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Partner account-based marketing

The power of ABM with Partners

Providing your highest growth Partners with bespoke growth solutions, Partner Account Based Marketing (PABM) delivers true white glove high-end demand generation.

What is Partner account-based marketing (PABM)?

Partner Account Based Marketing is a Partner and Vendor marketing strategy that aims to engage high-value target accounts. By focusing on ideal customer profiles and creating powerful specific activities targeting them, PABM programmes convert high-value prospects into revenue.

6. Partner-ABM

Why partner account based marketing?

The dynamic between Vendor and Partner is ideal for an account based marketing programme.

It provides the opportunity to leverage the value-add of partners propositions, referenceability, expertise and clients to create compelling messages for target accounts.

PABM, gives us the opportunity to engage new partners and grow revenue from your existing relationships.



Key Metrics

Reduction in Partner Marketing Tasks
Increase in MDF ROI
Increased Participation in MDF Programs

Why Sherpa?

Sherpa bring a stack of best practice data, tactics, and digital marketing methodology straight into the marketing functions of the partners. Through our managed campaigns, we bring full line-of-sight into performance stats and results of partner marketing activity. As a fully-managed and operated service, partners feel more invested-in, more engaged, and more committed to successful partnership.

How can Sherpa help?

Running a Partner ABM programme does have its unique challenges which means that it is crucial to have an ABM expert, not only with technical capabilities, but also with the understanding of partnership/channel marketing.

At Sherpa, we can help with:

ABM through Partners | Bringing hybrid proposition of reseller expertise with vendor product to target accounts

ABM to Partners | Target and grow share of voice, revenue and engagement in multi-vendor partners

ISV & Alliances ABM | Solve additional prospects’ challenges with product partnerships.

ABM for Partner Recruitment | Target the most attractive prospective partners for recruitment


Useful Partner account-based marketing resources

  • 5 tips to choose the right agency for ABM

    The marketing landscape is fed by a system of streams, through which different strategies flow, such as demand generation, paid traffic, direct marketing, channel marketing and ABM. 

  • How Sage Drove Global Demand with 24 top partners using ABM

    Sherpa & Sage pioneered PABM back in 2018 - establishing a global program for their X3 Partners.

  • Future of Channel 2023

    Our key takeaways from the Future of Channel webinar. The panel were challenged to discuss the various elements of partnering today and in the future, and how programs should adapt.

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