Partner Blog | Why AI-powered marketing is becoming essential to partner growth

Learn how AI-powered marketing, FY27 co-op investments, and Partner Marketing Center Pro can enhance your marketing ROI and drive growth.

<p>The way customers interact with brands has changed dramatically. Nowadays, they develop their preferences sooner, do their research independently, and navigate numerous platforms before even reaching out to a salesperson. AI is speeding up these transformations by changing how customers find information, compare products, and engage with marketing content.</p>

<p>For partners, this shift opens up more chances to sway customer decisions, but it also means that the bar for effective marketing has been raised. According to a recent study by Omdia, <a href="https://nam06.safelinks.protection.outlook.com/?url=https%3A%2F%2Faka.ms%2Fomdiaresearch&amp;data=05%7C02%7Cv-armourjill%40microsoft.com%7C55426d8304604bba3b9d08deed9480e7%7C72f988bf86f141af91ab2d7cd011db47%7C1%7C0%7C639209419321189845%7CUnknown%7CTWFpbGZsb3d8eyJFbXB0eU1hcGkiOnRydWUsIlYiOiIwLjAuMDAwMCIsIlAiOiJXaW4zMiIsIkFOIjoiTWFpbCIsIldUIjoyfQ%3D%3D%7C0%7C%7C%7C&amp;sdata=oaQ9WJwbuxo%2BbEL43wqepEfA8Li%2BXROtXRtulmyCJGg%3D&amp;reserved=0" target="_blank" rel="noopener nofollow noreferrer">Mastering the Modern Customer Journey: The Partner's Path to Marketing ROI</a>, adopting an AI-driven marketing strategy can help you engage customers throughout their entire journey and boost your marketing return on investment (ROI).</p>

<p>Microsoft offers two effective methods to implement this strategy: cooperative marketing (co-op) investments* for eligible partners and Partner Marketing Center Pro**, a feature of the Microsoft AI Cloud Partner Program. Partners can gain access to Partner Marketing Center Pro by purchasing at least one partner benefits package, obtaining a Solutions Partner designation, or signing up for ISV Success.</p>

<p><strong>The landscape of modern marketing has hit a crucial turning point</strong></p>

<p>Gone are the days of traditional B2B funnels where customers followed a linear path from awareness to purchase. Today’s customer journeys are much more self-directed and unpredictable. Customers perform thorough research before engaging with a vendor, utilising AI tools, search engines, social media, industry experts, review platforms, digital marketplaces, and content from partners.</p>

<p><a class="lia-external-url" href="http://partnerblog-AIJuly2026" target="_blank" rel="noopener nofollow noreferrer">Continue reading here</a></p>

Frequently Asked Questions (FAQ)

What is AI-powered marketing?

AI-powered marketing uses artificial intelligence to analyze customer data and predict behaviour, helping brands to deliver personalized content and improve engagement.

<h3>How do co-op investments work?</h3>
<p>Co-op investments are financial contributions made by vendors to support their partners' marketing efforts, enabling them to promote products and services effectively.</p>

<h3>Can anyone access the Partner Marketing Center Pro?</h3>
<p>No, access is available to partners who have either purchased a partner benefits package, achieved a Solutions Partner designation, or enrolled in the ISV Success program.</p>