Partner Product Marketing

Focusing on the right partners and building an integrated co-marketing plan are critical. Sponsoring events is part of the game in partner marketing, but I'm not sure how much of your time should be s

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 fe

I follow the following steps to drive a successful GTM motion with partners. Be Strategic: Every partnership does not necessarily warrant the same effort. Develop tiers for each partner type. Set stra

There are many lessons I continue to learn as I drive more partnership go-to-market initiatives. These are the top ones that stand out so far: Driving adoption is key - especially when the integratio

Not all partners are created or treated equal. Even if a partner has a really compelling and complementary offering on-paper, if there’s no executive alignment- your success in driving GTM with that p

Honestly, having worked in both product and partner marketing, I don't think product marketing teams focus enough on partnerships. Product strategy to me is simple, it involves three components: "buil

Everything. Just kidding! It’s really important to communicate the impact you’re making with your partners across your internal teams. It's not always easy to find time to plan, execute, and then ha

This is an important question. The marketing rule of 7 exposures applies here as well. I try to get on as many opportunities as I can to educate and train partner stakeholders. Ask for a few minutes o

This is a great question. The partner marketing approach for sales enablement is very different from the traditional product marketing approach of creating a BOM and enabling your own internal sales a

This one is challenging because I’ve witnessed year long integrations from newly acquired products into the overall strategy, and even then, it wasn’t “fully” absorbed into the main strategy. First, I

Excellent question. I would start listening to the newly acquired company's customers. Go on a lsitening tour. Understand the buyer and user's pains, challenges, wins, why they love your product, wha

I’m so glad to have been asked this question, because I’ve been fortunate enough to lead teams through acquisitions at almost every company I’ve worked at. In order to effectively integrate the newly

I've always thought that Hubspot has done a great job with product marketing. They have great product market fit and their messaging and positioning is typically on point. As their platform has grown

Salesforce immediately comes to mind. When you think of CRM, what other solutions do you think of? They do a great job explaining the product in digestible sound bites, by gamifying the learning exper

Gong, of course :) Come join us (https://gong.io/careers) I mean I'm biased but on top of that, I think Salesforce took the Product Marketing to the next level back in the days, and helps elevate the

Outside of the wonderful PMM work we do at Grammarly (we’re hiring btw), I think Salesforce and Google do an exceptional job with product marketing. Salesforce focuses on the story and the pain they a

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

Partner marketing can be a huge growth driver for the business, if prioritized. With the right partnerships, co-marketing and co-selling can drive a significant part of organizational revenue. I would

You always want to include a partner's brand and messaging in your joint collateral. Your audience may be attracted to either part of the partnership - so your collateral and messaging should tailor t

That’s a great question. Let me start with some background. In many traditional large organizations, partner marketing teams up with system integrators (SIs), large area resellers (LARs)/licensing sol

When starting out, partner PMM work should be an experiment run under core product marketing. The fundamental principles are all the same. What changes in the environment in which you operate, your au

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) Driv

In order to get the best attention from the sales teams, it is important to create a plan in conjunction with them. Early buy-in drives engagement through the process. Also, as with any product market

Sales will always welcome your support when you can clearly demonstrate that you are helping them drive more sales. Map out how your partnership initiatives will help deals directly or indirectly. How