Turn available partner marketing funds into campaigns that actually launch
Marketing development funds can help you build pipeline, strengthen vendor relationships, and bring more value to your clients. But accessing and using MDF is not always simple.
Application processes can be unclear. Approval requirements can vary. Campaign assets may need to follow strict brand guidelines. Events need planning, promotion, logistics, and follow-up. Paid marketing needs the right targeting, creative, copy, budget structure, and optimisation. And even when funding is available, your team may not have the time, capacity, or specialist support to turn it into a campaign that is ready to run.
Archetype helps B2B software partners plan, apply for, create, and deliver MDF-funded campaigns, events, and paid marketing activity that support joint marketing efforts with your vendors and clients.
We can help you make better use of available MDF, move faster from idea to activation, and deliver campaigns that meet vendor requirements while still speaking clearly to your audience.
Speak to us about MDF campaign support
What is MDF support for partners?
MDF support helps partners access and activate marketing development funds provided by their vendors.
That can include campaign planning, application support, funding submissions, campaign messaging, creative concepts, copy development, landing pages, email, paid media, organic social, event planning, event promotion, event execution, sales enablement, reporting inputs, and vendor approval support.
For B2B software partners, the right support can make it easier to apply for funding, create approved campaign assets, run effective events, launch paid marketing activity, and show vendors that MDF is being used effectively.
Our MDF support model
We support B2B technology and software partners that want to use vendor MDF for joint marketing activity, demand generation, client engagement, events, paid campaigns, or co-branded campaigns.
We can support a single campaign, help with specific assets, manage event activity, plan and execute paid marketing, or act as an ongoing partner for MDF-funded marketing activity.
Our role is simple: help you turn available funding into practical campaigns that your clients, prospects, and vendor partners can engage with.
We can help you plan MDF-funded campaigns
A strong MDF campaign starts with a clear plan.
We can help define the campaign objective, audience, offer, message, activity mix, timelines, required assets, event requirements, paid media approach, and vendor approval requirements.
This helps you move from “we have MDF available” to a structured campaign plan that is easier to submit, approve, and activate.
We can support MDF applications and submissions
MDF applications often require clear campaign rationale, activity details, budgets, timelines, expected outcomes, and alignment with vendor priorities.
We can help you prepare the information needed for MDF submissions, including campaign descriptions, messaging, activity plans, event plans, paid media plans, budget breakdowns, and supporting materials.
The goal is to make the application process easier for your team and clearer for your vendor stakeholders.
We can create campaign assets
MDF-funded campaigns often need practical assets that can be launched quickly and approved easily.
We can create and adapt campaign materials including email copy, landing page copy, paid media copy, organic social posts, event promotion, sales enablement, digital ads, nurture copy, and campaign toolkits.
We can also work with vendor-supplied templates, messaging frameworks, brand guidelines, and campaign kits to create materials that are compliant, useful, and audience-ready.
We can plan and execute events
Events are one of the most common and valuable uses of MDF, but they can also be one of the most operationally demanding.
Archetype can help plan, promote, and execute partner events that support joint vendor and client engagement. This may include webinars, roundtables, executive briefings, client events, partner-hosted activations, networking sessions, field marketing events, and campaign-linked event programmes.
We can support with event strategy, agenda development, speaker coordination, invitation copy, registration pages, promotional emails, social posts, event logistics, run-of-show planning, attendee communications, follow-up copy, and reporting inputs.
The goal is to help you turn MDF into events that are well planned, professionally delivered, and connected to a clear commercial outcome.
We can support paid marketing
Paid marketing can help partners extend the reach of MDF-funded campaigns, promote events, generate leads, and target specific audiences with greater precision.
Archetype can support paid marketing strategy, campaign planning, media recommendations, audience targeting, ad copy, creative direction, landing page copy, budget allocation, campaign setup guidance, optimisation, and reporting inputs.
This can include paid social, paid search, sponsored content, retargeting, event promotion, lead generation campaigns, and always-on partner marketing activity.
We can help make sure paid marketing activity is aligned with your vendor’s campaign requirements, your audience priorities, and the outcomes you need to demonstrate.
We can support creative and copy
Some MDF campaigns need more than a template. They need a clear idea, strong messaging, and copy that connects the vendor proposition to your client’s priorities.
Archetype can support with campaign messaging, creative concepts, copywriting, content adaptation, review, and optimisation.
We can also help tailor campaign materials for a specific sector, market, solution area, client segment, event theme, paid media audience, or offer.
We can help manage vendor approvals
Vendor approval processes can slow campaigns down if requirements are not clear upfront.
We can help prepare assets for review, align copy and creative to brand and messaging guidelines, track feedback, manage revisions, and support the approval process.
This helps reduce back-and-forth and gives your campaign, event, or paid marketing activity a better chance of moving through review smoothly.
Choose the level of support you need
Every partner uses MDF differently. Some teams need help with a single application. Others need campaign assets, event execution, paid marketing support, creative support, or a repeatable process for managing multiple vendor-funded campaigns.
We can support you in three ways.
1. MDF application support
Best for partners that know what activity they want to run but need help preparing the campaign for funding approval.
This can include:
- Campaign planning
- Event planning inputs
- Paid media planning inputs
- MDF application copy
- Activity descriptions
- Budget and timeline inputs
- Campaign rationale
- Vendor alignment
- Submission support
- Revision support
2. MDF campaign, event, and paid marketing enablement
Best for partners that have funding available but need help turning it into campaign activity.
This can include:
- Campaign messaging
- Email copy
- Landing page copy
- Paid media strategy
- Paid media copy
- Paid social campaigns
- Paid search support
- Sponsored content support
- Organic social posts
- Event promotion
- Event planning
- Event execution support
- Webinar and roundtable support
- Sales enablement copy
- Creative direction
- Asset adaptation
- Vendor guideline alignment
3. End-to-end MDF campaign support
Best for partners that want an experienced agency team to help plan, create, and support the full campaign.
This can include:
- Campaign strategy
- MDF application support
- Campaign planning
- Event strategy and execution
- Paid marketing planning and optimisation
- Messaging development
- Creative concepts
- Copywriting
- Landing pages
- Email and social assets
- Vendor review support
- Campaign optimisation
- Reporting inputs and activity summaries
Why B2B software partners work with Archetype on MDF
MDF-funded campaigns sit at the intersection of vendor relationships, partner marketing, client engagement, demand generation, events, paid marketing, and operational delivery.
That is where Archetype is strongest.
We understand how B2B software brands go to market, how partner ecosystems operate, and how to create campaigns that satisfy vendor requirements while still giving partners practical, audience-ready marketing assets.
We currently support MDF programme delivery for a global B2B software brand, helping manage partner activity, campaign templates, funding processes, event requirements, paid marketing activity, and creative requirements across its ecosystem.
That gives us visibility into what vendors need from MDF activity and what partners need to activate campaigns with less friction.
The problems we help solve
Many partners know MDF is available, but struggle to turn it into marketing activity that gets approved, launched, and measured.
Common issues include:
- You know funding is available but are unsure how to use it
- MDF application requirements are unclear or time-consuming
- Your team does not have capacity to build campaign assets
- Events are approved but need planning, promotion, and execution support
- Paid media budgets are available but need strategy, targeting, creative, and optimisation
- Vendor templates need adapting for your audience
- Campaign messaging feels too vendor-led or generic
- Approval processes create delays
- Assets need to meet brand, message, and compliance requirements
- Activity is planned but not launched
- Reporting inputs are difficult to pull together after the campaign
Archetype helps remove the friction between available funding, vendor requirements, and campaign delivery.
What good MDF support should deliver
Good MDF support should make it easier for you to market with your vendors.
It should help you identify the right campaign opportunity, prepare a clear funding submission, create useful assets, run effective events, launch paid marketing activity, move through approval, and activate with confidence.
With the right support, MDF can become more than a funding source. It can become a practical way to build pipeline, strengthen vendor partnerships, and deliver more value to your clients.
Our MDF services
Archetype can support with:
- MDF campaign planning
- MDF application copy
- Funding submission support
- Campaign rationale and activity descriptions
- Campaign messaging
- Creative concepts
- Email copy
- Paid marketing strategy
- Paid social copy
- Paid search copy
- Sponsored content copy
- Audience targeting recommendations
- Media planning inputs
- Budget allocation guidance
- Paid campaign optimisation
- Organic social copy
- Landing page copy
- Event strategy
- Event planning
- Event promotion
- Event execution support
- Webinar support
- Roundtable support
- Executive briefing support
- Event invitation copy
- Registration page copy
- Attendee communications
- Post-event follow-up copy
- Sales enablement materials
- Partner and client-facing campaign assets
- Vendor template adaptation
- Brand and message consistency checks
- Approval support
- Asset review and optimisation
- Campaign documentation
- Reporting inputs and activity summaries
- Ongoing campaign optimisation
Who this is for
Our MDF campaign support is designed for:
- B2B software partners
- Technology resellers
- Systems integrators
- Managed service providers
- Consultancies with vendor partnerships
- Channel partners
- Alliance partners
- Partner marketing teams
- Demand generation teams
- Event marketing teams
- Sales and marketing teams using vendor MDF
- Partners that need extra capacity to activate funded campaigns, events, and paid marketing activity
How we work
We start by understanding your vendor relationship, available MDF, campaign goals, client audience, approval process, event requirements, paid media priorities, timelines, and internal capacity.
From there, we define the level of support you need. That might mean helping with an MDF application, adapting a vendor campaign kit, creating campaign assets, planning and executing an event, supporting paid marketing, managing approvals, or helping manage the campaign from planning through to reporting inputs.
Our role can flex around your team.
If you need light-touch support, we can help with the specific assets, application materials, event elements, or paid marketing inputs you need. If you need deeper support, we can help shape the campaign, manage the creative process, support event execution, guide paid marketing activity, prepare assets for vendor review, and support delivery through to launch.
Frequently asked questions
What does MDF stand for?
MDF stands for marketing development funds. These are funds provided by a vendor or brand to help partners run approved marketing activity that supports shared business goals.
What is MDF used for?
MDF is commonly used for co-branded campaigns, demand generation, events, webinars, roundtables, paid media, email marketing, landing pages, content campaigns, client engagement, and other approved marketing activity.
Who can use MDF?
MDF is usually available to eligible partners within a vendor’s partner programme. Eligibility, approval requirements, funding levels, and claim processes vary by vendor and programme.
How can partners get more value from MDF?
Partners can get more value from MDF by planning campaigns early, aligning activity to vendor priorities, creating clear submissions, using approved messaging, launching on time, and capturing the right reporting inputs after the campaign.
Can Archetype help with MDF applications?
Yes. Archetype can help prepare MDF application materials, including campaign descriptions, event plans, paid media plans, activity plans, messaging, budget inputs, timelines, and supporting copy.
Can Archetype create MDF campaign assets?
Yes. Archetype can create campaign messaging, email copy, landing page copy, paid and organic social copy, event promotion, sales enablement materials, and other partner or client-facing campaign assets.
Can Archetype support MDF-funded events?
Yes. Archetype can support event strategy, planning, promotion, execution, attendee communications, webinar and roundtable support, follow-up copy, and reporting inputs.
Can Archetype support paid marketing with MDF?
Yes. Archetype can support paid marketing strategy, campaign planning, audience targeting, ad copy, creative direction, landing page copy, budget allocation, optimisation, and reporting inputs.
Can Archetype help with vendor approvals?
Yes. Archetype can help prepare assets for vendor review, align materials to brand and messaging guidelines, manage revisions, and support the approval process.
Can Archetype support a single MDF campaign?
Yes. Archetype can support individual MDF-funded campaigns or provide ongoing support across multiple campaigns, vendors, markets, or solution areas.
Turn available MDF into campaigns your clients actually see
If you have vendor MDF available but need help turning it into campaign activity, Archetype can help.
We can support the planning, applications, messaging, creative, events, paid marketing, approvals, and assets needed to move from funding opportunity to live campaign.