This episode we’re tackling a part of B2B marketing that doesn’t always get the attention it deserves, but probably should: demand generation in the channel. Because if 70% or more of enterprise tech revenue is increasingly influenced or transacted through partners, then a big question follows: Is traditional demand generation built for that reality? How should partner marketers be thinking about generating demand in a world of ecosystems, marketplaces, hyperscalers and increasingly complex buying groups? We discuss all these and more in this episode of the In Demand podcast.