Partner Marketing Event 2025 Recap
On May 13, 2025, marketing leaders from across the Microsoft Business Applications ecosystem converged on the Hyatt Regency Chicago to participate in the Partner Marketing Event (PME) at DynamicsCon 2025. Now in its third year, PME continues to grow, tripling its attendance from 2024 and solidifying itself as a must-attend event for new insights, thought leader perspective, and exclusive networking in the Microsoft Business Applications ecosystem.
Why PME Stands Out
PME originally emerged from conversations between the teams at MSDynamicsWorld (MSDW), PartnerTalks, and the Dynamics User Group (DUG), about the marketing needs and experiences they saw in the Microsoft Business Applications channel. Unlike most trade shows, where booth sponsors wait for attendees to approach, PME flips the model. Here, the marketers are the ones learning, sharing, and building strategies through engagement with data, content, and community.
This year’s agenda was shaped with input from the first-class selection committee made up of Kelly Mazur (Evenica), Monica Hoyer (emfluence), and Sam Bush (Netstock), and featured some of the most insightful sessions PME has delivered yet.
Key Sessions and Takeaways
1. Microsoft Keynote: Marketing in the AI Era
Microsoft senior product marketing manager Anne Krupke opened by sharing her view on how partners can leverage co-marketing programs in a world increasingly shaped by AI. Her session highlighted new resources, programs, and alignment opportunities that can help marketers do more with Microsoft’s ecosystem.
2. MSDW Survey Insights & P2P Strategy
Rick McCutcheon, Jason Gumpert, and Adam Berezin unveiled findings from MSDW’s latest partner marketing performance study. Key topics included sales-marketing alignment, evolving buyer behavior, and the growing influence of AI across digital campaigns.
3. Building Content That Converts
A standout panel featuring Kelly Mazur (Evenica), Sam Bush (Netstock), Susana Ramos (Coffee + Dunn), and Trevor Metcalfe (Resco) tackled the overwhelming demands of content marketing today. The key message: modern B2B buyers, most of whom are millennial or Gen Z, want authenticity, personalization, and frictionless experiences. They also want to consume their informational and educational content in the formats that they are most comfortable with, not in ways that marketers prefer.
📊 Buyers consume an average of 20 pieces of content before filling out a contact form—and 72% of B2B buyers in the ISV space are millennials.
4. Microsoft Partner Benchmarking Report
Erica Hakonson of Maven Collective Marketing presented exclusive findings from their newly released Partner Benchmarking & Insights Report. The session showed how leading Microsoft ISVs and SIs set themselves apart by investing in marketing, embracing AppSource and Azure Marketplace listings, and securing Microsoft designations. Erica also shared unique segment findings just for the Microsoft Business Applications audience, where MSDW was recognized as the top media source for ISVs and partners using digital media—a proud moment for our team.
5. Email CPR: Reviving Your Outreach Strategy
Monica Hoyer (emfluence) and Aimee Keenan (The ISV Society) offered practical guidance on how to boost email performance using AI, segmentation, and timing. Their “CPR” approach to email ensures campaigns stay relevant, valuable, and human.
6. Strategy Isn’t Just for Marketing Campaigns
Alana Ashurst and Scott Rich of DynamicWeb delivered a fresh and motivating session on how Partner Marketing Managers can play a more strategic role in partnership success. They shared how marketers—while not always the ones leading partner relationships—can still make a big impact by supporting their partner teams with creativity, collaboration, and strategic thinking. Moving beyond the standard “campaign-in-a-box” approach, Alana and Scott encouraged attendees to think differently about how they engage with partners to drive stronger outcomes. The session offered fresh ideas and practical advice for marketers looking to elevate their impact and contribute more meaningfully to joint success.
7. ABM: Strategy Beyond Campaigns
Sam Bush (Netstock) and Hannah Horning (ArcherPoint) shared their first-hand experiences in the world of Account-Based Marketing (ABM). They shared basic principles, the lessons they have learned along the way, advanced execution techniques, and tips on how to get started with low-risk techniques. Their message? ABM isn’t just another marketing trend; it’s a long-term strategic investment that requires clear goals, integrated systems, and serious commitment.
8. AppSource Optimization Field Guide & Success Stories
Khaled Nassra of Enki Consulting brought a practical, hands-on perspective to his session on optimizing Microsoft AppSource listings. He walked attendees through smart strategies to boost discoverability—like fine-tuning keywords, sharpening descriptions, and making the most of customer feedback. Drawing on real-world partner experiences, Khaled showed how even small tweaks can lead to meaningful improvements. Whether you’re just getting started with AppSource or looking to take an existing listing to the next level, his session offered clear, actionable advice to help partners cut through the noise and connect with the right customers.
9. Case Studies: The Unsung Hero of Content Strategy
A tactical session led by Mary Miller (PayTrace), Kelly Mazur (Evenica), and Marie Wiese (Marketing Copilot) revealed how to identify, capture, and repurpose customer stories. Case studies were emphasized as one of the most influential content types in the later stages of a buyer’s journey. These expert marketers shared organizational and execution methods and tips to maximize the value of a case study investment beyond the original write-up.
🔍 73% of buyers consider case studies influential in their final decision.
10. Event Marketing Mastery
Sam Bush (Netstock) wrapped up the day with smart, actionable advice for maximizing ROI from events. Her session focused on setting meaningful goals, designing interactive experiences, measuring revenue impact, and building long-term relationships from one-time engagements.
Real-World Impact
Now in its third year, PME has carved out a special role both for the organizing team and the growing audience. Attendees left with practical strategies, lessons from their peers, an expanded network of like-minded professionals, and hopefully renewed motivation for themselves and their teams. Many expressed how PME reenergized their approach to marketing, helping them align more effectively with sales and customer success teams.
💬 “It felt like a reset button—finally, a day just for marketers in the Microsoft space,” said one attendee.
Looking Ahead
As DynamicsCon continues to expand, PME is becoming the go-to companion event for marketers who want to stay ahead in the competitive Microsoft ecosystem. With exclusive MSDW data, peer-led insights, and tactical sessions, PME offers a rare opportunity to explore what’s really working in the field. Whether you’re refining your content strategy, reworking your analytics, or building your first AppSource listing, PME provides the guidance and community to take your next step.
We’re already looking forward to next year—and the continued evolution of this unique event. Stay tuned for 2026 PME announcements and join a community that’s shaping the future of Microsoft Dynamics marketing.
