Hosted at The Bioscope Independent Theatre, Milpark – 14 May
For the first time, Coterie Connect touched down in South Africa, and what a welcome it received. Our established UK event series, now brought to the Southern Hemisphere partner marketers. And we couldn’t be more excited to see our South African peers joining the community full-time.
Kicking off with honesty and humour
Gill Clark, Customer Success Director at Coterie, opened the day with trademark warmth, and a quip that had the room nodding in recognition: “Partner marketing can feel like flying the plane while you’re still building it.”
Her message was clear: while partner and ecosystem marketers often work behind the scenes, this community exists to make sure their impact is seen, supported, and celebrated.
The skills redefining our space
Nicole Beale, Partner Marketing Director at Coterie, shared localised insights from the newly launched 2025 Partner Marketing Skills Report, built in partnership with Sapio Research. Her session hit on a growing tension: while investment in partner marketing is increasing, the discipline itself is still often misunderstood and undervalued.
“Is partner marketing becoming a side hustle?” Nicole asked—sparking a thoughtful discussion about skills, team structures, the need for clearer metrics, and the rise of AI, data and digital skills as core (not nice-to-have) capabilities. The sentiment was clear; Partner Marketing has a powerful role to play.
From Billboards to Baristas
Next, Chriselna Welsh, Senior Field Marketing Manager at F5, served up one of the day’s standout moments, a creative journey through the evolution of partner marketing, coffee as her metaphor. From the high-budget, high gloss Frappuccino Era, through today’s Cold Brew shift to personalisation and performance, and into the Future Brew where AI and emotional connection co-exist, her talk reminded us that our success depends on creating moments that matter.
Designing for what’s next
Closing the day, Coterie’s own Creative Director Lenique Potgieter explored the creative trends shaping campaigns in 2025 and beyond. From bold typography and tactile visuals to the rise of interactive formats and AI-powered design, she showed how campaigns can cut through the noise without losing consistency.
A community that keeps the conversation going
As the final Q&A wound down, Gill returned to the stage, not to wrap up, but to invite everyone to continue what was started. “The conversation doesn’t end here,” she said. “It continues over drinks, LinkedIn, and hopefully, at the next Coterie Connect.”
Whether attendees came to learn, share, connect or simply feel seen in their role, this event offered something real: a community of peers, united by purpose and fuelled by the belief that partner marketing has a powerful role to play in the future of tech organisations.
