06 · Account, field & partner marketing

Some customer relationships grow through a focused account plan, an event, or a trusted partner. This chapter helps you choose a worthwhile interaction, prepare it with the people involved, and follow through afterward.

Last reviewed: 2026-09-06 · Reading edit: 2026-09-12

Start here

1. Plan the next step with one account — Connect what you know to a useful action and an owner.
2. Decide whether an event is worth the effort — Start with the people and conversations you hope to serve.
3. Build a useful joint offer — Explain the customer benefit and each partner’s contribution.

Playbook map

Guide	What it helps you do
Event marketing	Is this event worth attending, and what would make participation useful?
Trade shows	How do we prepare for relevant conversations and follow up well?
Executive dinners	What would make a small hosted conversation worth attending?
Ecosystem	Which complementary companies already help the customers we want to serve?
Account planning	What is the next useful step with this account, and who owns it?
ABM strategy	Which accounts justify a coordinated, tailored effort?
One-to-one ABM	How do we plan and bound the work for one important account?
One-to-few ABM	Which accounts share enough of a problem for a common program?
Direct mail	When would a physical item help the recipient do something useful?
Partner marketing	What customer problem can we solve better with a partner?
Affiliate program	What terms and economics make a paid recommendation program workable?
Channel marketing	What do resellers or delivery partners need to serve customers well?
Co-marketing	How do two partners share the work of one useful campaign?

Try one thing

Choose one planned event or partner activity. Write who it helps, what they should get from it, and who will handle the next step.

Where to go next

Pick a guide above for the task you are working on, or browse Website & conversion for a related part of the work.

Back to the playbook index

Status: Domain guide published · 13 tactic playbooks published

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