Why everyone's talking about multi-touch campaigns
FY27 Co-op brings several activities together under Paid media with multi-touch campaign. What a multi-touch campaign is, what qualifies and how to build one worth the investment.
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Marketing isn't expensive. Stagnation is.
Budget came eighth out of ten limits on UK Microsoft partner marketing. Why the bigger cost is the growth you don't get, and what treating marketing as an investment looks like.
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The Microsoft Partners winning tomorrow are investing before they have to
27.9% of US Microsoft partners invest 6-10% of revenue in marketing, against 12.4% in the UK. What the transatlantic gap says about growth, and what investing ahead looks like.
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Are you sure your marketing team agrees with your marketing budget?
Managing directors say 4.49% of revenue goes into marketing; heads of marketing say 2.93%. What the boardroom gap in our UK research means, and five questions to close it.
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The $100k question: what would happen if Microsoft funding disappeared tomorrow?
Six in ten Co-op and MDF-funded partners say their marketing would stop or shrink without Microsoft funding. Why funding resilience is a leadership job, and a four-step continuity check.
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Every successful business funds marketing from its own P&L. Why are partners different?
Only 37.2% of UK Microsoft partners fund marketing from their own P&L. What the research shows about Co-op, MDF and distributor dependency, and what owning your marketing looks like.
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The danger of renting your marketing department from Microsoft
What 175 Co-op and MDF-funded UK Microsoft partners said would happen if the funding stopped, where partner marketing money really comes from, and how to build resilience.
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If you're asking for budget, stop talking about leads
Why lead numbers alone undersell partner marketing, what 250 UK Microsoft partners told us about priorities and standing out, and a better vocabulary for your next budget meeting.
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The hidden cost of poor marketing measurement
Why UK Microsoft partners lose marketing budget they've earned, what 250 partners told us about measurement, and the simple steps to start proving what works.
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The UK Microsoft partner marketing health check: six areas to score yourself against
Score your marketing against six UK benchmarks from 250 Microsoft partners - investment, measurement, planning, resourcing, differentiation and funding - and find the gap to fix first.
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Why your budget conversation is failing (and how to fix it)
Why Microsoft Partner marketers keep getting less than they ask for at budget time, what 250 UK&I partners told us, and how to change the conversation.
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The five numbers every Microsoft Partner marketing leader should take into their next budget meeting
Five UK&I benchmarks every Microsoft Partner marketing leader should take into their next budget meeting, and how to turn each into a boardroom conversation.
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How Microsoft Partner marketing teams can make a stronger case for investment
How Microsoft partner marketers can use benchmark data from 250 UK&I partners to turn budget requests into a clear, fundable case for marketing investment.
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What content should Business Central partners publish to rank for AI and Copilot searches?
Nine content types Microsoft Dynamics 365 Business Central partners should publish to rank in Google and AI answers for Copilot and AI searches.
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The partner marketing scaling challenges channel teams face (and what the data says about them)
Co-op now rewards growth over retention. We asked 250 UK and 251 US Microsoft partners the same questions to find the scaling challenges channel teams really face, and very few came down to budget.
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Twenty years in the game? Great. But what have you done lately?
Years of experience don't make you the best. For Microsoft partners, what counts is how relevant and recent that experience is, whether you're choosing an agency or marketing yourself.
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Best marketing support models for Microsoft resellers
Ask ten Microsoft resellers who does their marketing and you'll get ten slightly awkward answers. How in-house, freelancers and agencies compare on fit, channel expertise, scalability and impact.
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Microsoft partners have a brand problem. Most of them don't know it yet
B2B has a brand-investment problem. In the Microsoft channel it's sharper, and our study of 501 partners shows exactly where the blind spot sits.
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Best outsourced marketing services for Microsoft IT resellers
Compare outsourced marketing service models for Microsoft IT resellers and channel teams, with clear fit criteria, strengths and tradeoffs to support better vendor selection.
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Microsoft partner campaign ideas that'll actually help you stand out
Microsoft partners aren't short of campaign ideas, but many end up sounding like everyone else. Six ideas shaped by our research with 501 UK, Irish and US partners, and by what we've seen work.
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Key things to know about outsourcing channel marketing
Outsourcing marketing can be the smartest move you make, or an expensive way to generate activity nobody asked for. What to assess before you sign anything.
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How primary research can strengthen Microsoft partner marketing and lead generation
How Microsoft partners can use primary research to find campaign themes, PR stories and lead generation ideas - and keep a 25-plus question survey focused.
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Outsourced marketing services for Microsoft IT resellers
Most resellers aren't short of marketing activity. They're short of marketing that adds up. What full-service outsourcing should actually cover in the Microsoft channel.
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Microsoft's co-op guidelines have changed again - what that actually means for your marketing
A writeup of our recent webinar with Molly Ridley, Head of Partner Growth & Marketing at Noteworthy Support. What's changed in FY27, what it means in real terms, and what good looks like when you spend the money.
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Signs your Microsoft Partner business needs marketing help
Most partners don't decide to get marketing support. They drift into it, usually about six months after the point they needed it. Eight signs it's time.
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Microsoft Partner brand positioning guide for 2026
Cover up the logos on ten Microsoft partner websites and most of your own team wouldn't pick yours out. Here's how to fix positioning before you touch the logo.
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How to validate demand for a Microsoft Partner solution
A practical way to pressure-test a new solution before you commit the budget: search intent, the data you already own, ten proper customer calls and a one-week test.
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What B2B tech buyers need before contacting sales
Most lead generation programmes are built around the form fill. The harder question is what has to be true in a buyer's head before they'll go near it.
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Lead generation for Microsoft Partners: foundations, channels and sales-ready leads
Most partners don't have a lead problem. They have a sameness problem. Here's how to fix the foundations, run each channel properly, and tell a real lead from a name on a list.
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Key lead generation drivers for Microsoft Partners
Most Microsoft Partners aren't short of activity. They're short of direction. Here's what actually drives qualified leads in the Microsoft ecosystem.
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The benefits of using a Microsoft partner marketing agency
Most partner marketing hires are asked to do six jobs at once. Before you post another job ad, it's worth asking whether you're looking for a person or a capability.
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Best Microsoft Partner marketing agencies: what separates them from everyone else
Searching for the best Microsoft Partner marketing agency gets you a list of names and no way to judge them. Here's what the best ones actually do differently, and how to tell within one meeting.
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How to compare Microsoft Partner marketing agencies without getting sold to
Every agency pitch sounds the same by the third one. Here's a scoring method, the twelve things worth judging, and the questions that get you a straight answer.
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How to build a GTM plan for a Microsoft Partner solution
Most partner go-to-market plans are a list of activities with a date on it. Seven steps, in the order that actually works.
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Choosing a marketing agency for your Microsoft software business
What should Microsoft ISVs look for in a marketing agency? Explore product positioning, SEO, demand generation and routes to market.
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How to spot buyer intent gaps in partner marketing
A buyer intent gap is a moment where your prospect is trying to do something and you've given them nothing that helps. Here's how to find yours, and what to do about them.
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Is your Microsoft Partner marketing strategy working?
A longform guide to auditing what you're actually getting for your money - thirteen questions, honest answers, and what to do when the answer's uncomfortable.
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What to look for in Microsoft Partner marketing support
Most partners only go looking for marketing support once something's gone wrong, and that's the worst time to be choosing. Here's what to judge an agency on before you sign anything.
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11 lead generation mistakes Microsoft Partners make
Busy isn't the same as well directed. The eleven lead generation mistakes we see most often in Microsoft Partner marketing teams, and a practical fix for each one.
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Marketing isn't a tap. Stop treating it like one.
One campaign, one burst, one webinar. Turn the tap on and leads might trickle out; turn it off and the pipeline stops with it. Why always-on, multi-touch marketing beats one-off activity.
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Co-op and MDF eligible marketing campaigns: what qualifies and how to scope them
Microsoft partners leave millions of dollars in co-op and MDF unclaimed every year - not because the campaigns were bad, but because eligibility got checked too late. Here's what qualifies, what doesn't, and how to scope a brief so the claim writes itself.
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The FY27 MCI guides are the best marketing brief you'll get all year
Read as a marketer, Microsoft's FY27 incentive guides are the closest thing to a free brief you'll get all year - a map of what's being sold, which conversations are funded, and where the money's pointed.
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Account-based marketing for Microsoft Partners: making ABM actually work with a co-sell motion
Standard ABM playbooks were built for software companies selling their own product. You're a Microsoft Partner - here's how to run ABM with the co-sell motion baked in from day one.
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Organic search vs paid search for Microsoft Partners: where the budget actually earns out
The organic vs paid search debate gets messy for Microsoft Partners, because Microsoft might part-fund your paid, and sellers Google you before they refer you. Here's how to split the budget so each pound has a job.
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Microsoft Partner marketing benchmarks: what "good" looks like for pipeline, spend and content in 2026
Honest, sourced benchmarks for Microsoft Partner marketing in 2026 - pipeline, spend, content and digital authority - with a "what to do Monday" for each one.
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Microsoft Partner incentive programmes: what marketing teams actually need to know for FY27
A large share of Microsoft's partner incentive money only unlocks when marketing runs the right activity - and keeps the paper trail to back it up. Here's what your FY27 plan has to look like to claim what's on the table.
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Is a Microsoft AppSource (now Microsoft Marketplace) listing worth it in 2027? An honest ROI breakdown for ISVs
An honest ROI breakdown for ISVs weighing up an AppSource / Microsoft Marketplace listing in 2027 - real cost, real timelines, and when to save your money.
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The event support checklist: what Microsoft Partners need to plan, deliver and follow up
A practical checklist for Microsoft Partners running events - from 12-week planning through on-the-day delivery to the follow-up that actually turns conversations into pipeline.
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Go-to-market for Microsoft Partners: where to start
Most new solutions don't fail because the tech is weak. They fail because nobody outside the founding team ever understood who it was for. Here's how to build a GTM plan properly.
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Agentic websites: a faster, more consistent way for Microsoft Partners to build
Building a Partner website used to mean months of design, dev tickets and stale content. Agentic tooling flips that - here's how Microsoft Partners can ship a modern site faster, keep it consistent, and stop it going out of date.
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Annual marketing planning for Microsoft Partners in FY27
How Microsoft Partners and MSPs can build an annual marketing plan that aligns with solution areas, co-sell motions and Microsoft's fiscal year rhythm.
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The role of marketing in co-selling with Microsoft
Co-selling usually falls down because a partner's marketing, brand and messaging isn't strong enough. Here's what partners should focus on to make co-sell more effective.
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How to choose a Microsoft Partner marketing agency (2026)
A practical buyer's guide to picking a Microsoft Partner marketing agency - what to ask, what to avoid, and how to tell channel-native from channel-curious.
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Getting cited in Copilot: a Microsoft Partner's SEO guide
Buyers are asking Copilot, ChatGPT and Gemini who the right Microsoft Partner is. Here's how to be the one they recommend.
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Microsoft Partner directory SEO: what actually moves you up
Most Microsoft Partners treat their AppSource and Solutions Partner profiles as set-and-forget. Here's what actually moves them up the listings.
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Think Frontier - before your competitors do it for you
Microsoft's Frontier Firm shift is already landing with your customers. Most partner marketing hasn't caught up. Here's what thinking Frontier actually looks like.
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MSP lead generation strategies for Microsoft partners
A practical guide to the lead generation plays that actually fill pipeline for MSPs, Microsoft partners, distributors and ISVs - and how to run them well.
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10 marketing red flags Microsoft partners should look out for
If marketing feels busy but underwhelming, there is usually a reason. Here are ten warning signs worth paying attention to.
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15 lead generation plays for Microsoft partners
Fifteen practical lead-gen plays you can run as a Microsoft partner, most without needing a huge budget.
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Building a different type of channel marketing agency
Why we built Resultful, and how we are different from a generic B2B agency taking on Microsoft partner work.
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Building influence with Microsoft sellers in 2026
Turning seller-engagement theory into practical, repeatable habits.
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Choosing a full service Microsoft partner marketing agency
A practical guide to picking the right marketing agency for your partner business.
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Effective Microsoft partner marketing and why most approaches fail
Why most partner marketing under-delivers, and what the best partners do differently.
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How Microsoft partners can build a scalable lead generation engine
A practical roadmap for moving from referral-led to repeatable, scalable lead generation.
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How Microsoft partners can still leverage outbound lead generation
Outbound is not dead, but it does need to be done well. Here is how partners can make it work.
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How Microsoft partners can use marketing experience to grow
Why your bench of marketing experience is a competitive moat, and how to use it.
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How partners can build their brand inside Microsoft
A practical framework for building brand presence inside Microsoft, with sellers, BG leaders and partner teams.
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How poor websites hold Microsoft partners back
Your website is your shop window. For too many partners, it's holding the rest of the business back.
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Lead gen challenges your foundations might be the problem
If your lead-gen isn't working, the channel is rarely the problem. Usually it's your foundations.
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How to spend Microsoft Co-op funds: marketing activities that move the needle
You've earned the coop. Now what? The marketing plays Microsoft Partners use to spend Co-op funds well - and the ones that waste them.
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Marketing with intent edition 03 propositions
Edition 03 of Marketing with Intent, sharpening your value proposition.
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Marketing with intent newsletter 04 marketing tactics
Edition 04, which marketing tactics are worth the bet right now.
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Marketing with intent newsletter 05 marketing resource
Edition 05, building, structuring and getting more out of your marketing resource.
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Marketing with intent newsletter 06 verticalisation
Edition 06, verticalisation done well.
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Marketing with intent newsletter edition 01
Edition 01 of Marketing with Intent, the launch issue.
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Marketing with intent newsletter edition 02
Edition 02, getting clearer about your audience and your bets.
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Marketings role in helping customers become frontier firms
How partner marketing can support customers on the path to becoming AI-first frontier firms.
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Microsoft marketing funding
A clear-eyed view of how Microsoft marketing funding works, and how to make it work for you.
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Moving from driving clicks to capturing sales ready leads
Impressions and clicks are easy. Pipeline is the metric that actually matters.
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Resultful launches its inaugural Microsoft partners annual calendar
A look at our first Microsoft Partners annual desk calendar, what it covers and why we built it.
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SEO best practices for listing solutions on the Microsoft marketplace
How ISVs can stop treating the Microsoft Marketplace like a black box.
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The benefits of choosing a Microsoft focused marketing agency
Why specialism beats generalism when it comes to Microsoft partner marketing.
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The common Microsoft partner marketing challenges we see
The patterns that come up again and again across Microsoft partner marketing teams.
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The makeup of a good Microsoft partner SEO strategy
What a serious SEO strategy looks like for a Microsoft partner, beyond the basics.
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The Microsoft partner guide to taking a new solution to market
A cleaner path for partners launching a new solution.
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Tips on auditing your Microsoft partner marketing strategy
A practical framework for auditing your own partner marketing strategy.
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What Microsoft partners need to ask when vetting a marketing agency
The questions that separate marketing agencies that get the Microsoft partner model from those that do not.
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Where to start when setting marketing objectives
A simple way to set marketing objectives that actually link to commercial outcomes.
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Why marketing and Microsoft alliances work better together
Why marketing and alliances belong in the same conversation, and what to do about it.
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Why partners have to obsess over marketing funnel data
Why funnel data is the most underused asset in most partner marketing teams.
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Your AI content sounds like everyone elses AI content
Why most AI-written content on LinkedIn is indistinguishable, and what to do about it.
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US insights
For US Microsoft partners
How do Microsoft co-op funds work in the US?
The end-to-end co-op cycle for US partners - earn, plan, pre-approve, execute, claim, reconcile.
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What is MCI funding?
The umbrella program behind rebate and co-op - what MCI is, what it pays, and how US partners get more from it.
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MDF vs co-op: what's the difference?
MDF and co-op both fund partner marketing - but they behave very differently. Here's how to use both.
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Microsoft SEO in the AI answer era
How US Microsoft Partners rank, and get cited, when Copilot and AI Overviews answer before Google does.
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Best Microsoft Partner marketing agencies
What separates the best from the rest, what a program costs in dollars, and the five questions to ask.
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