The Pipeline Imperative
of leaders cite partner-led pipeline as a top strategic focus.
are investing in webinars and events as a core demand lever.
of marketing budget goes to high-converting channel motions.
What’s Broken in Most Partner Events?
Despite high potential, many partner events fail to deliver pipeline due to common, addressable challenges.
67%
59%
37%
29%
The Shift: From One-Off Events to Orchestrated Plays
The Pre-Event Goldmine
Top performers generate up to 40% of leads and 65% of networking connections *before* the event by opening platforms 3 weeks early for matchmaking.
Ecosystem-Centric, Not Vendor-Centric
The most effective events bring together multiple tech, service, and marketplace partners to create multi-sided experiences with shared pipeline goals.
The AI & ABM Advantage
While only 30% of partner marketers use AI targeting, it’s a key differentiator for identifying and engaging high-intent accounts for ABM-aligned events like micro-roundtables.
Enablement Drives Wins
Companies with strong co-sell enablement programs around their events see a 49% higher win rate on forecasted deals. Events aren’t just about leads; they’re about accelerating deals with prepared, aligned teams.
The New Partner Event Playbook
🎯 Design Around Shared Accounts & Offers
Anchor every event to a joint Target Account List and a compelling joint value proposition. Use co-branded outreach 6-8 weeks in advance to warm up accounts and set clear pipeline goals (meetings booked, opportunities created).
🗓️ Treat the Event as a Multi-Week Motion
The event is the centerpiece, not the whole show. Launch co-branded content 4-6 weeks before and run joint follow-up workflows 2-4 weeks after. Use the pre-event window for booking strategic meetings.
🤖 Use AI and Intent Data to Prioritize
Leverage firmographic and intent data to identify accounts showing buying signals relevant to your joint solution. Use AI-powered event tools for intelligent matchmaking and to predict which attendees are most likely to convert.
📊 Make Pipeline Metrics the Design Constraint
Shift from vanity metrics (registrations) to pipeline outcomes (opportunities created, stage progression, influenced revenue). Establish shared dashboards to ensure both parties see the impact clearly and can justify future investment.
Real-World Example
PandaDoc + HubSpot: The Power of Integration & Events
PandaDoc didn’t just build a technical integration. They ran joint webinars, shared case studies, and gained marketplace visibility. Their “product-led partner events” were anchored in tangible, co-built solutions, generating high-intent leads and creating a durable, partner-sourced pipeline stream.
Ready to Build Your Partner Event Flywheel?
Stop sponsoring events and start building shared pipeline. Let’s orchestrate partner plays that turn your ecosystem into a predictable revenue engine.