In this episode of Partnerships Unraveled, we sit down with Catarina Martins, Global Channel Marketing Director at Schneider Electric, to unpack what strong marketing looks like when the route to market is anything but direct. Drawing on experience across Samsung, Google, and now global channel marketing at Schneider, Catarina shares why good marketing is still built on the same fundamentals, even when the buyer journey becomes more complex.

For channel professionals, this conversation gets practical fast. We explore her three-part framework for effective marketing: know your audience deeply, tell a brand story people want to believe in, and communicate it consistently in the right moments and channels. We also get into one of the hardest parts of channel marketing: proving impact. Catarina breaks down how to measure awareness and conversion more intelligently, how to connect marketing activity to sales outcomes without perfect data, and why the right signals matter more than chasing complete visibility.

We also dig into digital partner engagement in traditional industries. Catarina explains why digital adoption does not happen by pushing tools, but by building experiences partners actually want to return to. From meaningful rewards to tiered loyalty and simple user journeys, she shares how brands can turn partner programs into something that feels less like a system and more like a club worth joining. She closes with a sharp view on where B2B marketing is heading next, and why the brands that win will create real-world moments people remember, not just more content people scroll past.

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Catarina Martins - (Un)learning Lessons in Channel Marketing