In this episode of the MSDW Biz Apps Marketing Minutes podcast, host Adam Berezin speaks with Kelly Mazur, Director of Marketing at Evenica, about how Microsoft partners can build and maintain strong relationships with Microsoft to drive business growth. Kelly shares insights on how Evenica, as both an ISV and SI, balances these relationships, navigates Microsoft’s evolving programs, and aligns marketing strategies with Microsoft’s initiatives. They also discuss the role of relationship-building, co-branded marketing efforts, and staying ahead of Microsoft’s frequent product and program changes.
Key takeaways from this episode:
- Building strong Microsoft relationships
Kelly emphasizes the importance of relationship-building with key contacts at Microsoft, including local office representatives, partner development managers (PDMs), and product marketing teams. By maintaining regular communication and ensuring mutual value in these relationships, partners can create more opportunities for collaboration and visibility. - Aligning with Microsoft’s messaging and initiatives
Staying informed about Microsoft’s latest initiatives is crucial for effective marketing. Kelly suggests leveraging LinkedIn, Microsoft newsletters, webinars, and in-person events to track updates. Evenica also quickly adapts its messaging to align with Microsoft’s language, ensuring relevance and visibility within the ecosystem. - Leveraging co-branded marketing opportunities
Evenica has successfully utilized Microsoft’s co-marketing benefits, including webinars, case studies, and co-branded press releases. Many partners overlook the marketing benefits available in Microsoft Partner Center, but these opportunities can enhance credibility and reach. Working closely with engagement managers within Microsoft can help streamline the process. - Sales and marketing alignment for success
As a small marketing team, Evenica maximizes its impact by maintaining close alignment with its business development team. Daily sales and marketing meetings help ensure consistent messaging, identify key customer pain points, and create highly relevant content. This structure strengthens Evenica’s relationships with both Microsoft and customers.
By fostering a collaborative relationship with Microsoft, staying informed on industry trends, and taking full advantage of co-marketing opportunities, Evenica continues to thrive in the competitive Microsoft partner ecosystem.