by Caitlin Toonders | B2B marketing, Content strategy, Sustainability
The buzz around sustainability in tech Corporate responsibility to protect our planet is growing in importance. Most organizations today are incorporating ESG mandates into their business strategy with lofty goals for the future. It goes beyond just reducing carbon... 
by Caitlin Toonders | B2B marketing, Content strategy, Thought Leadership
Sell the outcome, not the product It’s easy for your content to get caught in the self-promotion trap – sometimes without even realizing it. There’s a time and place in the customer journey for speaking specifically about your product, but effective content speaks... 
by Kate Merza | AI in marketing, B2B marketing, ChatGPT
Unlock ChatGPT’s potential: Four key personas to elevate your B2B marketing In B2B marketing, staying ahead means constantly trying new things and always using the latest tools to their fullest. ChatGPT, a cutting-edge AI language model, is like having a multifaceted... 
by Gail Mercer-MacKay | B2B marketing, Storytelling
Who doesn’t love a good story? It’s how we relate and engage with the people and the world around us. So it stands to reason that “story” is also a great method for marketers to use to connect with their audience. Are you using an outside-in approach? In the... 
by Gail Mercer-MacKay | B2B marketing, Microsoft Partners
To sell more, you need to dominate mindshare and build loyalty with customers and partners (we’ve talked about this before). A meaningful way to do that is through thought leadership assets, establishing your team as trusted advisors in social channels and online... 
by Gail Mercer-MacKay | B2B marketing, Thought Leadership
I’ve watched the partner ecosystem expand over my career, from a relatively small collection of Independent Software Vendors (ISVs) to more than 600,000 partners and at least 9,000 large ISVs who sell through the channel.1 While branded swag such as USBs and t-shirts...
