Channel Marketer Report


Bizzabo Launches Channel Program To Boost Its Event Platform Sales

Bizzabo, a provider of a single platform for in-person, hybrid, and virtual events, has launched a new channel program to enable a variety of partners to offer its proprietary event technology and industry expertise to prospects and clients.

The company is targeting a range of partner organizations including companies that work with marketing and event professionals. Bizzabo aims to have these companies refer or resell its platform, expanding their portfolio of product offerings to include a holistic solution for virtual, hybrid, and in-person events.

Chad Blaise, VP of Partners and Account Management, Bizzabo

“Bizzabo has found success with various partnerships in the past, but this launch marks a formal investment in accelerating and sustaining growth through a formal partner program with referral, reseller, go-to-market and solutions/integrations partners,” said Chad Blaise, VP of Partners and Account Management. “The launch of the program also establishes and standardizes core benefits and discounts/margins available to partners.”

 Most recently, Bizzabo partnered with Adobe to help B2B marketers execute events and capture attendee insights to optimize lead scoring, nurturing, segmentation, and attribution.

The program lets partners manage, measure and grow professional events across the globe in any format — virtual, in-person or hybrid. By joining the program, partners also get access to exclusive resources to grow their business, including marketing, business development, sales, and support.

New Portal Powers Program

Marketing resources, which will be provided inside of the Bizzabo partner portal, include logos for co-branding use, turnkey marketing resources such as marketing campaigns-in-a-box, landing page templates and copy, and marketing asset templates for co-branding.

In the new portal, partners will be able register leads, manage pipeline, and gain access to various training, enablement, and marketing resources. The partner portal will be launched to current partners in April and will be made available to all new partners as a standard program benefit from then forward.

Bizzabo also has a partner marketing manager dedicated to assisting partners with marketing activities and working on collaborative projects including case study development and lead generation activities, said Blaise. The company also invested in experienced partner sales leadership to work internally with Bizzabo stakeholders and externally with partners, building a comprehensive go-to-market strategy that includes generating opportunities for and co-selling with partners.

The success of the new program will be measured against a number of metrics, said Blaise, including:

  • Partner-influenced pipeline
  • Partner-influenced revenue
  • Penetration in new markets via partners
  • Deals co-sold with solutions/integrations partners
  • Customer satisfaction with partners
  • Marketing effectiveness of partners