B2B Channel Marketing Committee Thought Leadership

Attendees at a December 9, 2025 meeting of the ANA’s B2B Channel Marketing Committee learned about ServiceNow’s success in developing an industry partner program from Deven Ravel, the company’s global partner GTM leader, financial services.

During a session at a December 2025 ANA B2B Channel Marketing Committee meeting, PartnerOptimizer shared the benefits of having an Ideal Partner Profile (IPP).

During a meeting of the ANA’s B2B Channel Marketing Committee, attendees learned valuable approaches to partner marketing from Laura Gibbs, manager of partner marketing at business software company Thryv.

Learn about a new channel marketing committee at the ANA that will dive into the opportunities and challenges of working with a dealer, solution provider, and partner ecosystem and share award-winning channel marketing campaigns for inspiration and discussion.

Dennis Shiao, founder of Attention Retention LLC, shared lessons from his twice-monthly email newsletter for marketers, "Content Corner,” demonstrating how B2B marketers can use email to build trust, foster community, and gain new customers.