Developing and Activating Your Content Strategy With and Through Partners

Presented by

Aimee Catalano (Google Cloud), Mishel Fletcher (Fortinet), Kimberly Payton (Infosys Finacle) & Xander Uyleman (MongoDB)

About this talk

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.

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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 ESG’s strategic analyst research and consulting services and BrightTalk’s highly engaged digital events community, TechTarget supports the full partner marketing lifecycle.