Partner Marketing: Evolution of Marketing Through Partners

The discussion begins by reflecting on how the traditional concept of the “channel” has evolved into a dynamic partner ecosystem. It highlights the founding of a partner-focused organization, Marketeery, and how the Microsoft ERP and CRM space has become a prime example of ecosystem collaboration. The increasing need for specialization among partners is emphasized, along with how AI, cloud services, and digital transformation have become central to modern partner marketing strategies. This historical perspective sets the stage for a deeper exploration of how partner marketing must continue to evolve to stay relevant.

The conversation shifts to how business process automation and AI-driven tools revolutionize SMB operations. New opportunities provided by virtual agents for small businesses—sectors traditionally left out of major technology revolutions—are discussed. Partners now drive greater efficiency and profitability through automation across industries like laundromats, clinics, and professional services. The discussion highlights how partners must evolve their services and marketing tactics to align with technological trends, ensuring they deliver value beyond just selling software licenses.

The discussion explores the trend toward vertical SaaS solutions, where partners build or align with industry-specific offerings. Partners are becoming focused specialists rather than generalists, from healthcare clinics to restaurants. The impact of this verticalization on partner marketing strategies, co-marketing campaigns, and customer education is analyzed. Examples are shared showing how evidence-based marketing, use-case storytelling, and vertical-specific events are becoming essential for building brand trust in the SMB market. This section highlights the strategic pivot partners must make to remain competitive.

The discussion turns to how AI transforms traditional and search-driven discovery models, reshaping the buyer’s journey. New battlegrounds for partner marketing success, including social media, thought leadership, AI-powered search engines, and aggregator platforms, are highlighted. The need for partners to invest in modern marketing methods—such as webinars, podcasts, and newsletters—is emphasized, along with strategies that allow even smaller partners to thrive without large budgets. The discussion shares practical advice on building recurring demand generation rhythms effectively.

The conversation closes with long-term strategies for partners to succeed in the evolving SMB landscape. Key topics include budget planning, targeting founders and owners in small businesses, and repositioning messaging around solving business problems rather than just selling software. The importance of educational marketing, forming strategic alliances, and leveraging AI tools internally to gain competitive advantage is discussed. This final segment gives listeners a clear roadmap for sustainable growth through partner marketing.