Leveraging AI and Innovation in Partner Marketing

In this chapter, Heather K. Margolis shares her journey from financial services to becoming a key figure in the partner ecosystem, having founded two companies. She discusses how AI has transformed the landscape of partner marketing, making processes more efficient while still requiring human oversight. Heather emphasizes the importance of customizing marketing strategies to meet specific partner and customer needs. AI can streamline many aspects of partner marketing, but human intervention is essential for ensuring the right messaging and alignment with business goals. Heather also explores the diversification of the partner ecosystem, where different types of partners like MSPs and hyperscalers require more tailored approaches. This chapter highlights how AI, when thoughtfully integrated, can elevate partner marketing efforts.

Heather delves into the evolution of demand generation in partner marketing, contrasting older methods of simply passing leads to partners with today’s more complex, AI-driven approaches. She discusses how AI has enabled personalized marketing strategies that are more effective at engaging partners. MSPs, in particular, have become proficient in inbound marketing, thanks to these new tools. Heather predicts that demand generation will continue to evolve, with AI playing an even bigger role in the next three to five years. She emphasizes that vendors need to align their marketing strategies with their partners’ needs and capabilities to stay competitive. This chapter offers a look at the growing sophistication of demand generation within partner marketing.

This chapter explores the strategies mid-market and enterprise companies should adopt to scale their partner marketing efforts. For mid-market companies, Heather highlights the need to provide scalable resources that are easily accessible to partners. Education and training are crucial, and AI can help automate these efforts to offer personalized support without overloading resources. For enterprise companies, Heather cautions against over-investing in larger partners while overlooking smaller, high-growth potential partners who can offer a better return on investment. She advises businesses to focus on the actual usage and effectiveness of the tools they provide to partners, rather than just tracking lead generation. Scaling partner marketing effectively requires balancing technology with tailored support.

Heather shares insights into partner recruitment and engagement, particularly for mid-market companies. She explains that traditional recruitment methods, like placing ads or hosting lunches, are being replaced by more dynamic, digital-first approaches. In today’s market, partners seek value and ease of doing business, and partner marketing strategies must reflect this. Heather advises building strong, value-driven relationships with partners from the outset and differentiating your business by simplifying processes. She also discusses how mid-market companies can collaborate with regional partners to pool resources for joint campaigns, amplifying their reach. This chapter offers practical advice on how mid-market businesses can enhance their partner marketing by working closely with their partners.

Heather discusses the growing significance of marketplaces in partner marketing, especially for mid-market companies. She emphasizes that listing products on a marketplace alone is not enough to drive success. Businesses need to approach marketplaces strategically, focusing on demand generation to ensure visibility and traction. Heather advises companies to be selective with their marketplace choices, investing their efforts where they will see the greatest return. Optimizing listings with the right keywords is essential for success, and collaborating with larger ecosystem players can further boost visibility. This chapter provides a roadmap for how mid-market businesses can effectively leverage marketplaces as part of their partner marketing strategy.

In this chapter, Heather reflects on her personal experiences as a woman in tech and how they intersect with her career in partner marketing. She discusses the challenges she has faced and the importance of mentorship, particularly for women in an industry where they are often underrepresented. Heather encourages women to support each other, noting that there has been a shift from competition to collaboration among women leaders. She offers advice for the next generation, encouraging them to embrace confidence while remaining open to learning. The chapter closes with Heather’s thoughts on how the industry can evolve to be more inclusive, ensuring that more women can rise to leadership positions in partner marketing and beyond.