Channel Marketing Programs for Software & Technology Companies
Marketing solutions designed to help you and your channel partners collaborate, compete, and grow together.
Channel Marketing Programs for Software & Technology Companies
Marketing solutions designed to help you and your channel partners collaborate, compete, and grow together.
Why Channel Marketing Matters for B2B Technology Companies
Channel marketing helps software publishers and technology companies extend their reach, strengthen partner relationships, and create scalable demand generation programs that benefit both partners and end customers.
Expand Reach
Channel partners help you reach new audiences and industries through established relationships and market expertise.
Built-In Credibility
Partners deliver your message through trusted relationships, helping buyers feel more confident faster.
Scalable Growth
Well-structured channel programs consistently drive results across multiple partners and markets.
Stronger Partnerships
Supporting partner marketing success increases engagement, loyalty, and long-term collaboration.
Channel Marketing Programs & Services
How TPMG Approaches Channel Marketing
At The Partner Marketing Group, we understand that channel marketing is not one-size-fits-all. Every partner ecosystem is different, from global resellers to niche ISVs to service providers with limited marketing resources.
Start with Strategy
We define clear partner value propositions, program structure, incentives, and engagement goals before any campaigns are launched.
Build Campaigns
We create coordinated, multi-touch marketing programs that support both to-partner and through-partner engagement.
Enable & Educate
We help you provide partners with the training, tools, and messaging support they need to represent your brand.
Measure & Refine
We assist you in evaluating engagement, adoption, and performance, then adjust programs to improve long-term results.
What Is Channel Marketing
Channel marketing is the strategy of promoting products and services through partners, such as resellers, distributors, consultants, and service providers, rather than selling directly to customers alone.
Effective channel marketing supports both to-partner marketing and through-partner marketing.
To-Partner Marketing
- Educating partners on your solution and messaging
- Providing training, campaigns, and marketing resources
- Making it easy for partners to promote your offerings confidently
Through-Partner Marketing
- Helping partners generate demand with end users
- Providing ready-to-use campaigns and content
- Supporting joint marketing efforts that benefit both organizations
Channel Marketing Resources
Learn nine ways to increase the effectiveness of your channel marketing programs.
Explore the six most effective types of content you can provide to your channel partners.
Read the top five mistakes ISVs make in their channel marketing, and how to fix them!
See how personalized channel marketing helped WEX Health strengthen partner relationships.
Ready to level up your channel marketing program?
If you’re tired of programs that look great on paper but stall in execution, you’re in the right place. We’ll help you create something your partners want to participate in and use.
Quick Summary
The Partner Marketing Group helps software and technology companies design, build, and execute channel marketing programs that work. From strategic program planning to ready-to-use campaigns and partner enablement resources, we guide publishers and vendors in creating programs that drive partner engagement, support marketing goals, and generate measurable results.
FAQs (Frequently Asked Questions)
How can The Partner Marketing Group help my company create a partner program?
We can help you at any stage of your partner program, from strategy and program design to campaign creation and partner enablement, ensuring your program is structured for adoption and engagement.
What types of content and campaigns does The Partner Marketing Group provide?
We create individual content pieces or multi-touch campaigns including email sequences, social content, eBooks, case studies, playbooks, battlecards and more designed for your partners to easily deploy.
Can The Partner Marketing Group programs be customized for different partner types?
Absolutely! We tailor programs to your partner ecosystem, accounting for company size, marketing experience, industry focus, and available resources.
Will you help us train our partners?
Yes! We can help you create and deliver in-depth and actionable partner marketing training on topics like content marketing, LinkedIn engagement, SEO best practices, building integrated campaigns, and more!
What if we already have a partner program in place?
That’s great news! You’re not starting from scratch! We can help you fine-tune, optimize, and energize your existing program so partners actually use it. From auditing your current campaigns and content to aligning messaging with partner needs, we make sure your program isn’t just “there,” but actually driving results.