ambush on air

In this special Community Summit preview, Sam Bush is joined by Lauren Castloo, Channel Marketing Manager at TrueCommerce—and her real-life mentee. Together, they dive into the power of mentorship in the Microsoft Dynamics ecosystem and share stories from past Summits (including the green outfit moment that brought them together).

They also announce their upcoming session, "Building Bridges: The Power of Mentorship in Dynamics," reflect on why Summit is such a uniquely supportive event, and hype other can't-miss sessions—from Gen Z buying habits to AI debates and arcade-style booths.

💥 Key Takeaways:

• Mentorship can be career-changing—and friendship-building.

• Your channel journey starts with showing up (even if it’s awkward).

• Session preview: what to expect from Sam & Lauren’s Thursday morning talk.

• Highlights from the full Summit agenda, including WIT and She Builds.

• Disney-style pin trading is officially part of the ISV booth experience.

Don’t miss: Thursday 8:15am—Sam & Lauren’s session on mentorship
Bonus: Find TrueCommerce's retro arcade booth + so many ISV's doing pin trading!

#AMBUSHonAir #SummitNA #MicrosoftChannel #MentorshipMatters #PartnerMarketing #WomenInTech #WIT #Dynamics365 #Summit2025

This episode of ambush on air brings you a front-row seat to the upcoming BizApps Partner Executive Summit. Host Sam Bush sits down with Dynamic Communities CEO John Siefert to unpack what’s new: from AI-infused partner strategy sessions to fireside chats, pickleball, and even an arcade on the expo floor.

🎙️ Episode Highlights:

• Behind the scenes on building the BizApps Summit agenda with Microsoft

• Why face-to-face experiences matter more than ever in an AI world

• A sneak peek at sessions, speakers, and partner panels

If you're in the Microsoft ecosystem, this is your roadmap for what’s next in the channel—and why Bellevue is the place to be.

🔗 Listen now and get ready to embrace the AI-powered, human-centered future of work.

In this episode of ambush on air, I’m joined by Roland Chi—creator of The Next Marketer Newsletter—to talk about the mindset shift we must make as AI becomes our marketing copilot. From letting go of ego to embracing experimentation, we break down what it really takes to work with AI, not against it.

We explore how AI is impacting our workflows, why fear is natural (but not helpful), and how marketing leaders can empower their teams to adapt and thrive. If you're still trying to fit AI into your old playbook... it’s time for a rewrite. This one’s for the curious, the strategic, and the future-focused.

💡 Let’s stop fearing AI—and start co-creating with it.

#AIinMarketing #TheNextMarketer #AMBUSHOnAir #DigitalTransformation #MarketingLeadership

In this solo episode, host Sam Bush looks back on one unforgettable year of ambush on air—unpacking how podcasting sparked personal and professional growth, reignited his curiosity, and deepened his take on what really matters in marketing.

From international speaking gigs to community mentorship, Sam shares the highs, the learnings, and the future vision for the show. Expect thoughts on the rise of AI in marketing, navigating the seller-free economy, and staying authentic in a world of recycled tactics. Plus: a few heartfelt shoutouts and a toast to what’s coming next. Here's to year two. 🥂

This is the first ever LIVE recording of the podcast! And certainly NOT THE LAST!

I’m joined by Trevor Metcalf, Marketing Manager for Resco, for a deep dive into how generational shifts are reshaping B2B marketing as we know it. We explore the growing influence of millennials—who now sign 72% of software purchases—and what that means for content strategy, email marketing, and multi-channel engagement.

From the rise of video content to the importance of validating your messaging with real users, this episode is packed with bold insights and practical takeaways for modern marketers. Whether you're refining your content mix or rethinking email, this conversation will help you align with today’s buyers and avoid the most common B2B marketing pitfalls.

#AMBUSHOnAir #B2BMarketing #MillennialBuyers #ContentStrategy #VideoMarketing #MarketingThatWorks

In this special episode recorded live in Columbus, I’m joined by Jacob Pepper to explore what’s driving the future of B2B sales and marketing in 2025. We dig into how AI is reshaping outreach, the rising power of buyer personas, and how Millennials and Gen Z are influencing every stage of the buyer journey. AND yes, we talked about cold calling 📞 (spoiler: it’s not dead, but it’s evolving).

We also break down content trends, lead tracking challenges, and how sales teams can stay ahead in an increasingly complex landscape. If you're building strategy for the modern buyer — this one’s for you. If you are finding success in cold calling in 2025 as a B2B software ISV in the Microsoft space, LET US KNOW! We want to know the dets!

🎙️ Recorded on the ground, with real insights, live from the heart of Ohio.

#AMBUSHOnAir #LiveFromColumbus #B2BSales #MarketingStrategy #AIInSales #BuyerBehavior #SalesEnablement #DemandGen

In this episode, I welcome back Ben Reid from Ciellos to break down one of the hottest (and most confusing) topics in the Microsoft ecosystem right now: CPOR (Claiming Partner of Record). Ben reviews the announcements all around this from a Directions NA keynote.

We dive into what it means, how it complements CSP, and why it’s a game-changer for Business Central partners — especially SIs and ISVs navigating multi-partner environments.

We also chat about partner attribution, deployment vouchers, customer acknowledgment, and how to actually get credit for the work you’re doing. If you’re a partner in the Microsoft channel, this episode is your roadmap to understanding the evolving incentive landscape and how to turn strategy into designations.

#AMBUSHOnAir #MicrosoftPartners #CPOR #CSP #BusinessCentral #PartnerMarketing #ISV #SIs #PartnerPrograms #DirectionsNA

In this episode of ambush on air, I’m joined by my Netstock channel crew to debrief on all things Directions North America! From first impressions and event highlights to real talk about partnerships, marketing, and surviving the conference whirlwind — we’re spilling it all. If you were there, you’ll love the recap. If you missed it, we’ve got the scoop. Let’s get into it!

#AMBUSHOnAir #DirectionsNA #B2BMarketing #PartnerMarketing #MicrosoftEcosystem

Video isn’t just the future of B2B marketing — it’s happening NOW. It's BEEN the moment for years now.

In this episode, Sam Bush sits down with Peter Matejcek to dive deep into how video is transforming the way businesses communicate, engage, and drive results. From breaking down the barriers to video adoption to revealing why authenticity is your greatest asset, this conversation is packed with real talk and actionable insights.

🔥 What you'll learn:

• Why video is the MUST-HAVE tool for B2B marketers in 2025.

• How to ditch the overproduced vibe for raw, relatable content.

• The power of the first 10 seconds — because scroll culture is real.

• Why mobile phones are your new video production team.

• Metrics that matter: Stop chasing vanity views and start tracking engagement.

If you’ve been sitting on the sidelines waiting for the “perfect” moment to start creating video content — this is your sign to just hit record. Let’s get those videos rolling! 🎥

#B2BMarketing #VideoStrategy #ContentCreation #DigitalMarketing #AMBUSHOnAir #AuthenticityInMarketing #MarketingTrends #EngagementMetrics

In this episode, I sit down with Kevin Pritchard to break down a game-changing book that flips traditional marketing on its head. 🎙️ My fellow ambusher and disrupter - Kara Smith Brown wrote "The Revenue Engine" and it's been changing the game for so many marketers and business leaders. Including - my friend Kevin! The episode that I did with her is the first he listened to and he read the book then took action. Tune in to hear a few ways he flipped his funnel and way a thinking to drive more qualified leads weekly!

We dive into redefining MQLs, SQLs, and leads, the power of sharing actual good news, and why tracking interest (not vanity metrics) is the key to revenue growth.

If you're ready to rethink your marketing math and focus on what truly moves the needle, this one's for you!

#AMBUSHOnAir #B2BMarketing #DemandGen #RevenueGrowth