The Channel Buzz

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

In this episode of Buzz Bites, Amiee Keenan discusses the anatomy of a high-performing email, emphasizing the critical role of subject lines, engaging content, and visual elements. She provides actionable tips on A/B testing, crafting compelling CTAs, and ensuring mobile optimization to enhance email engagement. The episode concludes with a challenge to audit your emails for continuous improvement.takeaways47% of people decide whether to open an email based on the subject line.Using power words can significantly boost open rates.A/B testing is essential for optimizing email performance.Emails should be skimmable with clear formatting.Compelling CTAs can drive higher engagement rates.Visual elements like emojis and GIFs can capture attention.Emails must be mobile optimized for better accessibility.Regularly audit your emails to identify areas for improvement.Testing different strategies can lead to better results.Emails are a vital tool for effective communication with your audience.Chapters00:00 The Importance of Subject Lines02:50 Crafting Engaging Email Content05:31 Visual Elements and Mobile OptimizationFollow me on LinkedIn.Learn more about The ISV SocietyDownload The ISV Guide To Grow Your Audience

In this episode of the Channel Up Your Marketing podcast, Amiee Keenan speaks with Bobby Small, the Community Strategy Director of Dynamics User Group, about the upcoming DynamicsCon event. We discussed the event's agenda, the importance of networking, the evolution of ISVs, and the significance of diversity initiatives within the community. Bobby shares insights on the event space in Chicago, the logistics involved, and the exciting opportunities for attendees to learn and connect with industry experts.Key takeaways:DynamicsCon is a significant event for the community.The agenda features over 300 sessions across various tracks.Networking is a key component of the event experience.Diversity initiatives are being emphasized at DynamicsCon.The event space in Chicago is designed for easy navigation.ISVs are evolving to cover multiple ERPs.Statistics show a healthy mix of users and partners attending.The community is supportive and collaborative.New content is encouraged for educational sessions.This year marks the 30th anniversary of the Dynamics User Group.Chapters00:00 Introduction to DynamicsCon and Guests03:05 Exploring the DynamicsCon Agenda06:12 Statistics and Trends in Attendance09:00 Event Space and Logistics in Chicago11:55 Diversity Initiatives at DynamicsCon14:49 Celebrating 30 Years of Dynamics User Group18:01 Closing Thoughts and Networking TipsJoin us at DynamicsConHere's a code you can use to get 15% off DynamicsCon,  ISVSociety15

Hey everyone! 👋 Welcome back to Buzz Bites, the quick, buzz-worthy segment of The ISV Society Podcast.I'm your host, Amiee Keenan, and today we are diving into a huge marketing game-changer:Shifting your messaging from talking about features to talking about real customer value. Because let’s face it—your customers don’t care about your AI feature, your automation engine, or your predictive analytics.They care about what it does for THEM—how it saves time, makes their job easier, reduces stress, and helps them hit their goals faster.So let’s get into it—here are 3 tips to shift your messaging from features to value! Follow me on LinkedInWant to learn more about The ISV Society and doing joint marketing initiatives with other ISVs, email me to schedule a call. [email protected]

In this episode of Channel Up Your Marketing, host Amiee Keenan chats with Elif Item, founder of Item by Item, about her experiences with DynamicsCon. They discuss the importance of training in Dynamics 365 implementations, Elif's journey as a speaker and sponsor at the conference, her role as a meetup leader, and the overall community engagement within the Dynamics ecosystem. Elif shares her excitement for the upcoming DynamicsCon in Chicago, highlighting the value of face-to-face interactions and the collaborative spirit of the event.Key takeaways:DynamicsCon brings together thousands of Microsoft professionals.Training is often an afterthought in implementations.Sponsorship offers new opportunities for engagement.Meetups help build community and connections.Face-to-face time with customers is invaluable.Learning from other partners can spark new ideas.Resources & Mentions:Learn more about Item by ItemConnect with Elif Item on LinkedInRegister or learn more about DynamicsCon LIVEFollow along with What’s the Buzz videos from the show floorWant to join a local Dynamics meetup? Find one near you here

A picture’s worth a thousand words.A GIF?👀 It might be worth a thousand clicks.In this new Buzz Bites episode, I’m talking about why GIFs need a spot in your content strategy — even in B2B.🚀 Stop the scroll📬 Liven up your emails💡 Educate with motionCheck out this episode. Also, don't forget to like, share, comment.Thank you!Also, follow me on LinkedIn

In this episode of the Channel Up Your Marketing podcast, host Amiee Keenan and LinkedIn strategist Molly Godfrey discuss effective strategies for leveraging LinkedIn for content creation, sales, and relationship building. We explored the importance of intentional content strategy, the nuances of sales content on LinkedIn, and the significance of engaging with others through comments and connections. Molly shares insights on how to use storytelling, social proof, and various content formats to enhance visibility and foster relationships on the platform.00:00 Introduction to LinkedIn Strategies04:08 Crafting an Effective Content Strategy08:52 Sales Content Strategy on LinkedIn12:50 Outreach and Relationship Building on LinkedInFollow Molly on LinkedInFollow me on LinkedInDon't forget to comment, subscribe, and share this podcast with others. Only you can help it grow.Thank you!

Is meme marketing just for Gen Z and pop culture brands? Not anymore! In this bite-sized episode of Buzz Bites, Amiee breaks down how memes are carving out a seat at the B2B table—and doing way more than making people laugh. Learn why memes actually work in professional spaces, how to use them strategically, and the three big reasons they deserve a spot in your content calendar. If you're ready to stop the scroll, spark connection, and serve up value with a side of humor—this one’s for you.

Content fatigue is real—especially in B2B marketing. In this episode of Channel Up Your Marketing, I chat with Kara Martin, Senior Content Creator at Navient and founder of Content Marketing with Kara, to reveal the real secret to staying consistent with content (without losing your mind).From repurposing strategies to video marketing on a budget, Kara shares what’s working right now for B2B marketers—and what’s not. If you’re tired of the content hustle and need smarter, simpler strategies that drive engagement, this one’s for you.About Kara Martin:Kara is a B2B content marketing specialist with nearly six years of experience creating data-driven blogs, web content, and customer stories for Navient. She also shares short, insightful videos on LinkedIn through Content Marketing with Kara, where she breaks down trends like AI, SEO, and email marketing in digestible clips that keep marketers inspired and informed.If you loved this episode, please rate, review, and subscribe to Channel Up Your Marketing!Let us know what you think, and tag us with your favorite takeaway from the episode:🗨️ #ChannelUpYourMarketing📩 Want to be a guest? Reach out - [email protected] & Mentions:Follow Kara on LinkedInFollow Amiee on LinkedInDownload The ISV Guide to Grow Your Audience.

In this bite-sized episode of Buzz 🐝 Bites, we dive into the best strategies for keeping your audience engaged after a webinar. If you’re simply sending a “Thanks for attending!” email and moving on… you’re leaving money on the table!In this episode, you’ll learn:✅ The #1 mistake people make with webinar follow-ups✅ How to segment your attendees for better engagement✅ The exact emails & social posts you should be sending✅ How to repurpose your webinar content for maximum reachDon’t let your hard work go to waste! Tune in to this episode and start turning webinar attendees into long-term connections and leads.

In this episode of Channel Up Your Marketing, Amiee Keenan and Kate Coffey-Bacon discuss the challenges of building a brand, the importance of embracing the process over the outcome, and the significance of sharing struggles in the professional space. They delve into the concept of imposter syndrome, the necessity of consistency in branding, and how to reframe failure as a stepping stone to success.Key takeaways:Creativity isn't always magic; it requires work.Building a brand takes resilience and consistency.Social media often showcases polished results, not the messy process behind them.Imposter syndrome is a common struggle among professionals.Embracing the process can help overcome feelings of inadequacy.Failure is not the opposite of success; it's part of the journey.It's important to share struggles to foster connection and support.Consistency is key in personal branding and growth.Reaching out for support can help in overcoming challenges.Every professional faces setbacks; it's how we respond that matters.Chapters00:00 Welcome to Channel Up Your Marketing Podcast01:19 Challenges in Building a Brand11:30 Embracing the Process Over Outcome19:41 The Importance of Sharing Struggles25:35 Reframing Failure as a Stepping StoneFollow them on LinkedInKateAmiee

Buzz 🐝 Bites Episode 4, sharing actionable tips for conducting effective partner meetings. It's all about the importance of collaboration, setting clear agendas, and ensuring that both parties benefit from the partnership. 🔑 Key Takeaways: 🎯 Focus on What’s In It for Them Make the meeting about how you can succeed together, not just about your own goals. Share real examples of past wins and successes to inspire continued collaboration. 🤝 Create a Collaborative Strategy Partnerships thrive when both sides are invested. Brainstorm ideas for joint webinars, co-branded content, and lead generation programs. 🗣️ Encourage Open Dialogue Make space for honest feedback on what worked, what didn’t, and what can be improved. Facilitate discussions that bring new opportunities to light. ✅ Define Clear Next Steps and Follow-Up Always end meetings with actionable next steps and assigned responsibilities. Send a follow-up email with key takeaways, tasks, and the next meeting date to keep momentum going.Got a partner meeting coming up? Use these tips to structure your agenda around collaboration, quick wins, actionable next steps, and open dialogue. Focus on how you can succeed together and set the tone for a productive partnership.Don’t forget to check out The ISV Guide to Grow Your Audience!Whether you’re planning your budget or exploring new ways to engage your target audience, this guide is packed with actionable insights, new B2B services, and even a podcast section to help you amplify your brand.Download it today!Follow me on LinkedIn for more tips!Love this episode? Don’t forget to: 📲 Subscribe to Buzz Bites on your favorite podcast platform. 🔗 Share this episode with your network. ⭐ Leave a review and let us know how these tips helped you!

🚨 Big news! 🚨 My podcast has a new name! The ISV Society Podcast is now Channel Up Your Marketing 🎉Why the change? Because this podcast is all about marketing for ISVs and VARs—helping you stand out, generate leads, and scale. The new name speaks directly to our mission!And what better way to kick off this rebrand than with an episode packed with email marketing insights from the amazing Monica Hoyer from emfluence?We explore the concepts of first-party and zero-party data, how to collect this data effectively, and the significance of personalization in marketing strategies. Chapters00:00 Welcome to Channel Up Your Marketing01:42 Introduction to First Party Data04:56 Understanding Zero Party Data09:28Collecting First Party Data12:05 Creating Campaigns with Data17:16 Personalization in Marketing20:34Maintaining Data Accuracy22:09 Upcoming Events and ConclusionWin a FREE Pass to DynamicsCon Live!Want to join us at DynamicsCon Live in Denver for FREE? I’ve got 1 pass to give away—just for my podcast listeners! 🎉All you have to do is:✅ Like/ Comment on this podcast episodeor✅ Share this podcast in a social post and tag me

You just wrapped up that big conference—now what? The real work beginsafter the event! In this episode ofBuzz Bites, I’m sharing mybest tips and tricks to ensure you make the most of your sponsorship investment.Learn how tofollow up fast, repurpose event content, keep social media engagement alive, and analyze key metrics to optimize future events.Key Takeaways:✅Follow Up Fast: Reach out to leads within 48 hours with personalized emails and LinkedIn messages.✅Repurpose Event Content: Turn booth discussions, Q&As, and session slides intosocial posts, blogs, and videos.✅Keep Social Engagement Going: Share recap posts, photos, and videos tostay top of mind.✅Analyze & Optimize: Review booth traffic, session attendance, and lead conversions torefine future strategies.Actionable Task:1️⃣ Send personalized follow-ups to yourtop 10 leads.2️⃣ Repurposeone piece of event content into a LinkedIn post.3️⃣ Review yourevent metrics and refine your post-event strategy.Chapters00:00 Introduction to Post-Conference Strategies02:53 Effective Follow-Up Techniques06:01 Content Repurposing and EngagementListen now!

Welcome to the ISV Society Podcast! In this episode, we dive deep into the world of email marketing with Tyler Cook, an expert from Hypermedia Marketing who has sent over 500 million emails and helped businesses scale through effective email funnels, customer journeys, and deliverability strategies. 📩 What You'll Learn in This Episode:✅ Inbox Placement & Deliverability – Why your emails aren’t reaching the inbox and how to fix it✅ Creating Emails That Convert – The secret to writing relevant, engaging content that drives sales✅ Email Automation for B2B – How to set up automations that feel personal, not robotic✅ Re-Engaging Old Email Lists – Proven tactics to revive cold subscribers and spark new engagement✅ Must-Know Email Trends – The latest updates from Google, Yahoo, and what they mean for your strategy 🚀 Key Takeaways:🔹 Why SPF, DKIM, and DMARC matter for email authentication🔹 A simple hack to ensure your emails stay relevant and timely🔹 The 4-part welcome email sequence that improves conversions🔹 How to strategically re-engage a dormant email list without hurting your reputation 👤 Guest Spotlight: Tyler CookTyler is the founder of Hypermedia Marketing, where he helps businesses maximize their email marketing potential through high-converting automations, list growth strategies, and advanced deliverability techniques. 📌 Resources & Links:🔗 Hypermedia Marketing Website – Download Tyler’s free Winning Email Welcome Flow guide🔗 Connect with Tyler on LinkedIn🔗 Connect with me for more marketing tips Ready to grow your audience? Download the free ISV Guide to Grow Your Audience 🎧 Enjoyed this episode?👉 Don’t forget to subscribe, leave a review, and share with your network!

Welcome to Buzz Bites, the quick and buzz-worthy segment of The ISV Society Podcast! I’m your host, Amiee Keenan, and in this bite-sized episode, we’re diving into one of the most critical elements of email marketing: subject lines.Whether you're crafting emails for webinars, newsletters, or promotions, your subject line is the key to getting your audience to open your message. In this episode, I’ll walk you through actionable tips to create subject lines that grab attention and drive results.What You’ll Learn in This Episode:Keep It Short and Sweet Aim for around 50 characters to ensure your subject lines are mobile-friendly. Quick and concise phrases work best to engage readers on the go.Create Curiosity Tease valuable content to spark interest.Add Personalization Go beyond just using first namesDon’t forget to like, share, and subscribe to Buzz Bites for more quick, actionable marketing tips.#BuzzBites #EmailMarketingTips #ISVMarketingStrategies

It's the first guest episode of 2025! In this episode of The ISV Society podcast, Amiee Keenan interviews Josh Cons from Notice Media, focusing on strategies for leveraging LinkedIn for personal branding and business growth. Josh shares insights on optimizing LinkedIn profiles, creating effective content, engaging with communities through commenting, and outreach strategies that foster genuine connections. He emphasizes the importance of a long-term approach to building relationships and trust on the platform, debunking common misconceptions about LinkedIn success. Key takeaways: Success on LinkedIn requires more than just good content. Profile optimization is crucial; it should tell a cohesive story. Engagement through commenting is essential for visibility. Building relationships takes time and consistency. Outreach should focus on conversation, not just sales. High-quality comments can act as mini posts to add value. Plant goodwill seeds by providing valuable content. Humans connect with humans; authenticity matters. A long-term strategy is key to seeing ROI on LinkedIn. Utilizing LinkedIn effectively can unlock significant opportunities. Follow Josh on LinkedIn. Follow me. Looking to expand your reach and grow your audience as an ISV? The ISV Guide to Grow Your Audience is your go-to resource! This comprehensive guide will help you: Find the right marketing initiatives to connect with your ideal audience. Discover sponsorship opportunities and platforms to share your content. Build relationships and collaborate with other ISVs in the community. Whether you're targeting Dynamics, Sage, Acumatica, or other ERPs, this guide is packed with actionable tips to grow your brand and generate leads. 🎯 Download your free copy here: https://go.theisvsociety.com/theisvguide

In the inaugural episode of the NEW Buzz Bites series, Amiee Keenan introduces a new format aimed at providing actionable marketing tips for ISVs and VARs. This episode focuses on three key strategies to enhance engagement on LinkedIn: utilizing polls, sharing stories, and commenting on posts. Amiee emphasizes the importance of these strategies in building relationships and boosting audience interaction, encouraging listeners to implement them immediately for better results. Buzz Bites is a new series for actionable marketing tips. The series will cover various marketing strategies. Polls on LinkedIn are essential for engagement. Sharing stories can enhance marketing efforts. Personal and business stories are both valuable. Engagement through comments can build relationships. Allocate time to engage with others' posts. Thoughtful comments can spark new conversations. Incorporate these strategies into your LinkedIn approach. Engagement is key to growing your audience.Looking to expand your reach and grow your audience as an ISV? The ISV Guide to Grow Your Audience is your go-to resource! This comprehensive guide will help you: Find the right marketing initiatives to connect with your ideal audience. Discover sponsorship opportunities and platforms to share your content. Build relationships and collaborate with other ISVs in the community.Whether you're targeting Dynamics, Sage, Acumatica, or other ERPs, this guide is packed with actionable tips to grow your brand and generate leads.🎯 Download your free copy here:⁠ https://go.theisvsociety.com/theisvguide