Name: Partner Marketing Visionaries: The Digital Marketing Programs That Drive Impact
Start: 2021-07-22T15:00:00Z
End: 2021-07-22T15:00:51.000Z
Location: BrightTALK
Rating: 0

TechTarget's insights into technology market trends, buying behaviors, and marketing strategies help us identify why tech companies are partnering with each other more than ever. These partner ecosystems have grown thanks in large part to partner marketing teams. 

The Partner Marketing Visionaries series is an educational forum bringing together leaders in the partner marketing community. In these interactive Talks, our speakers will share how they are reinventing strategies, staying ahead of market change, successfully engaging customers, and meeting aggressive partner sales and marketing goals.

About us: TechTarget has served the unique needs of B2B tech buyers and sellers for over 21 years and has attracted more than 20 million opt-in members across 140 technology markets. We are the leading source of original content for technology purchasing and purchase intent data in the market. 

With the addition of Enterprise Strategy Group’s strategic analyst research and consulting services and BrightTALK’s highly engaged digital events community, TechTarget supports the full partner marketing lifecycle.

In today’s uncertain economic climate, B2B tech partner marketers are under more pressure than ever to hit aggressive partner pipeline targets while demonstrating ROI on partner marketing investments. Generating leads isn’t enough – effective follow-up is critical to engage top-of-funnel prospects and convert interest into opportunity. 

Throughout their careers, Angela Motiani (Head of Partner Demand Generation at Klaviyo), Kristina Onyon (Director of Partner Marketing at Cloudflare), and Rachna Gupta (VP of Marketing at HashiCorp) have faced this challenge head-on and cracked the code on what works (and what doesn’t) when it comes to with- and through-partner demand generation.

Listen in as these partner marketing visionaries sit down with Michael Latchford (GM & VP, Strategic Alliances and Partner Marketing Services - TechTarget) to share:

• Tips for leveraging intent data and account-based strategies to reach the right audience 
• Insights into the most effective program types for generating top-of-funnel leads
• Proven approaches for driving lead follow-up and conversion into pipeline
• Advice on creating demand at scale with packaged through-partner campaigns
• Guidance on the essential KPIs to track to measure campaign effectiveness

Building Partner Pipeline: How to Drive Demand With & Through Partners

In a freshly published Enterprise Strategy Group study, Marketing tops the list of areas where companies are applying GenAI with 35% of respondents currently using it and 45% seeing future potential. But what does the GenAI revolution mean for B2B tech Partner Marketing and how can Partner Marketing leaders capitalize on this transformational opportunity?
 
One visionary leading the charge is Cheryl Cook, Senior Vice President, Global Partner Marketing at Dell. She’s weaving GenAI into her strategy for delivering cutting-edge marketing tools, trainings, events, and MDF programs that help Dell’s partners grow, thrive, and win in today’s ever-changing environment. Listen in as Cheryl sits down with TechTarget’s Michael Latchford, General Manager & Vice President, Strategic Alliances & Partner Marketing Service to explore:
 
-The opportunities recent GenAI innovations from Dell present to the partner ecosystem
- Her vision for how GenAI will transform going to market with, through, and to partners
- Lessons learned from early initiatives to pilot GenAI in Partner Marketing at Dell
- Practical advice for Partner Marketers looking to adopt and drive quick wins with GenAI

Generative AI: Opportunities and Implications for Partner Marketing

A recent Enterprise Strategy Group survey found that 53% of IT professionals view IT as more complicated than it was two years ago. With an increase in remote work, a rapidly evolving cybersecurity landscape and a rise in the number of endpoint devices, many are turning to joint solutions to decrease complexity. And it is the role of strategic alliance and partner marketing teams to understand the evolving IT buying journey and to supply the right insights and content to aid the decision-making process.

Join Michael Latchford, General Manager & Vice President, Strategic Alliances & Partner Marketing Services of TechTarget as he sits down with partner marketing executives Laurie Mitchell of Wasabi, Meaghan Moore of ServiceNow, and Amy McNew of Palo Alto Networks as they discuss adoption drivers for integrated solutions, content strategy best practices and tactics for successfully fueling the IT buyer’s journey. You’ll also walk away with freshly unveiled research from Enterprise Strategy’s Groups survey on integrated partner solutions.

Guiding the IT Buying Journey: Strategies for Partner Marketing

In this episode, marketing executives from Equinix and SAP will provide insights on where Product, Field and Partner Marketing intersect and how collectively they can drive the greatest outcome and competitive advantage in the market.  Hosted by Michael Latchford, VP & of Strategic Alliances and Partners Marketing Services at TechTarget.  This episode will address:
 
-  How Product, Field, and Partner Marketing teams need to collaborate to yield the greatest outcomes
-  Where Product teams on both sides of a strategic partnership need to be in lockstep
-  Ways Partner Marketing teams can effectively leverage their internal Field and Product teams to develop successful GTM strategies

The Intersection of Product, Field and Partner Marketing

In this episode, Partner Marketing leaders from Zscaler, VMware and Qlik will share best practices on how to successfully manage an evolving and growing ecosystem. Hosted by Michael Latchford, VP of Strategic Alliances and Partners Marketing Services at TechTarget. This episode will address: 
 
- The driving forces behind accelerated ecosystem growth
- Necessary resources to sustain a vibrant ecosystem  
- Best practices to support local, regional and global partners

Successfully Managing an Evolving and Growing Ecosystem

As ecosystems expand, it is now more important than ever that Partner Marketing organizations have strategies in place to identify, develop and invest in those partnerships that help them grow and achieve success. Join Robin Wolf, Sr. Director of Partner Marketing at NVIDIA, as she sits down with Partner Marketing executives Patty Grow of Amazon Web Services (AWS), Joseph George of Hewlett Packard Enterprise (HPE), Tyler Briggs of Box and John Manos of Virtusa as they discuss how they invest and prioritize partners over others to support the market demands of growth with and through partners.

This session will address:
• Why certain partners are prioritized over others to become strategic partners.
• How to sustain strategic partnership growth and overcome obstacles during economic uncertainty.
• Strategies a Partner Marketing team must take to successfully activate partners.

Investing in the Right Partners During Economic Uncertainty

The Partner Marketing organization is one of several important teams that a CMO is responsible for, overseeing their growth, development and success. Because a Partner team encompasses stakeholders outside their organization that are involved with marketing decisions and activities, there are many complexities for a CMO to consider. Join Susanna Parry-Hoey, Chief Marketing Officer of SoftwareOne, as she sits down with CMOs May Mitchell of Ontinue and Michelle Chiantara of Alludo as they share perspectives on turbocharging their Partner Marketing organizations.

This session will address:
• Key challenges CMOs face with their Partner Marketing organization and how to overcome them.
• How CMOs can manage the rapidly growing and changing Partner ecosystems within their organization.
• Ways CMOs can support and empower their Partner Marketing team.
• Trends in Partner Marketing programs and techniques for leaders.
• Tips on getting the most out of your Partner relationships and maximizing their results.

CMO Perspectives: Supporting and Empowering the Partner Organization

Partner Marketing teams are often faced with obstacles while they develop a go-to-market (GTM) strategy, whether working with a specific partner or several at once. The root of many of these challenges often lies in a lack of bandwidth, resources, direction, or perhaps budget to develop a GTM plan that yields an outcome that leadership and partners expect. Join Liz Fuller, Vice President & General Manager of Marketing at Zones as she sits down with Partner Marketing executives Jamie Mendez of Pega Systems, Loraine Wong of Red Hat and Heather Deggans of Microsoft as they share successful approaches and tactics to develop a comprehensive and powerful strategy.

This session will address:
• What factors need to be in place prior to building a partner marketing program.
• What resources and insights are needed to build an impactful strategy and who should be involved throughout the process.
• How to do more with less: The critical ingredients of a successful GTM strategy.

Key Ingredients to Successful Partner GTM Strategies

Building the content strategy of a partner solution is often complex – it involves a multitude of influencers and decision makers, consuming a range of content in different environments and formats. As a result, Partner Marketing teams are charged with the challenge of developing content that maps to these decision makers based on their role, function, industry, company size and other factors.

Join Aimee Catalano, Marketing Executive at Google Cloud as she sits down with Partner Marketing executives Xander Uyleman of MongoDB, Kimberly Payton of Infosys Finacle and Mishel Fletcher of Fortinet. They will share insights on effective ways to build joint content with partners.

This session will address:
• Ways to uncover the key ideal customer personas that content must align to.
• The types of assets that must be developed for any strategic partnership.
• The macro and micro strategy to successfully deploying and activating content.

Developing and Activating Your Content Strategy With and Through Partners

As the IT landscape changes and technology buying teams continue to evolve, those in the Partner world need to understand how their buyers make purchase decisions and use joint vendor/partner solutions. Join TechTarget’s Michael Latchford as he sits down with Doug Cahill, SVP of Analyst Services and Practices Director at Enterprise Strategy Group, to discuss key findings from their 2023 Partner Enablement Study. Looking through the partner lens, they will share insights on the IT decision-maker’s journey to discovering, understanding, funding and implementing integrated solutions from strategic partners.

The IT Decision-Maker’s Buyer’s Journey for Integrated  Partner Solutions

A foundational element of partner marketing is the development of joint messaging. Communicating the value of a joint solution needs to be clear and articulate as two, or more, companies go-to-market and develop programs for awareness and demand. Join Eric Pan, Head of Global Partner + Alliance Marketing of Oracle as he sits down with Partner Marketing executives Tyillere Hansen of Slack, Annie Martin of Microsoft, and Lena Wiegering of Dataminr as they share insights into the art and science of developing joint messaging.

This session will address:
• What effective messaging must articulate with a strategic partnership and approaches to develop messaging that resonates with target audiences.
• Who should be involved in the development of the joint messaging and what the process looks like.
• How to communicate and educate key stakeholders within the alliance on the messaging before external assets are developed.

Messaging: The Art & Science of Building

To successfully advance business objectives with strategic partners, tech organizations must carefully weave together the right marketing mix. That requires both a strong understanding of each partner’s strengths and the ability to drive collaborative innovation with every partner. Join Joseph George, Global Vice President of Alliances, Industry & Product Marketing of Hewlett Packard Enterprise (HPE), as he sits down with partner marketing executives Helen Kim of Red Hat, Brian Bakstran of Veeam and Jeanette Geary of Sysdig. They will discuss mission-critical marketing motions to drive success with and through partners.

This session will address:
• How to build a strategic marketing roadmap and plan to execute it.
• How to play off the strengths, technologies, and solutions to successfully position the partnership in market.
• How to develop customized and successful GTM plans by partner type.

Driving Marketing Innovation With Partners

As the saying goes “it takes a village” and this is applicable when examining a strategic partnership. Internal and external teams, strategies set, milestones in place and communication flows are just some of the key elements a strategic partnership requires to prevail in today’s hyper competitive market. Join Michael Latchford, Vice President, Strategic Alliances & Partner Marketing Services of TechTarget, as he sits down with Partner Marketing executives Samara Halterman of Pure Storage and Mark Murphy of Cisco as they share actionable insights on how to develop and sustain a thriving partnership.

This session will address:
• The blueprint of a strategic partnership and the key actions that sustain success.
• Key SLAs successful partnerships have in place.
• Factors that can distract and diminish an otherwise thriving partnership.

Insights from a Strategic Partnership

There has never been a greater emphasis than today on which partners to invest and co-invest in. With the influx of MarTech and ability to track which marketing activities work and simply don’t, the models and processes of how funding is distributed and tracked must advance.

Join Julie Malloy, Global VP of Global Accounts at Intel, as she sits down with Partner Marketing executives Gretchen O’Hara of Splunk, Raquel Okanla of Confluent and Claude Robinson III of Google Cloud as they share insights on the evolving partner funding models.

This session will address:
• How Partner funding models have evolved in recent years and where they are heading.
• The different funding types and best practices on tracking disbursement and claims for reimbursement.
• Successful ways to measure the ROI from market development funds (MDF).

The Evolving Partner Funding Model

Once strategy is complete and messaging is perfected, it’s time to build a marketing plan with your partner. This requires key stakeholders at both organizations to come together to identify the best route to market and the activities that will yield measurable ROI to drive pipeline and market dominance. Join Kristin Heisner, Head of Global Partner Marketing at Commvault, as she sits down with partner marketing executives Scott Batchelor of Conga, Tricia Blade of Trellix, Kirstan Ryan of Dell Technologies, and Lori Gabrieli of Alteryx as they share insights on the critical elements of a successful Partner Marketing plan.

This session will address:
• Fundamental practices that all Partner Marketers should follow when building a marketing plan.
• How to yield the greatest ROI with limited resources and budget.
• Ways to measure success and identify where a marketing campaign may need to be pivot.

Creating a Successful Marketing Plan with Partners

Technology organizations recognize the role strategic partnerships play in the growth of their business and the innovation they foster through their joint technologies, solutions and services. As a result, the partner ecosystem is becoming increasingly competitive and complex, so Partner Marketing teams must continuously adapt and be nimble. Despite the rapid growth of strategic partnerships and ecosystems, the Partner community lacks insights, and has limited access to market trends and best practices for leaders and practitioners alike to improve their go-to-market efforts to, with and through partners.

In this session, Michael Latchford, host of the Partner Marketing Visionaries series and Global VP of Strategic Alliances & Partner Marketing Services at TechTarget, will open the first day of The Partner Marketing Visionaries Summit with thoughts on where the Partner community has been and where it is going. He will set the stage for the two days of peer-to-peer insight sharing, conversations and learnings between 30+ Partner Marketing executives from the most innovative technology companies around the globe.

Bringing the Partner Marketing Community Together

Plan, Activate and Execute: It’s a lot easier said than done in Partner Marketing. What are some processes that should be considered at each stage to help assure success? 

In this replay of "Marketing with and through Partners: The Power of Co-Marketing," Global Partner Marketing Executives from Red Hat, Cisco and Intel share insights on the art and power of marketing with and through partners. Hosted by Michael Latchford, VP of Strategic Alliances and Partner Marketing Services at TechTarget, this episode addresses:

- Optimal ways to plan, activate and execute partner marketing programs
- How to successfully support the entire partner ecosystem to drive sustainable growth
- Best practices to enable and stay top-of-mind with your partners

Marketing with and through Partners: The Power of Co-Marketing

In this episode, Partner Marketing leaders from Confluent, Conga and Slack will share best practices on ways to surface above with Partners in the highly competitive technology landscape.  Hosted by Michael Latchford, VP of Strategic Alliances and Partners Marketing Services at TechTarget.   This episode will address: 

 

- How to effectively market and differentiate your partnership over competitors
- Ways to leverage support, tools, and innovations from other marketing teams within your organization
- How to stay top-of-mind with current customers and maintain their loyalty

Partner Sales & Marketing: Rising Above in a Competitive Landscape

Partner Sales & Marketing: Driving Success at the Regional and Global Level

The Intersection of Strategy, Innovation and Marketing: Driving Partner Success

Partner Marketing Visionaries: Marketing with and through Partners

Partner Marketing Visionaries: How to Build Mutually Beneficial Partnerships

Partner Marketing Visionaries: Measuring Alliance ROI and Delivering More of it

Partner Marketing Visionaries: 3 Essential Elements of Partner GTM Success

Partner Marketing Visionaries: Tools to Future-Proof Your Digital Strategy

A Roadmap for Growing Partner Commitment & Pipeline

Partner Marketing Visionaries: 9 Critical Insights for Partner Marketing in 2021

Partner Marketing Visionaries: A New Era for Alliances

Partner Marketing Visionaries

In this highly competitive digital landscape, building scalable marketing programs is more important than ever before. COVID-19 has pushed marketers to embrace new channels and evolve existing strategies. Many see the value in a partner ecosystem, but few know the ideal partner profile in this new era of digital marketing.  

This panel, brought to you by TechTarget and BrightTALK, will feature partner and alliance leaders as they share best practices for developing and sustaining a partner ecosystem in 2021 and beyond. Topics will include: 

- How to identify and activate the ideal partners and focus on quality, not quantity
- Which digital marketing programs are making the biggest impact 
- How H2 budgets will be allocated as the world opens back up

Partner Marketing Visionaries: The Digital Marketing Programs That Drive Impact

Demand Generation

Content Marketing

Marketing Analytics

Marketing and Sales Alignment

B2B Marketing

Partner Marketing

Partnerships

Strategic Marketing

Digital Content

Digital Marketing

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Social Media Marketing

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Email Marketing

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Marketing Operations and Automation

Mobile Marketing

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Webinar and Video Marketing

The digital content marketing community on BrightTALK is made up of thousands of marketers using rich media and thought leadership content to drive engagement. Join to learn best practices for digital content creation and distribution and explore how content engagement can help you connect with your existing and prospective customers and drive revenue.

The marketing community on BrightTALK is made up of thousands of engaged marketing professionals. Find relevant webinars and videos on marketing strategy, branding and more presented by recognized thought leaders. Join the conversation by participating in live webinars and round table discussions.

Partner Marketing Visionaries: The Digital Marketing Programs That Drive Impact

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