610 - Stop Competing on Vendor Badges: Build a Brand Clients Actually Want to Buy with Erica Hakonson

Why you should listenLearn how poor positioning and generic messaging quietly kill your deals before the first call.Erica shares what to do when word of mouth plateaus—and how to attract buyers who don’t know you yet.Discover how to be “AI-findable” and get found in marketplace searches before your competitors. If your marketing sounds just like every other partner’s, it’s already costing you deals. In this episode, I’m joined by Erica Hakonson, CEO of Maven Collective Marketing, to show you how to fix that. Erica has helped hundreds of Microsoft partners elevate their positioning, build credibility, and generate leads that don’t rely on referrals. We dig into the messaging traps most partners fall into, why AI is changing how you show up online, and how to stand out even in the most crowded categories. If you’re serious about scaling in 2025, this is one of the most important marketing episodes you’ll hear. About Erica Hakonson Erica Hakonson is the award-winning CEO and Founder of Maven Collective Marketing, a premier B2B digital marketing agency recognized across North America for its excellence in driving strategic marketing success for Microsoft Partners. With nearly 20 years of experience, Erica has built a powerhouse agency that has earned over 200 awards, including Best Firm to Work With, B2B Agency of the Year and Top Digital Marketing Company. Erica is a results-driven marketing strategist known for transforming complex technology narratives into compelling marketing strategies that elevate brand authority and accelerate revenue growth. Since founding Maven Collective Marketing in 2012, she has led high-impact campaigns for global clients, helping them outperform in competitive B2B markets through data-driven performance, distinctive positioning, and strategic content marketing. A recognized thought leader, Erica is a sought-after speaker on marketing leadership, entrepreneurship, and women in business. She has been featured in The Globe & Mail and honored with titles such as Female Entrepreneur of the Year and SME National Business Awards Editor’s Choice. Resources and LinksMavencollectivemarketing.comErica's LinkedIn profile2024 Microsoft Partner Benchmark ReportSubscribe to Maven Collective Marketing’s LinkedIn Newsletter: Partner Marketing BytesMaven Collective Marketing’s Youtube channel: Maven Collective MarketingErica on ​​Bluesky: ‪@ericahakonson.bsky.social‬Maven Collective Marketing  on Instagram: @mavencollectivemarketingPrevious episode: 609 - RevOps Reimagined: AI, Agility, and the End of Cold Outreach with Jacki LeahyCheck out more episodes of the Paul Higgins PodcastSubscribe to our YouTube channel: <a href="https://www.youtube.com/@PaulHigginsMentoring"...