Name: Clarifying Attribution in Partner Marketing
Start: 2025-01-23T20:32:00Z
End: 2025-01-23T20:32:15.000Z
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

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

To thrive in the fast-paced world of technology partnerships, Partner Marketers must be multi-talented and adaptable “Swiss Army knives.”  Unlike your peers in Marketing, you don’t always have the luxury of focusing on a specific discipline. You are responsible for it all – from joint go-to-market planning and messaging to content development and demand generation to managing budgets and reporting on pipeline impact. Sounds a lot like the charter of a CMO, right?

Tricia Jennett (Sr. Director, Global Partner Marketing at NetApp), Matt Davison (VP, Marketing & Communications at SoftwareOne), and Anne-Marie Clegg (Global Partner Marketing Lead at Skyhigh Security) are all Partner Marketing leaders who have all embraced the role of being their own CMO. Join us as they sit down with Anita Covelli (Director, Partner Marketing at TechTarget) to explore:

- The mindset and skills required to succeed as a technology Partner Marketing leader
- How to tap into resources and expertise from other teams to achieve your goals
- Advice to help you build the case for additional budget and resources 
- How to elevate your voice and secure your seat at the executive table

Becoming Your Own CMO: Taking the Reins as a Partner Marketing Leader

The Data Management & Analytics industry and the partner ecosystem that surrounds it continue to rapidly evolve as companies respond to complex customer needs, shifting buyer preferences, and emerging trends like generative AI (GenAI).  

Staying on top of the latest industry research is a must for Partner Marketers focused on crafting differentiated messaging, delivering compelling content, and driving partner pipeline. Listen in as Christophe Bertrand (Practice Leader, Data Management & Analytics at Enterprise Strategy Group) highlights recent study findings and advises on what they mean for Partner Marketers.

Data Management & Analytics Market Trends for Partner Marketers

The Cybersecurity industry and the partner ecosystem that surrounds it continue to rapidly evolve as companies respond to complex customer needs, shifting buyer preferences, and emerging trends like generative AI (GenAI).  

Staying on top of the latest industry research is a must for Partner Marketers focused on crafting differentiated messaging, delivering compelling content, and driving partner pipeline. Listen in as Melinda Marks (Practice Leader, Cybersecurity at Enterprise Strategy Group) highlights recent study findings and advises on what they mean for Partner Marketers.

Cybersecurity Market Trends for Partner Marketers

The Infrastructure, Networking, Cloud, and DevOps partner ecosystems continue to rapidly evolve as companies respond to complex customer needs, shifting buyer preferences, and emerging trends like generative AI (GenAI).
  
Staying on top of the latest industry research is a must for Partner Marketers focused on crafting differentiated messaging, delivering compelling content, and driving partner pipeline. Listen in as Scott Sinclair (Practice Leader, Infrastructure, Networking, Cloud & DevOps at Enterprise Strategy Group) highlights recent study findings and advises on what they mean for Partner Marketers.

Infrastructure, Networking, Cloud & DevOps Market Trends for Partner Marketers

Launched in 2021, Partner Marketing Visionaries is a member-driven community designed for Partner Marketers, by Partner Marketers. Our mission is to inspire Partner Marketers and help them hone their craft so they can achieve success for themselves, their programs, and their companies.

Join Michael Latchford (GM & VP, Strategic Alliances & Partner Marketing Services at TechTarget) and Anita Covelli (Director of Partner Marketing at TechTarget) to hear about new ways to stay on top of emerging trends, learn best practices, and connect with your peers, including:

·      Partner Marketing Visionaries LinkedIn Group
·      Partner Marketing Visionaries Interactive Roundtables
·      Partner Marketing Visionaries Discussion Series
·      Partner Marketing Visionaries Resource Library

Together We Thrive: The Partner Marketing Visionaries Community

Partner ecosystems are becoming increasingly critical to corporate strategies for driving customer success, innovation, and revenue growth. London-based Partner Marketing executives Clarissa Gent (AWS), Helen Martin (Mambu) and Jirina Yates (Alteryx) recently joined TechTarget’s Michael Latchford to talk about top-of-mind issues and emerging trends in EMEA Partner Marketing. Listen in to hear these experts’ perspectives on how the world of technology Partner Marketing has evolved in recent years, the top challenges facing Partner Marketers in EMEA and how to overcome them, techniques for dealing with a growing number of partners and go-to-market motions, and the trends they see on the horizon that will shape the future of Partner Marketing.

The State of Partner Marketing in EMEA

Partner teams are under more pressure than ever to hit aggressive pipeline targets and demonstrate ROI from their co-marketing investments. While many demand gen marketers are using intent data to drive better campaign outcomes, it’s been more challenging for partner marketers to incorporate intent into their complex joint go-to-market motions. 
 
8x8, an integrated cloud contact centre and unified communications platform provider, has cracked the code on how to leverage account and prospect level intent data to build partner pipeline. Join 8x8’s Channel Marketing Manager, Daniel Streeter and TechTarget’s Senior Account Director, Alex Leadbeater, as they explore: 

- Where the channel team started their intent journey and lessons learned along the way 
- How 8x8 uses intent data to help partners identify and engage in-market buyers   
- Innovative use cases for account targeting, personalization, cross-sell/upsell, and more 
- The success 8x8 has seen from incorporating intent into their channel playbook  
 
You’ll walk away inspired by the “art of the possible” for intent in partner marketing and armed with practical advice to help you get started with intent in your joint go-to-market strategy.

Driving Partner Pipeline: How 8x8 Leverages Intent Data to Fuel Joint Campaigns

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

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 marketers, we should be laser-focused on activities supporting sales revenue goals. This means driving visibility and relevant engagement with core accounts. For this same reason, many top partners turn to vendor MDF rewards as fuel for scaling their GTM with existing clients, while also generating quality leads for net-new accounts.  

In this webinar replay, join a panel of IT industry marketing pros to hear learnings from recent research on effective MDF utilization in your channel strategy.  

During this informative episode you’ll hear from the experts, gaining insider knowledge and partner insights which include: 

- Common roadblocks to effective MDF utilization 
- Partner strategic goals for MDF that go beyond lead gen 
- Strategies that deliver ‘top of funnel’ results today 
- Campaigns that provide the best ROI for MDF 
- How effective channel partner organizations’ plans compare

It's a Secret … MDF Programs Can Really Work!

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

Successful partner programs require the strong support of their marketing and sales organizations. And whether delivering in a specific geo or executing globally, success depends on attention to specific nuances. Tune into this live webinar, hosted by Michael Latchford, VP of Strategic Alliances & Partner Marketing Services at TechTarget, to hear how Partner Executives are gathering that support and using it to create impact at the regional and global level. In this session, you’ll learn: 
• Steps partner sales and marketing teams can take to help assure success with and through partners through a geo-specific lens.

• Key approaches for success at both the regional and global levels.
• Ways to improve communication between Sales and Marketing on GTM efforts as you roll out geographically.

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

Given that IT buyer behavior is continuously evolving your partnering approaches and channel programs must evolve as well. In this webinar series we explore the latest research on implications of IT buyer behavior for channel strategy, partner engagement and enablement. 

From Kevin Rhone, Practice Director of Channel Acceleration and Scott Sinclair, Practice Director, Infrastructure Modernization at TechTarget’s Enterprise Strategy Group™ you’ll hear learnings from latest ESG research and commentary from experts in the field. 

This webinar will discuss: 
• Current trends in digital transformation
• The impact of hybrid and multi-cloud on enterprise IT strategies
• How and where IT Decision Makers are investing to modernize their infrastructure to support these trends
• How partners are transforming their businesses to become services-led to capture the multi-cloud opportunity
• How leading IT vendors are adapting programs and enablement to support customer success and partner transformation

Aligning Partner Programs & Strategies for Hybrid/Multi-Cloud Success

In this  webinar, Global Partner Executives from Lenovo, Infosys-Finacle, NetApp and SoftwareONE share insights on the power of collaborative innovation and best routes to market with and through partners.  Hosted by Michael Latchford, VP of Strategic Alliances and Partner Marketing Services at TechTarget.  This webinar will address:
 
- Critical strategies organizations must take with partners throughout the GTM lifecycle
- Why collaborative innovation is essential to all companies to stay relevant and expand market share
- Mapping the partner business strategy and marketing efforts to the customer persona, needs and objectives

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

As IT buyers continue to evolve, your partnering approach and channel programs must evolve as well.

In this new webinar series, we’ll explore the latest research on where your IT buyers plan to invest for 2022 and why. You’ll hear from global Partner executives as they share insights on how they’re adjusting channel programs accordingly to capture and support partner share-of-wallet. Hosted by Kevin Rhone, Practice Director of Channel Acceleration at TechTarget’s Enterprise Strategy Group™, this webinar will address:

- The key business and technology priorities driving 2022 spending plans
- How partners must adapt and how they can better capture opportunities
- How to successfully support the entire partner ecosystem to drive sustainable growth

Align Your Partner Programs and Ecosystem to 2022 IT Spending Trends

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 live webinar, 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 webinar will address:

- 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

Partner Marketing Visionaries: Marketing with and through Partners

In this live webinar, Partner Marketing Executives share their strategies for building mutually beneficial partnerships and go-to-market programs.

Hosted by Michael Latchford, VP of Strategic Alliances and Partner Marketing Services at TechTarget, this webinar will address:

• The foundational strategies for prosperous partnerships
• How to effectively conduct a SWOT (strengths, weaknesses, opportunities, threats) analysis with your partner
• Ways for partners to collaborate at scale for market dominance

Partner Marketing Visionaries: How to Build Mutually Beneficial Partnerships

In this live webinar, partner marketing executives from VMware, Oracle and Pure Storage share insights on how to sustainably develop alliance partner programs that achieve the highest levels of success and measurable ROI. Hosted by Michael Latchford, VP of Strategic Alliances and Partner Marketing Services at TechTarget, this webinar will address:
• How to develop sustainable GTM processes that leverage MDF and OPEX effectively
• How to better measure ROI from alliance partner marketing programs
• What types of alliance marketing activities yield the greatest ROI

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

In this live webinar, partner marketing executives from Google Cloud, Nutanix, and Splunk share approaches to GTM development and execution that allow them to scale successful partnerships in rapidly expanding ecosystems. Hosted by Michael Latchford, VP of Strategic Alliances and Partner Marketing Services at TechTarget, this webinar will address:

- How to create go-to-market messaging that synthesizes the unique value proposition of each partner in a way that is easily articulated to all stakeholders (marketing, sales, executives, customers)

- Sourcing content from internal and external experts, market analysts, and editors to engage, educate and capture demand from your prospects

- Identifying the most productive channels for distributing Partner messaging and content to internal and external target audiences locally, regionally, and globally.

Partner Marketing Visionaries: 3 Essential Elements of Partner GTM Success

The pandemic has led to the emergence of a new breed of partner marketers both in-house and within the ecosystem. Companies have reengineered their go-to-market strategies to be future-proof and more profitable than ever before. 

● How have partner marketers and partner sellers up-skilled to be future-ready during the pandemic?
● What are the most successful habits of the future-ready partner marketer?
● How has content marketing evolved to up-skill and empower in-house and ecosystem partner teams?
● What's the content and demand toolkit for future-ready partner marketers and partner sellers?

Join this all-star panel of partner and alliance leaders as they provide an inside track on the transformations they have led in-house and in collaboration with their most successful partners to drive growth against all odds.

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

Tune in to this episode of TechTarget’s Partner Marketing Visionaries to hear Kevin Rhone of ESG discuss how tech vendors can improve their partner, alliance and channel program strategies, tactics and outcomes.
In this session you’ll learn:
• The importance of an objective situation analysis to understand the strengths and weaknesses of your partner, alliance and channel marketing approaches.
• How to develop better partner, alliance and channel strategies using a 5-point methodology for understanding your unique value proposition.
• How to create content that educates the market and your partners and helps support their sales efforts.

A Roadmap for Growing Partner Commitment & Pipeline

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

Partnering, and partner marketing, have become more vital to business growth than ever before. Tune in to this episode of TechTarget’s Partner Marketing Visionaries series to hear how senior marketing executives at Five9, New Relic and ViON are building successful partnerships in an increasingly competitive partner ecosystem.

Join your host Michael Latchford, VP Strategic Alliances and Partner Marketing Services for 9 Critical Insights for Partner Marketing in 2021. In this session you will learn:

- The most important elements of successful partner marketing programs
- How nuances like location, culture or category necessitate an adjustment to partner programs
- Pitfalls to avoid on the path to partnership expansion

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

Partner marketing professionals have pivoted quickly to achieve their goals despite a changed business environment. Tune in to TechTarget’s Partner Marketing Visionaries series to hear first-hand how senior marketing executives at Amazon Web Services, Citrix and NVIDIA are successfully forging ahead despite changing technology buying patterns, purchase research methods, and buyer engagement preferences.

Join your host Michael Latchford, VP Strategic Alliances and Partner Marketing Services for the premier episode, A New Era for Alliances, to learn:

-  Successful strategies for adapting partner marketing organizations and tactics to meet the needs of sales teams in today’s accelerated business environment,
-  Why tech companies are focused on partnering more than ever and best practices for building partner ecosystems,
-  How partner marketing professionals can elevate their roles in the industry,
-  And more.

TechTarget and BrightTALK have teamed up to present the Partner Marketing Visionaries series. BrightTALK is a subsidiary of TechTarget, Inc. Visit TechTarget.com/Privacy-Policy for more information.

Partner Marketing Visionaries: A New Era for Alliances

Partner Marketing Visionaries

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

B2B Marketing

Attribution

Partner Marketing

Partnerships

Marketing

Marketing Attribution

Marketers

Marketing Analytics

Marketing and Sales Alignment

Marketing and Sales Metrics

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Social Media Marketing

Demand generation is the process through which a business integrates marketing and sales to move potential buyers down the sales funnel from interest to payment. The BrightTALK demand generation community is made up of thousands of professionals sharing and learning best practices for engagement marketing, demand generation and lead scoring and nurturing through interactive webinars and videos. Register and join the conversation to attend live webinars and have your questions answered by demand generation professionals and thought leaders.

Demand Generation

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Email Marketing

The marketing operations and automation community on BrightTALK is composed of thousands of marketing automation professionals. Learn and share best practices for marketing campaign analysis, outbound marketing and lead creation with hundreds of on-demand webinars and videos. Increase your engagement and fine tune your funnel management strategy by asking questions during live, interactive webinars with marketing automation peers and industry leaders.

Marketing Operations and Automation

Mobile Marketing

“People generally remember 10% of what they read, 20% of what they hear, 30% of what they see and 50% of what they see and hear.” This final segment, the merging of audio and visual, is what makes webinars and videos a crucial part of any marketing program. The BrightTALK webinar and video marketing community gives you access to webinars and videos on marketing, best practices for video marketing online and tips for creating a successful marketing webinar. Join thousands of marketing professionals exchanging information through on-demand and live webinars and videos.

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.

Content Marketing

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.

Clarifying Attribution in Partner Marketing

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Partner Marketing Visionaries