First Friday: Five Key Considerations for Your 2025 Partner Marketing Strategy

1. Leverage data for upselling and cross-selling 

Connect members discussed the importance of data to help partners make strategic upsell and cross-sell decisions. Rather than focusing only on new lead generation, Jo emphasised the value of identifying past purchases and creating messages that nurture existing customers toward additional products or services. For example, one member shared that a recent data audit revealed a gap in their training capabilities, which, once filled, helped launch a successful campaign targeting existing customers. 

• Customers now rely heavily on digital research, with 67% of B2B buyers turning to digital content before engaging with sales (Demand Gen Report). 

• Consider investing in data analysis tools and coordinating with sales and tech teams to build tailored messaging for existing customers. 

2. Shift focus from ROI to broader business impact 

Members highlighted a shift from traditional ROI metrics to evaluating business impact, as companies are increasingly prioritising initiatives that support overall growth. Chriselna noted that aligning KPIs with stakeholders at the start of the year is crucial for setting measurable outcomes that reflect the ecosystem’s current needs. The group agreed that success metrics should go beyond immediate ROI to include long-term growth and customer retention. 

• McKinsey research does highlight a similar trend, showing that companies focusing on strategic, long-term business impact rather than immediate ROI often achieve higher success rates in transformation initiatives (McKinsey). 

• Align with stakeholders to define KPIs that capture broader impact, helping provide a fuller picture of campaign effectiveness. 

3. Implement AI thoughtfully, with a security-first mindset 

The Connect members explored the challenges of integrating AI with existing systems. Chriselna and others noted compatibility and access issues, especially when trying to unify data across platforms. Members highlighted the importance of clear security policies and training, with Cindy emphasising that inconsistent access to tools could limit AI’s effectiveness. Helen noted that 2025 may see AI budgets cut, with companies prioritising only tools that offer clear returns. 

• Gartner Predicts 30% of Generative AI Projects Will Be Abandoned After Proof of Concept By End of 2025 (Gartner). 

• Implement AI with a security-first approach, ensuring policies are in place and employees are trained for consistent and compliant use. 

4. Adopt holistic targeting and personalised content 

Connect members discussed how reaching beyond the C-suite to technical influencers is increasingly important, as modern buying cycles involve multiple decision-makers. Members agreed that content should target both C-suite and technical advisors, as many final purchasing decisions are based on technical input. Chriselna shared her success with PathFactory, which helped personalise the buying journey, enabling more precise targeting across all decision-making levels. 

• The consumerization of B2B buying appears nearly complete. After years of wanting a seamless B2B buying experience similar to that of the B2C world —and with B2B companies saying it wasn’t possible due to factors such as complexity, technical requirements, value, and the number of decision makers—this survey found that omnichannel is now table stakes for B2B companies. (McKinsey) 

• Consider tools like PathFactory to tailor content for multiple personas, creating personalised experiences that engage all stakeholders in the buying process. 

5. Enhance engagement with the ‘Market to’ and ‘Market with’ approach 

Partner engagement from day one was a key topic among Connect members. Sophie shared her experience developing a sales playbook with Microsoft’s marketing team and found that combining structured resources with targeted campaigns offered a more direct approach. Helen reinforced this idea, noting that partners activated within the first 90 days are significantly more likely to reach sales targets. 

• If a new partner doesn’t start to market and sell your offering within the first 90 days of recruitment, it’s highly likely that it never will. (Forrester). 

• Combine playbooks with direct campaigns to maintain partner engagement from the outset, driving earlier sales contributions.