1. Edit a target of your choice in build-all.bat script to build instead of rebuild, for example:

call tools\RunMsBuild.bat x64 Release "sqlite:Rebuild,zlib:Rebuild,win32-lib:Rebuild" %CUSTOM_PROPS%
call tools\RunMsBuild.bat x64 Release "sqlite:Build,zlib:Build,win32-lib:Build" %CUSTOM_PROPS%
or perhaps:
call tools\RunMsBuild.bat x64 Release "sqlite:Rebuild,zlib:Rebuild,win32-lib:Build" %CUSTOM_PROPS%

2. Run script

error MSB4057: The target "sqlite:Build" does not exist in the project. [cpp_client_telemetry\Solutions\MSTelemetrySDK.sln]
error MSB4057: The target "win32-lib:Build" does not exist in the project. [cpp_client_telemetry\Solutions\MSTelemetrySDK.sln]

Expected behavior:
"Build" ought to be a valid target. https://stackoverflow.com/questions/57719166/what-are-the-existing-build-targets-for-msbuild
"Rebuild" and "Clean" work as expected.