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Marketing Multiplied: A Real-World Guide to Channel Marketing
by Mike Moore and Peter Thomas
Published: 2018
Recommended by Books of the Channel
Categories: marketing
Why should you read it?
If you work in partner marketing, ecosystem GTM, or channel strategy, Marketing Multiplied should be within arm's reach—not just read once and shelved. This book is a practical guide, playbook, and reference resource rolled into one. It's one of the few channel marketing books that balances strategic context with day-to-day execution advice. Whether you're building your first MDF campaign, refining a partner marketing plan, or educating internal teams on why through-channel marketing matters, this book delivers clarity, structure, and language you can use.
What is the book about?
This book is a beginner-friendly introduction to partner marketing—a key area in the technology industry where companies work with partners to reach more customers and grow their business. It explains what partner marketing is, why it matters, and how it's done in the real world. A core part of the book is understanding the four main types of partner marketing: to-partner marketing (engaging and educating partners), with-partner marketing (running joint campaigns), through-partner marketing (equipping partners to market to their own customers), and for-partner marketing (executing marketing on a partner's behalf).
Best takeaway
The standout insight from Marketing Multiplied is the importance of learning, using, and excelling at all four types of partner marketing: to, with, through, and for partners. Each approach plays a distinct role in driving success—whether it's enabling partners with messaging (to), collaborating on campaigns (with), empowering them to reach customers (through), or executing marketing on their behalf (for). Mastery of all four creates a comprehensive and adaptable strategy that strengthens partner relationships, improves execution, and maximizes results across the ecosystem.
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