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In this video, we talk about how Coffee + Dunn used MSDW to reach the Microsoft ecosystem for the first time and why their positioning resonated early. The New to MSDW Award celebrates their strong initial performance and ability to generate engagement quickly as a new presence on the platform.

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Here are three key takeaways from their conversation:

• Partners must shift from reactive to proactive engagement:
  Rick emphasizes that many partners still wait for customers to express a need instead of proactively advising on long-term digital transformation goals. To succeed today, partners need to conduct regular account reviews, share relevant updates, and serve as true advisors—not just resellers. Sharing Microsoft and industry news more frequently with customers is one easy way to add value and stay top-of-mind.
• Thought leadership and specialization build credibility:
  Both Rick and Adam agree that partners need to find their niche—whether it’s an industry or a solution area—and consistently create content to establish themselves as thought leaders. Rick suggests using LinkedIn, content syndication platforms like MSDW, and co-branded campaigns to reinforce expertise. A six-month campaign focused on a specific vertical or solution can yield strong, measurable results.
• ISVs and partners need to co-sell and co-market smarter:
  ISVs often initiate co-selling, but Rick encourages partners to be more strategic about bundling ISV solutions and running joint campaigns. Creating bundled offerings tailored to verticals, listing them on AppSource, and co-marketing them with trusted ISV partners can significantly accelerate pipeline. But success requires trust, clear communication, and coordinated execution between marketing and sales teams on both sides.

The post Biz Apps Marketing Minutes, Episode #16: Channel Sales Insights with Microsoft MVP Rick McCutcheon appeared first on MSDW Marketing.

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.

The post Biz Apps Marketing Marketing Minutes, Episode #15: Keys for Building Strong Microsoft Relationships with Kelly Mazur appeared first on MSDW Marketing.

Key takeaways from this episode:

• AI and marketing automation should enhance, not replace, human connections
  AI and automation tools are valuable for analyzing customer behavior and predicting next steps, but businesses must ensure that messaging remains personal. By combining zero-party data (customer-provided) and first-party data (user behavior analytics), companies can deliver timely, relevant content that resonates with their audience. Monica emphasizes that AI can be used to draft email nurtures or analyze buyer journeys, but human oversight is essential to ensure brand alignment and accuracy.
• Aligning CRM and marketing automation bridges the sales-marketing gap
  One of the biggest challenges for many organizations is the disconnect between marketing and sales teams. Marketing automation platforms should integrate with CRM systems to provide a unified view of customer interactions. This ensures sales reps aren’t duplicating efforts or sending irrelevant content, leading to a more seamless customer experience. AI-powered tools like Microsoft Copilot could play a key role in automating data capture and note-taking, making it easier for sales to stay informed without extra administrative work.
• First-party data is the future of digital marketing
  With third-party cookies disappearing, businesses need to shift their focus to capturing and utilizing first-party data effectively. Monica suggests progressive profiling, where companies collect small amounts of data over time rather than overwhelming users with long forms. Emfluence’s marketing automation platform helps businesses track and leverage website behaviour, content engagement, and user preferences to refine their marketing strategies.
• Omnichannel marketing requires consistency
  Effective marketing isn’t just about being everywhere—it’s about ensuring a consistent voice and messaging across all channels. Whether through email campaigns, paid ads, website content, or in-person events, businesses should maintain a unified brand presence. Monica highlights the 80/20 rule—80% of marketing efforts should focus on proven channels, while 20% should be experimental to test new opportunities.

The post MSDW Biz Apps Marketing Minutes, Episode #14: Maintaining a Human Touch in AI-Driven Marketing with Monica Hoyer appeared first on MSDW Marketing.

Key takeaways from the conversation:

1. How SIs evaluate and select ISV partners
   Amanda explains that selecting ISV partners goes beyond just technical compatibility. The evaluation process is led by the product and sales teams, ensuring that solutions align with customer needs and business goals. She emphasizes the importance of ISVs demonstrating customer satisfaction, industry expertise, and seamless integration. A single negative customer experience can lead to reconsideration of a partnership, making ongoing value delivery essential.
2. The role of marketing and thought leadership
   While product fit and support are key in ISV selection, marketing plays a critical role in differentiation. Amanda highlights that customers today self-educate extensively before engaging in sales conversations, making thought leadership an essential factor. Successful ISVs invest in co-marketing efforts, such as joint case studies and lead generation initiatives, to foster strong, mutually beneficial relationships.
3. Successful ISV partnerships in action
   Amanda shares examples of impactful ISV collaborations, such as @Celigo for Amazon integrations in the distribution industry and iSolutions, which excels in customer advocacy. These ISVs stand out by actively engaging in co-marketing and providing ongoing support rather than simply expecting lead referrals. The best ISV partnerships function as a two-way street, with both parties working together to drive customer success.
4. The growing role of AI in ISV solutions
   AI is an emerging force in ISV solutions, and while many SMBs are still in the early stages of adoption, AI-driven efficiencies will provide a competitive edge. Amanda stresses that ISVs need to not only integrate AI into their solutions but also educate partners and customers on its practical applications and ethical considerations. She also highlights the increasing importance of sustainability and corporate ethics in vendor selection.

ISVs looking to thrive in the Microsoft ecosystem must stay at the forefront of innovation, maintain a strong customer-centric approach, and consistently demonstrate clear ROI to their partners.

Watch the full episode to dive deeper into these insights.

The post Biz Apps Marketing Minutes, Episode #13: ISV & VAR collaboration, with Amanda Sherry of Western Computer appeared first on MSDW Marketing.

Key highlights from this episode:

1. 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.
2. 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.
3. 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.
4. 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/

The post Biz Apps Marketing Minutes, Episode #12: Partner Readiness for 2025 with Erica Hakonson appeared first on MSDW Marketing.

Key highlights from this episode:

1. The role of trust in building relationships

   Trust is the cornerstone of the Microsoft channel, which thrives on relationships and community-driven interactions. Beth explains how TrueCommerce builds trust by focusing on a humanized, person-to-person approach rather than a company-to-company dynamic. By connecting authentically, they establish credibility and ensure that partners and customers feel confident in their ability to deliver effective solutions.

2. Innovative marketing strategies for building credibility

   TrueCommerce uses creative marketing strategies to engage with the ecosystem and establish its brand. From sponsoring the memorable puppy snuggle booth at Community Summit to branding with rubber ducks that now appear across EMEA, these innovative tactics create memorable interactions. Additionally, the team positions their channel managers as thought leaders and subject matter experts, ensuring they remain visible, credible, and approachable to partners and users alike.

3. Leveraging partner advocacy

   Transparency and consistent communication are central to TrueCommerce’s partner relationships. Beth highlights how their team keeps partners informed at every stage of the customer journey, ensuring that they remain in the loop on leads, deal progress, and outcomes. This openness reinforces trust and underscores their commitment to collaborative success. Beth also emphasizes the importance of partner advocacy, which TrueCommerce has cultivated by fostering strong relationships. Partners who trust and value TrueCommerce’s solutions often advocate for them across the ecosystem, introducing them to new opportunities and relationships. This network effect further amplifies their reputation and positions them as a reliable, go-to ISV.

4. Overcoming challenges in a competitive space

   With competitors offering similar solutions, TrueCommerce differentiates itself not just with technology but also with established relationships and a proven track record of delivering positive outcomes. Open communication about product performance, customer support, and ecosystem collaboration helps build confidence among partners and users.

This episode provides invaluable insights into how ISVs can build and maintain trust and credibility with partners and end users in the Microsoft channel. Beth highlights the importance of relationship-building, innovative marketing strategies, and transparent operations as foundational elements for success. She also discusses True Commerce’s commitment to enhancing credibility through the MSDW ISV Verification Program, which validates their reputation through third-party validation, customer interviews, and scoring. This initiative underscores their dedication to being a trusted and reliable partner.

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]]> https://msdwmarketing.com/video/msdw-marketing-minutes-episode-10-partner-marketing-team-building-and-strategies-with-sam-bush/ Fri, 17 Jan 2025 17:56:33 +0000 https://msdwmarketing.com/?post_type=video&p=3869 In this episode of the Biz Apps Marketing Minutes podcast, Adam sits down with Sam Bush, Partner Marketing Director at NetStock and host of the Ambush On Air podcast. With her extensive experience in the Microsoft ecosystem, Sam shares her journey from a creative arts background to becoming a marketing innovator, offering actionable insights into […]

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]]> In this episode of the Biz Apps Marketing Minutes podcast, Adam sits down with Sam Bush, Partner Marketing Director at NetStock and host of the Ambush On Air podcast. With her extensive experience in the Microsoft ecosystem, Sam shares her journey from a creative arts background to becoming a marketing innovator, offering actionable insights into partner marketing, team building, and the evolving dynamics of the Microsoft channel. Sam also critiqued outdated partner program models, suggesting that the future lies in integrating business development with marketing functions for a hybrid, relationship-focused approach. Takeaways summary:
• Start small, think big: When building a partner marketing team, prioritize hiring curious, adaptable professionals who can balance strategy and execution. Focus on roles like content strategists and product marketers to lay the foundation for scalability.
• Leverage regional expertise: Assign partner marketing roles by region or ERP to align with local market needs and provide better support for partners and users.
• Be innovative and disruptive: Stand out in a crowded marketplace with creative campaigns and content that prioritize the needs of partners and users over self-promotion.
• Future of partner marketing: The role is evolving into a hybrid function that blends marketing and business development, emphasizing engagement, relationship-building, and co-marketing opportunities.

This episode is a treasure trove of insights for marketers navigating the Microsoft ecosystem. Sam’s innovative approaches to partner marketing and team building offer actionable strategies to improve engagement and drive success. To hear more about her journey and tips for scaling partner marketing, check out the full episode of the Biz Apps Marketing Minutes podcast. Learn more:

• Ambush On Air: https://open.spotify.com/show/40sb0D8…
• MSDW Marketing: https://msdwmarketing.com

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