Microsoft has updated several parts of the co-op funding programme for FY27, and partners are trying to work out whether the rules have fundamentally changed or whether this is mostly a documentation and governance refresh. The biggest operational changes are the updated activity-category structure, tighter spend caps and a stricter POE standard.
Digital Marketing
Holding AWS MSP validation already puts you at Advanced or Premier tier, which gives you access to Market Development Funds (MDF). MDF can cover up to half the cost of your campaigns — either as cash, once a marketing activity is finished and already approved, or as AWS Promotional Credit applied straight to your own AWS bill. Run something on the list of qualifying activities, get it approved before you spend, and you have a genuine claim.
Your sellers know how to close the 5% who are ready to buy. The other 95% are sitting on problems they haven’t decided to fix yet and no one’s helping them see it. This piece breaks down the four-step conversation that turns a “we’re fine for now” into pipeline.
Somewhere between the quote request and the signed contract, your buyer got tired of waiting on a human. This piece looks at what’s replacing that wait, and how to fix the friction in your buying experience before it costs you the deal.
The client’s happy, the results are in — and somewhere underneath it all, you’re still waiting to be found out. This piece looks at where that feeling comes from, what it quietly costs you, and how to keep making the call anyway.
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.
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.
Too many B2B brands hide behind jargon, thinking it makes them sound credible. But the people reading your content aren’t robots — they’re humans with shrinking attention spans and full inboxes.
Our latest blog shows you how to bring the human back to B2B, with a simple checklist to make your copy clearer, warmer and actually worth reading.
Marketers show up everywhere — LinkedIn, Instagram, email — but often the brand behind the message gets lost. The real challenge isn’t being on every platform, but being unmistakably **you**, every time. When tone and story shift, trust erodes, recognition fades and your efforts feel like noise. This article shows you how to anchor your voice with one story, adapt smartly and stay in tune across the board.
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.