Tag: ISV Marketing
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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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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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Reality check: your customers don’t care about you or your company

Your customers don’t care about your company, they care about their own goals. Here’s how Microsoft Partners can create content that actually matters and measure what works.

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