The Channel Buzz

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 valu...

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 yo...

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...

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,...

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 core Rea...

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 Converg...

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, onboar...

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 c...

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) fas...

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...

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 unforge...

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 kno...

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 leadershi...

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 emphas...

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...

Hosted by: Amiee Keenan, Founder of The ISV Society Powered 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 be...

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 investment...

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...

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...

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,...

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 predicti...

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...

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 motion Check 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 connectio...

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 t...