Channel Marketer Report


Channel Marketing Track At B2B Marketing Exchange To Focus On Surpassing Goals, Busting Barriers In 2020

Transforming channel marketing programs to address prevailing challenges and seize new business opportunities will be addressed by the profession’s most influential thought-leaders at the B2B Marketing Exchange (B2BMX) in Scottsdale, AZ, February 24-26, 2020. In presentations, panel discussions and workshops, attendees will hear how channel professionals will strive to exceed expectations and hurdle obstacles by optimizing partner-with-partner collaboration, enabling non-transacting partners and enlisting partners in account-based marketing campaigns, among other trends and topics.

Since the channel marketing track was added to the conference’s agenda in 2018, it has been expanded significantly to meet the increasing demand for information on to-, through-, and with-partner marketing best practices. The channelvmarketing track agenda for B2BMX, and the line-up of leading channel program experts, aim to offer guidance on foundational practices as well supporting lively discussions on emerging trends and best practices.

The roster of speakers, presenters, and panel moderators includes many of the experts that successful channel leaders routinely consult to optimize their programs.

Maria Chien, executive director, channel marketing strategies at Forrester, returns to B2BMX as the channel marketing track’s keynote speaker. Theresa Caragol, founder and CEO of AchieveUnite, a channel-focused consulting firm, will conduct a workshop on optimizing partner experience to ensure partner lifetime value. And Larry Walsh, CEO and chief analyst at The 2112 Group, will moderate a panel on maximizing lead generation with non-transactional partners including referrers and influences.

Diane Krakora, a principal at the consulting firm, PartnerPath, will drive a discussion on managing channel marketing in partner ecosystems. Heather Margolis, founder and CEO of, Channel Maven Consulting, returns to B2BMX to share insights on enhancing channel programs with customer-focused content formats.

A panel discussion on cultivating more engaging incentive programs will be moderated by Claudio Ayub, chief strategy officer at Perks WW. Latane Conant, CMO at 6Sense, will lead a discussion on orchestrating account-based marketing with channel partners.

Up-Close With High-Performing Programs

Attendees will be offered up-close views of two highly regarded channel programs. Karine Elsen, Senior Director, Global Partner Marketing at Cisco, will provide insights into the evolution of its successful Marketing Velocity program. Tricia Atchison, Group Director, Worldwide Partner Enablement & Marketing at Citrix, will discuss how the company is driving digital transformation with its Partner Kickstart program.

“As more companies realize that one of the most certain ways to grow their business is by offering their channel partners more effective and efficient marketing support, it’s critical that they have access to information on best-in-class processes,” said Andrew Gaffney, President of G3 Communications, a division of Emerald Expositions and the produce of B2BMX. “With the help of our amazing roster of partner program experts, the channel marketing track will provide experienced channel marketers as well as lead gen professionals who may be new to partner marketing, information that will inspire and embolden next steps.”