Amwell: Generating $24 million in ARR opportunity through integrated demand generation How lead generation captured the 5% of buyers already in market while ABM created demand across the other 95%
Channel marketing.
Your partners cannot grow what they do not understand, remember or believe in. We help B2B technology companies build partner programmes, enablement strategies and marketing ecosystems that accelerate channel growth.
Engaged partners drive growth
Most B2B technology businesses rely on partner ecosystems to scale revenue, enter new markets and reach new buyers. The problem is many partner programmes focus on recruitment rather than activation.
The highest-performing channel ecosystems create ongoing engagement, shared value and mutual growth. When partners actively market, recommend and advocate for your business, channel revenue becomes significantly more predictable.
Partners are constantly choosing where to invest their time, attention and resources. They naturally prioritise vendors who are visible, easy to work with and committed to helping them succeed.
Simply joining a partner programme is not enough. Partners need reasons to remain engaged and motivated over time.
Partners don’t sell
what they’ve forgotten
Turn your partners
into advocates
Most partner ecosystems contain dormant partners, unused resources and missed revenue opportunities. The issue is rarely recruitment. It’s engagement.
When partners understand your value, trust your proposition and have confidence in how to position your solution, channel performance improves dramatically.
HOW WE HELP
Channel programmes built for growth
We create channel marketing ecosystems that keep partners informed, enabled and actively engaged. Through partner communications, enablement, co-marketing campaigns, recruitment strategies and growth programmes, we help partners understand your value and turn that understanding into commercial action.
The result is a more active partner network, greater programme participation and stronger channel-generated revenue. The strongest partner ecosystems aren’t built on recruitment. They’re built on engagement and enablement.
HOW WE MEASURE SUCCESS
We measure channel marketing through participation, engagement and commercial outcomes, ensuring partner activity contributes directly to growth.
Growth in active partner participation
Programme success depends on partners actively engaging rather than simply joining.
Partner engagement with content
We track how partners interact with communications, campaigns and programme resources.
Adoption of enablement resources
Effective enablement should be used, not ignored. Adoption levels from partners provides a clear measure of their perception of the programme’s value.
Co-marketing campaign performance
Shared campaigns should create measurable impact for both vendors and partners.
Channel-sourced and influenced pipeline
We evaluate how partner activity contributes directly to opportunity creation and revenue growth.
Selected Work
WHAT WE ACTUALLY DO
Channel Strategy
We design channel strategies that align partner ecosystems with commercial targets, growth opportunities and buyer demand.
Partner Programmes
We develop structured partner programmes and campaigns that encourage participation, reward engagement and support long-term growth.
Partner Enablement
We equip partners with the content, tools, and resources they need to confidently sell your solutions.
Partner Portals & Content Hubs
We design and develop centralised environments that make enablement resources easy to access, use and share.
Channel Analytics
We measure engagement, adoption and revenue performance to continuously optimise your channel ecosystem.
Testimonials
Book a free marketing discovery.
Most B2B tech brands are leaving growth on the table without realising it. In 30 minutes, we’ll talk through your gaps, opportunities, and the fastest path to becoming unignorable.
Awards & Recognitions
Resources
FAQs
Channel marketing is the practice of supporting distributors, resellers, technology partners and other channel partners with marketing programmes that increase engagement, demand generation and revenue.