Partner Product Marketing

1 Answer
Yify Zhang
Yify Zhang
Eventbrite Global Head of Marketplace MarketingApril 11
The size of your target customers influences the types of channels you lean into with your communications and the motion of each. The question to ask yourself is: where are your customers showing up, what does it take to convince them to use your product (or take the action you want). GTMs tar......Read More
1065 Views
1 Answer
Sharon Markowitz
Sharon Markowitz
Zoom Head of Product Marketing, App MarketplaceJanuary 31
Positioning is a brief description of a product or service that your company offers, how it meets the target audience, the respective category and how it's different from the competition. This is typically an internal document. Messaging relates to how you will communicate the main value proposi......Read More
1001 Views
1 Answer
Sharon Markowitz
Sharon Markowitz
Zoom Head of Product Marketing, App MarketplaceJanuary 31
Congrats! This is exciting. Here are some tips for developing your GTM strategy for a new partner channel: Research 1. Talk with your sales colleagues to learn what they’ve done to date, and if they have industry experience with this specific partner channel 2. Leverage your network, ......Read More
702 Views
How do you make the most of marketing partnerships once they are created?
For example, once a partnership is created, how do you incentivize other sales teams to sell/ advocate your company within their larger partner ecosystem? Some partner marketplaces can have hundreds of integration partners. How do you get your company to stand out?
1 Answer
Sharon Markowitz
Sharon Markowitz
Zoom Head of Product Marketing, App MarketplaceJanuary 31
Marketing partnerships may not be the right nomenclature. If a company has an app on an App Store or App Marketplace with thousands of apps, these are not considered "marketing partnerships". Think of your favorite app on your phone, there are many apps on the phone you can select, but they are n......Read More
706 Views
1 Answer
Sharon Markowitz
Sharon Markowitz
Zoom Head of Product Marketing, App MarketplaceJanuary 31
Ways to continuously optimize the partner process may include: 1. Review GTM plans against targets both leveraging quantitative and qualitative data to determine what worked and what can be improved 2. Embrace testing as an approach for GTM, where the company and the partner can test,......Read More
702 Views
1 Answer
Sharon Markowitz
Sharon Markowitz
Zoom Head of Product Marketing, App MarketplaceJanuary 31
Product marketing managers should have a foundational understanding of AI technology and its potential impact on their roles and functions. So many products today have an AI component, or are prioritizing messaging around an AI component that its critical to understand given the inherent nature o......Read More
727 Views
1 Answer
Sharon Markowitz
Sharon Markowitz
Zoom Head of Product Marketing, App MarketplaceJanuary 31
KPIS for a partner marketer vary based on the maturity of the partnership as well as what the team is solving for in creating the partnership. Also, sometimes the company and the partner are focused on different KPIs. KPIs may include sales, customer growth (new segment, greater penetration), re......Read More
715 Views
4 Answers
Alina Fu
Alina Fu
Microsoft Director, Copilot for Microsoft 365November 30
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 would recommend looking at the reasons why this product came under the fold. What was the visio......Read More
1307 Views
2 Answers
Andy Yen
Andy Yen
ServiceNow Global Partner Marketing DirectorJune 16
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: "build, partner, buy". Based on my own experience, product marketing teams are great at executing the ......Read More
1130 Views
What's the best way to teach partners about your product and which assets/resources should be developed to maintain their knowledge?
For your team, leveraging internal product training, battlecards, sales plays, etc. gets them prepared. What works best for supporting partner GTM motions?
3 Answers
Harsha Kalapala
Harsha Kalapala
AlertMedia Vice President Product MarketingDecember 14
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 on their weekly team meetings — the product team, the customer success/support team, the sales tea......Read More
692 Views