Good marketing doesn’t begin at lead capture — it starts long before. Demand generation builds the desire, and lead gen measures the intent it creates. This article explains why tech teams need both to grow effectively. If you’d like it more punchy, more corporate, or more conversational, I can adjust it.
Malaika Ramos
Marketers work hard to build a steady flow of leads, but cracks start showing: leads dismissed too quickly, follow-ups that fizzle, or efforts that never get recognised. Many of the biggest headaches in B2B lead generation stem from patterns that stall momentum. Here are three classic mistakes and how to fix them without losing your mind.
Marketing operations is the backbone of modern marketing—where data and technology transform guesswork into measurable growth. With automation, AI, and dashboards, MOps turns campaigns into precision plays that convert, shorten sales cycles, and drive ROI. When data is your compass and tech your engine, marketing stops being a gamble and becomes a growth powerhouse.
Microsoft’s FY26 updates are here—and they’re big. From tighter eligibility to stricter compliance and updated claimable activities, partners need to know what’s changed to stay funded. We’ve unpacked the four biggest shifts and what they mean for your marketing plans. Get the full breakdown and make your co-op budget work harder this year.
Microsoft’s Co-op funding can fuel real growth for ISVs—if you know how to use it. The problem is, too many partners either don’t realise they’re earning it or aren’t sure what’s actually claimable. That means missed campaigns, wasted budget, and lost opportunities. This blog breaks down the blind spots, the fine print, and how to start getting more from the funds you’ve already earned.