Biz Apps Partner Podcast: Cheryl Salazar on Creating Effective Marketing Strategies, Leveraging AI, Cybersecurity

Welcome to the “Biz Apps Partner Podcast,” a weekly video series designed to decentralize intelligence about how partners can scale their Microsoft practice by having short, to the point discussions with Microsoft leaders in product, engineering, marketing, partner management, programs, and more.

In episode 27, John Siefert is joined by Cheryl Salazar, Partner, EVP, Channel & Marketing Strategy, The Partner Marketing Group. The two discuss how The Partner Marketing Group supports partner organizations by building and executing marketing strategies and creating industry-specific materials. Cheryl also discusses opportunities in AI and cybersecurity, and the importance of understanding audience needs and market trends to enhance marketing effectiveness.

This episode is brought to you by the Biz Apps Partner Summit, taking place July 23-24, 2025 in Seattle, Washington.

Key Takeaways

• Overview: The Partner Marketing Group has been in the Dynamics space for nearly 17 years, focusing on key areas to support partner organizations. Cheryl explains that the Partner Marketing Group works one-on-one with digitally managed partners to build and execute marketing strategies, create industry-specific marketing materials, and help partners optimize their Partner Center by managing customer associations, understanding data, and maximizing incentives.
• Helping partners with solution designation: To help partners build unique solutions and stand out in a flooded marketplace, The Partner Marketing Group’s focus is on understanding the foundational elements, creating their own IP, and providing guidance on marketing and training opportunities. Additionally, the company analyzes usage data to improve product adoption and ensure partners can effectively reach their target customers.
• Biz Apps Partner Marketing Workshop: There are significant opportunities for partners in AI and cybersecurity, with a focus on improving data quality to leverage AI and Copilot effectively. During their session at the Biz Apps Partner Marketing Workshop, “How to Use AI as a Door Opener for Migration & Implementation Discussions,” Cheryl and her colleague Michelle Glennie will be sharing business cases and use cases for AI adoption, along with leveraging Microsoft tools, which can help partners enhance efficiency and resonate with customers.
• Keeping pace with market trends: Marketing today is challenging for partner organizations as they struggle to get prospects and customers to respond due to the overwhelming amount of information. Partners play a crucial role in guiding small and mid-sized businesses through the technological landscape. Understanding the audience, their needs, and where they seek information is essential for developing effective messaging and reaching them where they are.

Stream the audio version of this episode here: