In this episode of Train to Gain, Erin Raitt and Katie Merrill sit down with Amy Bailey, founder of Unusually Unusual Consulting and co-founder of the Channel Marketing Association. Together, they dive into the art of making the most of channel events, MDF spend, and personal branding strategies that keep you top of mind long after the conference ends.

What You’ll Hear

• The story behind the name Unusually Unusual Consulting—and how a Lonestar song inspired Amy’s brand.
• Amy’s three focus areas: large-scale events, partner websites, and strategic channel marketing consulting.
• Practical strategies for securing and re-securing MDF funding by proving ROI.
• Tips for maximizing event investments before, during, and after the conference.
• A fun look at swag that actually works—yes, reader glasses and pillboxes made the list!

Key Takeaway

Success in channel marketing isn’t just about showing up, it’s about planning intentionally, following up with purpose, and leaving behind something memorable. From pre-event networking to post-event ROI reporting, Amy shares actionable strategies to turn one-time sponsorships into lasting partnerships.

Call to Action

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Hello everyone, and welcome back to the next episode of Train to Gain with B-Lynk. I’m Erin Raitt, here with Katie Merrill.

We have another guest today, which is super exciting—Amy Bailey from Unusually Unusual Consulting. Am I saying that right?

You are! Our tagline is Expect the Unexpected, which I think will come into play in this conversation about all the amazing things happening in the channel.

Before we get into your official intro, I have to ask—Unusually Unusual Consulting comes from a song, right?

It does. It’s from an old Lonestar song. The first line is, “She introduced herself as Amy, said call me Caroline for short…” and it goes on to talk about all the ways she’s unusually unusual.

When I started my business, I didn’t want a generic name like “Bailey Consulting.” I wanted something unique. At first, I thought the name might already be copyrighted or the URL wouldn’t be available—but none of that was true.

And fun fact—if you go to my website, you’ll see that Catherine actually reached out to Lonestar and got them to record a Cameo saying how cool it was that I named my company after their song. It all just fell into place.

Though I will say, I never thought I’d have to spell “Unusually Unusual” so many times! The U’s and S’s trip people up. But it’s been fun.

I love that story, and it ties perfectly to the work you do—never boring. Amy Bailey is not boring!

Amy, we’ll let you introduce yourself and share a little about your background. But first, I just want to say how much I appreciate you. We only met earlier this year, but you immediately took me under your wing. You encouraged me to go to Channel Partners, join the Coaching Café, and introduced me to so many people in the channel community.

Because of you, my network has grown tremendously. So, we are thrilled to have you here to talk about Unusually Unusual Consulting—and of course, your role as co-founder of the Channel Marketing Association.

Thanks for having me! Like you said, I founded Unusually Unusual Consulting three years ago—we just celebrated our third birthday. We focus on three main areas: Large-scale events in the IT channel—conferences, President’s Clubs, Partner Advisory Councils, and more.

Websites for partners. My dad was a partner in the channel, and marketing was always the last thing on his list. We help partners put their best foot forward with great websites.

Strategic marketing consulting for suppliers selling into the IT channel. That includes helping with MDF—how to give it out, how to use it, and how to get ROI from it.

It keeps us busy, but it’s a lot of fun.

And I’ll just add—at the Coaching Café, you had a literal line of people waiting to meet with you. You’re so strategic and tied into the channel. It was like, “Take a number for Amy Bailey.”

[laughs] Well, I try! But seriously, it’s about being intentional, which ties right into what you wanted to ask me about—MDF.

Yes. MDF is a huge topic. What really moves the needle when it comes to MDF spend?

It all comes down to having a plan.

If you’re a partner asking a supplier for funding, you need to show how you’ll use it and what’s in it for them. Getting MDF once is fairly easy. The real test is getting it a second time. That’s where you need to prove ROI.

Set clear expectations up front. For example, if you’re hosting a lunch-and-learn, agree on the number of attendees and how the supplier will participate—whether that’s a speaking spot, a demo, or something else.

And if only six people show up instead of 15, that’s okay. Make the most of it, but also follow up. Email the no-shows, set up demos, and prove to the supplier that you still delivered value.

The goal is to make them feel like a true partner, not just a sponsor writing a check.

That ties so well into your tagline—Expect the Unexpected. You might plan for 15 attendees, but only six show up. Having a plan for the unexpected is key.

Exactly. People live and die by their calendars. So, make sure your event is on their calendar. Don’t just rely on Eventbrite confirmations—send calendar invites, text reminders, and follow-ups.

And after the event, go back to the supplier three months later. Show them the deals that came from it or where those leads are in the pipeline. That’s what builds long-term trust and partnership.

I love that. I remember you and Catherine Rose talked about this at the Channel Marketing Association event—how to maximize the value of industry conferences and sponsorships.

Right. There are three parts: pre-event, during the event, and post-event. Pre-event: Use the event app to see who’s attending. Schedule coffee meetings ahead of time. Start filling your calendar before you even arrive. During the event: When you meet someone, connect on LinkedIn immediately with a personalized note. Don’t wait two weeks—that’s when connections go stale. Post-event: Follow up quickly and personally. Mention something specific from your conversation so they remember you. That’s how you turn a quick chat into a long-term relationship.

And yes—always personalize LinkedIn invites. On mobile, it takes extra clicks, but it’s worth it. That little detail makes you memorable.

Great point. And such a good tip for mobile LinkedIn invites—it’s easy to skip, but so important.

Amy, you are a pro. These tips are gold.

One last thing—swag. Please, no more “trinkets and trash.” Instead, leave behind something intentional that ties to your brand.

My favorite example? Reader glasses. The channel is full of people over 40, and no one wants to admit they need them—but they do! I ordered 300 pairs in different strengths, and they were gone instantly. People still talk about it.

That’s the kind of swag that sparks conversations and keeps you memorable.

Yes! And your swag is always the best. At CMA, you had those clever little travel pillboxes for vitamins or Advil. Functional, memorable, and perfect.

Thank you! I still have extras if anyone needs one. [laughs]

Well, on that note—we’ll wrap up on great swag ideas.

Amy, thank you so much for joining us today. And thank you to our listeners for being here for another episode of Train to Gain.

Check out Unusually Unusual Consulting and all the amazing work Amy is doing in the channel.

Thanks everyone—have a great day!

Thanks! Hope to see you on the road soon.