Gartner Research

Boost Your Return on Investment by Improving B2B Partner Marketing Effectiveness

Published: 06 January 2020

ID: G00465593

Analyst(s): Noah Elkin


Leveraging channel partners for marketing campaigns provides scale and improves ROI. Marketing leaders in B2B organizations can use Gartner's framework and best practices to excel in their partner marketing efforts.

Table Of Contents
  • Key Challenges


  • Plan Your Strategy Using the Gartner Partner Marketing Framework


  • Incorporate Your Partner Marketing Activities Into Your Overall Marketing Strategy
  • Fund Your Partner Marketing Activities as Part of Your Corporate Marketing Budget
    • Funding Resources Within Your Organization
    • Funding Through-Partner Marketing Activities
  • Engage With Partners During Marketing Campaigns
  • Ensure Your Campaign Content Is Aligned to Both End Customers and Partners
  • Communicate Your Campaigns to Partners Early, and Make Content Easy to Find and Regularly Consumed
  • Close Coordination and Timing Are Key to Successful Partner Marketing Execution
  • Through- and With-Partner Campaign Success Relies on Lead Qualification and Nurture Activities
  • Set Realistic Goals for Your Partner Marketing Campaigns, and Track Continuously

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