What Recent Channel Marketing Trends Tell Us About What’s Next

The lessons and trends from last year offer valuable insights that can help marketers prepare for what’s ahead. By analyzing recent data and predictions, we can better understand where channel marketing is headed and what it will take to thrive in the coming months. What shifts can we expect this year? Will the predictions hold true? Let’s explore the stats that shaped the industry and uncover what they reveal about the future of B2B channel marketing. 

Channel Marketing by the Numbers: A Look at Recent Industry Trends 

In 2024, partner marketing solidified its role as a critical component of B2B strategies. According to Foundry's Partner Marketing Study 2024, businesses allocated an average of 37% of their marketing budgets to partner marketing activities over the past year—demonstrating the increasing importance of partnerships in driving revenue and brand awareness. 

When asked about partner marketing budget allocation for the next 12 months, survey respondents anticipate shifting their focus toward key areas of growth. Demand generation is expected to account for 46% of partner marketing budgets, second only to social media initiatives—signaling a strong push for lead generation while maintaining social engagement. 

However, challenges persist. 71% of partner marketers reported difficulties in engaging partners and driving the use of marketing development funds (MDF). To address these challenges, marketers are investing in strategies to increase partner engagement, including: 

•  Working with media agencies to help engage partners (52%) 

• Developing multi-partner packages to take directly to partners (50%) 

• Investing in self-service portals to make it easier for partners to find and activate programs (50%)
  
  

The 2024 Channel Partner Marketing Benchmark Survey also shed light on the expected growth of partner-generated revenue. 71% of respondents anticipated that revenue from their partner ecosystem would increase by more than 10% this year, reflecting confidence in the channel’s ability to drive business success. 

When it comes to expanding their channel ecosystems, companies expressed a measured approach. 16% of respondents planned to significantly increase their number of partners, while 59% aimed for marginal expansion—suggesting that while growth remains a priority, many organizations are focusing on optimizing existing relationships rather than rapidly scaling their networks. 

Navigating the Future: 3 Predictions That Will Shape the Year 

Marketers are anticipating another transformative year, with emerging trends reshaping strategies and partnerships. Key predictions include the rapid yet uncertain adoption of generative AI, a sharper focus on strategic partnerships, and the growing influence of cloud marketplaces in channel marketing. As the year unfolds, we’ll see how these predictions play out in real time. 

• GenAI adoption will accelerate, but uncertainty remains: According to research by The Channel Company, 45% of businesses plan to implement generative AI within three years, with 23% doing so within a year, yet many are still determining its best applications. While companies see potential for operational efficiencies, security concerns and unclear use cases are slowing widespread adoption. 

• Narrowing focus to build stronger partnerships in a complex ecosystem: As partner ecosystems grow more complex, partly driven by the expansion of cloud and AI, vendors are shifting focus to co-selling with key strategic partners. Rather than investing in new or less productive partnerships, businesses are prioritizing the strengthening of existing partnerships to drive more effective collaborations and optimize resource allocation. 

• Cloud marketplaces will play an increasingly vital role in channel marketing: While most sales today are direct to customers, channel partners are gaining influence. By 2027, Canalys predicts over 50% of marketplace sales will flow through the channel, with AWS, Microsoft, and Google expanding their partner models. As cloud marketplaces continue to grow, SaaS companies must adapt their go-to-market strategies to leverage this fast-emerging opportunity.
  

Reflecting on past insights and experiences can provide valuable perspectives on the future trajectory of B2B channel marketing. The increased investment in partner marketing and the anticipated growth in partner-generated revenue highlight the sector's vitality. As businesses navigate evolving strategies, including AI, emotional marketing, interactive advertising, and new content distribution methods, adaptation will be key. Are these past insights consistent with what you’ve been seeing, and do the predictions align with your expectations? 

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DemandSkill empowers B2B channel teams to identify, engage, and convert high-value leads and accounts at every stage of the buying lifecycle. By leveraging AI and proactive data hygiene, we ensure campaigns stay relevant, personalized, and optimized for maximum impact. To learn more about our data-driven, customer-focused approach to lead and demand generation, visit here.