Barracuda Networks has announced updates to its Partner Success Program, adding new demand generation capabilities, changes to the partner portal and an expansion of its Barracuda Mastery Program for managed service providers (MSPs) and channel partners.
The company said the updates are intended to improve partner enablement and marketing execution, and to support partner engagement activities such as co-selling.
According to the announcement, a new through-channel marketing automation platform will support co-branded campaigns, social and email syndication, and “do-it-for-me” campaign execution. Barracuda also said it plans to release a Partner Locator designed to connect customers with certified partners.
The Barracuda Mastery Program is being expanded with additional role-based learning, technical labs, and new sales and technical badges. The company also flagged new role-based segmentation and automation in the partner portal, including a guided journey to help partners begin activities such as co-selling.
Dan McLean, Barracuda’s country manager for Australia and New Zealand, said the investments were aimed at improving partner market visibility and simplifying marketing and co-selling for partners in the region.
In a separate statement, Michelle Hodges, senior vice president of global channels and alliances at Barracuda, said the company was making changes to “create more opportunities” for partners while reducing friction in how they engage customers.
Sean Furman, president at STF Consulting, said expanded training and certifications could help partners build expertise and differentiate in the market.
