Saturday, August 23, 2025 by Shelley Hirst

Most partner marketing enablement isn’t enabling much at all.  You spend weeks creating co-branded decks, building micro-sites, writing up battle cards and it all stays in your portal.  Nothing moves - it's just sitting there unused, unactioned, forgotten. 

Why? Well, it’s certainly not because vendors do a bad job of creating it ready to go.  It’s because partners are too busy, too resource-strapped, or too unclear how to use what you gave them. They need more than assets, they need help with activation.

It could be your school of thought is "partners are our sales arm, it's up to them to do this" and sure, that's one way of thinking.  But if you're in the situation of 20% of the partners are doing 80% of your business, you need to take action and work with those who need a bit of support because all the reasons you wanted them in the first place probably haven't gone away.

Partners sell what moves fastest with the best return

We don't need to tell you your partners are juggling competing priorities, limited headcount, and shrinking margins, but they don’t necessarily have time to market your solution from scratch. So if you want them to prioritise your product, you need to make it easier and more profitable for them to do so.

We help you become their most valuable vendor. The one who sends them real opportunities, not just collateral.

From static content to dynamic campaigns

We don’t send your partners a Dropbox link or access to a portal and call it enablement. We action the assets through our Demand Engine that is Market Activation™ so they are fully supported throughout:

  • Targeted outreach to our existing buyer communities 
  • Targeted outreach to their customers and prospects if they wish
  • High-intent leads for your joint brands delivered in their dedicated database
  • Visibility and transparency for all throughout - even as far as call management

All built, managed and executed by us. So your partners don’t have to figure it out, they just need to act on the high-intent leads.

Enablement that delivers revenue

With our partner programmes, your channel doesn’t just feel supported, it’s fired up.

We:

  • Build their value prop around the vendor solution
  • Use vendor, partner and community content to support sales plays
  • Handle the outreach to their territory (UK, EMEA, US)
  • Create the follow-up paths and lead handling
  • Book the meetings, so they can focus on closing

And we share results transparently, so all parties see performance thoughout.

Real support, not just lip service

Our programmes:

  • Are designed with real-world channel constraints in mind
  • Include complete campaign execution, not just content
  • Let partners launch with minimal effort and maximum return
  • Demonstrate the combined value of the brand relationship to buyers

They don’t need a marketing team. They just need access to leads - we can even offer appointment setting.

Plug in, power up

Whether you’re a vendor trying to scale channel influence, or a partner looking for an edge, you’ll close more business with a programme that’s built to do the heavy lifting. If you want your partners to perform, give them something they can plug in and run with, not more admin, not more pressure, not more theory.

Vendors, let’s turn your portal into more than just a ‘deal reg’ tool that amplifies your brand and creates more deals!

Partners, let’s help you turn those ‘campaigns in a box’ into a revenue machine!

 
>Guide: MQLs To Closed Deals  Get the guide

Guide: MQLs To Closed Deals

Struggling to turn marketing leads into real sales? 

This guide breaks down what’s missing in the processes and what to do about it. Discover the difference between demand and lead generation, avoid common pitfalls, and build trust with buyers from first touch to close.   

Download now and sharpen your go-to-market strategy.

>Market Activation Overview  Get the playbook

Market Activation Overview

Demand-as-a-Service™ gives you instant access to a proven, high-performing go-to-market system.

Reach already engaged IT and Security buyers, generate qualified and intelligence-backed leads, and scale across regions.  It’s fast, flexible, and built to deliver the results your team needs.

Frequently Asked Questions

How does Market Activation differ from Demand Generation?
Demand Gen builds broad awareness and interest over time (e.g., whitepapers, webinars).
Market Activation identifies in-market buyers (via intent data, behavioural signals) and immediately engages them with tailored outreach (nurture tracks, one-to-one advisor sessions, community invites).
Market Activation talks about “Demand-as-a-Service”? What’s included in this?
Engagement Engine: Continuous, multi-channel publishing (articles, webinars, newsletters) to sustain interest
Demand Engine: Targeted outreach (email, ads, sponsorships) that scores clicks → qualified leads → sales-ready appointments.
Performance Dashboard: Real-time visibility into open rates, CTOR, CPL and lead progression via our online sales portal.
What role does The Amigos Network play in Market Activation?
Early Detection: Community discussions surface real-world challenges and project signals before formal RFPs.
Content Amplification: Thought leadership shared in The Amigos Network drives deeper engagement and social proof.
Peer Validation: Prospects get candid feedback from peers on your solutions, shortening the evaluation cycle.
Pipeline Catalysis: Warm introductions and referral paths within the community fuel high- intent conversations.
How do B2B communities like The Amigos Network fit into the sales process?
  • Top-of-Funnel: Build credibility through community content and events.
  • Mid-Funnel: Leverage peer case studies, expert Q&As, and live demos to answer deep technical questions.
  • Bottom-of-Funnel: Invite high-intent members to advisory councils or private 1:1 sessions, often the final nudge before purchase.
How does The Amigos Network create Intent Data?
  1. Interesting content: We originate, curate, and syndicate different types of content we know our audiences want to engage with and tell them it’s there.
  2. Sponsored content: We use sponsored content to drive engagement with individual brands.
  3. Promotion: We promote that content via multiple channels such as email, social media, YouTube, and so on.
  4. Identification: We ingest company-level engagement signals and combine it with known contacts that may be researching key topics.
  5. Segmentation: Members are bucketed by level of intent (high, medium, low) plus ICP fit and company size.
  6. Activation: High-intent members receive prioritised community invitations (events, focus groups, product deep-dives) to accelerate deals.
Is buying intent data worth it when you’re part of The Amigos Network?
Yes, if you blend purchased intent data with community signals and nurture streams, it makes a powerful mix, but it is not necessary for this programme.
  • Purchased data highlights who’s in-market.
  • Community engagement reveals what questions they’re asking, so your nurture can be hyper-relevant.
  • Result: A 2–3× lift in meeting acceptance and pipeline velocity vs. cold outreach alone.
Is buying intent data worth it?
It turns out that intent data is one of the best ways to find and target in-market buyers who match your ideal customer profile (ICP). Intent data shows at a company level who's actively interested in a product or service area. Depending on your investment, it will determine whether you can get named individuals.
Why would I buy intent data?
As a starting point to onward prospect engagement and pipeline building for the future. The best use of it comes from entering it into marketing nurture until such point it becomes a sales-ready opportunity.
Is intent data good for sales teams?
It depends. If it’s seen as a fast-track to dropping it into a sales queue, then ROI will be poor. It is valuable if given to marketing to nurture first and pass it through when it becomes high-intent, rather than “just showing an interest.”
Is it better to buy or create intent data?
Buying it is one approach, but it’s what you do next with it that counts. Dropping it into a sales queue and expecting a potential buyer to be asking “where do I sign” is unlikely to happen, especially for strategic or big-ticket purchases. Buying basic intent information should be the first step in a long-term nurture process designed to build an ongoing pipeline in a joined-up marketing and sales approach.
Is purchased intent data alone enough to fast track to sales?
No.
How should Sales and Marketing collaborate on intent in The Amigos Network?
  • Marketing owns the nurture tracks, community invites, educational content, and event promos.
  • Sales intervenes only at “high-intent + active community engagement” thresholds, with account-specific demos and peer introductions.
  • Outcome: Fewer wasted calls and a higher win rate on truly qualified opportunities.
How do we measure success for Market Activation in The Amigos Network?
  • Engagement Metrics: Community log-ins, event attendance, content downloads.
  • Intent Conversion: % of intent-scored members who join private roundtables or request demos.
  • Pipeline Velocity: Time from first community touch to opportunity creation.
  • Revenue Impact: Contribution of community-sourced deals to overall bookings.
What key metrics and ROI can be expected?
  • Average Weekly Open Rate: 40%
  • Average Weekly Click-to-Open Rate: 70%
  • Average Cost-per-Lead: £45
  • Minimum ROI: 500%
  • Average Dwell Times: 1 minute 45 seconds
These benchmarks illustrate strong engagement and cost efficiency versus standard digital campaigns.

About Market Activation™

There's truth when they say "it's not what you've got, it's how you use it"

You might have great products, strong partners, and a solid plan and team to back it up, but if you’re not turning that into real conversations and real pipeline, what’s the point?  

Whatever your size or ambition, we built Market Activation with you in mind.  It's powerful, flexible, and actually built by people who know the channel, because we’ve lived it. Whether you’re trying to boost direct sales, give your partners a serious edge, or just get to market faster without wasting time or budget, we’ve got the engine.

The only question is, how do you get it to run?