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4 Answers

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
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
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
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
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
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
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
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