Stripe Careers – Scale Partner Marketing Lead

Trying to stitch this information together manually is time-consuming, error-prone, and provides an incomplete picture of performance. This document should cover logo usage, brand voice, key messaging points, and approval processes for all public-facing materials. Explicitly document the primary and secondary goals for the campaign and agree on the KPIs that matter most to both parties. One partner wants to generate immediate leads, while the other is focused on long-term brand building.

For instance, American Express gives customers the option to transfer their Membership Rewards points to the loyalty programs of their airline and hotel partners. Here, a business may give out points or other rewards in partnership with another business. During the partnership, the illustrator shared a doodle every day for the entire month of January based on a prompt provided by the brand. For example, Spoonflower partnered with artist and illustrator, Rhianna Wurman to host a “Doodle-A-Day January” challenge. One key difference is affiliates normally get paid a commission based on referrals whereas brand ambassadors get paid a fixed fee in exchange for the promotion.

Check out how the following influencer showcases her child’s room and tags several brands that are not explicitly mentioned in the caption. This can often be found in influencer-generated content where a brand’s product is featured even if it’s not the main focus. Product placement is a subtle form of partner marketing where a brand pays a partner to showcase their products through visual media.

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Despite the broad scope of this role, the partner marketing function typically has limited resources, as it sits outside of the traditional marketing org in the partnerships team. They have to know their own company’s product inside and out and be able to connect its value to their partners’ products and services. Good partner marketing partner marketers need to cultivate a deep knowledge of their partners’ backgrounds, goals, and resources and keep a finger on the pulse of the market. Keep reading to find out and gain inspiration and advice from 5 pros in the B2B SaaS partner marketing space.

For starters, partnership marketing allows you to get your brand in front of your partner’s established audience. These goals may be related to growing an audience, attracting new customers, driving sales, or increasing overall brand awareness. We even break down the common types of partnerships to inspire your own partner marketing strategy. But recruiting for a channel marketing manager can be a challenge. Provide them the tools, the use of which will cause … One of the greatest thinkers of our time Buckminster Fuller, once said, “If you want to change people’s behaviors, don’t bother teaching them.

We use it only to provide our service and keep it secure, such as your account log-in. Agencies can facilitate co-marketing programs by identifying overlapping customer profiles with technology partners, establishing clear objectives, shared Key Performance Indicators (KPIs), and budget allocations. Improvado Agent tracks spend, pipeline, and revenue across 1,400+ data sources — one source of truth for partner ROI. Companies are increasingly centralizing all their marketing and partner data into a marketing data warehouse. As partner programs generate massive amounts of data from countless sources, spreadsheets and simple dashboards will no longer suffice.

Play to Your Specific Strengths

It’s hard to justify getting funding when you didn’t spend the time upfront to understand what mutual success looks like.” For Kerry, allocating significant budget to partner marketing is a no-brainer — particularly if your better-together story resonates with prospects. Investing in partner marketing could boost those figures even higher. And for enterprise companies that sell almost exclusively through the channel, that number is even higher. They’d also provide all the designs, content, and sales playbooks partners needed to make it a success.

Best of all, each of these modules is easily configurable to your partner marketing needs.Want to see Channeltivity in action? Clever partner marketing tactics have the potential to be lead-generating machines. Devote an entire section in your partnerships QBRs specifically to partner marketing results. Partners are marketing on their own cadence and may have bursts and lulls of MDF activity.

Per Katie, “No partner is exactly the same, so it’s critical to understand the reasoning behind the partnership. The value of your partnership will be lost on prospects, and they’ll start to explore other options. But it also helps build trust and focus into your partnerships — a sense of direction.” Katie Bird, Alliance Marketer at Deloitte, shares, “The number one qualification for partner marketers is scrappiness.

Partner Marketing Manager – Silicon Alliance Partners

Kerry once created an advisory board of top channel leaders in her company’s partner program, and invited them to exchange content and speak at their customer conference. Another easy win is to give your best partners opportunities to share your better-together story at marketing events you plan to host or attend. Case studies highlighting joint use cases, glowing joint customer testimonials, and concrete ROI numbers bring the partnership to life.

• A tech company might partner with a design firm to create a more user-friendly product, or two software companies might integrate their tools to offer a more complete solution.
• By sharing the costs of content creation, advertising spend, or event sponsorship, both companies can achieve a greater impact with a smaller individual investment.
• By leveraging each other's strengths, be it brand recognition, audience size, or technical expertise, partners create a synergy that amplifies their marketing impact far beyond what they could achieve individually.
• Understanding these types is the first step in choosing the right partner marketing approach for your business.
• This provides a robust, scalable foundation for advanced analytics, predictive modeling, and a truly comprehensive understanding of the entire partner ecosystem's impact on the business.
• To build a strong partnership with a marketing agency, establish clear goals, maintain open and regular communication, and align on key performance metrics from the start.

AI will also help automate partner communications and predict which partners are at risk of churning. Artificial intelligence is set to revolutionize how partners are found and managed. Without a single source of truth, it's impossible to optimize effectively or prove ROI.

Let’s help you get started with some tips on how to succeed with your own partnership marketing initiative. The company donates up to $1 million worth of products to help rescue pets, which closely aligns with the brand’s values. For example, a company in the food and beverages industry could partner with an organization that helps feed the hungry. Brands often partner with nonprofits and charitable organizations to make a positive impact. Another popular partner marketing tactic involves distribution partnerships where one brand leverages a partner’s distribution channels to promote its products.

Katie mentioned that one of her direct reports at an enterprise cybersecurity company was passionate about strategic marketing with a small partner. In fact, Neha has seen 20-30% increases in deal registration post-demand gen campaigns with small to mid-sized partners. As Neha says, “Most large partners may pay for marketing activities or dole out Marketing Development Funds (MDFs), but may not help execute your plan as they may have a large partner ecosystem. Even if you do, they will likely offer some financial resources and call it a day. But the chances of getting their partner marketers’ attention are slim.

Only then, turn on your laser focus and go after select accounts with commonality in vertical, tech stack, or region.” Neha suggests, “Provide partners with the right messaging, sales pitch, and resources. Partners must understand your products or services in order to market them, and they can’t do that without proper enablement. Fast forward a few years later, and that partner made up a considerable chunk of the company’s partner-sourced revenue.

The two parties created an Instagram Collab post that showed up on both of their Feeds, thus helping promote the merch to both of their followers. People are more likely to trust your brand when you work with a partner that has a solid reputation. Partner marketing enables you to create additional revenue streams minus the risk. So you gain increased visibility, which allows you to boost brand awareness.