Summary & Takeaways
Scaling Smarter: Inside Logitech’s Bold, Test-and-Learn Partner Marketing Strategy
Participants
Charlotte Hone, Partner Marketing Lead for Europe at Logitech
Sophy Gray, CEO of 7Demand Limited
In this episode, Sophy Gray sits down with Charlotte Hone, Partner Marketing Lead for Europe at Logitech, for an in-depth conversation about the evolving world of partner marketing. Charlotte shares how her team is navigating the complexities of managing over 6,000 partners across Europe with a lean team, embracing a test-and-learn philosophy, and rethinking traditional B2B approaches with fresh B2C-inspired tactics.
From building deeper relationships with high-tier partners to launching creative initiatives like the Installer Challenge—which went viral in the Nordics—Charlotte discusses how Logitech is reimagining partner engagement through influencer-led programs, AI-driven workflows, and scalable content strategies. She also offers insight into Logitech’s upcoming personalization efforts, digital transformation of its partner portal, and the growing role of AI in campaign execution and enablement.
This conversation is a candid and practical exploration of how to deliver impactful results, even with limited resources—and why experimentation, agility, and creative freedom can be a marketer’s best tools.
Takeaways
- Test-and-Learn Culture Pays Off
Logitech’s partner marketing thrives on experimentation. Piloting ideas with a few partners before scaling allows them to stay agile and learn fast without major resource commitments.
- Segmented Partner Strategy is Essential
With 350 managed and 6,000 unmanaged partners, Logitech uses a tiered system—offering white-glove service to top-tier partners and self-serve tools for the long tail. This segmentation helps prioritize efforts and resources effectively.
- Creative Engagement Beats Traditional Demand Gen
The Installer Challenge is a standout example. It focused on community and awareness, not direct lead gen—but drove massive engagement, internal buy-in, and even media coverage. It also unlocked new internal champions (e.g., sales teams and C-suite).
- Influencers Matter in B2B, Too
Logitech acknowledges that modern B2B buyers expect B2C-like experiences. Their influencer-led efforts help bridge that expectation gap and create a more relatable and impactful brand presence.
- AI Is a Game-Changer for Lean Teams
Charlotte’s team uses AI (like Gemini) for everything from writing nurture flows to event planning. It boosts productivity, especially when resources are limited.
- Partner Enablement Still Needs Simplifying
Logitech is working to improve portal usability and partner self-serve experiences. They’re revamping legacy systems to better support both top-tier and long-tail partners.
- Personalization at Scale is the Next Big Step
Logitech is exploring how AI can help tailor partner experiences, campaign kits, and journeys—making personalization scalable without additional headcount.
- Internal Collaboration Is Crucial
Marketing and sales alignment is strong, especially with limited resources. Building depth with top partners is a joint effort, ensuring that enablement and messaging resonate across teams.
