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Article 4 min read

Elevating demand generation in your business

Connect GTM Partners with the resources and solutions they need to reach potential customers.

Av Marcus Kellman, Director, Partner Sales

Senast uppdaterad May 15, 2024

Demand generation can be the initial step to building a long-lasting relationship with your customers. So, making a good first impression is critical. Forget about the age-old cold calls and impersonal ads—now it’s all about creating genuine connections, becoming a trusted resource, and guiding potential customers on a value-driven journey.

If you need a demand-generation refresher: The goal is to generate and nurture leads. The key to this process? Start building relationships at the awareness stage and continue sustaining them through the consideration and decision stages until your leads are ready to buy.

My time at Zendesk has shown me just how important and effective demand generation is as a starting point. With the right strategy and the comprehensive resources Zendesk offers, you can reach new leads and turn them into clients. Here’s how.

A resounding success: The EMEA Partner Summit

One of the many ways we support our Partners is through Partner Summits, which we host around the globe, from APAC to EMEA to LATAM. This year marked a significant milestone, as we held our first Partner Summit in the EMEA region in over four years.

I was fortunate enough to host the event in Dublin, and wow, what a success it was! We had an astounding number of people sign up before even seeing the event agenda. This speaks volumes about the trust and enthusiasm our Partners have for what we do, and it serves as a reminder of the vast opportunities available through Zendesk.

The best part of these events is coming together to celebrate and recognize the achievements of our Partners across industries. GTM Partners can look forward to similar in-person and digital events in 2024.

Staying top of mind with potential customers

Businesses are navigating a world where their audience expects them to show up anytime, anywhere. So, it’s more important than ever to get their attention and stay front and center in their minds. Use the resources available to align your messaging with Zendesk’s overarching strategy while reinforcing credibility and trust.

Don’t know where to start? Begin with a Strong Guide in the asset library within Partner Connect. This quarterly guide highlights what’s new at Zendesk and is a one-stop-shop where Partners can find current sales and marketing opportunities.

You’ll also discover a range of strategically crafted call scripts within our asset library. These scripts are designed to empower your teams in strategically positioning Zendesk as a leader in both customer experience (CX) and employee experience (EX). They are consistently updated to incorporate the latest products and innovations from Zendesk, ensuring your teams are well-prepared for success.

Another favorite in Partner Connect is the co-branded email tool, which allows you to deploy emails with Zendesk and your Partner logos. This can help enhance the visibility of your events and campaigns while generating Zendesk leads.

Partner summit

Katie Soderberg, sales and marketing director at eOne Solutions, says: “We have been working with Zendesk in a marketing capacity since Q2 2023, at which point we became aware of the CX Trends campaign. In July, we ran the campaign as a part of our integrated marketing campaign and were able to generate 2 percent of Zendesk’s global traffic in July. The co-branded email in Partner Connect was easy to use, and we plan to incorporate it into our 2024 marketing plan.”

It may seem obvious, but it’s always good to emphasize the importance of maintaining a consistent and engaging presence on your social media platforms and other communication channels. Let your creativity shine through while sharing your unique value proposition—whether that means highlighting your expertise, sharing success stories or industry insights, providing updates on Zendesk-related offerings, or positioning yourself as a thought leader in the CX and EX space.

Aligning for future growth

Now that we’ve covered all the bases, you can explore the sales plays (or predefined sales strategies), which are also available in Partner Connect. These sales plays serve as a guide to expand service offerings and create tailored approaches to customers’ unique situations, helping you increase adaptability and effectiveness.


  • Get involved. Attend events and webinars to network with fellow GTM Partners and stay up to date with everything that’s happening in the industry.
  • Lean on Partner Connect. This is your go-to resource for finding all the marketing materials you need to help you stand out and generate leads.
  • Stay present on social media. Your social media is like a digital window into your brand. With a well-rounded strategy presence across your networks, you can let your audience know what you’re all about.
  • Take a page from those who are doing it right. Learning from and getting inspired by other Partners’ journeys is a great way to follow in their footsteps.

Want to stay current without lifting a finger? Follow our Zendesk Partners page on LinkedIn and sign up to receive the monthly newsletter exclusive to Partners. If you’re unsure about your current subscription status, navigate to the Partner Portal, visit the news section, and confirm your preferences.

Remember to leverage all the demand generation resources Zendesk offers in the Partner Connect, our authenticated portal that ensures only Partners can access our exclusive content.

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