Tanguy Le Roux did not come from a traditional marketing background. After starting in banking and auditing, then moving into sales and partner management, he transitioned into partner marketing when relocating from France to the United States. That unconventional path helped shape a unique approach to B2B marketing built around creativity, relationships, and experience driven engagement.
In this episode of B2B Marketing Unlocked, Tanguy joins host Jony Mansilla to break down how partner marketing helps win enterprise deals at HCL Software. He shares how his team approaches niche face to face events, why creativity and customer experience matter more than ever, and how partner marketing requires balancing flexibility with scalable processes. Tanguy also explains how local relationship building outperforms broad campaigns in many enterprise environments, how he creates memorable event experiences without massive budgets, and why adaptability is becoming one of the most important skills in modern marketing.
What You’ll Learn:
• How partner marketing differs from traditional B2B marketing
• Why niche in person events can outperform large scale campaigns
• How creativity and experience design help brands stand out
• Why local relationship building matters in enterprise partner ecosystems
• How AI is changing marketing workflows and forcing teams to adapt faster
Tanguy Le Roux is the Head of Partner Marketing at HCL Software, where he works closely with global partners to build pipeline, strengthen relationships, and create localized marketing strategies across multiple product categories. HCL Software is an enterprise software company offering solutions across cybersecurity, collaboration, digital experience, operations, and more.
This podcast is brought to you by Jony Studios, where we help B2B brands turn conversations into content systems that build trust, generate pipeline, and attract ideal customers. Learn more at https://jonystudios.com
Highlights:
• [00:00] Introduction
• [01:04] From sales to partner marketing
• [04:04] Building the partner marketing team
• [07:17] What HCL Software does
• [11:25] The power of niche events
• [15:00] Creative event experiences
• [19:38] Post event relationship building
• [27:44] Adapting to AI and biggest challenges
• [31:30] Resources, tools, and advice
Episode Resources:
• Tanguy Le Roux on LinkedIn
• HCLSoftware Website
• Jony Mansilla on LinkedIn
• Jony Studios Website
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