Reference
Partner marketing glossary
A short glossary of important terms and buzzwords used in the partnership community that will help to demystify some of the language.
Resources
Guides, a glossary and expert views on partner marketing
Practical partner marketing, written by people who do it.
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The guides
Practical, step-by-step reading you can put to work this week.
A practical guide: how to optimise your partner marketing content for AI and LLMs
AI is changing how your buyers find and engage with content. Learn more on how content optimisation can help AI discovery.
Expert views
What does partner marketing need right now? We asked the experts
Key takeaways from our Partner Marketing event in London. Senior partner marketers share what's really working in 2026, from attribution and scaling co-marketing to ABM and the human side of partnerships.
Partner Marketing Insights: Predictions 2026
In this special edition of our Partner Marketing Insights series we had the privilege of speaking to eleven Partner Marketing leaders who share their predictions for the year ahead.
Insights from Catalyst Europe: how to future proof your partner marketing
Key takeaways from the Partner Marketing Panel at Catalyst Europe. Partner Marketers from Red Hat, Paessler GmbH and MariaDB share insights and advice on how to future proof your Partner Marketing.
Partner marketing strategy
Why invest in partner marketing?
In this second article of our 'Partner Marketing Basics' series we look into key reasons for investing in Partner Marketing and the advantages of doing so.
Joining the dots: the secret to better partner campaigns
Partner marketing often gets stuck in a cycle of one-off campaigns and a rush to get a campaign live. What it really takes to make partner marketing effective and scalable.
Demand generation
Joining the dots: the secret to better partner campaigns
Partner marketing often gets stuck in a cycle of one-off campaigns and a rush to get a campaign live. What it really takes to make partner marketing effective and scalable.
Stop calling that a qualified lead
How short-term thinking is undermining demand generation, and how to fix your lead scoring to ensure future success.
Content and AI
A practical guide: how to optimise your partner marketing content for AI and LLMs
AI is changing how your buyers find and engage with content. Learn more on how content optimisation can help AI discovery.
Partner enablement
Beyond tools and training: the human side of partner enablement
In this 3rd edition of our PM Basics series we explore the key five pillars to true Partner Enablement.