Most Microsoft partners play it safe with B2B marketing - long whitepapers, jargon-heavy messaging, and campaigns no one remembers. Meanwhile, B2C and D2C brands are out winning attention, building emotional connections, and driving demand through bold, creative moves.

The gap is only growing.

70% of B2B content goes unused, and 80% of buyers now expect a B2C-style experience - fast, personal, and emotionally engaging. Only 5% of B2B buyers are in-market at any one time, which means brand recall matters more than ever.

This session shows Microsoft SI's and ISV's how to break out of the “safe but forgettable” playbook - and apply proven tactics from the innovative B2C marketing world to cut through the noise and drive results.

You’ll leave knowing how to:
- Build a brand people remember, trust, and want to buy from
- Launch campaigns that spark inbound leads and sales conversations
- Inject energy, creativity, and confidence back into your marketing

If you're ready to stop going through the marketing motions and start standing out, this is the session for you.