Partner Marketing Visionaries

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.

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

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

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.

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.

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.

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

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

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

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

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.

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

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

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

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

In a freshly published Enterprise Strategy Group study, Marketing tops the list of areas where companies are applying GenAI with 35% of respondents currently using it and 45% seeing future potential. But what does the GenAI revolution mean for B2B tech Partner Marketing and how can Partner Marketing leaders capitalize on this transformational opportunity?

One visionary leading the charge is Cheryl Cook, Senior Vice President, Global Partner Marketing at Dell. She’s weaving GenAI into her strategy for delivering cutting-edge marketing tools, trainings, events, and MDF programs that help Dell’s partners grow, thrive, and win in today’s ever-changing environment. Listen in as Cheryl sits down with TechTarget’s Michael Latchford, General Manager & Vice President, Strategic Alliances & Partner Marketing Service to explore:

-The opportunities recent GenAI innovations from Dell present to the partner ecosystem
- Her vision for how GenAI will transform going to market with, through, and to partners
- Lessons learned from early initiatives to pilot GenAI in Partner Marketing at Dell
- Practical advice for Partner Marketers looking to adopt and drive quick wins with GenAI

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

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.

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