Partner Marketing: Evolution of Marketing Through Partners Best Practices

Unlock SMB growth with business process automation, vertical SaaS, and AI-powered marketing strategies.

Download your COMPLIMENTARY COPY of Partner Marketing: Evolution of Marketing Through Partners Guide. Unlock SMB growth with business process automation, vertical SaaS, and AI-powered marketing strategies.

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Small and medium businesses (SMBs) are transforming rapidly in today's digitally driven partner ecosystem. But growth doesn’t come from technology alone—it comes from strategic alignment across marketing, automation, and delivery. This exclusive guidebook, built on insights from a podcast with ZINFI CEO Sugata Sanyal and Marketeery Co-Founder Jon Rivers, offers a deep dive into the changing landscape of partner marketing, business process automation, and SMB transformation. You’ll find actionable strategies, vertical market use cases, and step-by-step approaches to generating demand and delivering value across the partner channel.

Key Takeaways:

Understand how partner marketing has shifted from fulfillment to full-funnel engagement.
Discover how AI and automation are powering SMB transformation.
Learn how vertical SaaS is reshaping go-to-market strategies.
Build scalable demand generation strategies rooted in education and trust.
Explore Microsoft ecosystem best practices for channel partners and ISVs.

Who Should Download This Guidebook?

This guidebook is tailored for:

Microsoft partners, ISVs, and system integrators.
B2B marketers focused on SMB growth.
Partner marketing and channel enablement professionals.
Agencies serving ERP, CRM, and automation clients.
SMB-focused sales and marketing leaders planning transformation roadmaps.

Chapters Covered in Partner Marketing: Evolution of Marketing Through Partners Guide

✔ 1. The Evolution of Partner Marketing in the Microsoft Ecosystem

Explore how partner marketing has evolved from co-op-driven outreach to strategic, data-informed storytelling. Learn how vertical alignment, AI search, and buyer behavior have redefined engagement in the Microsoft partner ecosystem, especially among SMB-focused service providers.

✔ 2. SMB Transformation with AI-Powered Business Process Automation

How AI and business process automation make enterprise-level efficiency available to SMBs. See how partners use tools like Power Automate and Microsoft Business Central to streamline operations, reduce costs, and unlock growth across industries.

✔ 3. How Vertical SaaS and Channel Strategies Are Reshaping SMB Growth

Discover the rise of industry-specific SaaS and how partners build packaged solutions for healthcare, retail, legal, and other verticals. Understand how partner marketing enables precise targeting, faster sales cycles, and deeper micro-vertical engagement.

✔ 4. Driving Demand Generation and Education in SMB Partner Marketing

Learn how educational content, webinars, automation, and thought leadership drive demand in the SMB space. This chapter reveals how partners can become educators and trusted advisors, not just vendors, using marketing automation and evidence-based messaging.

Partner Marketing: Evolution of Marketing Through Partners

In this episode of our ZINFI Podcast Series, Sugata Sanyal, Founder & CEO of ZINFI Technologies, sits down with Jon Rivers, Co-Founder of Marketeery, to explore the evolution of marketing through partners. Together, they dive deep into how traditional channel marketing has shifted into today’s partner ecosystem, reshaping how SMB marketing, partner enablement, and partner co-marketing operate. They discuss the explosive role of AI, business process automation, and the increasing verticalization of SMB solutions. This podcast provides essential insights for professionals developing or expanding a partner-focused go-to-market approach. Whether leading a large tech ecosystem or supporting SMBs, this conversation will help you stay ahead of evolving partner marketing trends.

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