I'm Allison Herberger — a partner marketing leader with 15 years building B2B tech GTM programs. At AWS, I built scalable co-marketing systems and event franchises that have driven $200M+ in influenced pipeline with AI, Security, and Data partners.
I'm a strategic partner marketing leader with 15 years of B2B technology marketing experience driving demand and measurable pipeline growth. At AWS, I created the "AWS-Managed" partner marketing model — a net-new scalable campaign approach now adopted across most AWS partner marketing teams globally — enabling the org to run campaigns across hundreds of partners with minimal budget and headcount.
I thrive building programs from the ground up, like the AI Security Symposium, an AWS global event series I built from scratch that has driven over $113M in co-marketing pipeline with 22 AI, Data & Analytics, and Security ISV and GSI partners. I'm highly collaborative and ideas-oriented, with a results-driven mindset that turns great ideas into programs that move pipeline.
A few of the programs I've built, scaled, or turned around — with the numbers behind them.
Created and operationalized a net-new scalable partner campaign model — AWS defines investment criteria and campaign parameters, agencies execute directly with partners — giving full pipeline visibility and shared lead ownership while enrolling 90+ partners across multiple demand gen campaigns with minimal OPEX. Now adopted across most AWS partner marketing teams globally.
Built the series structure and messaging from zero, then secured AWS Vice President and Office of the CISO funding to scale it from 4 to 9 events across North America and Europe. Recognized with the AWS Lambda Award for this work.
Took ownership of a bi-weekly co-branded streaming show and its flagship re:Invent broadcast, expanding media strategy to prestige and niche outlets alike.
Scaled a partner dinner and roundtable series to 49 global events with ISV partners — 100% delivered against goal.
First to pilot this partner meeting-generation format; iterated through early challenges into a repeatable, high-performing program.
A few highlights from my LinkedIn — more at linkedin.com/in/allisonherberger.
"Highly collaborative and ideas-oriented, with a results-driven mindset that turns great strategy into pipeline."
Global lead for top security partners Palo Alto Networks and Zscaler — advising on co-marketing strategy, joint messaging frameworks, and MDF optimization toward highest-ROI initiatives.
Defined and executed partner marketing strategy for AWS's highest-revenue AI, Data & Analytics, Security, and Cloud ISV partners — managing a team of 3, co-marketing budgets, and external agencies.
Internal marketing consultant for GTM strategy and product marketing on early-stage proprietary technology businesses; one direct report.
Led marketing strategy for Alteryx's core growth program, generating 50%+ of marketing-attributed revenue; drove a cross-functional V-team spanning Demand Gen, Product, Engineering, UX, Data Science, and Sales.
Americas GTM lead across US, Canada, and LATAM with a $5M annual marketing budget; led partner and demand generation programs regionally.
University of California, San Diego — December 2011
DemandBase — March 2019
Alteryx — September 2019
Claude Code Training
Recognized for building the AI Security Symposium
I'm exploring new partner marketing opportunities — I'd love to hear about what you're building.