It’s nearly impossible to have a conversation, any conversation, in 2025 without discussing the impact of artificial intelligence on … everything. But AI should be more than just a search engine substitute. Treat it like a digital assistant for your channel marketing efforts and partner program strategy.
Here are eight great ways that channel vendors can leverage the power of AI in marketing and partner enablement:
1. Build Prompt Templates for Repeatable Channel Marketing Tasks
One underutilized strength of AI is that it can remember previous tasks, tones, and styles to create iterative content.
A great place to start is creating pre-built prompt frameworks for high-frequency tasks like writing partner e-mails, summarizing product releases, developing sales battlecards, and co-branding partner content.
Store these in a shared doc or tool (like Notion or Confluence), so your team can replicate success across campaigns. This is a great method for ensuring consistency and continuity across your organization.
Why it works: It standardizes quality and speeds up execution, especially for distributed teams or outsourced content producers.
2. Feed AI Structured Data Before You Ask for Output
Kelly Stone
Much like assigning a task to a colleague or employee, you have to give AI enough context and direction to inform its output.
If you’re writing a case study or creating a competitive comparison, provide AI with product sheets, bulleted differentiators, pricing tiers, or recent earnings info first.
Do this in plain text, then ask the AI to generate content from that base. Always evaluate the answers to ensure accuracy, much like you would examine the work behind calculations and recommendations a consultant may provide.
Example Prompt: “Here’s our cybersecurity product matrix vs. three competitors. Now write a value proposition summary we can give to channel partners.”
Why it works: You’ll give the AI directions it needs to produce relevant, real-world messaging that aligns with your Go-to-Market strategy. It may not know your specific value proposition unless you “explain” it before your query.
3. Use AI to Simulate Partner Personas and Objections
AI is often thought of as a digital companion, but there’s also value in asking it to be your biggest critic.
Prompt the AI to be your ideal (or most difficult) partner—skeptical, overwhelmed, and holding you to the highest standard. Then ask it to respond to your sales pitch.
Example: “Act as an MSP owner who already resells Datto and is unsure about adding our BDR solution. What concerns would you have?”
Why it works: It helps you to understand the perspectives of specific personas and develop your approach accordingly, before you’re in front of a challenging customer.
4. Generate Tiered Messaging for Multiple Audiences
One of the biggest trends in the past 10+ years in marketing is the move towards hyperpersonalization. If you’ve ever left an item in your digital cart only to see it advertised everywhere, you know how effective it can be in reminding you to complete the action.
Use AI to create similarly personalized content for your business. Instead of one generic message, ask AI to produce variants for distinct personas: executive sponsors, sales engineers, marketing managers, etc.
Prompt sample: “Explain our new automation feature to a) a technical buyer at an MSP, b) a time-starved business owner, and c) a junior tech doing the deployment.”
Why it works: Channel marketing efforts often depends on reaching multiple decision-makers inside an MSP.
5. Break Down Whitepapers into Partner-Usable Assets
It takes significant human intellect to read, digest, summarize, and understand the materials required to comprehend the plethora of tools required to succeed in the channel.
Let AI do the initial heavy lifting for your clients so you can deliver additional value.
For example, you might start with a 12-page technical PDF and prompt AI to:
- Summarize key takeaways for MSPs
- Turn sections into PowerPoint slides
- Extract talking points for a one-pager
- Provide more information on the points most relevant to executives
- Create talking points for a social media post on the materials
Why it works: Save partners from doing the mental heavy lifting, making enablement content actually usable.
6. Build and Reuse Custom GPTs
Related to the first point of this article, if you build out your AI suites effectively, you can revisit them repeatedly, and not have to repeat yourself to the AI model.
For example, if you’re using ChatGPT Pro, create a custom GPT that knows your brand, product line, and partner model. You can build repeatable workflows for generating enablement content, FAQs, or campaign copy.
Action item: Create one GPT for sales enablement and another for product marketing to save time and delineate communications goals.
7. Summarize Long Webinars or Recordings for Reuse
Webinars can be a gold mine when it comes to content creation for partners, sales enablement and marketing. Let AI be your guide in determining next steps.
You might ask AI to:
- Transcribe webinars, podcast or fireside chats
- Identify potential downloadable takeaways based on the content
- Create social media posts either promoting the content or based on the learnings
- Write an e-mail to prospects to get them interested in the rebroadcast
- Create three graphic-based pull quotes based on the content of the webinar
Action item: Upload previous content into the AI environment of your choice and prompt the AI transcribe the content, then suggest next best steps for an IT channel vendor to leverage this content to create new leads.
8. Develop a Dynamic FAQ Engine for Partners
Different customer personas will have different needs for your products, and thus, different questions about its applications. Use the power of AI to adapt your FAQs based on the goals of your different audiences.
Action item: Go back to your custom GPTs, once it understands your different customer personas and voice, and ask for adaptations of FAQs to suit your buyer types based on vertical, experience level, or partner tier.
Summing Things Up
AI is a powerful tool capable of freeing up your brain space to work on more complex, human-centric tasks. Setting aside even an hour to set up your AI and inform it about your business and customers can save you untold hours in the future, as well as empower you to create content and products that better assist your customers.
Kelly Stone is the CEO of Ironstone Strategy, a boutique marketing agency helping small- and medium-sized businesses tell their stories in places that sell. She specializes in leveraging new technology to level the marketing playing field. Catch her on stage at an upcoming ChannelPro LIVE event near you.
Images: iStock
