Podcast |

Companial SofTalk

Going to Market as a Microsoft Partner

2025

Let’s talk marketing! We’re excited to introduce this special SoftTalk episode in which we interview Companial’s long-standing partner about their tried and tested go-to-market strategies, tactics and the secret sauce that makes it a success.

In this episode of SoftTalk, Olga Generalova, Senior Marketing Manager at Companial interviews Aiste Kytriene, a Marketing Manager at Softera, about the real-world challenges of B2B product marketing in the Microsoft ecosystem. Centered on Bankfeed, a Business Central add-on, the conversation explores traditional digital campaigns and Bankfeed’s pivot to partner-led marketing that transformed their strategy.

From leveraging Microsoft Coop budgets to taking over the conference photo walls, the episode reveals how creativity, collaboration, and adaptability can drive results. It’s a behind-the-scenes look at how marketing and sales work in tandem, and how success often comes from empowering others—partners, developers, and even customers.

Companial SofTalk
Companial SofTalk

Companial SofTalk is a gateway to the world of technology and software insights. Through engaging podcast episodes, SofTalk provides a platform for in-depth discussions on a wide range of topics, with a special emphasis on the Microsoft Dynamics 365 ecosystem.

Each episode of SofTalk dives into the latest advancements, trends, and challenges within the technology and software industry. Listeners will gain valuable insights from industry experts, thought leaders, and practitioners who share their expertise and experiences, providing a comprehensive understanding of the ever-evolving tech lands

Going to Market as a Microsoft Partner
byCompanial

In this episode of SoftTalk, Olga Generalova, Senior Marketing Manager at Companial interviews Aiste Kytriene, a Marketing Manager at Softera, about the real-world challenges of B2B product marketing in the Microsoft ecosystem. Centered on Bankfeed, a Business Central add-on, the conversation explores traditional digital campaigns and Bankfeed’s pivot to partner-led marketing that transformed their strategy.From leveraging Microsoft Coop budgets to taking over the conference photo walls, the episode reveals how creativity, collaboration, and adaptability can drive results. It’s a behind-the-scenes look at how marketing and sales work in tandem, and how success often comes from empowering others—partners, developers, and even customers.This episode is a great listen for business development leaders, marketers and sales professionals navigating complex landscape of product marketing as a Microsoft Dynamics 365 partner.

This episode is a great listen for business development leaders, marketers and sales professionals navigating complex landscape of product marketing as a Microsoft Dynamics 365 partner.

Presenters:

Aiste Kytrienė,

Marketing Manager,
Softera

Olga Generalova,

Senior Marketing Manager,
Companial

More about Go-to-Market