Michelle Etherton, Communications Manager/Senior Writer

Content Master, Creative Visionary and DIY Fanatic

Michelle Etherton is an accomplished copywriter, creative director and marketing consultant working extensively with technology partners, VARs and ISVs. With a background in IT and Microsoft Dynamics CRM and ERP, Michelle intuitively understands how to translate highly technical topics into compelling content. Her motto? Technology doesn’t have to be stale and boring! It can be fresh, easy and even a little fun.

Numerous organizations within the technology community have successfully leveraged Michelle’s innovation and expertise over the years. Her experience spans a diverse range technologies and industries with a specialized focus on B2B marketing for ERP, CRM, financial management, business intelligence and productivity software. She has led creative teams through a variety of successful marketing projects, including web development and long-term integrated campaigns.

Michelle excels at translating how a company’s products, features and services provide valuable business benefits for their customers. She truly immerses herself in every project and likes to use both parts of her brain– creative and analytical – to help companies improve customer engagement through targeted marketing, actionable messaging and effective design. Beyond her talent for writing, which is insanely awesome, clients appreciate how Michelle gets them from day one. She listens intently to what’s important and has a genuine desire to help them succeed.

A love for creating things (and lots and lots of coffee) keeps Michelle busy whether she’s working hard on your project or refurbishing an old piece of furniture at home. For her, there’s nothing better than transforming something basic into something beautiful. Now that her daughter is in college, and free time is actually an option again, Michelle is fulfilling her mid-life crisis by learning how to play hockey. Until she gets called up by the NHL, you’ll find her working on projects around the house, watching HGTV or enjoying a glass of wine with friends.

“It’s a treat to get to work with so many wonderful people in this industry. We become part of our clients’ team, sharing their challenges, their goals and the rewards of a job well done. There’s never a dull moment around here. Technology and marketing are always evolving and that’s what makes it so fun.”

10 Fun Facts you didn’t know about Michelle…

  1. Nickname:Mickie (not like the mouse or the subject of a hugely popular 80’s song)
  2. Quote: Too many to list. I’m a sucker for a good motivational quote.
  3. Vacation: Would love to visit Hawaii and New Zealand
  4. Drink: COFFEE!, wine and Coke Zero
  5. Candy: Yes, please.
  6. Food: French fries. Really any potato in any fashion is good in my world.
  7. Movie: Sixteen Candles – I just knew I would marry Jake Ryan some day
  8. Childhood Dream: I wanted to be an English teacher, but probably should have been an accountant. I like budgeting.
  9. Addictions: Google and Bing are my best friends. I research EVERYTHING.
  10. Weekend Fun: Sports, good food, hockey, barbeque, shopping, home renovation


Latest Posts
15 Jan 2019

Want to Sell More Software? 3 Reasons to Start Targeting the CMO

Written by: Michelle Glennie, The Partner Marketing Group
With the customer experience driving digital transformation, software partners must shift their sales and marketing approach if they want to sell more software. The CMO is the strategic force behind customer experience and, therefore, an important decision maker for software purchases.
So where should you start? When

Latest Posts
08 Jan 2019

Top 5 Technology Marketing Blogs of 2018

Written by: Michelle Etherton, The Partner Marketing Group
The start of a new year usually brings about countdowns of favorites and chart-toppers over the past year, and marketing is no different! What were the hottest technology marketing trends and topics in 2018?
Based on our top performing articles over the past year, we’ve brought you

Latest Posts
10 Dec 2018

Nurture Marketing Series 4 of 4: Trial Nurture Marketing Campaign Best Practices for B2B Companies

Written by: Barbara Pfeiffer, The Partner Marketing Group
Through this series, you’ve learned what nurture marketing is, how to create a drip nurture campaign to stay top of mind and how to move a prospect through the sales process with trigger based nurture marketing campaigns. Now we will walk through how you can create trial

Latest Posts
10 Dec 2018

Nurture Marketing Series 3 of 4: Trigger Based Campaign / Lead Nurturing Best Practices for B2B Companies

Written by: Barbara Pfeiffer, The Partner Marketing Group
What is lead nurturing? How do you create a trigger marketing campaign? In the past two blogs of this series, I’ve shared the different types of nurture marketing with a deeper dive into drip nurture and now I’ll help you through lead nurture best practices.
As I

Latest Posts
29 Nov 2018

Nurture Marketing Series 2 of 4: Building a Successful Drip Nurture Marketing Plan for B2B Companies

Written by: Barbara Pfeiffer
For part 2 of our nurture marketing blog series, we will discuss in-depth how to create a drip nurture marketing plan for B2B companies.

What is a drip campaign?
As defined in my previous blog, What is Nurture Marketing and Why Is It Important in B2B Marketing?, drip nurture is