Pipeline360, a leader in B2B digital demand generation, has announced the launch of its Global Partner Marketing Solutions Group. This marks the first in a series of strategic, vertical-focused initiatives powered by the company's Demand-as-a-Service (DaaS) model. The new group aims to unlock scalable, data-driven partner-led growth and revenue acceleration opportunities for B2B organizations.

This initiative reflects Pipeline360’s commitment to redefining how partner marketing is executed through precision, performance, and innovation.

Strategic Vision Behind the Launch

• Vertically Focused Expansion:
  The Partner Marketing group is the first step in a broader initiative targeting specific verticals through the DaaS model.

• Demand-as-a-Service (DaaS) Model:

  • Outcome-focused and scalable

  • Leverages proprietary data, AI targeting, and advanced analytics

  • Enables rapid adaptation to changing market conditions

  • Aligns marketing efforts directly with pipeline growth and revenue outcomes

• Transforming B2B Partner Marketing:
  CEO Tony Uphoff highlights the underserved nature of the Partner Marketing sector, emphasizing the multi-billion-dollar opportunity it presents.

Leadership and Expertise: Michael Latchford Joins as SVP

• Experienced Industry Veteran:
  Michael Latchford has been appointed Senior Vice President of the new Global Partner Marketing Solutions Group.

• Proven Track Record:

  • Held leadership roles at DemandScience, TechTarget, Skout Cybersecurity, and Foundry (IDG)

  • Recognized for building high-performing teams and driving business outcomes

• Expertise in Partner Marketing:
  Latchford brings a combined marketing-sales lens with a strong focus on customer success and strategic collaboration.

• Leadership Perspective:
  “Pipeline360 is uniquely positioned to help Partner Marketers drive meaningful pipeline and revenue,” said Latchford, expressing enthusiasm about the opportunity to shape the future of partner-led B2B demand generation.

Features of Pipeline360’s DaaS Model

• First-Party Data Marketplace:
  Offers rich, proprietary data for precise targeting and segmentation.

• AI-Driven Campaign Execution:
  Enhances targeting efficiency and demand prediction accuracy.

• Advanced Analytics & Measurement:
  Ensures full transparency, real-time optimization, and alignment with revenue goals.

• Flexibility & Scalability:
  Adaptable to diverse market environments and partner needs, enabling fast deployment of campaigns that convert.

With the launch of the Global Partner Marketing Solutions Group, Pipeline360 is setting a new benchmark for how B2B organizations engage in partner-led demand generation. Backed by its innovative DaaS framework and seasoned leadership under Michael Latchford, the company is well-positioned to transform partner marketing outcomes across industries.

As market dynamics evolve, Pipeline360's strategic approach delivers the flexibility, intelligence, and performance required to scale demand and drive revenue in today’s B2B landscape.