The Channel Buzz

Amiee Keenan

The Channel Buzz is a podcast for ISVs, ERP partners, and ecosystem leaders focused on marketing, partnerships, and channel growth. Hosted by Amiee Keenan, the show covers ERP marketing strategy, partner relationships, visibility, demand generation, and ecosystem trends across platforms like Dynamics, Acumatica, Sage, NetSuite, and more. Episodes include expert interviews and solo insights designed to help listeners navigate and grow within the channel.

  1. 4D AGO

    The Most Expensive Gap in Your Pipeline Happens After the Campaign

    Most ISVs don’t lose pipeline because their campaigns fail. They lose pipeline because their visibility pauses. ERP buyers don’t make decisions on marketing timelines. They evaluate solutions gradually — across conversations, partner recommendations, content, and repeated exposure over time. Which means the most expensive moment in your go-to-market strategy isn’t during the campaign. It’s after it. In this solo episode, Amiee Keenan explores why familiarity drives confidence in ERP ecosystems and why consistent presence between initiatives often matters more than the initiative itself. Because buyers don’t remember who showed up once. They remember who kept showing up. And in this ERP ecosystem, momentum isn’t created by a single initiative — it’s created by staying visible between them. Chapters 00:00 — Why Strong Campaigns Still Lead to Inconsistent PipelineA common challenge many ISVs don’t expect. 01:05 — The Visibility Spike That Quietly FadesWhy momentum often slows after events, webinars, and launches. 02:20 — The Hidden Gap Most Teams Don’t NoticeWhat happens while you’re planning the next initiative. 03:30 — Buyers Don’t Follow Your Marketing CalendarERP decisions continue long after campaigns end. 04:40 — Why Buyers Trust Vendors They See OftenHow familiarity influences considered technology decisions. 06:00 — How Short Touchpoints Build Long-Term ConfidenceWhy multiple interactions shape vendor preference. 07:10 — Consistency Without Creating More ContentExtending conversations instead of increasing workload. 08:15 — The Insight Most Vendors Miss About MomentumWhy visibility between initiatives influences pipeline growth. 🔗 Connect with Amiee on ⁠LinkedIn⁠  🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth. Learn more about ⁠The ISV Society⁠

    9 min

  2. MAR 24

    The 20-Word Differentiator Every ISV Needs

    In this episode, Amiee Keenan hosts Hayley from Esper Strategies to discuss how clarity and understanding your ideal customer can significantly impact your success in the ERP and ISV ecosystem. They explore topics like buyer behavior, effective messaging, content consistency, and strategies to cut through the noise in a crowded market. Key Topics Buyer reality in ERP ecosystemImportance of clarity in messagingContent consistency and momentumUnderstanding customer needs and languageEffective marketing strategies for VARs and ISVs00:00 Introduction & Episode OverviewMeet Hayley from Esper Strategies and the core theme: why clarity wins more deals than price. 02:28 Buyer Reality: Why Trust Beats PriceWhy buyers choose the option they understand and how unclear positioning leads to price comparisons. 06:08 What Clarity Actually Means in the ChannelClarity isn’t simpler language — it’s knowing who you help, what problem you solve, and why you’re different. 10:49 The 20-Word Differentiator Every ISV NeedsHow to communicate your value clearly and help champions explain your solution internally. 14:47 Consistency vs Volume in Content StrategyWhy repetition builds recognition and how consistent messaging outperforms sporadic campaigns. 19:23 Repurposing Content & Maintaining MomentumHow to extend campaign impact using content calendars and repurposing strategies. 22:24 The Customer Language AdvantageWhy customer wording is often more persuasive than internal marketing copy. 25:21 How to Strengthen Future CampaignsKey diagnostic questions to improve messaging effectiveness. 27:10 Customer-Centric Messaging That Cuts Through NoiseWhy focusing on the buyer’s problem improves differentiation. 28:56 Key Takeaways & Closing Thoughts If you found value in this episode: 👍 Follow the podcast ⭐ Leave a rating or review 💬 Share your thoughts in the comments 🔗 Share this episode with someone in the channel or partner ecosystem Your support helps more people discover these conversations and insights. 🔗 Connect with Hayley on LinkedIn 🔗 Connect with Amiee on ⁠LinkedIn⁠  🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth. Learn more about ⁠The ISV Society⁠

    29 min

  3. MAR 17

    Features don’t sell. Here’s what does.

    B2B marketers often struggle with one big challenge: how to create messaging that actually resonates with multiple buyers. In this episode of The Channel Buzz Podcast, host Amiee Keenan sits down with Mel Bell, founder of Grit Marketing Co., to break down what actually works in modern B2B marketing. If you're an ISV, SaaS company, ERP partner, or channel leader, this episode is packed with practical strategies to improve messaging and build authority in your market. Chapters 00:00 Introduction to Mel Bell and Grit Marketing Co. 02:50 The Anatomy of Website Copy That Converts 10:21 Understanding Demographics vs. Psychographics 18:47 The Importance of Content and Messaging Pillars 25:06 Why Execs Shouldn't Be the Default Design Approval Board Make sure to follow the show so you don’t miss upcoming conversations with leaders across the SaaS, ERP, and partner ecosystem. If you found value in this episode: 👍 Follow the podcast⭐ Leave a rating or review💬 Share your thoughts in the comments🔗 Share this episode with someone in the channel or partner ecosystem Your support helps more people discover these conversations and insights.

    31 min

  4. MAR 16 ·  BONUS

    What's the future of ERP learning?

    In this episode of The Channel Buzz, Amiee Keenan sits down with John Siefert to talk about how learning and professional development are evolving across the ERP ecosystem. They discuss the launch of the eLearners platform from Dynamics Communities, why continuous learning is becoming essential for ERP professionals, and how the community can stay ahead as technology—including AI—continues to reshape the industry. Chapters 00:00 Introduction to the eLearners Platform 02:55 The Vision Behind eLearners 05:41 User Experience and Engagement 08:49 Community and Inclusion Want to see AI in action?Join me for AI Demo Day on March 24, where three ISV solutions will demonstrate how AI is being used in ERP workflows today. I'm also testing out this new platform, so come join me and check it out.

    9 min

  5. MAR 10

    Why Trust, Diversity & Relationships Matter More Than Ever

    Welcome to another episode of The Channel Buzz, hosted by Amiee Keenan of The ISV Society. Guest: Marie Wiese – CEO of Marketing Copilot, Author of You’re On Mute In This Episode The Inspiration Behind “You’re On Mute” Stories from women navigating careers in tech Why representation and diversity still matter The meaning behind the title and the “on mute” metaphor AI and the Future of Marketing Why the last few years have brought the biggest shift in tech How AI is accelerating marketing and content creation The challenge of maintaining quality and critical thinking The Growing Trust Gap Why trust in companies and marketing is declining How businesses must rethink accessibility and communication Why relationships matter more than automation What B2B Marketers Need to Do Differently Focus on testing and experimentation Layering marketing channels instead of relying on one tactic Understanding customer pain points more deeply than ever Value Propositions in an AI World Why most companies struggle to articulate their value The difference between slogans and true value propositions Why differentiation matters more than ever Where to Find Marie Book: You’re On Mute Speaking at AI Agent & Copilot Summit Directions North America Community Summit 🔗 Connect with Amiee on ⁠LinkedIn⁠  🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth. Learn more about ⁠The ISV Society⁠

    40 min

  6. FEB 17

    Can ERP ISVs Scale on a Fixed Marketing Budget?

    In this conversation, Amiee Keenan discusses the misalignment between marketing budgets and revenue goals in the ERP and ISV ecosystems. She highlights the challenges of meeting ambitioumizerategies to maxies and offers starketing resourcs with limited ms booking target effectiveness through collaboration, visibility, and focused initiatives. Takeaways Some partners have ambitious booking goals and limited marketing budgets. Revenue goals are often set based on executive expectations and market pressures. Marketing budgets are typically based on previous spending rather than future needs. ERP sales cycles are long, requiring trust and relationship building. Marketing effectiveness should focus on leverage rather than just activity metrics. Creative strategies are essential when budgets are tight. Partner collaboration can enhance marketing visibility and effectiveness. Building momentum is more important than one-off marketing moments. Sales support is crucial for achieving booking goals. Transparency in marketing metrics can shift leadership perspectives. Chapters 00:00 Understanding the Misalignment of Goals 03:26 Strategies for Achieving Booking Goals 06:06 Maximizing Marketing Efficiency in Tight Budgets 🔗 Connect with Amiee on ⁠LinkedIn⁠  🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth. Learn more about ⁠The ISV Society⁠

    9 min

  7. FEB 5

    The Channel Email Mistakes We All Make

    Email still drives awareness, engagement, and pipeline in the channel—but only when it’s done right. In this episode of Channel Buzz, we’re breaking down the real-world email mistakes ISVs are still making (yes, even in 2026), why they frustrate partners and customers, and what to do instead. From “thanks for visiting our booth” emails when you never stopped by… to messages that aren’t mobile-friendly, aren’t relevant, or talk way too much about the product and not nearly enough about the customer—we’re calling it all out. This episode is about doing email better, not doing more of it. 🔗 Connect with Amiee on ⁠LinkedIn⁠  🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth. Learn more about ⁠The ISV Society⁠

    9 min

  8. JAN 22

    Why ISV Marketing Feels Harder in the ERP Channel (Explained)

    Why does ISV marketing feel harder in the ERP channel right now?In this episode of The Channel Buzz, Amiee Keenan breaks down the ERP channel shift in 2026 and why visibility, partnerships, and buyer behavior work differently than they used to. If you’ve noticed ERP deals taking longer, marketing creating activity but not momentum, or visibility failing to convert into pipeline — this episode explains why. Amiee shares what she’s seeing across ERP ecosystems, partners, and buying behavior, including: Why awareness alone no longer creates opportunity How buyers and partners evaluate ISVs differently Why recognition matters more than one-off campaigns How shared visibility builds trust in the ERP channel This episode is for ISV marketers, partnership and alliance leaders, and ecosystem teams navigating growth in today’s ERP channel. 🎧 Subscribe for weekly conversations on ERP channel marketing, partnerships, and ecosystem strategy.

    8 min
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5
out of 5
3 Ratings

About

The Channel Buzz is a podcast for ISVs, ERP partners, and ecosystem leaders focused on marketing, partnerships, and channel growth. Hosted by Amiee Keenan, the show covers ERP marketing strategy, partner relationships, visibility, demand generation, and ecosystem trends across platforms like Dynamics, Acumatica, Sage, NetSuite, and more. Episodes include expert interviews and solo insights designed to help listeners navigate and grow within the channel.

Information

  • Creator
    Amiee Keenan
  • Years Active
    2021 - 2026
  • Episodes
    136
  • Rating
    Clean
  • Copyright
    © Amiee Keenan
  • Show Website
    The Channel Buzz