August 10, 2022

5 Key Elements for a Dynamic B2B Tech Partner Program

Create a strong channel partnership foundation.

August 10, 2022

5 Key Elements for a Dynamic B2B Tech Partner Program

Create a strong channel partnership foundation.

Cover image Cover image
  • The importance of a clear partnership structure
  • Possible partnership expectations and KPIs
  • Support content tips and ideas

Channel partnerships are a key component of go-to-market strategies for modern B2B tech companies. They empower you to expand your target audience, tap into new revenue streams and improve brand authority—together. Forrester predicts a 10X increase in the number of partners in the average channel program by 2025.¹

Here are key elements to create a strong foundation for a new B2B tech partner program. Optimizing your collaborations from the start ensures they run smoothly, meet performance expectations and benefit both companies and their clients.

1. B2B tech partner program marketing to foster connections

Make it easy for prospective partners to understand how your partnership program works. Some possibilities to clarify and market your program include:

  • A partnership landing page outlining key features and requirements of the program
  • An ebook that goes into partnership benefits more deeply
  • A partnership postcard or pamphlet for your booth at industry events

Successful partner marketing programs are also built on strong relationships with other technology companies, from global original equipment manufacturers (OEMs) to solution providers to regional resellers. Encourage your sales teams to connect with partners and prospective partners on LinkedIn and at events and conferences so you have a robust network for direct outreach.

2. A joint value proposition

What are the benefits you provide for shared clients that they can’t get without your partnership? This may be better customer experiences, greater business agility, deeper insights and access to expertise. This is your combined value proposition.

Clarify the value prop in initial conversations and before signing a partnership agreement to make sure your companies are a good fit. During these early interactions, pay extra attention to determine if your marketing styles, communication pace and overall goals align well.

3. A clear partnership structure

B2B tech marketing partnerships require shared goals, agreed-upon key performance indicators (KPIs) and a clear structure. Without well-established parameters and expectations, partnership programs can lead to confusion and even frustration.

Your partnership program structure should also be segmented by partner type, such as alliance, referral and reseller. Goals for alliance partners may include a certain number of co-branded digital campaigns per year designed to boost brand awareness and authority for each partner. For resellers, KPIs may focus on annual sales and requirements may include timely training for new solution launches or references to the partner in blogs and social campaigns.

The structure can also include levels. For example, a software-as-a-service (SaaS) company may have silver, gold and platinum referral partners that allow leveling up based on annual sales or referrals.

For co-branded partnership campaigns, clarify percentages for marketing spend. Large global enterprises may cover the full cost of strategic campaigns for top-tier partners that meet certain benchmarks. In other instances, the lead company may cover 60% or 80% of the cost of a campaign while the partner covers the remainder. These breakdowns will vary based on the complexity of each campaign and expected return on investment (ROI) for each partner.

4. Self-serve training, marketing support and content

Offer a partner-exclusive portal that supports lead-gen efforts with an easy-access library of marketing content and training materials. Some offerings to include in the portal include:


Help partners acclimate quickly to the portal with a personalized tour of the available materials, where to find them and how to use them.

Training and certification classes

Quickly bring sales, marketing and technology teams up to speed on your solution with pre-built webinars and courses. Provide badges for course completions.

Marketing campaign templates

Give partners a head start with pre-built email campaigns they can adapt to their strategy.

Marketing materials

Provide collateral partners can easily share with their audience, including ebooks, case studies, reports and thought-leadership articles.

Logo and brand guidelines

Make co-branding simple and easy to access with downloadable logos and comprehensive brand guidelines.

5. Demand-generation support

Marketing campaigns are complex. Add partners to the mix and the challenges can compound. There are more stakeholders, more campaigns and more opportunities to broaden your brand reach. While amplifying your brand with a partner is often a net positive, without oversight you risk a campaign going live that doesn’t meet your standards—or even tarnishes your brand.

Working with an agency partner experienced in B2B channel partner marketing can help your internal teams as they establish, manage and grow a robust and successful program. A digital marketing agency like Lauchlan, a leader in technology partner ecosystem marketing, can support end-to-end elements, for example:

  • Partner program strategy and development
  • Partner program content assets
  • Partner program execution and optimization

Need support for your partner marketing strategy?

Connect with Lauchlan to see how we can help you establish a dynamic and effective partner program.

¹ Park D, Unlocking the True Business Opportunity for Modern Partners, Forrester Research, Feb. 23, 2022.


Sondra Wolfer

Writer and Editor

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