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AMA: Segment Former Group Partner Marketing Manager, Alexandra Sasha Blumenfeld on Partner Product Marketing
March 25 @ 10:00AM PST
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Segment Former Group Partner Marketing Manager, Alexandra Sasha Blumenfeld on Partner Product Marketing
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Alexandra Sasha Blumenfeld
Sentry Product Marketing Lead, Enterprise • March 25
Build joint customer stories and clearly showcase the value you + partner deliver. It might seem basic, but the way we've found to get buy-in and attention from the partner's sales team is by 1) Driving joint wins (this is typically done in partnership with the BD team) 2) Documenting those ......Read More
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Alexandra Sasha Blumenfeld
Sentry Product Marketing Lead, Enterprise • March 25
Great question! At Segment, there are two categories of partners: * Technology (ISV) partners * Solution (SI/agency) partners The go-to-market is slightly different for those two categories, but a few lessons learned that are relevant to both are: 1) Incorporate the voice of your custom......Read More
1148 Views
5 requests
Alexandra Sasha Blumenfeld
Sentry Product Marketing Lead, Enterprise • March 25
I think the skills are analogous: 1) Customer storytelling Have a compelling customer story to lean on makes my job infinitely easier 😅 Especially if you have a technical product or solution and may not be a technical product marketer, having the customer tell that story themselves can help engag......Read More
1834 Views
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Alexandra Sasha Blumenfeld
Sentry Product Marketing Lead, Enterprise • March 25
I typically see the partner marketing team tracked on pipeline numbers and opportunities. That said, I think it depends on your partner marketing strategy and your marketing/BD team goals as well. Ideally, we try to balance activities that will influence in-quarter impact where we will see an i......Read More
1159 Views
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What are the pros/cons to including a partner in a marketing campaign/asset?
Can you do too much partner marketing vs standalone?
Alexandra Sasha Blumenfeld
Sentry Product Marketing Lead, Enterprise • March 25
It depends on what the campaign or asset is. As a platform, we try to be as tool agnostic as possible. That said, there are certain times where adding a partner adds value/context to the narrative or campaign. Things to consider: * Can the partner provide subject-matter expertise and enhance......Read More
941 Views
3 requests
Alexandra Sasha Blumenfeld
Sentry Product Marketing Lead, Enterprise • March 25
The way that I have done this in the past is by showing repeatable impact to our bottom line. First, I recommend setting up a process to ensure you are diligent in reporting and have accurate attribution in place. Then you can start testing out the different levers as you look for repeatable pip......Read More
1129 Views
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