The IT shifts defining 2026 - and what they mean for marketers
If 2025 was the year we all experimented with AI, 2026 is the year we get serious about using it well. That means embedding AI across the marketing stack while keeping authenticity, trust, and real results firmly at the centre.​
Article
Building a channel; don’t run before you can walk 
If you’re the newcomer aiming to attract and retain partners, you’ll need to stand out. ​
Customer story
Scaling partner marketing operations for Riverbed across EMEA
Riverbed needed an experienced partner marketing team to take full ownership of the EMEA MDF process to drive greater effectiveness.
Article
Maximising event impact with social media: 5 golden rules
Social media can make the difference between a good event and a great one. Even a handful of well-timed, well-placed posts can significantly boost event success, and your business outcomes. 
Customer story
Developing and managing a channel communications strategy for Melford
Melford Technologies, a fast-growing IT vendor, recognised a gap in their partner engagement efforts. They required specialist marketing resource to develop and manage a scalable channel communications strategy.
Customer story
Streamlining global partner communications for UiPath 
UiPath’s worldwide Channel Marketing team needed additional marketing resources to manage the creation, delivery, and analysis of their partner communications.
Article
Is your partner mix driving the right results?
Many vendors boast large partner networks, but in reality, most revenue comes from a small group of top performers.​
Customer story
Scaling EMEA marketing to accelerate revenue growth with Scality
Scality had a requirement for experienced field marketing expertise to take full ownership of EMEA marketing activities.
Article
Mastering the field marketing role: lessons from the front line ​
Field Marketing might be one of the most underrated superpowers in B2B. This role often requires the energy of a cheerleader, the strategic eye of a coach, and the diplomacy of a referee.​
Article
Doesn’t your event deserve the right audience? 
Everything is in place for a outstanding event… but there’s just one thing missing; the right audience.
Article
How to maximise opportunities from your demand generation strategy: our 5 tips
Partners bring a wealth of valuable local knowledge, customer relationships, and market insights that vendors often lack.
Customer story
Enhancing global partner communications for Citrix
Citrix identified a need for dedicated partner marketing support to enhance the effectiveness and consistency of their Worldwide Channel Communications. 
Customer story
Strengthen the relationship with Gartner Global Events to enhance visibility with Commvault
To maximise the impact of their annual Gartner event, Commvault needed an experienced event marketer to own the process end-to-end, from strategic planning and coordination with the Gartner Global Events team to flawless onsite execution and post-event analysis.

Want to find out how Yellow Spider can help you ?