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

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