Building a Demand Engine: Scaling Pipeline Creation Through Partners

Presented by

Robin Wolf (NVIDIA), Laurie Mitchell (Wasabi Technologies), Vinita Srivalsan (Couchbase), Tricia Atchison (Equinix)

About this talk

Are you faced with aggressive partner pipeline targets, limited resources and budget, and an ecosystem of partners with varying levels of marketing maturity? You’re not alone. To generate demand at scale, Partner Marketers must provide proven, easy-to-execute lead generation campaigns and prescriptive guidance that helps partners convert top-of-funnel interest into partner pipeline. If a through-partner motion is core to your go-to-market strategy, join us as Robin Wolf (Sr. Director, Enterprise Partner Marketing at NVIDIA) sits down with Laurie Mitchell (SVP, Global Marketing at Wasabi Technologies), Vinita Srivalsan (Vice President, Partner & Alliance Marketing at Couchbase) and Tricia Atchison (VP, Global Partner & Americas Marketing at Equinix) to discuss: · How to prioritize the partners who are most likely to move the needle · The importance of balancing structure and customizability for partner-led campaigns · Proven techniques to help your partners effectively follow-up with and nurture leads · Real-world examples of packaged campaigns that drove partner pipeline · Tips for connecting the dots between leads and registered opportunities
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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 TechTarget: 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 30M+ B2B professionals to drive thought leadership, leads, and partner pipeline.