Maven Collective Marketing Wins 2025 IAC Award for B2B Website Redesign That Tripled Conversions
Maven Collective has been recognized on a global stage with the 2025 Internet Advertising Competition (IAC) Award for Best Website. Presented by the Web Marketing Association (WMA), a volunteer-led organization promoting excellence in website development and marketing, this award honors our full rebrand and B2B website redesign for Klarinet Solutions.
What are the IAC Awards?
The Internet Advertising Competition (IAC) Awards honor excellence in digital advertising across more than 86 industries and 10 advertising formats, including social media, video, mobile, and email. As the first industry-based awards dedicated solely to online advertising since their launch in 1999, the IAC Awards set the benchmark for innovation, creativity, and effectiveness in digital marketing.
Earning this recognition reflects Maven Collective Marketing’s commitment to delivering high-performing, strategic campaigns that help Microsoft Partners stand out and scale in a sea of software sameness.
Klarinet’s Brand Overhaul That Tripled Conversions
Klarinet Solutions, a leading digital workplace solutions provider, needed a brand and website experience that matched the sophistication of their services and the impact of their tailored digital solutions.
Maven Collective Marketing stepped in with a full-scale rebrand, B2B website redesign, and personalized content strategy, rooted in audience insight and real-time behavioral data. Using Microsoft Clarity, we identified key user patterns, allowing us to optimize the user experience in real time, resulting in a more intuitive website that drives deeper engagement and higher conversion rates.
In addition to website improvements, our team integrated SEO and AEO strategies into Klarinet’s content approach to boost visibility across both search and AI engines. To amplify impact, we launched a full-funnel, multi-channel campaign, spanning webinars, targeted emails, social media, video content, blogs, and events. Every touchpoint reinforced Klarinet’s refreshed brand identity, creating a consistent, high-impact experience that engaged their audience at every stage of the buyer’s journey.
Just 90 days post-launch, Klarinet experienced:
- 191% increase in qualified leads
- 519% surge in form submissions
- 312% boost in conversion rate
“Partnering with Maven Collective transformed not just our brand, but our business outcomes,” said Daniel Amaro, CEO of Klarinet Solutions. “Their deep expertise in Microsoft Partner marketing brought clarity, strategy, and measurable growth we hadn’t achieved before.”
Marketing Channels That Helped Klarinet Double Qualified Leads
Klarinet’s astonishing growth in high-quality leads was the result of more than a website redesign, it came from a focused, multi-channel approach built around selecting the right lead sources.
1. Webinars
Maven Collective helped Klarinet launch webinars with industry leaders, establishing thought leadership in their designated area and generating marketing-qualified leads from engaged attendees.
These webinars offered an interactive way to share Klarinet’s expertise and build trust with potential buyers, leading to a 285% increase in webinar attendance.
Here’s how Microsoft Partners can use webinars to attract high-quality leads:
- Focus on solving your audience’s pain points by addressing specific challenges or needs.
- Make sure your registration page is optimized for conversions: use a compelling headline, clear webinar details, a simple registration form, and a strong CTA.
- Leverage cross-channel promotion using your customer list, social media followers, and partner co-marketing.
- Include a replay option for people who can’t attend live to keep capturing leads.
- Have a nurture sequence ready for attendees and no-shows to maximize conversions.
2. Blogs, Emails, and Case Studies
Throughout the engagement, the Mavens implemented a consistent cadence of blog posts, case studies, and email newsletters to educate Klarinet’s audience and keep the brand top of mind throughout the buyer’s journey. This regular stream of relevant content positioned Klarinet as a credible solution provider, contributing to a 214% surge in net new leads.
Here are some strategies for Microsoft Partners to leverage these channels:
- Share blog posts and case studies that directly speak to your audience’s pain points.
- Align your content with Microsoft’s solution areas, like Modern Work, Security, Azure, etc.
- Leverage AI tools to speed up content creation, generate first drafts, and surface relevant topics.
- Be consistent. Establish a publishing cadence that fits your team’s capacity.
- Repurpose long-form content into email campaigns and social media posts to extend its reach and value.
3. Event Marketing
Klarinet’s in-person participation at events like the Ragan Internal Comms Conference helped them amplify brand visibility and connect with the right audience. They engaged attendees through an approachable and interactive booth experience, along with informative collateral that highlighted Klarinet’s expertise in streamlining internal communications.
By creating a space that encouraged meaningful interactions with decision-makers, Klarinet opened the door to more qualified leads.
Here’s how Microsoft Partners can get the most out of their event marketing:
- Set clear goals such as lead generation, brand awareness, or nurturing client relationships.
- Plan strategically by creating an experience that resonates with your audience.
- Promote your event in advance by highlighting what makes it unique, such as expert speakers, exclusive content, networking opportunities, etc.
- Create engaging content to capture attention. Use pre-event teasers, branded swag, live demos, on-site interactions, and post-event materials.
- Follow up promptly after the event to turn initial conversations into lasting relationships.
- Attend multiple conferences or events to expand your exposure and connect with more of your target market.
For more strategies and insights for Microsoft Partners, visit our blog.
Elevate Your Marketing Strategy with an Award-Winning Agency
Maven Collective Marketing has helped over 500 Microsoft Partners drive measurable growth through specialized services tailored to their unique needs. If you’re looking for a trusted, experienced partner to elevate your marketing strategy, redesign your website, or generate more qualified leads, let’s talk.
Get in touch today to see how we can help you achieve results that matter.
