4-6 November 2025 in Poznan, Poland
Directions EMEA 2025
Join us for Directions EMEA 2025 - experience the latest updates from Microsoft and the ecosystem while connecting with the entire Business Central community, including resellers, add-on providers, Microsoft, CSPs, MVPs, developers, consultants, sales and marketing professionals, and business leaders. Fuel your motivation, inspiration, and success through sharing and collaboration.
B2B Is Not an Excuse to Be Boring: 10 Marketing Moves Microsoft Partners Should Steal from B2C
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.
Speakers:
James Goddard
Yavrio, Head of Marketing
James Goddard – Head of Marketing, Yavrio
James Goddard is the Head of Marketing at Yavrio, where he oversees all aspects of marketing, including brand, digital, demand generation, PR, and communications. With a background in global consumer goods, he’s held marketing roles at well-known brands such as McVitie’s Biscuits, Garmin, Krispy Kreme Doughnuts, and Charlie Bigham’s.
James brings deep expertise in brand building, retail and shopper marketing, e-commerce, and digital strategy. Now at Yavrio, he’s helping to elevate the fast-growing fintech start-up and shape their marketing strategy and function—bringing a customer-first, commercially minded approach to the world of B2B financial technology.
James Goddard
Yavrio, Head of Marketing
James Goddard – Head of Marketing, Yavrio
James Goddard is the Head of Marketing at Yavrio, where he oversees all aspects of marketing, including brand, digital, demand generation, PR, and communications. With a background in global consumer goods, he’s held marketing roles at well-known brands such as McVitie’s Biscuits, Garmin, Krispy Kreme Doughnuts, and Charlie Bigham’s.
James brings deep expertise in brand building, retail and shopper marketing, e-commerce, and digital strategy. Now at Yavrio, he’s helping to elevate the fast-growing fintech start-up and shape their marketing strategy and function—bringing a customer-first, commercially minded approach to the world of B2B financial technology.
Tom Pike
Thomas the Bank Engine
Tom Pike is COO at Yavrio, the fintech for ERP best known for bringing bank connectivity to Microsoft Dynamics. Before entering the Microsoft ecosystem, he spent eight years at Accenture, delivering complex, large-scale transformation programmes for global clients.
In the past two years, Tom has helped scale Yavrio into one of the fastest-growing global businesses in the Microsoft Dynamics space, now working with over 150 partners worldwide. His focus spans go-to-market strategy, partner collaboration, and building scalable, high-trust relationships that drive real commercial impact.
Passionate about in-person connection, Tom travels globally and meets hundreds of partners face to face each year – giving him a grounded, real-time view of what’s working across the channel.
Tom Pike
Thomas the Bank Engine
Tom Pike is COO at Yavrio, the fintech for ERP best known for bringing bank connectivity to Microsoft Dynamics. Before entering the Microsoft ecosystem, he spent eight years at Accenture, delivering complex, large-scale transformation programmes for global clients.
In the past two years, Tom has helped scale Yavrio into one of the fastest-growing global businesses in the Microsoft Dynamics space, now working with over 150 partners worldwide. His focus spans go-to-market strategy, partner collaboration, and building scalable, high-trust relationships that drive real commercial impact.
Passionate about in-person connection, Tom travels globally and meets hundreds of partners face to face each year – giving him a grounded, real-time view of what’s working across the channel.