Biz Apps Partner Podcast: Candyce Edelen on Generating Quality Leads Through Thought Leadership

Welcome to the “Biz Apps Partner Podcast,” a weekly video series designed to decentralize intelligence about how partners can scale their Microsoft practice by having short, to the point discussions with Microsoft leaders in product, engineering, marketing, partner management, programs, and more.

In episode 25, John Siefert is joined by Candyce Edelen, President/CEO, PropelGrowth, to discuss the importance and value of thought leadership, how it can be applied to generate quality leads, and she teases her session at the upcoming Biz Apps Partner Marketing Workshop, taking place on Sunday, October 13th.

This episode is brought to you by two events: the Biz Apps Partner Marketing Workshop, taking place on October 13, at Community Summit North America 2024, and the Biz Apps Partner Summit, taking place July 23-24, 2025 in Seattle, Washington.

Key Takeaways

• Overview: Candyce helps people in the Microsoft channel use LinkedIn and other methods like workshops and webinars for business development. Her approach focuses on organic, human-to-human interactions to generate long-term leads and build sustainable business strategies, rather than short-term gains.
• Thought leadership: The importance of thought leadership and consistently sharing the value of your organization on channels like LinkedIn is something Candyce emphasizes. She advocates for a human-to-human approach, prioritizing effectiveness over efficiency, and focusing on generating quality leads rather than scaling up indiscriminately. This directly ties into her session at the Biz Apps Partner Marketing Workshop, taking place on Sunday, October 13.
• Biz Apps Partner Marketing Workshop session: During her session at the Biz Apps Partner Marketing Workshop, “How to Improve Lead Gen Results with Thought Leadership,” Candyce will explain how and why thought leadership doesn’t require grand gestures; it’s about solving specific problems for your target audience and sharing those experiences. By focusing on detailed, real-world examples, users can create compelling content that resonates with their audience and builds trust.
• What to expect: During the session, Kevin Pritchard and Jacob Pepper from Fidesic AP will present a case study on using thought leadership and AI in AP automation to generate business and convert leads into opportunities. Additionally, Phil Donaldson will discuss creative ways to visually showcase these stories to attract more attention.
• Register: Register for the Biz Apps Partner Marketing Workshop today, and take advantage of the special promotion, running through September 27th, and get two standard passes for $799.

Stream the audio version of this episode here: