Partner Product Marketing
Eventbrite Global Head of Marketplace Marketing • 2y
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 a...
2349 Views
Intuit Principal Product Marketing Manager | Formerly Zoom, Atlassian, LinkedIn, Intuit + CPG • 2y
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...
1907 Views
Intuit Principal Product Marketing Manager | Formerly Zoom, Atlassian, LinkedIn, Intuit + CPG • 2y
Congrats! This is exciting.Here are some tips for developing your GTM strategy for a new partner channel:ResearchTalk with your sales colleagues to learn what they’ve don...
1390 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?
Intuit Principal Product Marketing Manager | Formerly Zoom, Atlassian, LinkedIn, Intuit + CPG • 2y
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 "mar...
1308 Views
Intuit Principal Product Marketing Manager | Formerly Zoom, Atlassian, LinkedIn, Intuit + CPG • 2y
Ways to continuously optimize the partner process may include:Review GTM plans against targets both leveraging quantitative and qualitative data to determine what worked ...
1366 Views
Intuit Principal Product Marketing Manager | Formerly Zoom, Atlassian, LinkedIn, Intuit + CPG • 2y
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...
1396 Views
Intuit Principal Product Marketing Manager | Formerly Zoom, Atlassian, LinkedIn, Intuit + CPG • 2y
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...
1568 Views
Clari VP, Brand, Content and Product Marketing • 4y
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, w...
413 Views
ServiceNow Global Partner Marketing Director • 3y
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 in...
2117 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?
AlertMedia Vice President Product Marketing | Formerly TrustRadius, Levelset, Walmart • 4y
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 stakeho...
1214 Views
What's the longer term health of having a career in doing partner PMM?
As someone who used to be in partner marketing (on the product marketing team), I found career options to be more limiting than being a straight up PMM and my combined experience makes me a great fit for Partner PMM roles, but I hesitate making the jump into those roles
Intuit Principal Product Marketing Manager | Formerly Zoom, Atlassian, LinkedIn, Intuit + CPG • 2y
Opportunities exist in both product marketing and partner marketing. It's rare to find a company without some form of partnership strategy or program nowadays. However, i...
721 Views
Forrester Sales and marketing • 5y
Alexandra - love this partner strategy. Would love to dig a bit deeper. Who drives the customer outreach for the story? The partner sales and BD teams?
2100 Views
Intuit Principal Product Marketing Manager | Formerly Zoom, Atlassian, LinkedIn, Intuit + CPG • 2y
As the founder of YourCareerWings, a career coaching business, and a former marketing leader in edtech at Intuit and Pragmatic Institute, I'm deeply invested in this ques...
1077 Views
Sentry Director of Product Marketing • 5y
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 ...
3002 Views
ServiceNow Global Partner Marketing Director • 3y
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...
2074 Views
ServiceNow Global Partner Marketing Director • 3y
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 succ...
953 Views
ServiceNow Global Partner Marketing Director • 3y
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...
1839 Views
Microsoft Director, M365 Copilot for storytelling and narratives, sales enablement, and compete • 4y
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, b...
1123 Views
What are the pros/cons to including a partner in a marketing campaign/asset?
Can you do too much partner marketing vs standalone?
Sentry Director of Product Marketing • 5y
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 valu...
1739 Views
Okta Former Sr. Director Platform Product Marketing • 4y
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 ...
2615 Views
How does Product Marketing get involved with alliances, partnerships and marketing the integrations of a product with another product?
Does that role change if your alliance/integration partner is larger/better-known than yours is?
Marketing Strategy Consultant • 5y
Yes, 100%. That can be it's own role on a product marketing team, especially if you are building a platform and have a large partership ecosystem. Marketing tech is a goo...
1874 Views
AlertMedia Vice President Product Marketing | Formerly TrustRadius, Levelset, Walmart • 4y
It is critical to have full buy-in from the exec team on the role partnerships play in the company's growth. They should believe in the potential of partner marketing to ...
650 Views
Sentry Director of Product Marketing • 5y
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 market...
2117 Views
Okta Former Sr. Director Platform Product Marketing • 4y
If partnerships are a focus for the organization, partner PMM as a dedicated team is crucial. Within the team, there can be individuals supporting for technology partners...
1962 Views