> ## Documentation Index
> Fetch the complete documentation index at: https://b2-b-playbook.mintlify.site/llms.txt
> Use this file to discover all available pages before exploring further.
# 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](/playbooks/06-account-field-and-partner/account-planning) — Connect what you know to a useful action and an owner.
2. [Decide whether an event is worth the effort](/playbooks/06-account-field-and-partner/event-marketing) — Start with the people and conversations you hope to serve.
3. [Build a useful joint offer](/playbooks/06-account-field-and-partner/partner-marketing) — Explain the customer benefit and each partner’s contribution.
## Playbook map
| Guide | What it helps you do |
| ------------------------------------------------------------------------------ | -------------------------------------------------------------------------- |
| [Event marketing](/playbooks/06-account-field-and-partner/event-marketing) | Is this event worth attending, and what would make participation useful? |
| [Trade shows](/playbooks/06-account-field-and-partner/trade-shows) | How do we prepare for relevant conversations and follow up well? |
| [Executive dinners](/playbooks/06-account-field-and-partner/executive-dinners) | What would make a small hosted conversation worth attending? |
| [Ecosystem](/playbooks/06-account-field-and-partner/ecosystem) | Which complementary companies already help the customers we want to serve? |
| [Account planning](/playbooks/06-account-field-and-partner/account-planning) | What is the next useful step with this account, and who owns it? |
| [ABM strategy](/playbooks/06-account-field-and-partner/abm-strategy) | Which accounts justify a coordinated, tailored effort? |
| [One-to-one ABM](/playbooks/06-account-field-and-partner/one-to-one-abm) | How do we plan and bound the work for one important account? |
| [One-to-few ABM](/playbooks/06-account-field-and-partner/one-to-few-abm) | Which accounts share enough of a problem for a common program? |
| [Direct mail](/playbooks/06-account-field-and-partner/direct-mail) | When would a physical item help the recipient do something useful? |
| [Partner marketing](/playbooks/06-account-field-and-partner/partner-marketing) | What customer problem can we solve better with a partner? |
| [Affiliate program](/playbooks/06-account-field-and-partner/affiliate-program) | What terms and economics make a paid recommendation program workable? |
| [Channel marketing](/playbooks/06-account-field-and-partner/channel-marketing) | What do resellers or delivery partners need to serve customers well? |
| [Co-marketing](/playbooks/06-account-field-and-partner/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](/playbooks/07-website-and-conversion) for a related part of the work.
[Back to the playbook index](/playbooks)
**Status:** Domain guide published · 13 tactic playbooks published
***
Copyright © 2026 Ivan Xu. All rights reserved. See the [copyright and reuse terms](/copyright).
Canonical source: [github.com/weilun88313/B2B-Playbook](https://github.com/weilun88313/B2B-Playbook)