The Channel Buzz

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 past

• What unprecedented access to 150+ Microsoft leaders really looks like

• How Partner Day is helping ISVs and F&O-focused partners level up

• What the event says about Microsoft’s future strategy for community engagement

• The buzz, the benefits, and yes — even the limited-edition swag

Whether 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/

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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 ecosystem

• Partner Activation – Drive real partner engagement and action

• Co-Sell & Pipeline Impact – Connect your work to revenue influence

• Partner Experience (Bonus!) – Build loyalty with stronger relationships

Perfect 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.

Chapters

00:00 Introduction to Buzz Bites and Inspiration from Taylor Swift

02:45 The Crowded Stage: Standing Out in the ERP Ecosystem

05:03 Reinvention and Competitive Edge: Lessons from Taylor Swift

Don't forget to like, comment and share so we can grow this podcast!

Thanks for tuning in!

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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 relevance

• Earn trust by teaching, not selling

• Position your brand as the go-to authority buyers actually want to hear from

If 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.

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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.

Chapters

00:00 Introduction to Community Summit

02:26 Giuseppe Ianni's Background and Role

04:18 Reasons to Attend Community Summit

05:38 Popular Topics and Sessions

07:26 New Events: Partner Enablement Day and GP2BC Precon Day

09:45 Final Thoughts and Wrap-Up

Ready 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 matters

• How 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 growth

• Why AI can’t replace relationship capital — and never will

Whether 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.

Chapters

00:00 Introduction to Tracy Rich and Her Journey

03:06 The Importance of Partnerships in Business

08:12 Navigating the Ecosystem: Relationships and Evolution

14:56 Building a Successful Partner Channel

22:59 Future Directions and the Power of Relationships

Loved this episode? Here’s how to take action:

1. Subscribe to Channel Up Your Marketing on your favorite platform so you never miss an episode.

2. Share this episode with a colleague or partner manager who’s building or revamping a channel strategy.

3. Join the conversation on LinkedIn — what’s one lesson you've learned about partnerships that’s stood the test of time?

4. 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.

Chapters

00:00 Introduction to Marketing Insights

01:35 Understanding Thought Leadership

08:37 Personal Branding vs. Thought Leadership

15:14 Marketing Strategies for Startups

26:01 Building a Business vs. Selling a Product

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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.

Chapters

00:00 Introduction to Partnerships and Ecosystems

03:01 Building a Strong Partner Ecosystem

07:27 Defining Great Partnerships

11:07 Mindset in Sales and Partner Management

15:56 Successful Partner Activation and Scaling

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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 outreach

• How to turn case studies into stories that sell

• The rise of digital warmth and how to use it

• Why value is the new currency in every campaign