Robbie Janes
Sabre Limited, Director of Marketing
Waterloo, Canada
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Robbie Janes is the Director of Marketing at Sabre Limited, a Microsoft Dynamics 365 Business Central partner specializing in manufacturing. A journalism graduate with more than eight years of professional digital marketing experience, Robbie focuses on PPC, SEO, AI-driven search strategy, and emerging AEO techniques that enhance brand visibility across traditional search engines and generative AI platforms.
Grounded in storytelling and research-based communication, Robbie specializes in creating content that educates and converts.
Area of Expertise
Topics
Winning Visibility in the Age of AI Search
Buyers increasingly get their answers from ChatGPT, Google AI Overviews and AI Mode, Gemini, Perplexity, and Copilot before they ever reach a website. SEO isn't dead, and rankings still matter. But they're no longer the whole visibility story. Marketers also need to understand whether their brands are being mentioned, cited, and recommended in AI-generated answers.
Jon Rivers moderates a practical conversation about what marketers can control as AI reshapes discovery. The panel will explore how to diagnose changes in website traffic, understand why your brand is showing up or being left out, strengthen the content and authority signals that influence visibility, and measure whether those efforts are making a difference.
The discussion centers on three questions: Are we visible? Why or why not? And what should we fix first?
Attendees will leave with a practical way to audit their AI visibility, identify the biggest gaps, and prioritize next steps.
How to Stop Sounding Like Every Other Microsoft Partner
Visit ten Microsoft partner websites and you will probably find many of the same phrases: trusted partner, end-to-end solutions, digital transformation, industry-leading expertise and solutions tailored to your unique needs.
The problem is not that these statements are necessarily untrue. The problem is that they do very little to help a potential customer understand why they should choose one partner over another.
In this session, Robbie Janes will examine why Microsoft partner positioning becomes vague, how that vagueness weakens content and what marketers can do to create a more recognizable position.
Using practical examples from Sabre Limited’s move toward manufacturing, the session will show how a clearer market focus improves website messaging, campaign development, webinar topics and sales conversations.
Attendees will learn how to move beyond broad descriptions of products and capabilities and begin communicating who their company serves, which problems it understands and why its approach is meaningfully different.
Stop Marketing to Everyone: How a Vertical Strategy Changes the Game
Most partners say they “specialize,” but very few execute a true vertical marketing strategy. In this session, we’ll break down how a vertical focus reshapes your brand, messaging, content, ads, SEO, events, and partner co-marketing — and why vertically aligned partners consistently win more deals with smaller budgets. You’ll leave with a clear, repeatable framework for reaching buyers in manufacturing, field service, distribution, or any vertical you want to dominate.
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