Filament

16/07/2026

Personal branding is not a marketing nice-to-have for technology leaders any more.

It is a trust-building tool that has wide-reaching impact.

Brand Messaging Strategist Christopher Melotti argues that executives who leave their LinkedIn presence to corporate marketing are leaving credibility on the table.

In this conversation, he covers why slight imperfection builds more trust than polished content, how time-poor leaders can show up consistently without overhauling their schedule, and where AI use crosses the line from helpful to harmful.

Link in comments.

15/07/2026

A website migration isn't an IT task. It's a revenue event.
Most migration guides read like technical checklists: robots.txt, DNS settings, sitemaps. All necessary. None of it tells you what happens to your pipeline if it goes wrong.
For B2B tech companies, the real risk isn't a traffic dip on a dashboard. It's fewer MQLs, a disrupted sales funnel, and lost revenue that took months to build.

We wrote a guide for tech leaders who need more than a checklist.

It covers:
- The pre-migration groundwork: mapping your "crown jewel" URLs to actual pipeline, not just traffic
- A redirect strategy that protects link equity instead of hoping for the best
- A zero-downtime ex*****on plan, built for teams who can't afford a maintenance window
- Post-launch tracking that ties SEO recovery back to lead capture, not just rankings

A migration handled well doesn't just protect what you have. It becomes the foundation for your next stage of growth.

Read the full framework in the comments.

14/07/2026

Most partners think MDF works one way: submit a proposal, wait for approval, get funded if the numbers add up.

That's only half the picture.

A meaningful share of most vendors' MDF budgets never goes through that process at all. It sits with the Channel Account Manager or Partner Account Manager, released on an ad hoc basis, no formal application required.

The deciding factor isn't the strength of your proposal. It's whether that CAM or PAM trusts you to spend the money well and report back honestly.

This is one of the reasons two partners with identical performance numbers can get very different access to funding. One has built the relationship. One is still working through the paperwork.

We put together a full breakdown of how MDF actually works: the difference between MDF, co-op, rebates, and SPIFFs, the funding structures vendors use, and where discretionary funding fits into all of it.

Discover now 👇👇👇

10/07/2026

Most cybersecurity marketing content gets ignored by the people it's written for.

That's because CISOs, SOC leads and security analysts can spot fluff immediately.

A generic tips actively signal the complexity of their world isn't understood.

Here's a deep dive on what actually works for attracting inbound leads for your cybersecurity services or software company.

Discover how to be found by CISOs and scale your inbound pipeline: https://filament.digital/seo-for-cybersecurity/

06/07/2026

Most organisations still treat cybersecurity as a technical problem. Cecily Rawlinson thinks that framing is part of why they stay vulnerable.

Cecily Rawlinson is the Director of Cyber West Hub, the state government-funded innovation hub hosted by Edith Cowan University that sits at the centre of WA’s cybersecurity sector.

Discover more WA cybersecurity insights: https://filament.digital/cybersecurity-in-western-australia/

Cecily and her team aren't just supporting cyber startups and scale-ups with commercialisation and export opportunities. They're filling gaps in the market.

Students struggling to break into the industry? They run Students of Cyber every month, connecting them with mentors and hiring managers.

Senior citizens getting hit by AI-powered scams? They built Scams and Scones, bringing cyber safety education into community spaces.

Conveyancers. Medical professionals. Career counsellors. Cecily is taking the cyber message to rooms where nobody else is showing up.

She called CyberWest Hub "a convener and a connector." And this is what is making such an impact on the cyber sector in WA.

Read the full article: https://filament.digital/cybersecurity-in-western-australia/

26/06/2026

Most MSP founders have no idea what their business is actually worth.

That gap between assumed value and real market value is widening as M&A activity in the MSP sector accelerates.

Zaun Bhana, Director of MSP M&A at Evergreen, has spent years on both sides of that conversation. This conversation cuts through the noise on valuations, exit readiness, and what the current consolidation wave actually means for MSPs.

Discover all of Zaun's insights: https://filament.digital/msp-consolidation-in-anz/

22/06/2026

Business leaders look to marketing and sales teams to generate, qualify and nurture leads without necessarily considering how or where to find leads.

But these leads don’t just come from anywhere random. The reality is that there are specific lead sources, sometimes called acquisition channels, where leads can come from.

Discover 10 most common B2B lead source channels for your business.

https://filament.digital/lead-sources/

Where do B2B leads come from in 2026? Here are the 10 most common lead sources for your marketing strategy and lead generation.

08/06/2026

Most companies have no idea they're overspending 15 to 30% on IT. Some are even bleeding 50 to 60%!

Joshua Ryder from Procure IT breaks down where the hidden waste sits, why contracts are the first place to look, and what the numbers actually look like when someone finally opens the hood.

Read the full breakdown on our blog. Link in comments 👇