#In this episode of the BizApps Marketing Minutes podcast, host Adam Berezin welcomes Erica Hakonson, Founder and CEO of Maven Collective, to discuss how Microsoft partners can stay competitive in 2025. The conversation explores differentiation strategies, the impact of AI and Copilot, leveraging Microsoft’s partner programs, and the role of AppSource in expanding market reach.
Key highlights from this episode:
- Standing out in the Microsoft partner ecosystem
One of the biggest challenges for partners in 2025 is differentiation. With over 500,000 Microsoft partners globally, those that simply echo Microsoft’s messaging risk blending into the crowd. Erica stresses the importance of defining a unique value proposition, tailoring messaging to specific industries or business needs, and creating proprietary IP or specialized service offerings. She shares a compelling case study of a SharePoint-focused partner who transformed their branding from being just a “SharePoint shop” to positioning themselves as experts in elevating workplace efficiency, resulting in a 120% increase in website conversions. - Aligning with Microsoft’s priorities without losing your identity
While differentiation is key, partners must also align with Microsoft’s direction to maximize opportunities. AI and Copilot are central to Microsoft’s long-term vision, and partners need to integrate them into their solutions. However, instead of just following Microsoft’s messaging, Erica advises partners to frame AI in terms of practical applications that resonate with their customers. She also highlights the Microsoft AI Cloud Partner Program, emphasizing that partners who invest in designations and specializations grow faster and gain more opportunities to collaborate with Microsoft. - The growing importance of AppSource & Microsoft Partner Designations
Erica discusses how AppSource has evolved from a limited marketplace to a critical platform for partners looking to showcase their solutions. Microsoft is continuing to expand its capabilities, making it a valuable tool for ISVs, SIs, and CSPs alike. She emphasizes that designations and specializations are now prerequisites for many opportunities, including participation in marketplaces like AppSource and Azure Marketplace. - AI’s role in marketing and business growth
AI is transforming not just technology, but also marketing strategies. Erica introduces the concept of Answer Engine Optimization (AEO) as a new frontier in digital marketing, requiring partners to rethink how they structure content for AI-driven search engines. She underscores that while AI is a powerful tool for ideation, content creation, and process efficiency, it doesn’t replace human strategy and creativity. Instead, partners should use AI to enhance productivity, automate routine tasks, and uncover new business opportunities.
As partners navigate a rapidly changing ecosystem, Erica’s insights reinforce that success lies in balancing innovation with strategic execution, ensuring that partners not only adapt but thrive in the evolving Microsoft landscape.
Microsoft Partner Resources:
- Mastering AI Content Creation for Microsoft Partner Webinar: https://www.mavencollectivemarketing.com/insights/mastering-ai-content-creation-for-microsoft-partners-webinar/
- MS Partner AI Digital Performance Self-Audit: https://www.mavencollectivemarketing.com/products/digital-audit-self-service/
- 7 Power Moves for AppSource Listing Webinar: https://www.mavencollectivemarketing.com/insights/appsource-tips-webinar/
- Microsoft Appsource Consulting Listing Self-Audit: https://www.mavencollectivemarketing.com/products/microsoft-appsource-listing-self-audit/
- Microsoft AppSource Consulting Listing Best Practices Checklist: https://www.mavencollectivemarketing.com/insights/microsoft-appsource-listing-best-practices-checklist/
- Ultimate MS Partner GTM Copilot Guide: https://www.mavencollectivemarketing.com/insights/microsoft-copilot-guide-for-partners/