A New Twist on Account-Based Marketing to Fuel Partner Ecosystem Development

Partner marketing efforts have typically focused on reaching customers poised to buy joint solutions. But since September 2020, SAS has tried something new: marketing to its own partners by leveraging an account-based digital marketing approach.

Why? The fight for partners' awareness and attention has never been fiercer, and as many companies have learned, customer experience and partner experience are inextricably linked. Without sustained awareness and education, partnerships will never reach their full potential.

SAS launched a campaign targeting partners at some of the large, global GSIs that have the power to put its solutions to work in their own large, multiyear customer engagements. To date, this campaign has targeted individual professionals at two GSIs with marketing messages and content that are aligned with their selling priorities, based on conversations with trusted contacts at both firms.

So what has been achieved after a year of campaign activation, and what can you learn from these efforts? Here's a preview:


Elizabeth Hamner
Global Partner Marketing Team Lead; Principal Marketing Manager

Elizabeth leads the Global Partner Marketing Team for SAS. Her team is responsible for the go-to-market strategies, plans and activities with our largest, global partners.

An experienced marketing strategist and communicator, Elizabeth enjoys building strong relationships to achieve goals. In her current role she also has primary responsibility for SAS global marketing with and to Accenture, SAS' largest GSI partner, which includes internal and external marketing communications to build awareness, create and nurture leads, and build a positive partner experience.

Previously, Elizabeth worked at a global marketing agency leading integrated communications efforts with Professional Services and Technology clients. She believes in giving back to her community and is fortunate to work with many non-profit organizations in the Triangle including Wake County SmartStart, the Junior League of Raleigh and le Tour de Femme, a women-only cycling event to raise awareness and funds for cancer-related causes.

Sue McNamara