Navigating the software market has never been more complex. As AI reshapes how buyers research, evaluate, and select technology, B2B companies face a new reality: purchasing decisions are often influenced long before a prospect ever visits their website. So how can businesses build trust and stay visible in an increasingly AI-driven buying journey?

In this episode of Straight to Voicemail, Rachel Elsts Downey hears from Bryn Jones, Co-Founder of PartnerStack, to explore the evolving power of B2B partnerships. Bryn breaks down how partnerships can amplify trust, drive distribution, and even influence AI-driven buying behavior. Drawing from real-world examples, he explains how companies can orchestrate their partner ecosystems to stand out in a crowded market.

He shares practical insights on orchestrating partner networks, navigating competitive landscapes, and experimenting with new approaches to distribution and growth. The conversation also explores the intersection of partnerships, community, trust, and AI, and why these relationships are becoming an increasingly important driver of business success.

You’ll learn:

• How to leverage B2B partnerships to influence AI-driven buyer behavior and increase adoption.
• How to orchestrate technology, agency, and user-generated content partnerships for measurable business growth.
• How to experiment within your partner ecosystem to unlock untapped opportunities and early returns.

Jump into the conversation:

(00:00) Setting the framework: Understanding modern B2B partnerships

(1:00) The evolving buyer journey: Why trust in partners matters

(2:00) AI’s impact on consumer behavior and decision-making

(3:00) Partnership strategies: Tech, agency, and user-generated approaches

(3:30) Early wins and experimentation: Unlocking growth potential

(4:00) Key takeaways and final thoughts on B2B partnerships

Straight to Voicemail is for CMOs, CEOs, and Heads of Marketing in B2B tech who want insights from the people who’ve been there. Each episode centers on one big question answered like a voicemail you’ll want to play again.

Don’t miss this conversation! Follow Straight to Voicemail and explore our big little wins newsletter for more B2B content strategy insights. https://shareyourgenius.com/blog/

Follow Rachel Elsts Downey on LinkedIn
https://www.linkedin.com/in/rachelelstsdowney/

Follow Bryn Jones on LinkedIn

https://www.linkedin.com/in/bryn-jones/

PartnerStack http://www.partnerstack.com/