Breaking Barriers in Global Channel Marketing | Laura Garrido | Partnerships Unraveled [Video]

In this episode of Partnerships Unraveled, we dive into the art and science of channel and partner marketing with Laura Garrido, EMEA Marketing Lead at SentinelOne. With 15 years of experience at leading cybersecurity companies, Laura brings a wealth of knowledge on crafting global strategies that resonate locally.

We explore the dynamics of building trusted partner relationships across regions, the challenges of balancing globalization with localization, and the transformative potential of campaigns in a box—when done right. Laura shares actionable insights on fostering partner engagement, measuring ROI in the channel, and the emerging role of unified go-to-market alliances.

Whether you’re looking to refine your partner marketing strategy or navigate the complexities of regional nuances, this episode is packed with insights to elevate your channel game. Tune in to discover how to make your partner marketing efforts truly resonate—and deliver measurable results.

Connect with Laura: https://www.linkedin.com/in/lauragarridoarias/

Timestamps:
00:00 Introduction to Partnerships and Cybersecurity Marketing
03:09 The Importance of Relationship Building in Channel Marketing
05:58 Globalization vs. Localization in EMEA Marketing
08:58 Campaigns in a Box: Localization and Utilization Challenges
11:45 Measuring Performance in Channel Marketing
15:05 The Dynamics of Field and Channel Marketing
17:59 Navigating Complex Routes to Market
20:57 The Future of Partner Marketing and Go-to-Market Alliances
23:51 Conclusion and Recommendations for Future Guests
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