If you’re a Microsoft Partner, you probably already know that Microsoft offers plenty of funding programmes and incentives to help you grow your business. But what you might not realise is how these funds can have a direct impact on your marketing budget.
By covering the costs of workshops, proofs of concept, and customer engagements, Microsoft frees you up to invest in the marketing content that actually moves the needle — case studies, whitepapers, and downloadables that showcase your expertise and strengthen your co-sell position with Microsoft.
Let’s look at the key Microsoft Partner incentives available, and how you can turn them into marketing impact.
The Microsoft Partner incentives you can access
Microsoft invests in Partners who drive customer success, licence sales, and cloud consumption. Microsoft is serious about supporting Partners which is why they have several funding programmes that will help you to grow your business (and free up funds for your marketing):
End Customer Investment Funds (ECIF)
Microsoft makes ECIF available to help fund pre-sales and adoption activities — think workshops, proofs of concept, or training.
- You’ll need your Microsoft account team to sponsor the request.
- Approvals usually hinge on the revenue impact you can demonstrate. For Azure, Microsoft often uses a ~10:1 projected Azure consumed revenue (ACR) benchmark as guidance.
- When ECIF covers these costs, you free up your own budget to spend elsewhere — like on marketing.
To apply for ECIF, talk to your Microsoft account manager. Share the customer opportunity, expected licence growth, and engagement type. If approved, Microsoft will cover the costs — and this will free up your budget for marketing.
Learn more about ECIF funding.
Microsoft Commerce Incentives (MCI)
MCI is Microsoft’s primary global incentive programme for Partners. It works in two ways:
- Rebates – direct earnings back to your bottom line.
- Co-op funds – money you can use for approved marketing activities such as demand generation, agency-led campaigns, or event sponsorships.
You can see and claim these funds directly in Partner Center → Incentives → View claims.
Learn more about Microsoft Partner incentives.
Funded Engagements (e.g. BAFE)
Microsoft also funds specific, pre-defined workshops and engagements — for example, Business Applications Funded Engagements (BAFE). These are designed to accelerate sales and adoption, and the best part is: Microsoft pays you to deliver them.
Learn more about Business Applications Funded Engagements.
Solution Partner Designations & Advanced Specialisations
Achieving a Solution Partner designation unlocks more than just bragging rights. It gives you access to rebates, incentives, and funded programmes — and boosts your credibility with both Microsoft sellers and customers.
Learn more about Solution Partner specialisations and designations.
Freeing up your Content Marketing budget
Here’s the real secret: Microsoft funding doesn’t just make deals happen — it helps you save money you would otherwise spend on delivery.
That means you’ve got more budget to invest in content marketing that builds your reputation and pipeline:
- Case studies that bring your customer stories to life.
- Whitepapers that prove your expertise.
- Downloadable guides that show you understand your industry’s challenges.
Every case study you publish becomes a sales asset, a credibility marker, and a marketing tool rolled into one.
And the more of these you create, the stronger your co-sell positioning with Microsoft. Microsoft wants to work with Partners who can prove success — and publishing case studies helps do exactly that.
Why case studies are so powerful
At Bright Star, we’ve written hundreds of case studies and seen first-hand how they transform Microsoft Partner marketing.
They:
- Build trust and credibility – customers see proof you’ve solved challenges just like theirs.
- Differentiate you in a crowded market – stories with outcomes and quotes cut through the noise.
- Fuel multiple channels – one case study can power your website, LinkedIn socials, sales decks, and newsletters for months.
If you’re going to invest in one type of marketing content, make it case studies. They give you long-term ROI and strengthen your Microsoft Partner story.
Microsoft Partner co-marketing resources
In addition to incentives, Microsoft offers free co-marketing resources through the Partner Portal:
- Co-marketing assets – ready-made collateral you can adapt and co-brand.
- Digital Marketing Content OnDemand (DMC) – blogs, infographics, and social posts you can personalise.
- Partner Marketing Centre (PMC) – full campaign kits aligned to Microsoft’s solution plays.
- Event sponsorships – often funded via MCI co-op funds, if the event aligns with Microsoft’s priorities e.g. Copilot.
How to access: Log into the Partner Portal, open DMC, and pick a campaign kit. In minutes, you’ll have co-branded blogs and social posts available. Our advice is to customise and personalise this content before you publish it to avoid it looking and sounding generic. This will help differentiate your business from other Microsoft Partner companies also using the same content.
Turning Microsoft Partner incentives into marketing impact
Here’s how to make it work:
- Talk to your Microsoft account team – ask about ECIF, BAFE, and MCI availability.
- Check Partner Center – view and claim your co-op funds.
- Use Partner Portal resources – DMC and PMC provide free campaigns.
- Invest your freed-up budget in content – case studies, whitepapers, and guides that build authority and credibility.
FAQs: Microsoft Partner funding for marketing
What funding programmes does Microsoft offer for Partners?
ECIF, Microsoft Commerce Incentives (MCI), Funded Engagements (like BAFE), and benefits unlocked by Solution Partner Designations.
Can Microsoft Partners use ECIF for marketing?
Not directly. ECIF is for customer workshops and adoption activities. But it frees up your budget for marketing.
What is Microsoft Commerce Incentives (MCI)?
The global incentive programme for Partners. Rebates boost your revenue; co-op funds can be spent on approved marketing activities, events, or agency fees.
How do I apply for ECIF?
Through your Microsoft account team. Provide a customer scenario, expected revenue/consumption growth, and engagement type.
Where can I find Microsoft Partner marketing resources?
In the Partner Portal: Digital Marketing Content OnDemand and Partner Marketing Centre.
Why should Microsoft Partners invest in case studies?
Because they build trust, prove outcomes, and give you content that works across multiple channels.
Turning funding into growth
Microsoft won’t hand you a cheque just for marketing. But by using ECIF, MCI, and Funded Engagements wisely, you can cut delivery costs and redirect that budget into marketing content that truly matters.
And when you do, our advice is to focus on case studies, whitepapers, and downloadables. They’re the assets that build credibility, fuel campaigns, and strengthen your co-sell story with Microsoft.
How Bright Star can help
At Bright Star, we help Microsoft Partners like you turn freed-up budget into powerful marketing content:
- Case studies that showcase outcomes and credibility.
- Whitepapers and guides that position you as a thought leader.
- Downloadable assets that engage your audience across multiple channels.
- Social media posts that amplify your content and increase your brand awareness.
If you’d like to make the most of your Microsoft Partner funding for marketing, let’s talk.
