Lifecycle Marketing: Key Takeaways
Key takeaways from our PML Webinar exploring: Lifecycle Marketing: Through a Partner Lens Hosted by Tom Perry, CEO &...
Channel Marketing Campaigns
Smarter Channel Marketing
Our suite of marketing activation programs are designed to deliver more from your ecosystem. Targeted, scalable, structured.
Channel Marketing that is guided by data and delivered by experts
Run the right campaigns, with the right Partners
In an ever-changing market, having the right Partners is crucial to driving growth and navigating challenges. As technology vendors increasingly rely on Partner-led growth, it’s essential to have a strategy that empowers your Partners to maximize demand and revenue.
Our experienced team at Sherpa acts as an extension of your organization, providing structured, data-driven Partner Marketing programs. We help you activate the right Partners with targeted campaigns that align with their capabilities and market focus. Through tailored support and insights, we enable your Partners to represent your brand effectively, driving results that meet your strategic objectives.
Scaling your Partner Marketing efforts is a given, but where we really make a difference is by delivering a smarter approach. We target the Partners who offer the highest potential for success, leveraging their strengths and optimizing every step of the marketing process for measurable ROI.
Our solutions are powered by EdisonAI, offering real-time data and insights to ensure each campaign is aligned with your Partners' skills and market messages. This allows us to work smarter, adapt quickly, and deliver consistent, impactful results.
What's included in Sherpa's Channel Marketing?
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Dedicated Channel Marketing Specialist
A named Sherpa channel marketing specialist is assigned to your programme from day one, owning strategy, execution, and performance on your behalf. They act as an extension of your partner marketing team, bringing channel-specific expertise and EdisonAi intelligence to every campaign decision.
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Campaign Strategy and Delivery
Every channel marketing programme starts with a clearly defined strategy, target audience, ideal customer profile, channel mix, and campaign structure, built around your partners and market. Sherpa manages end-to-end delivery, ensuring every campaign is optimised to generate outcomes.
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EdisonAi Tracking and Partner Engagement
EdisonAi monitors campaign performance and partner engagement in real time, scoring partners based on activity, responsiveness, and alignment throughout the programme. This gives your team full visibility of how partners are engaging with campaigns and where intervention is needed before opportunities go cold. -
Ongoing campaign optimisation and performance reporting
Campaign performance is reviewed and continually optimised. Sherpa's channel marketing specialists analyse results, adjusting targeting, messaging, and spend allocation to ensure every programme cycle delivers stronger outcomes than the last.
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ToFu, MoFu, Demand Generation, and ABM Campaigns
From top of funnel awareness and demand generation through to middle of funnel nurture, account based marketing, and buyer group campaigns. Sherpa's channel marketing programmes cover every stage of the partner-led buyer journey, with the right campaign activated at the right moment for each partner and market.
Results from Channel Marketing
40-60%
reduction in cost per lead
30-40%
higher win rates on targeted accounts
50-70%
increase in marketing-sourced pipeline
13 weeks
to first campaign results
Ready to discuss?
Solutions for Smarter Partnerships
Select an option below:
- Partner Concierge
- Channel Marketing
- Partner Intelligence
- Partner Recruitment
Partner Concierge
Your Partners are in the program, but are they in the game? Partner Concierge helps you deliver more outcomes.
Channel Marketing
Our suite of marketing activation programs are designed to deliver more from your ecosystem. Targeted, scalable, structured.
Partner Recruitment
Full-service recruitment, long-term revenue driving partnerships all start with the right data to recruit the right partners.
Program Build & Infrastructure
Sherpa handles every stage of partner recruitment set-up and ongoing program management. From ideal partner profile creation and campaigns, through to lead delivery and reporting in EdisonAi with quarterly reviews
Program Add-ons:
New Partner Marketing Accelerator
Nurture done for you
Content Localization
Partner Intelligence
Knowledge is power. Smarter Partnership strategies, powered by our class-leading AI platform. Deeper visibility, unparalleled insights, future focussed.
Powered by EdisonAI
Latest resources and insights
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Why most co-marketing campaigns leak ROI
Jun 4, 2026
Why most co-marketing campaigns leak ROI And what to do about it This recently came up in the Partner Marketing Leaders...
Channel Marketing,
Frequently Asked Questions
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What is channel marketing?
Channel marketing is the practice of selling and marketing products through third-party partners; resellers, distributors, GSIs, and technology partners, rather than directly to end customers. Sherpa's channel marketing programmes help vendors build consistent pipeline and revenue through their partner ecosystem, combining campaign execution, partner enablement, and EdisonAi intelligence.
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What does a channel marketing agency do?
A channel marketing agency designs and runs marketing programmes on behalf of vendors and their partners; managing everything from campaign strategy and content creation through to lead generation, partner enablement, and performance reporting. Sherpa is a specialist channel marketing agency working exclusively with global technology vendors, delivering campaigns across the full partner-led buyer journey.
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What are the most effective channel marketing campaigns?
The most effective channel marketing campaigns start with knowing which partners are ready to run them. Sherpa uses EdisonAi to score and prioritise partners based on engagement, marketing capability, and alignment before any campaign begins, ensuring the right campaign is activated with the right partner at the right time. This intelligence is what separates campaigns that generate pipeline from those that don't.
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How do you measure the success of a channel marketing campaign?
Channel marketing campaign success is measured through lead volume, lead acceptance rates, pipeline contribution, and cost per lead, tracked at both the campaign and partner level. Sherpa's EdisonAi platform provides real-time visibility of performance across every partner and market, connecting campaign activity directly to revenue outcomes.
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How do you choose the right channel marketing agency?
The right channel marketing agency should have deep specialism in partner and channel ecosystems; not just general B2B marketing experience. Sherpa works exclusively with global technology vendors, bringing 14 years of channel expertise, proprietary EdisonAi technology, and a proven campaign methodology that delivers 40–60% reduction in cost per lead and 50–70% increase in marketing-sourced pipeline.