We’re excited to kick off this new series where we dive into marketing strategies, tips, and best practices for ISVs and partners in the Microsoft ecosystem. Every episode, we’ll chat with experts who have extensive experience navigating the complex world of digital marketing within the #BizApps space. Whether you’re a seasoned pro or just starting, this series is designed to give you actionable insights to help your business grow.
In our very first episode, Adam Berezin and Khaled Nassra sit down to discuss strategies for navigating Q4, especially during event-heavy seasons, and how digital marketing can complement in-person efforts. They’ll cover how to create year-round strategies, understand your audience, and make data-driven decisions—all essential for ISVs looking to stand out in a crowded marketplace.
Here are the key lessons from this week’s episode:
- Blend in-person and digital marketing – During this event-heavy season, it is important to remember the value of reaching your audience through multiple channels and setting realistic goals for each individual one. Adam emphasized the value of using a strategic digital marketing plan to complement trade show participation. Instead of relying solely on the events themselves, ISVs should engage potential attendees before, during, and after the event through consistent online activities. This includes leveraging content like articles, videos, or podcasts to build awareness and thought leadership, ensuring that prospects are more inclined to visit your booth or session at the event.
- Diversify your content efforts – Not all prospects consume content in the same way. Adam shared that around 80% of MSDW members prefer a single content format, whether it’s webcasts, articles, podcasts, or white papers. To maximize reach, partners must create content in various formats to engage different types of learners and decision-makers within their target audience. Consistently producing diverse content year-round is essential for nurturing prospects and increasing visibility across multiple touchpoints.
Be deliberate about your budget and ROI – Knowing where your investments make the biggest impact is vital for optimizing your campaigns. Adam stressed the importance of using performance data from digital campaigns and trade shows to guide future marketing investments. By relying on facts instead of assumptions, ISVs can make more informed decisions, optimizing their marketing efforts and maximizing return on investment.