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Partner Product Marketing

With respect to mergers and acquisitions, what are the steps and priorities you take to integrate the newly acquired product into your overall product marketing strategy?

4 Answers

Alina Fu

Microsoft Head of Marketing for Viva Goals and Learning (Director) • November 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

637 Views

I've noticed a lot of partner marketing involves cold emailing and cold calling, trade shows, etc. Are there another maybe non-conventional methods for executing a successful partner marketing strategy?

1 Answer

Andy Yen

ServiceNow Global Partner Marketing Director • June 16

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 spent sending out cold emails and cold calls to prospects. It sounds like you're working with bi......Read More

730 Views

What are your lessons learned about successfully going to market in a partner's ecosystem?

4 Answers

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

749 Views

What are the biggest mistakes product marketing teams make when focusing on partnerships?

1 Answer

Andy Yen

ServiceNow Global Partner Marketing Director • June 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

674 Views

What do you wish your internal org understood about your role?

1 Answer

Andy Yen

ServiceNow Global Partner Marketing Director • June 16

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 have to report out on all of the campaigns and activities you're driving. But if you don't advocat......Read More

628 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?

2 Answers

Harsha Kalapala

AlertMedia Vice President Product Marketing • December 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

330 Views

What are the SaaS you think is doing product marketing exceptionally well globally and it's competitors and also please explain how is the one able to stay ahead than the rest?

4 Answers

Mike Berger

ClickUp Vice President Product Marketing • November 11

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 and they've introduced new offerings like their CRM, their "powerful alone, better together" mess......Read More

625 Views

What are the pros/cons to including a partner in a marketing campaign/asset?

Can you do too much partner marketing vs standalone?

3 Answers

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

598 Views

Is partner PMM a dedicated function and why is that the case or not? What's the line between partner PMM and partner marketing?

2 Answers

Priya Ramamurthi

Okta Head of Product Marketing, Platform • November 10

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 solution partners (LSPs) and a variety of resellers. These would make the bulk of your partner sale......Read More

1020 Views

How do you get buy-in and attention from your partner sales force in order to even enable them?

3 Answers

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

592 Views