Five Fast Ways to Raise Your Partner Marketing Game

In the world of B2B technology and manufacturing, partner marketing has the potential to be the linchpin of success. Forrester found that companies with strong partner marketing alignment grow their channel revenue 1.4 times faster than their peers. These numbers tell a clear story: improving partner marketing isn’t optional—it’s essential.

But with multilevel distribution channels, complex sales cycles, and a reliance on channel partners to drive revenue, the stakes are high. Unfortunately, many partner programs struggle to deliver the ROI companies expect. One big reason is probably that 58% of channel partners feel unsupported by vendors when it comes to marketing resources (according to a 2024 Canalys report).

So what can you do to avoid the pitfalls? Here are five actionable tips to help your organization supercharge its partner marketing strategy and stand out in a crowded channel ecosystem.

1. Segment and prioritize your partners

Not all partners are created equal, and a one-size-fits-all approach rarely works. Analyze your partner base and segment them based on factors like:

• Revenue contribution
• Geographic focus
• Industry specialization
• Marketing capabilities

Focusing your resources on top-tier partners while offering scalable solutions for smaller ones ensures you’re driving the highest ROI.

Pro tip: Use data analytics tools to identify your most valuable partners and monitor their performance regularly. Vendors that align incentives with partner performance typically see 20% higher engagement, according to PartnerPath.

2. Empower partners with cobranded content

One of the top challenges partners face is creating high-quality marketing assets. By providing cobranded materials such as white papers, case studies, and videos, you enable partners to hit the ground running.

Make these materials easily customizable—your partners should feel like they own the content, not just distribute it. Tools like through-channel marketing automation (TCMA) platforms can simplify this process.

Key stat: Companies using TCMA see an average 25% increase in channel marketing ROI, according to Gartner.

3. Deliver training that goes beyond product knowledge

While it’s crucial for partners to understand your products, training should also include marketing and sales enablement. Equip partners with skills in:

• Social selling
• Digital advertising
• Lead nurturing

Conduct webinars, workshops, and eLearning courses tailored to your partner ecosystem. Partners that feel confident in marketing are more likely to deliver results.

Case in point: A leading enterprise software company boosted partner-driven lead generation by 30% after launching a marketing-skills training program.

4. Provide real-time metrics and dashboards

Transparency is key to building trust and driving results. Offer partners access to dashboards that track campaign performance, leads, and ROI. Make sure the data is actionable, so partners can make real-time adjustments.

Industry insight: According to HubSpot, partners who receive real-time campaign analytics are 2.2 times more likely to participate in future marketing initiatives.

5. Offer incentives for marketing excellence

Reward partners not just for sales, but also for their marketing contributions. Consider offering tiered incentives, such as marketing development funds (MDF), rebates, or exclusive certifications for top performers.

When partners see the tangible value of their marketing efforts, they’re more likely to invest time and resources. Align these incentives with your business goals to drive mutual success.

Key stat: Incentivized partners are 70% more likely to participate in joint marketing campaigns, according to SiriusDecisions.

Putting it all together

Partner marketing isn’t just about pushing products through the channel; it’s about creating a collaborative ecosystem where vendors and partners thrive together. By focusing on segmentation, empowerment, training, analytics, and incentives, your organization can transform its partner marketing strategy into a competitive advantage.

At CMD, we specialize in helping B2B technology and manufacturing companies craft impactful partner marketing strategies that drive measurable results. Let’s talk about how we can elevate your partner marketing efforts in 2025 and beyond. Contact us today.