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Original Thinkers: Per Werngren on betting big on Microsoft, the power of Partner networks and why you should never say ‘EMEA’

Five-time IAMCP president Per Werngren has spent decades building partner networks worth billions. He sits down with Juliet Stott to explain why specialising, recurring revenue and trusted partnerships beat going it alone.

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How AI agents decide which Microsoft Partner buyers shortlist, and how to win them over

AI agents now research and shortlist Microsoft Partners before a buyer ever visits your site. Here’s how MSPs and ISVs can give them a reason to choose you. Build it from specific, evidence-rich content rooted in real expertise.

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Four weeks to spend your FY26 H2 Co-op funds. One case study buys you three wins

You’ve got four weeks to spend your FY26 H2 Co-op funds before they go back to Microsoft. The fastest way to put them to work? One case study that does three jobs.

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Bright Star builds trust with audiences. We don’t ‘just’ create content.

Content is the method. Trust is the outcome. Most agencies will talk about traffic, rankings, and engagement rates. Those things matter but none of them close deals on their own. Here’s how we think about what we do, who we’re for and, just as importantly, who we’re not.

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Your partner network is only as strong as the content feeding it

Most ISVs think hard about recruiting partners. Few think about what those partners need to sell. Here’s why content is the most underleveraged part of any ISV partner network.

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An ISV founder spent three years mastering SEO. He got the product to page one. So why wasn’t anyone buying?

One ISV founder spent three years mastering SEO, built a content engine, and hit the top 10 on Google. Traffic came. Customers didn’t. Here’s what was missing.

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So many stakeholders, so little budget. Who should your ISV content target first?

ISV need content for multiple stakeholders. Few know where to start. Here’s how to prioritise your content when budget is tight and the buying committee is anything but simple.

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Who are the real decision makers in a B2B software purchase?

Most ISV content is written for the end user. But the end user is rarely the one searching for a solution. The search is initiated by a champion or IT director tasked with finding an answer and before they can act, they have to convince a committee of people who haven’t done the research they have.

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ISV content strategy: Why your product team shouldn’t be writing the copy

The people who understand your product best are the worst possible people to explain it to buyers. Here’s why product-led ISV content is costing you trials, conversions and renewals.

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The three types of Microsoft Co-op funding spender. Which one are you?

We’ve identified three types of Microsoft Co-op spender. The safe spender, the last-minute spender, and the strategic investor. Which one are you?

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