CMA Suggested Topics

From Strategy to Activation: Building and Messaging Joint Content with Channel Partners

Ever wonder how to create truly standout joint content with channel partners? Join us for an engaging session where we’ll walk through the entire process—from initial strategy to effective activation.

We'll share practical tips on aligning your messaging, leveraging each partner's strengths, and producing content that not only informs but also motivates. Whether you're an experienced marketer or just starting out, this session will provide valuable insights to elevate your content strategy. Let’s turn your collaborative efforts into compelling stories and make your joint marketing initiatives a success.

Measure What Matters

Ever feel like your KPIs aren't telling the whole story? Join us for this great session, where we'll debunk myths about traditional performance indicators and dive into the game-changing power of intent data. Whether you're just starting out or a seasoned pro, this session will help you focus on what really drives success.

Key takeaways:

• How to pinpoint and prioritize the business goals that truly matter.
• The magic of intent data in uncovering insights you might be missing.
• Practical strategies for tackling the usual headaches in data measurement.

Highway to Sell - Building a Demand Engine: How to Drive and Scale Pipeline Creation with and Through Partners

Facing aggressive partner pipeline targets and limited resources? You're not alone. "Building a Demand Engine: How to Drive and Scale Pipeline Creation Through Partners" tackles the challenge of generating demand at scale. We'll show you how to create proven, easy-to-execute lead generation campaigns and provide the guidance your partners need to turn top-of-funnel interest into real pipeline.

Key takeaways:

• Prioritizing partners who will move the needle.
• Balancing structure and flexibility in partner-led campaigns.
• Proven follow-up techniques for lead nurturing.
• Real-world success stories of packaged campaigns.
• Connecting the dots between leads and registered opportunities.
  
  

In today’s economic climate, B2B tech partner marketers are under immense pressure to meet aggressive targets and demonstrate ROI. This session will provide the insights and tools you need to succeed.

Why your enablement programs stink and what you can do about it

Ahhh, "Enablement": The fancy word that basically means "helping you do your job," but with extra syllables to make it sound important. Because "support" was too straightforward and "empower" had already been taken.

Partner Enablement was once just a basic task to prepare your partners for selling your solutions. Now, it has transformed into a multifaceted process. You’re now segmenting partners by type, role, and market segment. This includes not only traditional onboarding but also marketing, sales, technical training, and much more.

Key takeaways:

• Craft an enablement strategy that deeply engages and equips your partners
• Customize enablement methods for different partner profiles
• Uncover competitive strategies that you might not have considered

Really, Fishin’? - Understanding Partners Better

We all know the saying “teach them how to fish,” but what if your partners aren’t fishin’? This session features a panel of partners of all sizes discussing strategies to truly help your partners and elevate your partnerships to the next level.

Key takeaways:

1. Identifying Barriers: Understand the common obstacles that prevent partners from fully engaging and succeeding.
2. Effective Support: Learn strategies to provide meaningful support that aligns with your partners' needs and capabilities.
3. Next-Level Collaboration: Discover innovative approaches to foster stronger, more productive partnerships and drive mutual success.

AI - hype or hope

Artificial Intelligence (AI) is transforming the landscape of IT channel marketing, but is it all just hype, or is there genuine hope for revolutionary change? This session dives deep into the realities and potentials of AI in the channel. We will explore how AI can streamline marketing operations, enhance customer engagement, and provide actionable insights. Our expert panel will separate fact from fiction, presenting real-world case studies and practical applications. Join us to discover whether AI is the future of IT channel marketing or just another buzzword.

Key takeaways:

• Understand the true capabilities and limitations of AI in IT channel marketing
• Learn how to leverage AI for more effective and efficient marketing strategies
• Gain insights from successful AI implementations in the channel industry
• Explore future trends and prepare for the evolving marketing landscape

Better together – but not always. Know when to hold them, when to fold them, when to walk away and when to run. 

Marketing dollars are tough to get and even tougher to spend now that so many events are out of reach—$30,000 for a table, really? But that doesn’t mean we should be saying yes because of the money. In this session, we’ll highlight some companies that have successfully partnered on events and initiatives, showing how collaboration with complementary vendors can maximize impact and stretch your marketing budget.

Key takeaways:

1. Identifying Partners: Learn how to find complementary vendors that align with your goals and can enhance your marketing efforts.
2. Maximizing Budget: Discover strategies to stretch your marketing dollars through successful partnerships and collaborative initiatives.
3. Success Stories: Hear real-world examples of companies that have effectively partnered on events and initiatives, demonstrating the power of collaboration.

Field vs. Channel vs. Product marketing - In the ring

Understand the distinctions between field, channel, and product marketing in this dynamic session, where you will learn who deserves credit for marketing successes and how to allocate budgets effectively across these critical marketing areas.

Key takeaways:

1. Defining Roles: Understand the unique roles and responsibilities of field, channel, and product marketing teams.
2. Budget Allocation: Gain insights into effective budget allocation strategies to maximize the impact of each marketing area.
3. Credit Distribution: Learn how to fairly distribute credit and recognize contributions from different marketing functions. 

Partner Activation Strategies

In this session, we will explore successful partner activation strategies that go beyond the 80/20 rule. Hear from industry experts who have kept their partners engaged and driven mutual success through innovative approaches.

Key takeaways:

1. Innovative Engagement: Discover creative and effective strategies to engage and motivate partners.
2. Sustainable Success: Learn about real-world examples and best practices for sustaining long-term partner engagement.
3. Measuring Impact: Understand how to measure the effectiveness of your partner activation efforts and make data-driven improvements.

Put the Golf Clubs Away: Tee Up Data-Driven MDF Activities Instead

Let’s face it: relying solely on traditional MDF activities like golf outings is no longer sufficient. To maximize impact, it's essential to adopt data-driven, multi-channel strategies. This presentation will explore the challenges and opportunities of implementing trackable MDF activities, focusing on diversification, lead management, and the power of data-driven marketing.

Key takeaways:

1. Diversification: Learn how to diversify your MDF activities to include data-driven, multi-channel strategies that resonate with your audience.
2. Lead Management: Discover effective lead management techniques to ensure your MDF activities generate tangible results.
3. Power of Data: Understand the importance of data-driven marketing and how to implement trackable activities for better ROI and impact measurement.

Demand Gen Isn’t Just for Customers: How to Leverage Programs to Build and Maintain Your Partner Network

Demand generation strategies aren't only for attracting and nurturing customers—they're also essential for building and maintaining a robust partner network. Learn how leveraging demand generation programs can help grow your partner network, activate partners through trackable MDF programs, and optimize marketing efforts using data-driven insights.

Key takeaways:

• Strategic Partner Targeting: Methods for using ABM lists and look-alike modeling to grow your partner network with the right partners.
• Demand Generation Mastery: Turning your partners into experts who can drive demand and create measurable business impact.
• Trackable and Data-Driven MDF Programs: Building and monitoring programs to ensure ROI and strategic alignment.
• Data Optimization: How to leverage data for better targeting, personalization, and real-time campaign adjustments.

Tools Matter: Walk Through a Successful Channel Marketing Tech Stack 

Description: Discover how cutting-edge tech tools are revolutionizing channel marketing and partner ecosystems. This session will explore the essential components of a successful partner marketing tech stack and how digital transformation is driving innovation in the industry.

Key Takeaways:

1. Understanding the Tech Stack: Learn about the essential tools and technologies that form a successful partner marketing tech stack.
2. Driving Innovation: Explore how digital transformation is paving the way for innovative marketing strategies and enhanced partner collaboration.
3. Success Strategies: Gain insights into best practices for implementing and optimizing tech tools to maximize partner ecosystem success.

Finding the Taylor Swift of the Channel: How Using Influencers Can Enhance Your Channel Programs

Description: Unlock the potential of influencer marketing in the channel to boost your partner marketing efforts. This session will look into how leveraging influencers and referrals can expand your reach and connect you with new audiences.

Key takeaways:

1. Identifying the Right Influencers: Learn how to identify and collaborate with influencers who can effectively promote your brand within the channel community.
2. Maximizing Referrals: Understand the power of referral programs and how to integrate them into your partner marketing strategy.
3. Measuring Impact: Discover key metrics and strategies to measure the success and ROI of your influencer marketing campaigns.

Stop the Madness - Events in the Channel

With over 300 combined virtual and in-person channel events happening every year, how do you decide which ones to attend? Should you host your own events? What's the best approach?

This session will help you navigate through the clutter and make strategic decisions that align with your goals. We’ll talk about choosing the right events, the pros and cons of hosting your own, and how to get the most bang for your buck.

Key takeaways:

• Learn how to pick the right channel events for your business
• Understand the benefits and challenges of hosting your own events
• Get strategies for maximizing your impact and ROI at channel events
• Hear real-world examples and best practices from industry leaders