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The Partner marketing programs are also expanding to give support to relationships with new categories of partners.<\/strong> \u201cI think that our worlds are now coming together,\u201d says Liz Fuller from Citrix. \u201cCustomers are really demanding it. I cannot begin to imagine being a customer and then saying, \u2018I understand everything that I need to possibly address every single pain point.\u2019 It is our job to do that, and that is where partners really come in.\u201d<\/p>\n Virtual events must evolve<\/strong><\/p>\n The shutdowns that occurred in the year 2020 have shifted a lot of marketing activity to digital channels. In events perhaps even more than any other tactic. But ramping up the virtual events capabilities carried its own set of challenges for the partner marketing community. <\/strong>Fortunately, there were some of the silver linings. Early on, customers were all flooded with a range of virtual events to select from. And much of the exhibitor messaging all sounded the same. Recognizing this as a problem, the savvy partner marketing teams then saw an opportunity for them to start a collaboration with their alliance partners. Just to develop truly differentiated and an unified value propositions to help better serve the needs of their constituencies.<\/p>\n Although we are currently beginning to see a revival of in-person events for this 2021. <\/strong>Panelists anticipate a hybrid model that will develop with a mix of digital and in-person activities. Thus offering the audiences more flexibility to learn and also to engage as they prefer.<\/p>\n \u201cGoing forward, even if we are having an in-person event. We will still want to reach out to all of those customers and those partners that are all around the world. <\/strong>So, this hybrid engagement will be a very critical piece of our own strategy,\u201d notes NVIDIA\u2019s Robin Wolf.<\/p>\n![\"\"](\"https:\/\/lite1.6.siitgo.com\/blog\/wp-content\/uploads\/2021\/06\/OG-Onboarding-Emails@2x-1-1200x720-1-1024x614.png\")
\nThe fundamentals of successful partnerships still remain a constant
\nDespite the plenty adjustments that was made across partner marketing practices in the past year, the key elements of a strong, successful partnerships that still remains essential to success, including:<\/p>\n