Informa TechTarget and The Sherpa Group join forces to launch 'Partner Demand Assurance' Informa TechTarget, an indispensable partner for B2B intelligence, media, and marketing solutions, announced the launch of Partner Demand Assurance (PDA): a partner engagement and enablement solution delivered in collaboration with UK-based partner marketing agency The Sherpa Group. This new joint solution is designed to help B2B technology companies both maximize and prove ROI from their partner program investments by addressing a critical gap in partner marketing: what happens to leads after they're delivered to partners. Partner Demand Assurance combines permissioned data from Informa TechTarget's proprietary audience ecosystem and its proven demand generation capabilities with The Sherpa Group's partner enablement expertise and EdisonAI platform, which fosters transparency into partner capabilities and lead handling. This is of critical importance to B2B enterprise tech companies, as 96% of all IT deals are now influenced by partners - as many as 6 or 7 different partners for major tech purchasing decisions - at 28 moments along the B2B customer journey (source: Omdia by TechTarget). "Successful and accountable partner marketing is a necessity in the modern B2B customer journey," said Jay McBain, Chief Analyst for Channels, Partnerships & Ecosystems at Omdia by Informa TechTarget. "By combining Informa TechTarget's channel expertise, robust audience, and demand generation capabilities with Sherpa's notable strengths in data-driven partner engagement, execution, and enablement, Partner Demand Assurance is uniquely positioned to help organizations protect, prove, and optimize their partner growth investments." Partner Demand Assurance tackles common pain points for partner marketers, including unclear MDF (Market Development Fund) investment returns, limited insight into partner lead follow-up, and the ability to reach new markets and regions. It accomplishes this through a combination of three core services, with options for customization: * Partner Capability Assurance: Validation of individual partner capabilities and market readiness. * Partner Marketing Support: A dedicated resource to provide 1-on-1 guidance to partners, including campaign follow-up best practices. * Partner Engagement Platform: Lead status tracking via Sherpa's EdisonAI platform, giving partner marketers visibility into partner campaign performance and conversion. Additional custom services - including joint value proposition development, enablement asset creation, SDR services, and nurture cadences - are also available. "As an indispensable strategic partner to our clients in B2B technology marketing and sales, it is imperative that we serve them with smart, end-to-end solutions that meet their partner marketing needs," said Gary Nugent, CEO of Informa TechTarget. "We chose to work with The Sherpa Group on the new Partner Demand Assurance solution for their data-driven methodology, knowledgeable teams, and EdisonAI platform. Together, we can deliver full-funnel transparency, accountability, and improved outcomes for partner marketing programs." "Our partnership with Informa TechTarget creates something truly unique - a solution that generates high-quality leads through proprietary data and insight-driven campaigns, coupled with the assurance that partners have the right mix of capabilities, support, and accountability to successfully convert those leads. It's this combination that makes all the difference for partner marketing success," added Tom Perry, CEO of The Sherpa Group. To share your insights, please write to The AB at [email protected]

Gulf Print & Pack dates confirmed for January 2027. Gulf Print & Pack, the premier print and packaging technology trade exhibition in the MENA region, has officially scheduled its milestone 15th edition for 12-14 January 2027 at the Dubai World Trade Centre. The expanded timeframe will provide additional flexibility for heavy-duty equipment shipping, logistics planning, and travel arrangements to ensure maximum participation from what is a highly international mix of attendees. Gulf Print & Pack, an Informa event, offers unparalleled business and networking opportunities for commercial printers, print service providers, packaging converters, and print buyers by welcoming nearly 300 exhibitors showcasing labels and package printing machinery; and attracting over 8,000 industry professionals from 100 countries. The event's production, brand, and logistics team are committed to ensuring that the next Gulf Print & Pack iteration is a success for all participants and are on hand to provide support and assistance. Jade Grace, Managing Director, LOUPE Global, Informa Markets, says, "Our main focus remains on giving our community exceptional experiences and unrivaled opportunities for business and networking. As the leading label and packaging print event in the MENA region, Gulf Print & Pack continues to contribute to the region's incredible growth in printing and packaging markets with a timeframe set to support maximum industry participation." For further information or assistance, contact the Gulf Print & Pack team at [email protected]