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Channel and Partner Marketing

Our Insights dive into proven B2B channel marketing strategies and actionable approaches to building, managing, and optimising partner programs that deliver measurable results. Explore topics including guidance on campaign execution, best practices to refine your B2B channel marketing strategy, and tips on enhancing partner engagement and unlocking new revenue streams.

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Omnichannel Marketing vs. Multichannel Marketing: What Is the Difference?

Understand the difference between omnichannel and multichannel marketing, and how each impacts B2B buyer engagement. Learn when to use each approach and their key benefits.

Expert Picks

Article

15 min

Voice of the Buyer 2026

Discover 2026 B2B buyer trends: AI adoption priorities, trust gaps, and buying group dynamics from 2,300+ GTM leaders. Contact INFUSE to access the full report.

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OUTLOOK

3 min

Voice of the Marketer 2026

2026 B2B marketing insights: brand investment priorities, AI adoption, and buying group strategies from 2,300+ GTM leaders. Contact INFUSE to unlock the full report.

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OUTLOOK

3 min

The Day Zero List: How B2B Pipeline Is Won Before Buyers Start Looking

Day zero shapes the B2B buyer journey before day one. Learn how to improve brand visibility in AI search engines and build brand authority for AI discoverability.

Expert Picks

Article

11 min

Turn Proof into Pipeline: Navigating the Buying Shift in 2026

Explore how AI, shifting buyer behavior, and declining trust are reshaping B2B buying, and what companies must do differently to stay competitive in 2026.

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Webcast

45 min

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Channel and Partner Marketing

Channel Expert Roundup: What Is the Future of Partner Marketing? Explore the possibilities the future holds for channel partner marketing from the perspective of industry experts.

Article

10 min

A New Era for Channel Partner Marketing Introduction With 73% of the IT market passing through intermediaries, channel and partnership ecosystems have become critical drivers of business growth (Canalys, 2024). Yet, partner marketing is still widely misunderstood. Partner ecosystems have become more complex over the last few years, creating pressure for already overburdened marketing teams to manage them. This can lead to […].

Outlook

9 min

Keeping It Real with How Associations Get New Members and Sponsors INFUSE Webcast: See how Associations drive growth through demand strategies, boosting membership through precision content and outreach. Watch now.

Webcast

40 min

How to Drive Your Performance with Channel Partners Summary Summary The top 3 challenges of partner marketing #1. Finding the right partners #2. Equipping partners to drive performance #3. Engaging and upskilling partners Key takeaways Share: Synopsis: The main challenges when selecting channel partners and assessing their quality How to efficiently allocate budget and equip channel partners with resources Best methods to engage […].

Article

11 min

Channel Marketing 101: How to Get Started Despite the challenging economic climate, IT spending is projected at $5.06 trillion (Gartner, 2024), with channel marketing enjoying significant growth and optimistic forecasts. Indeed, Canalys predicts that the channel software market will reach $11.08 billion by 2028.

Article

10 min

Partnership and Channel Opportunities in 2024 The B2B landscape has undergone profound changes in recent years. Markets have become increasingly saturated, and competition is fiercer than ever as brands struggle to keep up with the rising tide of content and a growing number.

Outlook

13 min

FAQs

What are the best strategies for recruiting B2B channel partners?

Focus on identifying partners that align with your target markets, offer complementary solutions, and share similar business goals. Provide clear value propositions, robust onboarding, and ongoing support to attract and retain high-performing channel partners.

How do I ensure measurable ROI in B2B performance marketing partnerships?

Establish clear KPIs in connection to provided MDFs, track lead and opportunity generation, and develop partner enablement initiatives to empower them to achieve the intended business outcomes. Curated partner programs, such as those offered by INFUSE, enable real-time reporting and campaign optimisation to demonstrate and maximise ROI from your channel partnerships.

Which providers offer demand generation programs with partner and channel activation?

INFUSE offers demand generation programs that integrate partner and channel activation. We foster ecosystems for collaborative lead and demand generation, working within your unique partner environment to generate and capture demand across a variety of strategies. Our programs and tools empower teams to drive joint campaigns, track partner engagement, and maximise revenue opportunities across partner networks.

DISCOVER YOUR PARTNER ECOSYSTEM'S POTENTIAL TO DRIVE JOINT LEAD AND DEMAND GENERATION RESULTS

INFUSE Partner Programs empower your partner networks with co-branded campaigns and shared data intelligence to expand reach, uncover opportunities, and accelerate revenue generation.