2026 Agenda

When today's buyers search for providers, their first stop is typically AI-powered tools. By the time they reach out to providers, many have already evaluated solutions and narrowed their options. This new reality means credibility is no longer a "nice to have"; it's the deciding factor. In a crowded channel, the partners who have proven their authority, relevance, and trustworthiness are the ones who win.

This session explores how channel leaders can turn content into a growth engine in the AI era. Laura Johns will share how channel partners of all types--resellers, distributors, VARs, agents, and integrators-- can accelerate deal cycles and build trust through layered content strategies. These content types include video, testimonials, thought leadership, and targeted advertising. Attendees will see how these tactics work together to reinforce authority at every stage of the buyer journey.

The session also addresses the expanding role of AI in content creation and distribution. Attendees will hear practical methods for repurposing content, extending reach, and maintaining a consistent brand presence without overburdening lean marketing teams. Rather than chasing trends, partners will learn how to build credibility that compounds over time so they can position themselves as the go-to choice long before the first sales conversation.

Attendees will learn:

· Why credibility is the new currency in an AI-driven market

· How to design content that resonates across the buyer journey

· Systems to stay visible without relying solely on algorithms

· Real-world examples of partners who turned authority into measurable growth