Name: Creating a Successful Marketing Plan with Partners
Start: 2023-03-29T15:00:00Z
End: 2023-03-29T15:00:59.000Z
Location: BrightTALK
Rating: 4

Partner Marketing Visionaries™ is a member-driven community created to help B2B technology Partner Marketers hone their craft and achieve success for themselves, their programs, and their companies. Stay on top of emerging market trends and learn best practices from 50+ Partner Marketing executives at some of the world’s leading technology companies. These experts share their insights into everything from crafting effective joint go-to-market strategies to driving demand with and through partners to proving Partner Marketing’s impact to the business.

 

About Informa TechTarget: Infoma TechTarget’s dedicated, global Partner Marketing Services team provides white-glove support and turnkey solutions for Strategy, Content, and Demand. We can help you validate your “better together” story, communicate it throughout the IT buyer’s journey, and access and influence our worldwide network of 50M+ B2B professionals to drive thought leadership, leads, and partner pipeline.

While many demand gen marketers are using intent data to drive better campaign outcomes, it’s been more challenging for partner and channel marketers to incorporate intent into their complex go-to-market (GTM) motions. Partner marketers often lack access and visibility into critical data, have limited to no integration with partner systems and tools, and tend to focus on traditional sales metrics rather than customer intent signals.

At Informa TechTarget, everything we do is fueled by intent – and with our strategy, content, and demand capabilities, we have a deep understanding of partner marketers. That’s why we invited Informa TechTarget partner marketing leaders Anita Covelli (VP, Portfolio Marketing and Strategic Partnerships) and Rachael Fuller (Director of Partner & Channel Solution Marketing) to help build a roadmap for getting started with intent data in partner marketing.

During this webinar, Anita and Rachael will discuss:
- Common use cases for intent data in partner and channel marketing
- How to evaluate intent providers for partner marketing
- Practical advice for getting started with a crawl, walk, run approach

The Partner Marketer’s Guide to Intent Data

In the relentless world of B2B marketing, buyers aren't just busy—they're under siege. Every notification, every email, every meeting invite - all vying for their most precious resource: attention. For partner marketing teams, this presents a critical challenge: how do you create and accelerate demand when competing for such limited buyer attention? And how do you set your partners up for success?  

Join partner demand gen experts Kristin Heisner (Commvault) and Jerome Alexander (Cloudera) to examine how innovative B2B organizations are strategically deploying AI to transform partner demand generation.  

In this session, you will learn how to use AI-powered demand generation strategies to: 
- Personalize content at scale 
- Collaborate through agentic partner ecosystems 
- Create more opportunities in niche communities and micro-segments 
- Pivot effectively as technology continues to evolve

Winning the B2B Attention Battle: AI-Enhanced Partner Demand Strategies

With lean teams and increasing pressure to drive revenue growth through their partner ecosystems, Alliances professionals need to center their Partner Marketing and Partner Sales efforts on the accounts that are most likely to convert into registered opportunities.  

Account-Based Marketing (ABM) is a perfect complement to traditional joint go-to-market activities, helping alliance teams achieve better ROI by targeting the right accounts with their co-marketing campaigns and co-selling activities. 

Pooja Golechha, Field and Partner Marketing Lead at Pegasystems, is an expert in both Account-Based Marketing and Partner Marketing. Join us as she sits down with Informa TechTarget’s Anita Covelli to: 

- Explore why ABM is a perfect fit for Partner Marketers looking to build pipeline 
- Share her hands-on experience using ABM to drive better Partner Marketing outcomes  
- Highlight the real-world results she has achieved by applying ABM to Partner Marketing 
- Discuss how Partner Marketing and ABM teams can best collaborate 
- Present a practical framework to help you get started with ABM in Partner Marketing

A Practical Guide to Getting Started with ABM in Partner Marketing

As B2B tech companies lean further into ecosystem-led growth, many partner marketing and sales leaders find themselves wrestling with complexity: partner plans built in spreadsheets, marketing efforts disconnected from field sellers, MDF investments with unclear return, and internal teams chasing separate goals. 

This webinar explores how leading GTM teams are shifting from fragmented partner motions to a structured, cross-functional planning rhythm that anchors every decision to revenue. Industry leaders Neela Mistry-Bradshaw (Align Marketing & Sales) and Craig Booth (Channel Force Inc.) will share how to align Sales, Marketing, RevOps, and Alliances around joint priorities, activate the right partner sellers, and build a repeatable plan for partner-led growth.

Turning Chaos into Clarity: How B2B Teams Can Plan and Execute Partner Revenue with Precision

The explosive growth of hyperscaler marketplaces as a route to market for software and SaaS companies is reshaping enterprise procurement behavior, vendor go-to-market strategies, and channel models. Partner marketers must turn their GTM strategy on its head to stand out in a crowded marketplace and effectively reach target buyers. 

In this session, Michael Laport (Palo Alto Networks) and Jerome Alexander (Cloudera) will share how to use the marketplace as a tool for ABM strategies, including: 

- Identifying high-value accounts in the marketplace 
- Tapping into the right channels to engage active marketplace buyers 
- Gaining a competitive edge in your listing while being in a crowded ecosystem 
- Scaling ABM tactics for long-term success

Kickflip Your ABM: From Busted to Boosted in the Marketplace

Over the past year, we've noticed a shift in the way that B2B technology companies think about partner-led growth. What was once a niche part of organizations is now quickly becoming one of the top areas of focus in overall business strategies. 

But what does this increased focus mean for partner marketers? Join us as we dig into this question with leading partner marketing experts Anna Lawler (VP, Global Partner Marketing, Dynatrace), Joe Gabriel (Sr. Director, Partner Marketing, Qlik) and Christine Otts (Director Global Partner Programs & Demand Acceleration, Cisco). We’ll explore:  

- The opportunity that partner-led growth presents for partner marketers 
- How the role of partner marketer has evolved and the skills you need to succeed 
- Advice to help you seize the day and make a bigger impact 
- Tips for capturing executive attention and securing organizational support

Seize the Day: What the Increased Focus on Partner-Led Growth Means for Partner Marketers

To succeed, partner and channel leaders need to effectively support their partners throughout their journey – from onboarding and enablement to co-marketing and co-selling to ongoing management and continuous engagement.  

Ready to accelerate partner-led growth? TechTarget Partner Marketing Services and leading channel analyst firm Canalys, part of Omdia recently joined forces as part of Informa TechTarget. In this session, Informa TechTarget’s Rachael Fuller and Steven Kiernan will: 

- Walk through the partner journey and common challenges at each stage  
- Share insights into partner transformation and what partners want from vendors 
- Explore how we can help you build effective GTM strategies and quality pipeline

The Partner Lifecycle: How Informa TechTarget Helps B2B Tech Companies Accelerate Growth

According to recent research, 81% of buyers have already picked a favorite vendor before they talk to sellers. To make the short list, it’s critical for partner marketers to engage the buying group early in their research journey and continuously influence the decisions they make.  

In this session, partner marketing experts Natascha Lee (Head of Global Partner & Alliance Marketing, Cloudera), Tricia Blade (Head of Partner Marketing, Deputy) and Lena Wiegering (Sr. Director Global Partner Marketing , Dataminr) discuss emerging innovations in demand generation that will help you hit your pipeline targets. They’ll share:  

- Emerging channels and tactics to consider adding to your mix 
- Creative ways to improve conversion and build better pipeline 
- Top tools and strategies for elevating demand generation tactics 
- Examples of innovative through- and with-partner campaigns

Emerging Innovations: Demand Generation Trends for Partner Marketers

Effective content marketing is more important than ever. Why? Because 63% of buyers are building vendor shortlists based on digital content alone. To successfully build pipeline, partner marketers must fuel their campaigns with impactful content that engages, educates, and influences buyers. 

Listen in as Informa TechTarget’s Rachael Fuller shares key findings from our 2024 Media Consumption survey and discusses what they mean for partner marketers with Gauri Chawla (SVP, Global Alliances, Stibo Systems) and Dina O’Mara (Global Partner Marketing Director, Intel). We’ll explore: 

- Where tech buyers spend the most time researching solutions  
- Which types of content buyers value most when building a shortlist 
- When it makes sense to invest in independent expert content 
- How to create joint content that resonates with buyers

Shaping Buyer Behavior with Impactful Joint Content

According to Canalys, part of Omdia, Cloud Service Providers (CSPs) are growing at an astounding 20-30% rate, eclipsing the overall tech industry’s growth rate of 6.2%. The Age of the Marketplace is clearly here: there has never been a more urgent time for organizations to adopt a strategy for partnering with companies like AWS, Google Cloud and Microsoft Azure.  

Ready to lean in, but wondering where to start and how to succeed? Join Aimee Catalano (Sr. Director, Global Partner Marketing, Google Cloud), Kristin Heisner (Sr. Director, Global Partner Marketing, Commvault) and Amy McNew, (Sr. Director, Ecosystems Marketing, Palo Alto Networks) as they discuss:  

- What CSPs expect from their partners 
- How to stand out in a crowded ecosystem 
- Best practices for creating sustainable growth

The Age of Marketplace: How to Partner with Cloud Service Providers

According to McKinsey, by 2030, ecosystems will account for one-third of total global revenue. Undeniably, partner ecosystems are critical to business success. But recruiting new partners, engaging your channel, and retaining partners is a mammoth undertaking, especially in today’s crowded technology landscape.  

Join us as Andrew Kisslo (SVP, Global Partner Marketing, SAP) sits down with Tricia Atchison (VP, Global Partner & Americas Marketing, Equinix), Kate Canestrari (VP, Global Partner Ecosystem Marketing, RedHat) and Meaghan Moore (VP, Global Partner Marketing, ServiceNow) to talk about creating sustainable, long-term growth with your channel. You’ll walk away with actionable guidance on:  

- Developing a partner-first mindset that attracts the right partners 
- Cultivating partner interest and growing your channel sustainably 
- Capturing partner mindshare with effective engagement tactics 
- Retaining partners through authentic relationships and fair incentives

Capturing Mindshare: Building, Engaging and Retaining Your Channel

Developing a successful partnership starts with the foundation of a shared vision of success, a documented go-to-market game plan, and a commitment to ongoing alignment and collaboration.  Whether you're an early-career partner marketer creating a playbook from scratch or a seasoned partner marketer looking to level up, this session is for you.  

Tyler Briggs (Director of Partner Marketing, Box) and Tyillere Hansen (Director of Cloud Partner Marketing, Dynatrace) have built a mutually beneficial partnership between their companies. Listen in as they share their advice on building and nurturing long-lasting partnerships, including:  

 - Key steps to take when embarking on a new partnership 
- The fundamental elements of an impactful joint go-to-market plan 
- How to build momentum and adapt to change  
- Tips for setting clear goals and measuring success

How to Build a Partnership from the Ground Up

Partner-led growth is no longer a niche strategy for B2B technology companies—it’s a critical driver of success. As businesses increasingly recognize the value of their partner ecosystems, partner marketing has emerged as a pivotal function shaping the industry’s future. What does that mean for the future of partner marketing?   

In this keynote session, Jay McBain, Chief Analyst at Canalys, now part of Omdia, will share:   

- How partner-led growth has transformed businesses  
- Key trends shaping the future of partner marketing 
- The top challenges partner marketers will face 
- Strategies to thrive in 2025 as a partner marketer

Charting a New Course: The Future of Partner-Led Growth

According to Adobe’s 2024 State of Marketing Automation report, 87% of marketing leaders say it’s easy to lose alignment with sales over time due to disconnected GTM processes within and across marketing and sales. Achieving steady cohesion between partner marketing and partner sales teams is even more challenging due to disparate tools and systems, inconsistent processes, evolving market dynamics, different KPIs, and communication breakdowns across different organizations and teams.  

Partner Marketing leaders Tyler Briggs (Box), Shannon Bodnar (Darktrace) and Neela Mistry-Bradshaw (SCC) have all spent a significant amount of time composing formulas for success in creating harmony between partner marketing and partner sales teams. Listen in as Informa TechTarget's Rachael Fuller (Product Marketing Manager, Partner Marketing) asks them to share their experiences with:  

- Setting a continuous communication and collaboration strategy 
- Empowering partner sales and marketing with the right tools and systems 
- Measuring attribution and success metrics across organizations

Align and Conquer: Harmonizing Partner Sales and Partner Marketing

Attribution is top of mind for most Marketing teams. However, when you throw partners into the mix, attribution gets a whole lot more complicated between multiple touchpoints, two or more budgets, and significantly lengthier sales cycles. That's why we recently invited Andrew Kisslo (SVP of Partner Marketing, SAP) to share his best practices during a recent Partner Marketing Visionaries Interactive Roundtable. Watch this on-demand video to see Andrew's key takeaways from this discussion.

Clarifying Attribution in Partner Marketing

A recent GTM Partners study found that 73% of companies with a partner program rely on partners for 25%+ of their revenue. This means that partner marketers are under more pressure than ever to drive demand in support of their company’s revenue goals.  
 
Working with and through partners to efficiently and effectively build pipeline requires a few key ingredients plus orchestrated alignment across internal and partner teams.  
 
Join us as partner marketing leaders Martin Smith (Adobe), Salome Imedashvili (Salesforce), and Neha Bhatt (Capgemini) discuss their own recipes for success and share practical advice to help you: 
 
- Focus your energy and your budget on the right audience 
- Engage buyers with relevant and compelling content 
- Fill the top of the funnel with high-quality leads 
- Orchestrate partner and sales follow-up to drive conversion 
- Measure success and provide impact

Key Ingredients for Effective Partner Marketing Campaigns

According to a recent Canalys study, by 2025, close to one-third of total marketplace transactions will involve channel partners. Channel partners are more important than ever to business strategies, which means that Partner Marketing teams are under more pressure than ever to ensure their channel partners are aligned, engaged and enabled to support their business’s growth.  

Join us as we sit down to chat about channel program strategies with Joe Gabriel, Sr. Director of Global Partner Marketing at Qlik. Joe will share in-depth, actionable advice on how to effectively stand up a partner program strategy, including:  

- Tiering partner groups to drive focus and scale your program 
- Creating sustainable growth opportunities for channel partners  
- Ensuring return-on-investment from MDF funding opportunities

Effective Channel Partner Program Strategies

In a recent GTM Partners survey, 73% of companies with a partner program said that they rely on partners for 25%+ of their revenue. This means that partner marketing teams are under more pressure than ever to drive demand in support of their company’s revenue goals. 

There are several common roadblocks to successful pipeline creation that are keeping many technology partner marketers awake at night, including:

- Constantly shifting targets and mis-aligned priorities
- Limited resources and a lack of support from the broader marketing organization
- Tight quarterly budgets and cumbersome funding processes
- Low conversion rates and a lack of control over partner and sales follow-up
- The complexity of measuring and demonstrating partner marketing ROI

Join Tonya Vincent (Director, Global Channel Marketing at Cyberark) and Pooja Golechha (Field & Partner Marketing Lead at Pegasystems) as they sit down with Anita Covelli (VP, Strategic Partnerships & Portfolio Marketing at TechTarget) to discuss these prevalent challenges and share practical advice on how to effectively overcome them.

What’s Keeping You Up at Night? Overcoming 5 Common Partner Marketing Challenges

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

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

Partner Marketing Visionaries Summit

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

Marketing

B2B Marketing

Partner Marketing

Partnerships

Partner and Alliance

Co-Marketing

Demand Generation

Strategic Marketing

Marketing and Sales Alignment

Marketing Strategy

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Creating a Successful Marketing Plan with Partners

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Partner Marketing Visionaries