April 7-9, 2025
Directions North America 2025
Virgin Hotels Las Vegas
Recognized as the most anticipated partners-only event in the region, Directions NA 2025 promises to skyrocket your business - it's all about Microsoft Dynamics 365 Business Central, its integrations, partnerships, and all the incredible solutions we can offer together as a community!
We look forward to seeing you at Directions North America 2025, April 7-9, at Virgin Hotels Las Vegas.
Register for Directions in 3 simple steps:
- Create Company & Individual Profile
- Purchase Passes & Receive Registration Codes Email
- Register Individual Attendees
Find more information in our Instructions.
04-09-2025
Cracking the Code: How to Speak to Gen Z and Millennial Decision-Makers in 2025
During this session, hear from a diverse panel of marketers, spanning from Gen-X to Gen-Z, who have cracked the code on how to market across generations to drive demand. We'll discuss trust, tech adoption, buyer committees, and how each generation—Gen Z, Millennials, and Gen X—consumes content and approaches the buying cycle differently. We'll also dive into the commonalities, particularly in self-education styles, and the psychology that unites these generations when making purchasing decisions.
Millennials are now 64% of your B2B purchasers and authorized signers. And Gen-Z is entering the workforce ready to make another splash, on top of the millennial raise during COVID. Something you need to be thinking about in 2025 is how to speak to these audiences and track the metrics that matter through your marketing strategy.
Speakers:
Jacob Pepper
Business Development Manager - Fidesic
Jacob Pepper is a Business Development Manager at Fidesic, passionate about bridging generational gaps in B2B sales and marketing. As a member of Generation Z with two years of experience in the Microsoft Dynamics channel, Jacob offers a fresh perspective on how younger generations consume content, adopt technology, and make purchasing decisions.
In his current role, Jacob builds relationships with clients and partners to drive the adoption of Fidesic's AP automation solutions. A recent alumnus of Michigan State University Jacob is particularly excited about Gen Z's integration into the professional workforce. He is dedicated to helping leaders adapt to the evolving work styles and expectations of Gen Z employees as they increasingly shape decision-making and leadership in the years ahead.
Jacob Pepper
Business Development Manager - Fidesic
Jacob Pepper is a Business Development Manager at Fidesic, passionate about bridging generational gaps in B2B sales and marketing. As a member of Generation Z with two years of experience in the Microsoft Dynamics channel, Jacob offers a fresh perspective on how younger generations consume content, adopt technology, and make purchasing decisions.
In his current role, Jacob builds relationships with clients and partners to drive the adoption of Fidesic's AP automation solutions. A recent alumnus of Michigan State University Jacob is particularly excited about Gen Z's integration into the professional workforce. He is dedicated to helping leaders adapt to the evolving work styles and expectations of Gen Z employees as they increasingly shape decision-making and leadership in the years ahead.
Kate Coffey-Bacon
VP of Marketing and Events, US Transactions Corp
Kate Coffey-Bacon brings over two decades of marketing experience, blending creativity, strategy, and relationship building. Before joining UST, she thrived in fast-paced marketing agencies, working with diverse clients—including her favorite, a designer of shoes for working women. Through this and other roles, she mastered crafting messages that resonate with startups and established brands alike.
Known for her expertise in brand development and problem-solving, Kate turns challenges into actionable solutions. She leverages data-driven insights while using creativity to design impactful campaigns. As UST's graphic design guru and word wizard, she merges artistic talent with strategic thinking.
A University of West Florida graduate in Public Relations and Marketing, Kate is a lifelong learner who loves music, coffee, and storytelling. She's passionate about helping organizations build connections, elevate brands, and achieve goals through innovative marketing strategies.
Kate Coffey-Bacon
VP of Marketing and Events, US Transactions Corp
Kate Coffey-Bacon brings over two decades of marketing experience, blending creativity, strategy, and relationship building. Before joining UST, she thrived in fast-paced marketing agencies, working with diverse clients—including her favorite, a designer of shoes for working women. Through this and other roles, she mastered crafting messages that resonate with startups and established brands alike.
Known for her expertise in brand development and problem-solving, Kate turns challenges into actionable solutions. She leverages data-driven insights while using creativity to design impactful campaigns. As UST's graphic design guru and word wizard, she merges artistic talent with strategic thinking.
A University of West Florida graduate in Public Relations and Marketing, Kate is a lifelong learner who loves music, coffee, and storytelling. She's passionate about helping organizations build connections, elevate brands, and achieve goals through innovative marketing strategies.
Mary Miller
Director, Marketing - PayTrace; B2B Technology; Dynamics Community
Having been in B2B technology for 25+ years, Mary truly enjoys helping customers, partners, and team members overcome challenges and achieve their growth goals. My passion for B2B tech marketing in the financial sectors began when I experienced first-hand the challenges related to manual, inefficient processes faced by many back-office teams at small and mid-sized companies. Having started in the Dynamics community as a GP user, I love seeing the relationships and partnerships continue to grow!
Mary Miller
Director, Marketing - PayTrace; B2B Technology; Dynamics Community
Having been in B2B technology for 25+ years, Mary truly enjoys helping customers, partners, and team members overcome challenges and achieve their growth goals. My passion for B2B tech marketing in the financial sectors began when I experienced first-hand the challenges related to manual, inefficient processes faced by many back-office teams at small and mid-sized companies. Having started in the Dynamics community as a GP user, I love seeing the relationships and partnerships continue to grow!
Sam Bush
Experienced B2B Marketer with 9 Years in the Channel
Senior B2B Marketer with a deep understanding of holistic marketing strategies and tactics. With a focus on sales enablement, content strategy, partner marketing, and demand generation, I pride myself on telling stories and creating experiences for every step in the buyer's journey. I a firm believer in out-of-the-box thinking when it comes to amping up your marketing game and I love to bounce ideas around with marketing peers.
Sam Bush
Experienced B2B Marketer with 9 Years in the Channel
Senior B2B Marketer with a deep understanding of holistic marketing strategies and tactics. With a focus on sales enablement, content strategy, partner marketing, and demand generation, I pride myself on telling stories and creating experiences for every step in the buyer's journey. I a firm believer in out-of-the-box thinking when it comes to amping up your marketing game and I love to bounce ideas around with marketing peers.