Sherpa's Top of Funnel Campaigns builds sustainable awareness and demand generation through strategic, multi-channel execution. Using the Momentum framework, we identify your ideal buyer personas, craft compelling value propositions, and orchestrate coordinated campaigns across email, content syndication, and digital advertising. Our approach focuses on quality over quantity, attractingprospects who match your ideal customer profile and showing genuine research intent.
The process of identifying exactly who the campaign should reach, defining the firmographic, behavioural, and persona characteristics that make a prospect the right fit for the partner's solution.
Building the campaign approach and creative assets needed to reach target buyers consistently across channels, ensuring message, format, and timing are aligned to the campaign objective.
The core activation channels for top of funnel partner campaigns, combining paid social reach, direct email engagement, and content distribution to build awareness and capture early-stage demand.
Ongoing monitoring of campaign performance against key metrics, with weekly review and adjustment to improve results and ensure spend is focused on what's working.
The tools and frameworks that equip both vendor and partner sales teams to carry the joint value proposition consistently into buyer conversations, from first contact through to close
The process of aligning vendor and partner teams on a single, differentiated story, defining the specific value only achievable through the partnership and building the messaging framework both sides use to tell it.
Content developed jointly for vendor and partner that reflects the shared value proposition, designed to resonate with a specific buyer, vertical, or region rather than adapting generic vendor assets.
Coordinated marketing activity run by vendor and partner together, using shared messaging and assets to reach target buyers through the right channels at the right time.
The tools and frameworks that equip both vendor and partner sales teams to carry the joint value proposition consistently into buyer conversations, from first contact through to close
Real experts, real outcomes
60-100
leads per partner depending on market size
3-5%
landing page conversion rates on gated content
40-60%
reduction in cost per lead versus prior campaigns
13 weeks
timeline minimum
Trusted by
Ready to discuss your ToFu Partner Marketing Campaigns?
Top of funnel marketing in partner programmes focuses on building awareness and capturing early-stage demand from buyers who don't yet know the vendor or partner solution. Sherpa's Top of Funnel Campaign identifies the right buyer personas and orchestrates multi-channel activity to generate consistent lead flow through the partner channel.
Generating leads through a partner channel requires a coordinated campaign across the right demand channels; combining paid social, email, and content syndication to reach target buyers at scale. Sherpa builds and runs these campaigns on behalf of partners, ensuring activity is focused on prospects that match the ideal customer profile.
Building brand awareness in channel marketing requires consistent, multi-channel activity that reaches the right buyer personas before they're actively in market. Sherpa's Top of Funnel Campaigns combine partner and vendor positioning into a single coordinated campaign that builds recognition and captures early-stage demand.
The most effective top of funnel channels in partner marketing combine paid social reach, email nurture, and content syndication, each playing a different role in building awareness and driving early engagement. Sherpa selects and activates the right channel mix based on the target audience and partner market.
A partner should invest in a top of funnel campaign when pipeline is inconsistent, when entering a new market or launching a new solution, or when sales teams need a more reliable flow of early-stage opportunities. Sherpa's Top of Funnel Campaign is designed to build that foundation quickly and consistently.
Ready to work smarter, not harder?
Fill the form below and we'll put you in touch with an expert.
Global technology firms trust us to meet their Partnership objectives:
.png?width=300&height=100&name=Cisco%20logo%20(1).png)
