Trends Report

Partner-Based Marketing Accelerates Elusive Shadow Channel Engagement

Model Your Partner-Based Marketing Program After ABM Best Practices

May 22nd, 2019
Steven Casey, VP, Research Director
Steven Casey VP, Research Director
Jay McBain, null
Jay McBain
With contributors:
Laura Ramos , Caroline Robertson , Brandon Shaik , Kara Hartig

Summary

Today's empowered B2B customers demand a new level of specialization and sophistication from third-party firms that assist them. Choosing the wrong partners can have dire consequences on your business: increasing costs, limiting revenue growth, and ceding new markets to competitors. Channel leaders need a partner-centric approach to recruitment modeled on the best practices of account-based marketing (ABM). Forrester calls this partner-based marketing (PBM).

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