The Channel Buzz

Marketing has more tools, more data, and more AI than ever before. But are those things actually making marketing more effective?In this episode of The Channel Buzz, Amiee Keenan sits down with Michelle Glennie of The Partner Marketing Group to dig into the latest Technology Marketing Benchmark & Trends Report and some of the findings might make you rethink where your marketing time and budget are going.Why are referrals one of the most effective lead generation tactics, yet so few companies have a formal referral program? Why do marketers say blogging delivers results while ranking it low for lead generation? And with AI adoption at an all-time high, where is it actually helping—and where is the human perspective still essential?Amiee and Michelle also talk about why events continue to perform, the disconnect between generating leads and converting them into opportunities, customer advocacy, content repurposing, and why showing up consistently may matter more than constantly chasing the next marketing tactic.If you’re planning your 2027 marketing strategy, this conversation offers a data-backed look at what marketers think is working, what the numbers actually say, and where some of the biggest opportunities may be hiding.Chapters00:00 – Welcome & What the Marketing Data Says03:03 – The Biggest Surprise in This Year’s Report04:37 – Why Aren’t More Companies Using Referral Programs?06:11 – Is Marketing Getting Harder—or Just More Complicated?07:29 – Why Marketers Need to Repeat Themselves More09:16 – The Lead Generation vs. Conversion Problem12:16 – Shared Visibility & the Power of the Community13:18 – 89% of Marketers Are Using AI—But Are We Using It Well?17:23 – Why Events Are Still Winning20:17 – Stop Measuring Event Success by Badge Scans22:31 – The Surprising Data Behind Blogging25:11 – Why Your Content Needs to Show Up in More Places28:07 – Final Takeaways for Your 2027 Marketing StrategyDownload The Technology Marketing Benchmark & Trends Report.🔗 Connect with Amiee on ⁠LinkedIn⁠ 🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth.Learn more about ⁠The ISV Society⁠

You say you have a great relationship with that partner.But does the partner know you—or does one person know you?That’s a bigger difference than we sometimes realize.In this solo episode of The Channel Buzz Podcast, Amiee Keenan looks at an overlooked part of partner growth: becoming better known inside the partners you already have.Because one great champion can open a lot of doors. But if that person changes roles, leaves the company, or shifts priorities… what happens to the partnership?Amiee introduces The Sarah Test, a simple way to find out just how deep your partner relationships really go. She also explores why sales, consulting, marketing, and leadership can each create different opportunities—and how ISVs can build those relationships naturally without blasting an entire partner organization with “just checking in” emails. 😂You’ll walk away with a practical Partner Visibility Audit you can use with your five most important partners—and one question that might change how you think about partner growth:Do we actually need more partners… or do we need more relationships inside the right partners?Chapters00:00 Introduction to the partner visibility gap01:58 The importance of internal relationships within partners04:00 The limitations of relying on a single contact05:48 Introducing the Sarah test for partner relationships07:46 Deepening relationships inside existing partners09:56 Creative ways to build partner relationships12:05 Balancing new partner acquisition with relationship depth13:50 Practical steps for a partner visibility audit16:05 Key insights and closing thoughts🐝 Buzzworthy Insight: Your next partner opportunity may be inside a partner you already have.🔗 Connect with Amiee on ⁠LinkedIn⁠ 🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth.Learn more about ⁠The ISV Society⁠

How big is your audience?It's one of the first questions marketers ask before deciding whether an opportunity is worth pursuing.But it may be the wrong place to stop.In this episode of The Channel Buzz, Amiee Keenan explores why your company's email list, followers, and website visitors represent only part of your potential reach.When ISVs collaborate with partners, communities, other ISVs, podcasts, events, and industry organizations, their audiences begin to overlap — and expand.That creates something Amiee calls shared visibility.And that visibility matters because most buyers don't discover a company and immediately request a demo. They see it. Then recognize it. Then remember it. Eventually, when the right problem appears, they investigate.Amiee breaks down why marketers should think beyond registrations and last-touch attribution and start asking a different question:Whose audience could this opportunity put us in front of?If you're an ISV trying to increase awareness without building every audience from scratch, this episode will change how you evaluate partnerships, webinars, podcasts, events, and collaborative marketing.🐝 Buzzworthy Insight: Borrowed Audiences Build Shared Visibility.🔗 Connect with Amiee on ⁠LinkedIn⁠ 🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth.Learn more about ⁠The ISV Society⁠

You signed the partner. 🎉Great!Now what? 👀In this episode of The Channel Buzz, Amiee Keenan sits down with Ienura Whitener, Chief Delivery Officer at Crimson Stark, to talk about the part of partnerships that doesn't get nearly enough attention: what happens AFTER the agreement is signed.Because having 50, 100, or even 200 partners might look impressive…but how many are actually active?Amiee and Ienura get into why partner programs lose momentum, why alignment across sales, marketing, leadership, and partnerships matters, and why sometimes the answer isn't recruiting more partners—it's doing more with the partners you already have.They also tackle the classic: “We built the integration…now go build us an ecosystem!” 😬Plus, Ienura shares why the best partnerships aren't win-win.They're win-win-win.If you work with partners, manage a channel, or are trying to break into a new ERP ecosystem, grab your headphones.Chapters00:00 Introduction to the importance of partner ecosystems02:02 What makes a successful partner ecosystem04:22 The role of alignment across teams05:15 What does an intentional partnership look like06:28 Why many partnerships fail after recruitment11:18 Common mistakes when entering new ecosystems14:33 When to seek help from experts like Crimson Stark16:55 Final thoughts on collaboration and continuous learningLearn more about Crimson Stark🔗 Connect with Amiee on ⁠LinkedIn⁠ 🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth.Learn more about ⁠The ISV Society⁠

Every software company dreams of landing a Global System Integrator (GSI), but very few are truly prepared for what comes next.In this episode of The Channel Buzz, Amiee Keenan sits down with partnerships leader Rainie, who has experienced both sides of the equation—nearly eight years inside Accenture before leading GSI partnerships for a software company.Together they unpack what it really takes to build a successful GSI relationship, why signing the agreement is only the beginning, how to know if your company is actually ready, and why AI is changing the way GSIs evaluate technology partners.Chapters00:00 Introduction to GSI Partnerships and Episode Overview02:27 Rainie's Background and Unique Perspective on GSI Partnerships04:06 Understanding the Organizational Maturity for GSI Readiness07:02 Key Internal Factors for GSI Partnership Success09:00 The Reality of Activating GSI Partnerships10:31 Common Misconceptions About GSI Opportunities13:58 Impact of AI on GSI Models and Future Trends17:29 Advice for Companies Seeking Their First GSI Partnership19:29 Closing Remarks and Next Steps for Partnership BuildingIf you're building a partner program or thinking about enterprise alliances, this conversation will help you avoid costly mistakes before they happen.🔗 Connect with Amiee on ⁠LinkedIn⁠ 🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth.Learn more about ⁠The ISV Society⁠

Marketing campaigns come and go. Visibility stays with you.Every ERP software company wants more leads, referrals, and partnerships, but many focus on launching campaigns instead of building long-term visibility. In this episode, Amiee explains why the companies that consistently show up are the ones that people remember, recommend, and trust.In this solo episode, Amiee shares one of the biggest lessons she's learned after years of hosting Demo Days, interviewing ERP leaders, and speaking with ISVs across the ecosystem.The companies everyone recognizes didn't become well-known overnight. They earned recognition through hundreds of small moments—podcasts, webinars, customer stories, LinkedIn conversations, events, and consistent education.Chapters:00:00 – Why Visibility Matters More Than Marketing Campaigns00:53 – Why Most Companies Wait Too Long to Build Visibility02:35 – The Myth of Overnight Success04:20 – Why Visibility Compounds Like a Garden06:50 – Creating Buzz Without a Big Marketing Budget09:20 – Your Visibility ChallengeTakeaways:Visibility is a long-term game, not a quick fix.Consistent participation and helpful content build recognition.Creating buzz is about giving opportunities to discover you.Small efforts compound over time to build momentum.Engagement on social media and content sharing are key.If you're wondering why some companies seem to attract opportunities effortlessly, this episode explains why consistency creates momentum—and momentum creates opportunity.🔗 Connect with Amiee on ⁠LinkedIn⁠ 🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth.Learn more about ⁠The ISV Society⁠

Partner growth often starts with the same response: recruit more partners.But what happens after those partners sign?In this episode, Amiee Keenan talks with partner enablement leader Alissa Amundson about why recruitment alone rarely creates sustainable channel growth. They explore what meaningful enablement looks like beyond training, how to help partners recognize and position opportunities, and why services enablement may be one of the biggest missed revenue opportunities in the ecosystem.Alissa also shares practical ways to measure enablement, build partner confidence, improve implementation quality, and keep your solution top of mind—even when partners represent competing vendors.You will also hear why a jeweler protected his Rolodex more carefully than his inventory, how a branded mug can become an enablement tool, and why partners should never be surprised during a QBR.Chapters:00:00 Introduction to Partner Enablement and Its Impact01:01 Alyssa's Background and Passion for Education03:39 Common Misconceptions About Enablement05:23 The Role of Structured Enablement Programs07:14 Top of Mind Messaging and Visual Cues09:30 The Value of Swag and Visual Reminders11:13 Partner Relationship as a Critical Asset14:17 Metrics to Prove Enablement Impact18:24 Tracking and Communication in Enablement22:06 The Biggest Revenue Opportunities Missed by Partners26:40 The Entire Lifecycle of Partner Enablement🔗 Connect with Amiee on ⁠LinkedIn⁠ 🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth.Learn more about ⁠The ISV Society⁠

Why booth scans aren't the metric that matters anymore.One thing I've noticed is that most companies still judge event success by one number:Booth scans.But the best events create something much bigger than leads.They create conversations.Relationships.Visibility.Momentum.In this episode, event marketing strategist Megan Martin shares why it's time to rethink how we measure conferences, trade shows, and community events and what ERP ISVs should focus on instead.If you're sponsoring events this year, this conversation may change how you define success.Chapters:00:00 Rethinking Event Success Metrics04:46 Understanding Buyer Intent at Events09:31 Post-Event Follow-Up Strategies14:22 Creative Event Participation Ideas19:28 Maximizing Event ROI Before, During, and AfterCheck out Megan's podcast: Event About It🔗 Connect with Amiee on ⁠LinkedIn⁠ 🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growthDownload The CVCC Checklist today!Learn more about ⁠The ISV Society⁠

Everyone wants partners who can generate revenue.But what if the real key to successful partnerships is slowing down first?In this episode of The Channel Buzz, Amiee Keenan sits down with Ronnie Kher, a partnership leader whose experience spans blockchain, AI, fintech, and insurance, to explore what it really takes to build partnerships in emerging technology markets.Rather than rushing to recruit partners and expecting immediate results, Ronnie shares why successful ecosystems are built through education, enablement, and alignment.Together they discuss:• Why partnership strategy should follow your sales strategy—not the other way around• The biggest mistake emerging technology companies make when onboarding partners• How education builds confidence, trust, and long-term success• Why proving success with a few strategic partners is more effective than recruiting dozens• How industry expertise and strong alliances accelerate adoptionWhether you're leading partnerships, building an ecosystem, or launching new technology, this conversation offers practical lessons that apply far beyond AI and blockchain.🔗 Connect with Amiee on ⁠LinkedIn⁠ 🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth.Learn more about ⁠The ISV Society⁠Download The CVCC Checklist.

Most software companies don't have a product problem.They have a visibility problem.In this solo episode, Amiee Keenan shares a realization that has been shaping the future of The ISV Society and changing the way she thinks about growth in the technology ecosystem.After years of conversations with ISVs, ERP partners, SaaS leaders, and ecosystem builders, one theme kept showing up:"We're great at what we do. We just wish more people knew about it."Amiee explores why visibility has become one of the most important growth drivers for modern software companies and introduces The CVCC Framework—Clarity, Visibility, Community, and Collaboration.She also shares the thinking behind a new participation-focused vision for The ISV Society, why every conversation opens a new door, and how companies can create more opportunities simply by showing up consistently.If you're looking to build awareness, strengthen partnerships, and create momentum in the ecosystem, this episode is for you.🚪 Open More Doors with the CVCC Growth ChecklistEvery conversation, event, introduction, and collaboration has the potential to open a new door.The CVCC Growth Checklist is designed to help you identify where your company is creating visibility, building relationships, and generating momentum across the ecosystem. Whether you're focused on awareness, partnerships, or growth, this practical guide will help you determine what's working—and where new opportunities may be waiting.Get the checklist.🔗 Connect with Amiee on ⁠LinkedIn⁠ 🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth.Learn more about ⁠The ISV Society⁠

Many companies invest heavily in partner programs only to find themselves asking the same question months later: Why isn't this working?In this episode of The Channel Buzz Podcast, Amiee Keenan sits down with Bart Dirksen, Director of Strategic Solution Partners and founder of Partner Impact, to unpack what separates successful partner programs from those that struggle to gain traction.Drawing on more than 20 years of experience across sales, consulting, leadership, and partner management, Bart explains why partnerships often fail when they're treated as an add-on rather than a core business strategy. He shares the seven-layer framework behind high-performing partner ecosystems, the importance of executive ownership, why data matters more than most companies realize, and the common mistakes organizations make when trying to "fix" underperforming programs.The conversation also explores key concepts from Bart's newly released book, The Partnership Operating System, which provides a practical framework for building partnership programs that align strategy, operations, leadership, and growth.If you're building a partner ecosystem, scaling a channel strategy, or trying to get more value from your existing partner investments, this episode offers practical lessons and a fresh perspective on what actually drives long-term partner success.Buy the book🔗 Connect with Amiee on ⁠LinkedIn⁠ 🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth.Learn more about ⁠The ISV Society⁠

“Just checking in…”We’ve all sent the email.But according to Kelly Gindlesperger from Triumph, that’s not what builds real partnerships.In this episode of The Channel Buzz Podcast, Kelly joins Amiee Keenan for an honest conversation about why strong partner relationships are built through trust, consistency, and genuine human connection — not transactional follow-ups.Kelly shares why the best partner managers remember birthdays, kids’ names, vacations, and even dogs recovering from surgery. Because in ecosystems, people don’t remember every meeting… they remember how you made them feel.This episode covers:Why most partnership outreach feels forgettableThe difference between follow-up and relationship-buildingHow trust develops over timeWhy vendors lose momentum after conferencesThe small gestures that create long-term loyaltyWhy “doing what you say you’re going to do” matters more than everChapters:00:00 – Welcome & Meet Kelly01:08 – Why Partnerships Beat Sales02:00 – What Partners Really Value05:10 – How Vendors Actually Stand Out07:45 – “Do What You Say You’ll Do”10:35 – Why Trust Takes Time15:35 – Handwritten Notes Still Matter19:35 – What Causes Partnerships to FadeIf you work in partnerships, alliances, ecosystems, channel sales, or ISV growth — this conversation is a reminder that relationships still matter more than automation.🔗 Connect with Amiee on ⁠LinkedIn⁠ 🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth.Learn more about ⁠The ISV Society⁠📩 Get the ISV Guide to Grow Your Audience: https://go.theisvsociety.com/theisvguide

AI is everywhere right now — but what does it actually look like inside real partnership teams?In this episode of The Channel Buzz, Amiee Keenan sits down with Justin Baryza, Director of Channel Partners at PointFive, to talk about the practical ways AI is transforming partnerships, co-sell motions, sales alignment, and partner operations across the ERP and ISV ecosystem. Justin shares the real workflows he uses every day to eliminate manual reporting, improve partner collaboration, automate follow-ups, and create highly personalized account outreach at scale. The conversation also explores why smaller ISVs may actually have an advantage in the AI race — despite larger vendors investing heavily in AI initiatives.Chapters00:00 Introduction to the episode and guest Justin Baryza01:45 Justin's background and experience with AI in partnerships02:26 AI's impact on daily operational tasks in partnership roles03:36 Top AI workflows for partnership teams: pipeline analysis, email follow-ups, co-sell account mapping07:24 How AI improves alignment between sales, marketing, and partnerships08:48 Building AI-powered workflows for tailored account outreach10:42 Strategies for smaller ISVs to compete with larger vendors in AI adoptionIf you’re a partnership leader, channel marketer, ERP vendor, SaaS company, or ISV trying to understand how AI can improve efficiency without replacing human relationships, this episode is packed with actionable ideas you can start using immediately.🔗 Connect with Justin on LinkedIn🔗 Connect with Amiee on ⁠LinkedIn⁠ 🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth.Learn more about ⁠The ISV Society⁠📩 ⁠Get⁠ the ISV Guide to Grow Your Audience: https://go.theisvsociety.com/theisvguide

What if the reason your partner program isn’t working… is because it never had a chance to?In this episode of The Channel Buzz, Amiee Keenan sits down with Daniel Eliasi from Gong to break down the hard truths behind building successful ecosystems.One of the biggest takeaways: Most partner marketing isn’t driving ecosystems—it’s creating the illusion of progress.Webinars, campaigns, events, and co-marketing efforts may look like momentum…But they’re often just activity—not impact.Because real ecosystems aren’t measured by how much you do with partners.They’re measured by:Partner-generated revenuePartner growthAnd whether partners are actually winningChapters:0:00 – Why Partner Programs Fail Early3:30 – What Great Ecosystems Have in Common7:00 – Trust Is the Real Infrastructure11:30 – The 3 Stages of Partner Growth13:00 – Starting at Negative One17:30 – The PMF Problem20:00 – Co-Marketing vs Real Impact21:30 – Metrics That Actually Matter25:30 – AI and Partner Enablement26:15 – Lessons from HyperscalersThis episode is a must-listen for ISVs, SaaS leaders, and ecosystem builders who want to move beyond vanity metrics and build partnerships that actually scale.🔗 Connect with Amiee on ⁠LinkedIn⁠ 🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth.Learn more about ⁠The ISV Society⁠📩 ⁠Get⁠ the ISV Guide to Grow Your Audience: https://go.theisvsociety.com/theisvguide

In this final episode from Directions NA, Amiee Keenan sits down with David Laster of GraVoc to unpack what’s actually changing inside the Microsoft Dynamics ecosystem.With 27 years of experience spanning Great Plains to Business Central, David brings a grounded, practitioner perspective on how ERP partners are evolving and where ISVs fit into that equation.The conversation explores:Why ISVs are essential for filling industry-specific gapsHow AI is shifting from hype to practical applicationWhat’s changing in reporting, analytics, and day-to-day workflowsWhy community and openness remain the foundation of the ecosystemChapters00:00 – Welcome + David’s Background01:10 – The Role of ISVs in ERP02:30 – The Shift to AI-First Thinking04:00 – Reporting Improvements & Small Wins06:10 – Community, Openness & Final TakeawaysAs the final episode in the Directions NA series, this conversation brings both reflection and forward-looking insight into what partners should focus on next.🔗 Connect with Amiee on ⁠LinkedIn⁠ 🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth.Learn more about ⁠The ISV Society⁠📩 ⁠Get⁠ the ISV Guide to Grow Your Audience: https://go.theisvsociety.com/theisvguide

Live from Directions North America in Orlando, Amiee Keenan sits down with Craig from Business Central Insights to unpack a major shift happening across the ecosystem: the move toward faster, more accessible data insights.Craig shares how partners and customers are increasingly turning to Power BI to gain deeper visibility into their operations—without the long development cycles traditionally required. With prebuilt, plug-and-play reports that connect in minutes, the conversation highlights how speed, usability, and decision-making are becoming non-negotiable.They also explore a growing opportunity in warehouse management reporting, a gap many partners are actively looking to fill, and why momentum—not just innovation—is shaping success in today’s partner ecosystem.If you're building, selling, or supporting Business Central solutions, this episode offers a clear look at where reporting—and partner value—is headed next.Chapters:00:00 – Live from Directions NA + Guest Intro00:45 – The Shift Toward Power BI & Faster Insights01:45 – Why Speed to Value Is Driving Adoption02:40 – Warehouse Reporting Gap & New Opportunities03:30 – Momentum at Directions & Closing Thoughts🔗 Connect with Amiee on ⁠LinkedIn⁠ 🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth.Learn more about ⁠The ISV Society⁠

Recorded live at Directions North America, this episode of The Channel Buzz features Chris de Visser, CEO of commerecebuild, sharing insights from 15 years in the ecosystem and what’s changing fast.From the surge of AI conversations to the evolving role of commerce platforms like Shopify and Business Central, Chris breaks down what partners are really asking, where opportunities are emerging, and how to guide customers toward the right solutions.But beyond the tech, this episode highlights something just as important: the power of relationships. Directions isn’t just an event—it’s a community that continues to drive collaboration long after the conference ends.And that’s exactly what The Channel Buzz is doing—keeping the momentum going by bringing these conversations directly to you.Chapters00:00 – Live from Directions NA & Meet Chris 01:30 – 15 Years in the Directions Community 03:30 – AI: What Partners Are Really Asking 06:00 – Shopify vs. B2B Commerce Platforms 08:30 – Community, Relationships & What Comes Next🔗 Connect with Amiee on ⁠LinkedIn⁠ 🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth.Learn more about ⁠The ISV Society⁠

At Directions NA, the conversations aren’t just about innovation—they’re about certainty in an uncertain market.In this episode of Channel Buzz, Amiee Keenan sits down with Jeffrey Porter, Principal Brand Evangelist at StockIQ, to unpack a major shift happening across the Microsoft ecosystem: risk aversion is rising and it’s reshaping how partners sell, collaborate, and deliver value.With decades of experience in supply chain and the channel, Jeffrey shares why customers are demanding more proof before making decisions, how failed projects have changed expectations, and why deeper partner collaboration is no longer optional—it’s essential.They also explore where AI fits into the conversation (and where it doesn’t), and what makes customers become long-term “raving fans.”00:00 — Welcome from Directions NASetting the stage and introducing the conversation01:15 — Risk Is Changing Buyer BehaviorWhy customers are more cautious and doing deeper due diligence03:10 — AI vs. Real ResultsMoving beyond hype to what actually delivers value05:00 — No Appetite for Failed ProjectsRising expectations and pressure to get it right07:00 — Winning TogetherWhy partner collaboration is key to delivering outcomes08:45 — Creating Raving FansHow strong partnerships and ROI drive long-term successIf you’re an ISV, VAR, or SaaS leader navigating today’s volatile market, this episode is packed with grounded, real-world insight.🔗 Connect with Amiee on ⁠LinkedIn⁠ 🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth.Learn more about ⁠The ISV Society⁠

Speed. That’s the word coming out of Directions NA and this episode proves why.In this live conversation, Stephanie McColly of Crestwood Associates breaks down the 3 forces reshaping the ERP channel right now:the unstoppable momentum of AIthe overlooked power of ISVsAnd the growing pressure on partners to keep upFrom native AI agents inside Business Central to the real-world challenges customers are facing, this isn’t a hype-filled AI conversation—it’s a reality check.💡 Key insight: The winners won’t be the ones who “master” AI… They’ll be the ones who help customers make sense of it.Fast-moving, insight-packed, and straight from the show floor—this is Channel Buzz at its best. Chapters:00:00 – Live from Directions NA + Meet Stephanie McCollySetting the stage and introducing the partner perspective02:30 – The ERP “Value Gap” & Why ISVs MatterWhere ERP falls short—and how ISVs unlock more value05:30 – The Partner Advantage: What Actually WorksReal-world insights from seeing what clients are using successfully08:30 – AI Is Creating a DivideWho’s keeping up, who’s not—and the growing confusion11:30 – The Big Takeaway: AI Speed Is EverythingWhy no one can keep up—and why “speed” defines the future🔗 Connect with Amiee on ⁠LinkedIn⁠ 🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth.Learn more about ⁠The ISV Society⁠

Recorded live at Directions North America in Orlando, this episode of Channel Buzz features Rob Triggs—sales expert and founder of RTR—sharing hard-earned insights on what actually drives growth in the Microsoft partner ecosystem.From scaling challenges in founder-led organizations to the critical gaps in sales capability and channel strategy, Rob breaks down why many partners hit a revenue ceiling—and what it takes to move past it.The conversation also explores what international ISVs often get wrong when entering the North American market, and why differentiation doesn’t have to be dramatic to be effective.Plus, Rob shares the personal story behind his upcoming book The Manifested Seller, and how mindset—not just skillset—can be the ultimate driver of sales success.If you're building, scaling, or refining your go-to-market strategy in the Microsoft ecosystem, this episode delivers practical insights you can act on immediately.00:00 Introduction to the Ecosystem02:48 Challenges in Scaling Microsoft Partnerships 05:07 Entering the North American Market 06:50The Importance of Mindset in Sales SuccessTake the 20 question survey Reach out to Rob - [email protected]🔗 Connect with Amiee on ⁠LinkedIn⁠ 🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth.Learn more about ⁠The ISV Society⁠

In this special episode of The Channel Buzz, Amiee Keenan sits down with Ryan Grant, Directions North America board member and Sponsorship Committee Chair, to explore why community, AI, and partner marketing are becoming the defining forces shaping the Business Central ecosystem.Drawing on nearly three decades in the ERP channel, Ryan shares practical insight into how ISVs and VARs can move beyond transactional relationships and build partnerships that drive real momentum. The conversation highlights how AI is transforming solution design, why community continues to act as a powerful growth engine, and how marketing must evolve into an integrated capability across the partner ecosystem.With Directions North America 2026 approaching, the discussion also explores why events that foster collaboration and shared learning remain critical for accelerating innovation and strengthening relationships across the Microsoft channel.Episode Highlights:(02:38) Why community continues to fuel growth across the Business Central ecosystem(04:40) How AI is reshaping the way partners design and deliver solutions(06:16) What ISVs must do to help partners win more deals(11:52) The potential of agent-driven integrations and autonomous workflows(13:44) Why marketing must be integrated across the partner journey(18:07) What makes Directions North America a unique ecosystem experience🔗 Connect with Amiee on ⁠LinkedIn⁠ 🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth.Learn more about ⁠The ISV Society⁠

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

In this episode, Amiee Keenan hosts Hayley from Esper Strategies to discuss how clarity and understanding your ideal customer can significantly impact your success in the ERP and ISV ecosystem. They explore topics like buyer behavior, effective messaging, content consistency, and strategies to cut through the noise in a crowded market.Key TopicsBuyer reality in ERP ecosystemImportance of clarity in messagingContent consistency and momentumUnderstanding customer needs and languageEffective marketing strategies for VARs and ISVs00:00 Introduction & Episode OverviewMeet Hayley from Esper Strategies and the core theme: why clarity wins more deals than price.02:28 Buyer Reality: Why Trust Beats PriceWhy buyers choose the option they understand and how unclear positioning leads to price comparisons.06:08 What Clarity Actually Means in the ChannelClarity isn’t simpler language — it’s knowing who you help, what problem you solve, and why you’re different.10:49 The 20-Word Differentiator Every ISV NeedsHow to communicate your value clearly and help champions explain your solution internally.14:47 Consistency vs Volume in Content StrategyWhy repetition builds recognition and how consistent messaging outperforms sporadic campaigns.19:23 Repurposing Content & Maintaining MomentumHow to extend campaign impact using content calendars and repurposing strategies.22:24 The Customer Language AdvantageWhy customer wording is often more persuasive than internal marketing copy.25:21 How to Strengthen Future CampaignsKey diagnostic questions to improve messaging effectiveness.27:10 Customer-Centric Messaging That Cuts Through NoiseWhy focusing on the buyer’s problem improves differentiation.28:56 Key Takeaways & Closing ThoughtsIf you found value in this episode:👍 Follow the podcast⭐ Leave a rating or review💬 Share your thoughts in the comments🔗 Share this episode with someone in the channel or partner ecosystemYour support helps more people discover these conversations and insights.🔗 Connect with Hayley on LinkedIn🔗 Connect with Amiee on ⁠LinkedIn⁠ 🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth.Learn more about ⁠The ISV Society⁠

B2B marketers often struggle with one big challenge: how to create messaging that actually resonates with multiple buyers.In this episode of The Channel Buzz Podcast, host Amiee Keenan sits down with Mel Bell, founder of Grit Marketing Co., to break down what actually works in modern B2B marketing.If you're an ISV, SaaS company, ERP partner, or channel leader, this episode is packed with practical strategies to improve messaging and build authority in your market.Chapters00:00 Introduction to Mel Bell and Grit Marketing Co.02:50 The Anatomy of Website Copy That Converts10:21 Understanding Demographics vs. Psychographics18:47 The Importance of Content and Messaging Pillars25:06 Why Execs Shouldn't Be the Default Design Approval BoardMake sure to follow the show so you don’t miss upcoming conversations with leaders across the SaaS, ERP, and partner ecosystem.If you found value in this episode:👍 Follow the podcast⭐ Leave a rating or review💬 Share your thoughts in the comments🔗 Share this episode with someone in the channel or partner ecosystemYour support helps more people discover these conversations and insights.

In this episode of The Channel Buzz, Amiee Keenan sits down with John Siefert to talk about how learning and professional development are evolving across the ERP ecosystem.They discuss the launch of the eLearners platform from Dynamics Communities, why continuous learning is becoming essential for ERP professionals, and how the community can stay ahead as technology—including AI—continues to reshape the industry.Chapters00:00 Introduction to the eLearners Platform02:55 The Vision Behind eLearners05:41 User Experience and Engagement08:49 Community and InclusionWant to see AI in action?Join me for AI Demo Day on March 24, where three ISV solutions will demonstrate how AI is being used in ERP workflows today. I'm also testing out this new platform, so come join me and check it out.

Welcome to another episode of The Channel Buzz, hosted by Amiee Keenan of The ISV Society.Guest: Marie Wiese – CEO of Marketing Copilot, Author of You’re On MuteIn This EpisodeThe Inspiration Behind “You’re On Mute”Stories from women navigating careers in techWhy representation and diversity still matterThe meaning behind the title and the “on mute” metaphorAI and the Future of MarketingWhy the last few years have brought the biggest shift in techHow AI is accelerating marketing and content creationThe challenge of maintaining quality and critical thinkingThe Growing Trust GapWhy trust in companies and marketing is decliningHow businesses must rethink accessibility and communicationWhy relationships matter more than automationWhat B2B Marketers Need to Do DifferentlyFocus on testing and experimentationLayering marketing channels instead of relying on one tacticUnderstanding customer pain points more deeply than everValue Propositions in an AI WorldWhy most companies struggle to articulate their valueThe difference between slogans and true value propositionsWhy differentiation matters more than everWhere to Find MarieBook: You’re On MuteSpeaking at AI Agent & Copilot SummitDirections North America Community Summit🔗 Connect with Amiee on ⁠LinkedIn⁠ 🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth.Learn more about ⁠The ISV Society⁠

In this conversation, Amiee Keenan discusses the misalignment between marketing budgets and revenue goals in the ERP and ISV ecosystems. She highlights the challenges of meeting ambitioumizerategies to maxies and offers starketing resourcs with limited ms booking target effectiveness through collaboration, visibility, and focused initiatives.TakeawaysSome partners have ambitious booking goals and limited marketing budgets.Revenue goals are often set based on executive expectations and market pressures.Marketing budgets are typically based on previous spending rather than future needs.ERP sales cycles are long, requiring trust and relationship building.Marketing effectiveness should focus on leverage rather than just activity metrics.Creative strategies are essential when budgets are tight.Partner collaboration can enhance marketing visibility and effectiveness.Building momentum is more important than one-off marketing moments.Sales support is crucial for achieving booking goals.Transparency in marketing metrics can shift leadership perspectives.Chapters00:00 Understanding the Misalignment of Goals03:26 Strategies for Achieving Booking Goals06:06 Maximizing Marketing Efficiency in Tight Budgets🔗 Connect with Amiee on ⁠LinkedIn⁠ 🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth.Learn more about ⁠The ISV Society⁠

Email still drives awareness, engagement, and pipeline in the channel—but only when it’s done right.In this episode of Channel Buzz, we’re breaking down the real-world email mistakes ISVs are still making (yes, even in 2026), why they frustrate partners and customers, and what to do instead.From “thanks for visiting our booth” emails when you never stopped by… to messages that aren’t mobile-friendly, aren’t relevant, or talk way too much about the product and not nearly enough about the customer—we’re calling it all out.This episode is about doing email better, not doing more of it.🔗 Connect with Amiee on ⁠LinkedIn⁠ 🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth.Learn more about ⁠The ISV Society⁠

Why does ISV marketing feel harder in the ERP channel right now?In this episode of The Channel Buzz, Amiee Keenan breaks down the ERP channel shift in 2026 and why visibility, partnerships, and buyer behavior work differently than they used to.If you’ve noticed ERP deals taking longer, marketing creating activity but not momentum, or visibility failing to convert into pipeline — this episode explains why.Amiee shares what she’s seeing across ERP ecosystems, partners, and buying behavior, including:Why awareness alone no longer creates opportunityHow buyers and partners evaluate ISVs differentlyWhy recognition matters more than one-off campaignsHow shared visibility builds trust in the ERP channelThis episode is for ISV marketers, partnership and alliance leaders, and ecosystem teams navigating growth in today’s ERP channel.🎧 Subscribe for weekly conversations on ERP channel marketing, partnerships, and ecosystem strategy.

In the ERP and ISV ecosystem, visibility isn't just about logos, budgets, or louder campaigns. It's about where and how you show up and who you show up with.In this episode of The Channel Buzz, host Amiee Keenan unpacks the difference between visibility that earns trust and visibility that just creates noise.You’ll learn:Why solo visibility rarely works in the ERP channelHow shared visibility builds familiarity and credibility fasterWhat "ecosystem presence" actually looks like in 2026How to make your brand recognizable — even without a massive budgetIf you’ve been trying to grow through more content, more campaigns, or more spend — this episode is your reset.ERP visibility is earned. The question is: are you playing the right game?🔗 Connect with Amiee on ⁠LinkedIn⁠ 🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth.Learn more about ⁠The ISV Society⁠

Are you trying to be everywhere in the ERP channel and still not seeing results? In this solo episode of The Channel Buzz, host Amiee Keenan breaks down why visibility in 2026 is no longer about volume, and what it actually takes to build recognition and trust in the ERP and ISV ecosystem.You'll learn:Why "visibility = volume" is a myth in the ERP channelHow consistent presence beats creative reinventionWhat shared visibility with trusted partners really looks likeHow timing, familiarity, and education accelerate ISV growth5 questions to audit your own visibility strategyWhether you're an ISV, ERP partner, or ecosystem marketer — this episode gives you the mindset shifts and practical insights to grow through clarity, not chaos.🔗 Connect with Amiee on LinkedIn🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth.Learn more about The ISV Society

In this episode of the Channel Up podcast, host Amiee Keenan speaks with Ashley Fogler from Velosio about the integration of AI in business operations, particularly in the context of the Convergence event. They discuss how Velosio uses AI to enhance the customer experience, the importance of security and privacy in AI applications, and the company's 2026 roadmap, including the launch of an AI agent marketplace.Chapters00:00 Introduction to Convergence and AI in Business01:02 AI Implementation at Velosio03:24 The Role of AI in Customer Experience05:01 Upcoming AI Innovations for 2026Don't forget to like, share, and comment on this episode so it can grow.Follow Velosio on LinkedInFollow Amiee on LinkedInStay up to date on Convergence 2026

In this conversation, Amiee Keenan and Gertjan van der Linden discuss the transformative impact of AI on ERP systems, focusing on AI-powered delivery and development. They explore how Avanade is leveraging AI to enhance productivity, streamline processes, and redefine ERP delivery. The discussion emphasizes the importance of integrating AI thoughtfully with clients, ensuring that it adds real value rather than just serving as a proof of concept. They also highlight the evolving role of ERP in the age of AI and the need for businesses to adapt to these changes strategically.Chapters00:00 Introduction to AI in ERP03:01 AI-Powered Delivery and Development06:10 The Evolution of ERP in the Age of AI09:00 Navigating AI Integration with Clients11:51 Beyond Proof of Concept: Realizing AI's ValueDon't forget to subscribe to this podcast, share it with others, and your comments help it grow.Follow Avanade on LinkedInFollow Amiee on LinkedInStay up to date on Convergence 2026

In this episode of the Channel Up podcast, host Amiee Keenan interviews Sunil Nelabhotla from Skalable Technologies at the Convergence event in Miami. They discuss the integration of AI in ERP solutions, the launch of finance agents aimed at improving efficiency in financial processes, and the practical outcomes of AI in business operations.AI isn’t hype for us — it’s about real outcomes. When you take a six-hour process and turn it into 30 minutes, that’s when AI actually matters.”— Sunil Nelabhotla, SkalableChapters00:00 Introduction to the Convergence Event00:56 AI Integration in Business Operations02:47 Showcasing Real Outcomes of AI03:42 Upcoming Product Launches and InnovationsFollow Skalable on LinkedInFollow Amiee on LinkedInKeep up to date with Convergence

In this episode of Channel Up the Podcast, host Amiee Keenan speaks with Lak Chahal, President and CEO of Binary Stream Software, about the integration of AI in business processes, the significance of the Convergence event, and upcoming product updates. They discuss how Binary Stream is leveraging AI to enhance engineering processes and streamline operations, as well as the excitement surrounding the return of the Convergence event and its impact on the industry.Chapters00:00 Introduction to Convergence and Guests01:21 BinaryStream's Role in the Microsoft Ecosystem03:06 AI Integration in Engineering Processes04:28 The Importance of Convergence and AI06:18 Product Updates and Future DirectionsFollow Binary Stream on LinkedInFollow Amiee on LinkedInStay up to date with Convergence

In this Convergence edition of the Channel Up Podcast, Amiee Keenan sits down with Naveen Agrawal from Avalara to discuss how agentic AI is changing the way businesses approach tax and compliance.Naveen introduces Avi, Avalara’s AI super agent, and explains how it works directly inside Microsoft Outlook and ERP systems to bring compliance earlier into the workflow—reducing risk, manual effort, and downstream issues.They also talk about why Avalara sponsored Convergence, how AI + ERP is reshaping enterprise operations, and what’s coming in 2026, including Avi for Outlook and Avi Everywhere.Chapters00:00 Introduction to Convergence and AI in Tax Compliance02:58 The Role of AI in Tax Compliance Solutions06:01 Product Innovations and Future DevelopmentsFollow Avalara on LinkedInFollow Amiee on LinkedInStay up to date on Convergence 2026.Follow DUG on LinkedIn

In this episode of the Channel Up podcast, Amiee Keenan interviews John Buccola, CTO of TMC, at the Convergence event in Miami. They discuss the integration of AI into TMC's business processes, the excitement surrounding the Convergence event, and upcoming product updates that aim to simplify AI for clients.Topics of conversation:How TMC rebuilt every internal process with AI at the coreReal examples of AI agents transforming daily operationsTheir excitement about Convergence returning after nearly 10 yearsNew pre-built AI workflows coming in 2026Chapters00:00 Introduction to Convergence and AI Themes01:26 AI Integration in Business Processes04:49 Product Updates and Future AI WorkflowsFollow Amiee on LinkedInLearn more about TMCGet on the list for Convergence 2026

In this episode of Channel Up Your Marketing, host Amiee Keenan sits down with Bobby Small, Community Strategy Director at Dynamic User Group (DUG), to dive into the newly revived Microsoft Convergence and why it’s poised to become the must-attend event for ISVs, partners, and the entire business applications ecosystem.What you'll hear in this episode:Why Microsoft is reintroducing Convergence now and how it’s different from the pastWhat unprecedented access to 150+ Microsoft leaders really looks likeHow Partner Day is helping ISVs and F&O-focused partners level upWhat the event says about Microsoft’s future strategy for community engagementThe buzz, the benefits, and yes — even the limited-edition swagWhether you're an independent software vendor looking to grow your Microsoft relationship, or a partner aiming to stay ahead of the curve, this episode is packed with strategic insights, practical takeaways, and behind-the-scenes details you won’t hear anywhere else.Tune in now — and get ready for Miami!Learn more about this event, https://convergence365.com/ Follow Amiee on LinkedInFollow Bobby Small on LinkedIn

If you're waiting until January to set your 2026 goals, you're already behind. In this tactical Buzz 🐝 Bite episode of Channel Up, host Amiee Keenan breaks down the three essential goal categories every partner marketer should define before the year wraps — plus one bonus goal that’s often overlooked but critical to long-term success.Whether you’re leading co-marketing campaigns, onboarding new partners, or building pipeline momentum, this episode covers actionable strategies across:Brand Reach – Grow visibility in the partner ecosystemPartner Activation – Drive real partner engagement and actionCo-Sell & Pipeline Impact – Connect your work to revenue influencePartner Experience (Bonus!) – Build loyalty with stronger relationshipsPerfect for ISV marketers, alliance leaders, and channel managers ready to lead with clarity and ecosystem impact in 2026.Plus: Grab the free 1-page goals planner linked in the show notes to help you start strong.

Join Amiee Keenan in this week's Buzz Bites episode of the "Channel Up Your Marketing" podcast, where big ideas are transformed into bite-sized insights. Inspired by Taylor Swift's new album, Amiee explores how ISVs can stand out in a crowded ecosystem by owning their story and reinventing their competitive edge. Discover how to embrace your unique era, perfect persistence, and connect with your audience through authentic storytelling. Tune in to learn how to define your narrative and make your mark in the industry.Chapters00:00 Introduction to Buzz Bites and Inspiration from Taylor Swift02:45 The Crowded Stage: Standing Out in the ERP Ecosystem05:03 Reinvention and Competitive Edge: Lessons from Taylor SwiftDon't forget to like, comment and share so we can grow this podcast!Thanks for tuning in!Follow me on LinkedIn

Nothing kills a deal faster than confusion.In this Buzz Bites episode, Amiee Keenan digs into why complicated messaging is the true buzzkill in B2B. From jargon overload to feature-stacking, many brands accidentally make it harder for buyers to understand their value.Tune in for 6 practical ways to simplify your story, sharpen your messaging, and build trust—so prospects get it (and say yes) faster.

Traditional B2B marketing has long relied on louder messaging, more emails, and bigger pushes. But today’s buyers aren’t playing along anymore.They’re in constant research mode—reading reviews, comparing options, and looping in multiple stakeholders before ever talking to sales. That means longer, more complex buying cycles, and more stalled deals. On average, it now takes 20+ touches just to get someone to schedule a demo.In this episode of Buzz Bites, Amiee Keenan unpacks why the old playbook of volume-driven marketing is failing and what to do instead. You’ll learn how education-led marketing helps you:Cut through information overload with clarity and relevanceEarn trust by teaching, not sellingPosition your brand as the go-to authority buyers actually want to hear fromIf your outreach feels like it’s getting ignored, this episode will help you rethink your approach and start building marketing that moves buyers forward with confidence.Follow Amiee on LinkedIn

In this exciting episode of Channel Up Your Marketing, host Amiee Keenan sits down with Giuseppe Ianni, VP and Community Director of Attendees and Activations for Community Summit, to explore how Community Summit 2025 is changing the game for tech events.From 77+ Microsoft MVPs offering free support at TechMedic Desks, to hundreds of empowering attendees at the Women in Tech track, to unforgettable booth experiences (yes, there’s a puppy lounge and axe throwing) — this is NOT your traditional conference.Whether you're an ISV, partner, Dynamics user, or just curious about how this event is evolving with the community, this conversation is packed with valuable insights and practical tips for getting the most out of the experience.Chapters00:00 Introduction to Community Summit02:26 Giuseppe Ianni's Background and Role04:18 Reasons to Attend Community Summit05:38 Popular Topics and Sessions07:26 New Events: Partner Enablement Day and GP2BC Precon Day09:45 Final Thoughts and Wrap-UpReady to attend Community Summit 2025 in Orlando?Use Amiee’s exclusive discount code ISVSOCIETY10 at checkout for 10% off your registration.Don’t Forget to:✅ Like, rate, and subscribe on your favorite podcast app💬 Leave a review – it helps more people discover the show📲 Share this episode with a colleague or a fellow community member

The ecosystem has evolved — cloud, AI, marketplaces, co-selling — but one thing hasn’t changed: partnerships are still about people.In this episode of Channel Up Your Marketing, host Amiee Keenan sits down with Tracy Rich, Principal Managing Partner at Oui and a 25-year veteran of the channel, to talk about what truly drives long-term success in partner programs.From navigating conflict to knowing when to pivot, Tracy shares real-world stories and hard-earned insights on how to build trust-first, relationship-driven ecosystems — no matter how tech changes.🔍 In this episode, you’ll learn:Why “crawl, walk, run” is more than a cliché (and how to apply it)What happens after the incentive program — and why that mattersHow to evaluate true partner fit (hint: it’s not about how many logos they have)The role of flexibility, conflict resolution, and strategic alignment in partnership growthWhy AI can’t replace relationship capital — and never willWhether you're just building your channel strategy or want to revamp your current partnerships, this episode is your blueprint for making it all human again.Chapters00:00 Introduction to Tracy Rich and Her Journey03:06 The Importance of Partnerships in Business08:12 Navigating the Ecosystem: Relationships and Evolution14:56 Building a Successful Partner Channel22:59 Future Directions and the Power of RelationshipsLoved this episode? Here’s how to take action:Subscribe to Channel Up Your Marketing on your favorite platform so you never miss an episode.Share this episode with a colleague or partner manager who’s building or revamping a channel strategy.Join the conversation on LinkedIn — what’s one lesson you've learned about partnerships that’s stood the test of time?Leave a review if this episode helped you think differently about partner enablement and relationship marketing. We love hearing from you!

Partner marketing can make or break an ISV’s growth — but too often, leaders either overlook it or treat it like a side project. In this episode of Channel Up Your Marketing, Amiee Keenan sits down with Meguire Heston, a marketing leader at Amazon Web Services with deep experience in partner marketing, demand generation, and startup growth.Together, they unpack the realities of thought leadership (is it really worth it?), where personal branding fits in for ISV leaders, and the biggest marketing do’s and don’ts for startups and scale-ups. Whether you’re refining your buyer focus, building your personal brand, or figuring out where to start with marketing, this conversation is packed with insights ISVs can’t afford to miss.Chapters00:00 Introduction to Marketing Insights01:35 Understanding Thought Leadership08:37 Personal Branding vs. Thought Leadership15:14 Marketing Strategies for Startups26:01 Building a Business vs. Selling a ProductFollow Meguire on LinkedInFollow Amiee on LinkedIn

In this episode of the Channel Up Your Marketing podcast, host Amiee Keenan speaks with Lisa Hopkins, VP of Partnerships at Jasper, about the evolving landscape of partnerships, especially in the context of AI. They discuss the importance of building a strong partner ecosystem, defining what makes a great partnership, and the mindset required for effective sales and partner management. Lisa emphasizes the need for mutual goals, trust, and co-innovation in partnerships, as well as strategies for successful partner activation.Chapters00:00 Introduction to Partnerships and Ecosystems03:01 Building a Strong Partner Ecosystem07:27 Defining Great Partnerships11:07 Mindset in Sales and Partner Management15:56 Successful Partner Activation and ScalingFollow Amiee on LinkedInFollow Lisa on LinkedIn

In this episode of Buzz Bites, Amiee Keenan rewrites the B2B marketing playbook for 2025—because cold campaigns and faceless pitches just don’t work anymore. The truth? People buy from people, not logos.You’ll learn why trust is the new competitive advantage, how to warm up your digital presence, and why value—not vanity—should drive your strategy.This quick hit of marketing insight is perfect for ISVs, channel marketers, and anyone tired of outdated tactics that don’t connect.What You’ll Learn in This Episode:Why “trust transactions” outperform cold outreachHow to turn case studies into stories that sellThe rise of digital warmth and how to use itWhy value is the new currency in every campaignPractical tips to sound like a human—not a bot—in your marketing"It’s no longer about being the loudest. It’s about being the most reliable voice in the room."Follow Amiee & The ISV Society:🔗 LinkedIn🌐 theisvsociety.com

Hosted by: Amiee Keenan, Founder of The ISV SocietyPowered by: Channel Up Your Marketing Podcast You had the perfect partner call—energy was high, everyone was excited, they said, “We’re all in!” And then… nothing. No replies. No follow-ups. Just crickets. Sound familiar?In this bite-sized episode, Amiee Keenan dives into the reality of partner ghosting—why it happens, what’s really going on behind the scenes, and how to keep the momentum going without coming off as pushy.Because here’s the truth: even the best ISVs get ghosted. But that doesn’t mean the relationship is dead—it might just need a nudge, a little value, and a follow-up plan that works.What You’ll Learn:Why partners go silent (and why it’s not always about you)How to send a no-pressure nudge that keeps the door openThe importance of adding value in your follow-up (not just saying “checking in!”)A simple way to set expectations before the meeting endsWord-for-word follow-up language to re-engage ghosting partnersGhosting happens—but it doesn’t have to be the end of the story. Be consistent. Be valuable. Be human.Learn more at www.theisvsociety.comFollow Amiee on LinkedIn: linkedin.com/in/amiee-keenanSubscribe to the Channel Up Your Marketing Podcast

What do 93% of successful Microsoft partners have in common? In this episode of Channel Up Your Marketing, host Amiee Keenan welcomes back Erica Hakonson, CEO of Maven Collective Marketing, to unpack the game-changing insights from the 2025 Microsoft Partner Benchmark and Insights Report—based on over 50,000 data points from partners worldwide.We dive into the strategies, tools, and investments that are truly paying off inside the Microsoft ecosystem, including:Why designations are more than just digital badgesHow marketplace listings can unlock Microsoft leadsThe surprising ROI of investing just a little more in marketingWhat role community engagement really plays in your visibilityKey FY26 opportunities (you’ll want to be ready for them now!)Whether you’re an ISV, MSP, or just navigating the Microsoft partner journey, this episode is packed with actionable takeaways you can implement right away.🎧 Listen now to discover what nearly all successful partners are doing—and how you can join them.👉 Don’t forget to subscribe, share, and download the 2025 Microsoft Partner Benchmark Report.  https://mavencollectivemarketing.com/insights/microsoft-partner-report/

In this episode of the Channel Up Your Marketing podcast, Amiee Keenan and Monica Hoyer discuss various aspects of email marketing, focusing on the importance of preference data, contextual data, segmentation, automation, and personalization. They also explore strategies for re-engaging dormant subscribers and common pitfalls marketers face in their campaigns. The conversation emphasizes the need for marketers to be thoughtful about their data collection and usage, ensuring that their email strategies align with their goals.Whether you’re new to email marketing or a seasoned pro, this episode is packed with insights you can put to work today.Chapters:00:00 – 02:00: Welcome and introduction to Monica02:00 – 04:00: Monica’s email marketing journey (since the days of dial-up!)04:00 – 06:00: The power of preference data: asking subscribers what they want06:00 – 09:00: Using contextual data to drive hyper-relevant campaigns09:00 – 11:00: Examples of how ISVs and VARs can use location and event data11:00 – 14:00: Personalization vs. segmentation: where to start and why14:00 – 18:00: Creative ways to boost personalization beyond first names18:00 – 22:00: Re-engagement campaigns that work—(yes, including puppies!)22:00 – 26:00: Pitfalls of trying to do too much—why starting small with clear goals matters26:00 – 28:00: Wrapping up: our shared passion for email and what’s next for marketers28:00 – end: Learn more about the upcoming Marketing Professionals MeetupJoin us on June 26 for the Marketing Meet Up SessionAI Email Magic: Conjuring Up Campaigns That Wow