“Partnering with people who specialize in the product. So for us that was Microsoft MVPs. They would create demos of the product which was a highly targeted audience. Someone could stumble across it 2 years later and become a customer.”

Partner With Niche Influencers to Plant Long-Tail Marketing Seeds

Instead of broad advertising, Thomas seeded product demos through Microsoft MVPs — credible insiders whose content surfaces in niche search results years later. Each demo video functions as a long-lived acquisition channel that keeps paying back long after the collaboration cost. This 'plant seeds' framing reframes marketing spend as an investment with compounding ROI rather than a recurring expense.