60% More Partner-Generated Pipeline with Automated Channel Campaigns in Marketo

Client Overview — A Technology Vendor Dependent on Channel Partners

A global technology vendor sold primarily through resellers and distributors. While the partner ecosystem was large, most partners lacked the resources to run sophisticated campaigns. The vendor’s marketing team tried to provide assets, but execution was inconsistent and results were minimal.

Challenges — Partners Struggling to Market Effectively

• • Low Partner Campaign Adoption: Shared assets often went unused due to complexity.
    
  • Brand Inconsistency: Campaigns partners did launch varied wildly in quality and tone.
    

• Manual Partner Support: Vendor staff wasted hours customizing content for individual partners.
  
• Limited Visibility into Results: The vendor couldn’t measure partner-led campaign impact on pipeline.

Solution — Partner-Ready Campaign Automation in Marketo

Xgrid built a partner enablement framework inside Marketo that allowed resellers to launch co-branded campaigns with minimal effort.

• Pre-Built Campaign Kits: Developed modular Marketo programs that partners could clone and customize.
  
• Co-Branding Engine: Enabled partners to easily add their logos, details, and CTAs while preserving vendor branding.
  
• Self-Service Launch Portal: Created a simplified interface for partners to activate campaigns directly.
  
• Automated Lead Routing: Configured workflows to pass leads seamlessly back to the right partner.
  
• Performance Dashboards: Built reports tracking partner-led campaigns’ influence on pipeline.

Results — More Partner Engagement, More Pipeline

• 60% Increase in Partner-Generated Pipeline: Automated programs enabled more partners to drive demand.
  
• 3X Growth in Campaign Adoption: Simple, ready-to-launch kits encouraged widespread use.
  
• Consistent Brand Experience: Co-branding ensured every campaign met brand standards.
  
• Stronger Partner Relationships: Self-service tools positioned the vendor as an easy-to-work-with ally.
  
• Full Visibility into ROI: Dashboards gave leadership clear insight into channel marketing contribution.

Key Takeaways — Empowering Partners Multiplies Reach

• Simplicity Drives Adoption: Partners engage when campaigns are easy to activate.
  
• Co-Branding Balances Control and Flexibility: Vendors maintain standards while partners add value.
  
• Measurement is Essential: Visibility into results validates partner programs and future investment.

Conclusion — From Vendor-Led to Partner-Driven Growth

By automating channel campaigns in Marketo, the vendor turned its partner ecosystem into a scalable demand engine. Partners gained the tools to succeed, branding stayed consistent, and pipeline growth became measurable and repeatable.

Ready to scale partner-led growth? Get started with Xgrid’s Marketo Consulting Services and empower your channel partners with automated, co-branded campaigns that drive measurable pipelines.