DynamicsCon 2025
The Partner Marketing Event
This event is ticketed separately from DynamicsCon registration.
Join the team behind MSDynamicsWorld (MSDW), PartnerTalks, and DUG, along with a lineup of top experts from the Microsoft Business Applications ecosystem, for an exclusive Partner Marketing Event at DynamicsCon on May 13, 2025, in Chicago, IL. Discover marketing strategies driving success in the Dynamics and Power Platform channel, network with peers, and gain insights from Dynamics marketing experts. Explore exclusive data on Dynamics content consumption, solution research, buyer attitudes, and sales and marketing tactics delivering the best results. Plus, hear from channel veterans on how VARs and ISVs can maximize their partnerships.
Home to the Dynamics Marketers
PME 2025 Slide Decks
Rick McCutcheon, Jason Gumpert, Adam Berezin– MSDW’s Marketing Performance Survey and P2P Strategy Discussion
Rick McCutcheon, Sam Bush, Kelly Mazur, Susana Ramos, Trevor Metcalfe– Expert Panel Discussion; The Importance of Educational Content in the Buying Process
Erica Hakonson– Benchmarking Success for SIs and ISVs in the Microsoft Ecosystem
Monica Hoyer & Amiee Keenan– Email CPR: Personalization, AI, and Tactics to Resuscitate Your Clicks and Conversions
Alana Ashurst & Scott Rich– Strategy Isn’t Just for Marketing Campaigns
Kelly Mazur, Susanna Tarrant, Mary Miller, Marie Wiese – Case Studies: The Content Strategy You Can’t Ignore
Khaled Nassra – AppSource Optimization Field Guide & Success Stories
Sam Bush & Hannah Horning – ABM: When, Why, and How to Invest Smartly
Sam Bush – Event Marketing Mastery: Turning Conferences into Revenue Generators
The PME 2025 Agenda
Anne Krupke
Join us in this Microsoft keynote to hear about the current state of BizApps Marketing. We will talk about current hot topics, high level messaging and share resources for partners to help you make sure you're getting the most out of your Microsoft relationship from sales and marketing materials to partner programs and more.
Anne Krupke
Rick McCutcheon, Jason Gumpert, and Adam Berezin
In this session, join 11-time Microsoft Business Applications MVP Rick McCutcheon and MSDW Editor Jason Gumpert as they examine findings from MSDW’s latest Partner to Partner Marketing Performance Survey. We will dive into key survey findings to benchmark • buyer journey and attitudes • trends influencing sales and marketing performance • marketing and sales alignment strategies • trade shows, digital events, content marketing, privacy, and the evolving impact of AI. This will be followed by an engaging group discussion, where you can actively participate and share your insights on these findings and strategies for SI and ISVs to work better together in 2025.
Rick McCutcheon
As an 11-time Microsoft Dynamics MVP (CRM) and a Certified Sales Professional, I take great pleasure in sharing my knowledge and expertise with others, contributing to the growth and success of the Dynamics 365 community. I host PartnerTalks.com, a weekly LinkedIn interview show where I chat with Business Executives from the Microsoft Community about their insights, ideas, and best practices. PartnerTalks.com has surpassed 230 episodes and is now in its 5th year of production, attracting a global audience eager to learn from experts on the latest trends and innovations in the industry.
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Adam Berezin
Adam Berezin is a co-founder of MSDynamicsWorld.com (MSDW) and has served as CEO since its inception in 2008. Adam is responsible for the strategic direction of the company, overseeing all business development efforts, and the creation of ISV and partner demand generation programs. In 2009, Adam created the first virtual trade show for the Microsoft Dynamics ERP and CRM community, Decisions, which ran for several years and grew to 55 sponsors and more than 3,000 attendees from 128 countries.
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Rick McCutcheon, Sam Bush, Kelly Mazur, Susana Ramos, and Trevor Metcalfe
Business applications buyers spend up to 80% of their time researching cloud-based solutions before they engage with a Microsoft Partner or ISV Seller. This emphasizes the importance of business development teams leveraging an educational nurture program that supports these prospects throughout their buying research process. We have assembled a panel of expert marketing leaders where you will learn how to connect with and influence the modern technology buyer effectively. Our fast-paced session covers the following topics: Session Outline • A review of the role of content from the MSDW buyer and partner surveys • What types of content do end-users consume in each buyer journey stage: awareness, consideration, and decision? • The importance of social media, email marketing, and SEO in effectively reaching technology buyers. • How can you align your sales process with how customers consume content? • Tips for creating impactful and persuasive content. • Audience Q&A
Rick McCutcheon
As an 11-time Microsoft Dynamics MVP (CRM) and a Certified Sales Professional, I take great pleasure in sharing my knowledge and expertise with others, contributing to the growth and success of the Dynamics 365 community. I host PartnerTalks.com, a weekly LinkedIn interview show where I chat with Business Executives from the Microsoft Community about their insights, ideas, and best practices. PartnerTalks.com has surpassed 230 episodes and is now in its 5th year of production, attracting a global audience eager to learn from experts on the latest trends and innovations in the industry.
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Sam Bush
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. I've had the privilege of being in the channel for over seven years!
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Kelly Mazur
At Evenica, Kelly leads the marketing strategy, Microsoft partnership, and brand alignment. Through strategic marketing planning she is articulating Evenica’s value of offerings, managing alliances and driving channel partnerships. Kelly oversees Evenica’s Microsoft partner strategy which includes understanding Microsoft programs and go-to-market approach, and how Evenica aligns itself to that momentum. Kelly's current focus is creating industry-specific sales plays and related content, to drive Dynamics 365 and Power Platform engagement for her sales team.
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Susana Ramos
Susana leads Coffee + Dunn's Managed Services division, linking GTM strategy to impactful operational solutions. She puts her 15+ years of marketing experience to work helping clients get the most value out of their martech stack, architecting efficient processes and crafting omnichannel campaigns that accelerate pipeline growth + increase attributable revenue.
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Erica Hakonson
What separates top-performing Microsoft SIs and ISVs from the rest? Dive into our exclusive Microsoft Partner Benchmarking & Insights Report to uncover proven actionable strategies that drive growth, optimize Microsoft incentives, and secure your market position. Whether you're navigating industry challenges or seizing emerging opportunities, this session will equip you with the tools to thrive in the competitive tech landscape. Key Topics: - What Top Performers Are Doing Differently: Learn the distinct behaviors, programs, and resources that leading SIs and ISVs use to dominate the market. - Making the Most of Microsoft Programs: Discover how partners are leveraging co-sell opportunities, AppSource visibility, and marketing incentives to amplify their impact. - Cultivating Community Connections: See how engagement with Microsoft communities and partner events can drive innovation and accelerate growth.
Erica Hakonson
Erica Hakonson, founder of Maven Collective Marketing, has guided her team to over 160 industry awards, earning accolades such as PR Daily’s B2B Agency of the Year and MarTech Outlook's Top Digital Marketing Company. Celebrated for championing women in tech, Erica has been honored as the Female Entrepreneur of the Year and recognized among the 2024 Top 50 Women We Admire in Marketing and Tech, also featuring in The Globe & Mail. With nearly two decades of expertise in tech, Erica’s leadership has positioned Maven Collective as a forefront of digital marketing innovation.
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Monica Hoyer and Amiee Keenan
Email isn’t dead, but stale strategies leave open rates gasping for air. This powerhouse session combines the art of crafting engaging, high-performing emails with the science of personalization and AI-powered strategies. Learn how to breathe life into your campaigns with actionable insights, dynamic personalization, and content that resonates. Discover how to: Diagnose what’s killing your open and click-through rates. Use AI and segmentation to send the right message at the right time. Craft irresistible subject lines and content that speaks directly to your audience 3 Learning Objectives: Rescue Your Metrics with Data-Driven Insights and AI: Learn how to analyze email metrics and leverage AI tools to identify opportunities, predict audience behavior, and optimize send times for better opens and clicks. Personalize with Purpose: Master advanced personalization and segmentation strategies—using real-time data and automated workflows to deliver tailored, impactful messages that drive results. Create Content That Converts: Discover how to craft compelling subject lines, visuals, and body content that spark curiosity, foster trust, and move readers to action.
Monica Hoyer
I am a marketing executive and coach specializing in growing B2B SaaS companies. I thrive on leading experienced marketers to drive the business forward and execute strategy. Expertise in messaging, lead generation, product marketing, email, and sales enablement. I make strategic decisions based on data and testing. At my core, I am a collaborative and decisive leader who excels in a fast-paced environment.
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Amiee Keenan
Amiee Keenan has a diverse background with a variety of roles over the years. Since 1999, she has focused channel sales, partner marketing, business development and more. She is the marketing guru focusing on partner programs, event planning, content creation, goal setting and strategy. She's always got her creativity hat on, coming up with new ways and ideas to make an impact and bring content to life. When Amiee is not working, she is working out, spending time with family and her dog Duke, traveling to warmer clients, reading books, and enjoying life.
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Alana Ashurst and Scott Rich
As Partner Marketing Managers, we can be very focused on the marketing elements of our role and not the partner function. Although we may not be the individuals taking the lead on partnerships, we still have the opportunity to help nurture these relationships by being creative and strategic, supporting our partner team, and inevitably helping ourselves to have more successful marketing campaigns. In this session, we will dive into how partner marketing managers can enhance their roles past the rinse-and-repeat "campaign-in-a-box" and bring the results their team desires.
Alana Ashurst
As the Partner Marketing Manager at DynamicWeb, Alana Ashurst manages the marketing side of strategic partnerships, executing innovative campaigns that generate leads and build customer loyalty. With a background in B2B events, Alana brings expertise in creative ideation, business development, and community-building. Her passion for tech and building community, along with her experience, enhances her ability to drive impactful partnerships and marketing initiatives at DynamicWeb.
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Scott Rich
Scott has 4 decades of experience in the business applications market including both global and entrepreneurial start-ups, serving in leadership roles in sales and marketing, professional services, strategic alliances, channel management and product management. As the Director of Marketing, Scott is tasked with growing DynamicWeb’s presence and scale in the North American market, delivering marketing strategies and programs to position the company as the premier eCommerce solution provider in the Microsoft Dynamics community.
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Kelly Mazur, Susanna Tarrant, Mary Miller, and Marie Wiese
In this panel discussion we'll uncover how various marketers utilize case studies to drive website traffic, convert browsers into prospects and support the sales cycle. Attendees will learn: - How to spot great customer stories within your organization - How to ask customers for case studies, and how to use un-named use cases as an alternative - Best practises for preparing your customer - Interview tactics, hardware & software tips and templated questions - An inside look at the most efficient editing process - How to leverage a completed case study by creating additional content pieces - Asking your customer to join you at public speaking engagements
Kelly Mazur
At Evenica, Kelly leads the marketing strategy, Microsoft partnership, and brand alignment. Through strategic marketing planning she is articulating Evenica’s value of offerings, managing alliances and driving channel partnerships. Kelly oversees Evenica’s Microsoft partner strategy which includes understanding Microsoft programs and go-to-market approach, and how Evenica aligns itself to that momentum. Kelly's current focus is creating industry-specific sales plays and related content, to drive Dynamics 365 and Power Platform engagement for her sales team.
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Susanna Tarrant
Susanna Tarrant is the Director of Microsoft Partner Success at Marketing Copilot. A skilled project manager and marketing strategist, she leads automation and revenue ops initiatives that turn leads into pipeline. With deep experience across multiple platforms, Susanna drives measurable results for Microsoft Partners and tech companies.
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Mary Miller
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!
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Marie Wiese
Marie Wiese is a marketing strategist and founder of Marketing Copilot®. She is a Microsoft AI MVP and host of the international podcast, Women Talk Tech. Marie has worked in the technology sector for 30 years and focuses on marketing automation/CRM and the digital transformation of the sales and marketing functions. Marie has worked in the Microsoft channel for 10 years and helps Microsoft partners, ISVs and customers build demand generation programs for their organizations.
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Khaled Nassra
In this session, we’ll dive into proven optimization techniques and practical guidance for positioning your solution for success in AppSource. Learn how to enhance your product’s discoverability, optimize keywords and descriptions, and use customer feedback to improve conversion. Alongside technical tips, you'll hear success stories from other Microsoft partners who have achieved impressive results by leveraging best practices for AppSource optimization. Whether you're new to AppSource or looking to boost your listing's performance, this session provides actionable insights to help you stand out in the marketplace and attract the right customers.
Khaled Nassra
As the Managing Director of Enki Consulting, Khaled advises leadership teams responsible for global go-to-market strategy and business expansion into new verticals and regions through new and existing partnerships, through Microsoft, and by working directly with end-users. Khaled has led multiple organizations from no market share to success by prioritizing customer and partner benefits and working in sync within a broader ecosystem.
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Sam Bush and Hannah Horning
Account-Based Marketing (ABM) promises powerful results, but is your organization ready to dive in? In this session, three seasoned marketers will guide you through the critical considerations for deciding whether to invest in ABM. Learn how to: - Identify the right timing to adopt ABM - Set realistic expectations for success - Secure buy-in from key executives - Navigate common pitfalls and prepare for resource demands - Apply walk, crawl, and run strategies to scale your efforts effectively This interactive session is packed with actionable insights to help you make informed decisions about ABM and ensure your investment pays off. Whether you're just exploring ABM or ready to take the plunge, this session is for you!
Sam Bush
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. I've had the privilege of being in the channel for over seven years!
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Hannah Horning
I am a performance-driven Demand Generation and Marketing Operations Manager with a decade of B2B marketing experience. Passionate about creating strategies that drive results, I bring expertise in ABM platforms like 6sense, marketing automation systems, and process optimization. A Salesforce Certified Administrator and Account Engagement Specialist, I excel in streamlining workflows to maximize impact and revenue. My versatile skill set and focus on efficiency ensure success in high-growth software and services companies.
Sam Bush
Discover how to optimize your event marketing strategy for maximum ROI. From setting clear goals and leveraging interactive booth experiences to making meaningful connections on the ground, learn how to transform event participation into measurable pipeline impact. Get practical tips on planning ahead, tracking success metrics, and balancing relationship-building with lead generation. Perfect for marketers looking to make the most of their conference budgets. And bonus: I'll share my tested template for success.
Sam Bush
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. I've had the privilege of being in the channel for over seven years!
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