In this episode of the AI Partner Executive Podcast, Joe Corigliano is joined by Sam Bush, B2B Marketer, Ambush on Air, Marie Wiese, CEO and Founder, Marketing CoPilot, and Rachel Profitt, Principal Program Manager, Microsoft, to discuss the marketing track that will occur during the Partner Enablement Workshop on Sunday, October 19.
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Key Takeaways
- Partner Growth Playbook: Profitt notes the importance of understanding business processes before automating them with AI, and will showcase a variety of resources during her session “The Partner Growth Playbook: Fueling Pipeline, Performance & Partner Differentiation,” including Microsoft Learn content and Copilot prompts. She explains that the session aims to help marketers and others identify customer pain points and leverage content to boost performance and differentiation.
- AI Sales and Marketing: Building off of Profitt’s session, Wiese will explain the importance of layering Microsoft’s deep, expert-driven content with a company’s own value proposition and internal data to make it customer-centric and attention-grabbing. She describes the need to evolve this content using AI and will share tools and demonstrations to show how it all works during her session “How to Build an AI-Enabled Sales & Marketing Engine.”
- ABM Wins: Bush will wrap up the marketing track with her session “Winning the ABM: Engaging the Buying Committee and Accelerating Growth with AI,” by showing how to apply account-based marketing (ABM) tactics to drive immediate business results like replies and demo bookings. She’ll provide practical steps to shift from selling to individuals to engaging entire accounts, and attendees will leave with a ready-to-launch ABM campaign focused on an industry of their choice using existing data and Copilot.
- Tips for attendees: In closing, each of the speakers share a tip that attendees can except to gain throughout their sessions:
- Profitt: A simple Copilot prompt that can help map a customer’s real-world business challenge to the relevant business processes and Microsoft technologies best suited to solve it
- Wiese: A tested stack of AI tools will be shared to help transform content into outreach that grows your database by attracting new contacts
- Bush: A walkthrough of the “three As” in ABM; align, adapt, and activate
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