The Most Expensive Gap in Your Pipeline Happens After the Campaign

Most ISVs don’t lose pipeline because their campaigns fail.They lose pipeline because their visibility pauses.ERP buyers don’t make decisions on marketing timelines. They evaluate solutions gradually — across conversations, partner recommendations, content, and repeated exposure over time.Which means the most expensive moment in your go-to-market strategy isn’t during the campaign.It’s after it.In this solo episode, Amiee Keenan explores why familiarity drives confidence in ERP ecosystems and why consistent presence between initiatives often matters more than the initiative itself.Because buyers don’t remember who showed up once.They remember who kept showing up.And in this ERP ecosystem, momentum isn’t created by a single initiative — it’s created by staying visible between them.Chapters00:00 — Why Strong Campaigns Still Lead to Inconsistent PipelineA common challenge many ISVs don’t expect.01:05 — The Visibility Spike That Quietly FadesWhy momentum often slows after events, webinars, and launches.02:20 — The Hidden Gap Most Teams Don’t NoticeWhat happens while you’re planning the next initiative.03:30 — Buyers Don’t Follow Your Marketing CalendarERP decisions continue long after campaigns end.04:40 — Why Buyers Trust Vendors They See OftenHow familiarity influences considered technology decisions.06:00 — How Short Touchpoints Build Long-Term ConfidenceWhy multiple interactions shape vendor preference.07:10 — Consistency Without Creating More ContentExtending conversations instead of increasing workload.08:15 — The Insight Most Vendors Miss About MomentumWhy visibility between initiatives influences pipeline growth.🔗 Connect with Amiee on ⁠LinkedIn⁠ 🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth.Learn more about ⁠The ISV Society⁠