Channel Strategy9 min read

Partner Marketing Strategy: How to Co-Market with Channel Partners

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By Eric BibeauSenior Director, Alliances · Guest contributor · 25 March 2026

What Is Partner Marketing?

Partner marketing encompasses all marketing activities that vendors and channel partners execute together to generate demand, build awareness, and drive pipeline. It includes email campaigns to partners, co-branded content, Market Development Funds (MDF), partner events, and joint demand generation programs.

Most SaaS companies start partner marketing with ad-hoc efforts — a shared Google Doc here, a forwarded email there. This doesn't scale. When you have 20+ active partners across multiple tiers and regions, you need a centralized system to manage campaigns, track engagement, allocate co-marketing budgets, and measure results.

The 4 Pillars of Effective Partner Marketing

### 1. Partner Campaigns (To-Partner Marketing)

These are campaigns FROM the vendor TO partners. Product updates, enablement content, sales promotions, and program announcements. The goal: keep partners informed, trained, and motivated.

Effective to-partner campaigns are segmented by tier, region, or partner type. A Gold reseller in EMEA needs different content than a Silver referral partner in North America.

### 2. Market Development Funds (MDF)

MDF is budget allocated by the vendor to specific partners for joint marketing activities. Partners submit requests describing the planned activity (event, ad campaign, content creation), the vendor approves and releases funds, and both parties track ROI.

MDF programs are one of the most powerful tools for activating partners. They signal investment in the relationship and give partners resources they wouldn't otherwise have.

### 3. Co-Branded Content & Events

Partners need sales collateral that features both brands. This includes co-branded pitch decks, landing pages, case studies, webinars, and trade show materials. The vendor provides templates and the partner customizes for their market.

Partner events — webinars, lunch-and-learns, partner summits, trade show booths — drive direct engagement and pipeline. The best vendors coordinate event calendars with their partner network.

### 4. Performance Tracking

Every marketing dollar spent through partners should be traceable to pipeline and revenue. Track campaign open rates, MDF ROI, event attendance, and ultimately deal attribution. This data informs future budget allocation.

How CinnaLab.io Centralizes Partner Marketing

CinnaLab.io's Marketing module brings all four pillars into one place:

  • **Email Campaigns** — Create and send segmented email campaigns to your partner base. Track opens, clicks, and engagement.
  • **Announcements** — Broadcast product updates, program changes, and news to all or targeted partner groups. Partners see announcements in their portal.
  • **MDF Management** — Set budgets per tier/quarter. Partners submit requests, vendors approve/reject with notes, and approved amounts flow through to payment.
  • **Partner Events** — Organize co-marketing events with type classification (webinar, conference, training), region targeting, and registration tracking.

    • The Marketing module is available on the Starter plan ($69/month) with some features as premium add-ons. The Growth plan ($199/month) includes everything. See pricing for details.

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    About the Author

    Eric Bibeau

    Senior Director, Alliances · Guest contributor

    Eric Bibeau is Senior Director, Alliances, with experience leading strategic partnerships and channel sales at growth-stage software companies. He focuses on partner program competitive positioning, the relationship between PRM and CRM systems, and partner marketing strategy — particularly how vendors should evaluate PRM platforms when deciding between enterprise and mid-market solutions. His perspective is shaped by direct experience operating both vendor-side partnerships and partner-facing roles.

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