Long View expanded the partnership to include a Strategic Partnership Framework (SPF) marketing plan to secure Microsoft funding and align go-to-market efforts with Microsoft’s investment criteria.
“Engaging Maven Collective for a strategic overview and review of our Microsoft Marketplace listings yielded impactful, practical insights and best practices that we will not only use today but moving forward as a model for all our Microsoft Marketplace offerings. Working with their expert Microsoft Partner Marketing team is an 11 out of 10.”
With funding secured, Maven Collective partnered closely with Long View to execute a multi-channel marketing strategy that amplified their visibility and credibility in the Microsoft ecosystem.
The Services Behind Long View’s Success
Over the course of the engagement, Maven Collective delivered a broad suite of services which included:
- AppSource Audit & Optimization – refining solution descriptions, optimizing keywords, aligning branding, and updating visual assets for a cohesive, professional presence.
- SPF Marketing Plan Development – crafting a Microsoft-approved plan that outlined strategic intent, expected outcomes, and proof of execution.
- Go-to-Market Campaign Execution – managing 34 campaigns across Microsoft Ads, LinkedIn Ads, and Reddit Ads.
- Content Development & Production – creating blogs, solution webpages, and campaign collateral to support lead generation and thought leadership.
- Social Media Marketing – extending campaign visibility and engagement across organic and paid channels.
- Partner Center Support – guiding listing submission, validation, and troubleshooting to ensure smooth publishing.
The combination of marketplace optimization and strategic funding utilization set the stage for measurable growth.
