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In a recent Partners GTM Survey, 73% of companies with a partner program said that they rely on partners for +25% of their revenue. However, partner marketing teams are most often lean and responsible for the entirety of the partner lifecycle. This means that partner marketers are under more pressure than ever to juggle multiple […]
This blog is a guest post from our friends at LeanData. There’s a popular Goldilocks analogy gaining momentum in B2B sales and marketing circles that states: Leads are too narrow. Accounts are too broad. Buying Groups are just right. After years of Marketing throwing so-called “leads” over the fence to Sales, and account-based marketing (ABM) […]
Recently, TechTarget connected with Partner Marketing executives 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) to discuss Building Partner Pipeline: How to Drive Demand With & Through Partners. This discussion uncovered a treasure trove of tactics that partner […]
The landscape of B2B tech marketing is rapidly evolving, driven by significant shifts in how buyers engage with businesses. The most significant of these shifts are the elimination of third-party cookies, changes to email regulations and the growing adoption of AI – all of which require organizations to rethink traditional marketing strategies. In tandem, buyers’ […]
Imagine you’re a stellar marketing leader and have generated real results as you strategically execute your go-to-market (GTM) motions. You’re vigorously working to increase your brand’s share of voice within the market. The pipeline looks healthy with marketing-sourced and influenced deals. On top of that, you effectively communicate your department’s results to the board and […]