Alexandra Sasha Blumenfeld

Alexandra Sasha BlumenfeldShare

Product Marketing Lead, Enterprise, Sentry
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Alexandra Sasha Blumenfeld
Product Marketing Lead, Enterprise, SentryMarch 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 the narrative? * By positioning your brand alongside this partner can it provide credibility to your campaign? * Will the partner unlock additional reach with the target audience? An example where it made sense to include partners was our Platform of Independent’s campaign. The inclusion of p...
Alexandra Sasha Blumenfeld
Product Marketing Lead, Enterprise, SentryMarch 25
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 product or solution and may not be a technical product marketer, having the customer tell that story themselves can help engage your audience with the language/visuals they expect. Plus, it's great social proof and gives sales and customer success collateral to help close deals and give current customers ideas on how they can broaden the use of your product. The caveat is that the story needs to have substance. A compell...
Alexandra Sasha Blumenfeld
Product Marketing Lead, Enterprise, SentryMarch 25
The way that I have done this in the past is by showing repeatable impact to our bottom line. First, I recommend setting up a process to ensure you are diligent in reporting and have accurate attribution in place. Then you can start testing out the different levers as you look for repeatable pipeline impact. I suggest working closely with your cross-functional counterparts such as BD, product, and sales to ensure you are all working on the same initiatives to see an outsized impact.
Alexandra Sasha Blumenfeld
Product Marketing Lead, Enterprise, SentryMarch 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 wins in the form of case studies or customer webinars where you highlight the joint solution and how it unlocked business impact for the customer 3) Providing enablement via one-pagers or lunch and learns on how the partnership will help the team reach their goals faster (does your solution help sp...
Alexandra Sasha Blumenfeld
Product Marketing Lead, Enterprise, SentryMarch 25
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 marketing/BD team goals as well. Ideally, we try to balance activities that will influence in-quarter impact where we will see an immediate impact on pipeline (eg digital events, gated content) with activities that are more strategic/longer-term that will see an outsized impact a few quarters (or years) out. eg working with larger partners where you have to establish the foundation, build relationships, build strategic product ...
Alexandra Sasha Blumenfeld
Product Marketing Lead, Enterprise, SentryMarch 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 customer in everything you do. Building a compelling joint narrative is key to successfully going to market with partners. The best way to do this is through mutual customers. Anecdotally, our most successful campaigns are when a customer webinar or event is at the center.  2) Align to partners sales m...
Credentials & Highlights
Product Marketing Lead, Enterprise at Sentry
Product Marketing AMA Contributor
Lives In San Jose, California
Knows About Partner Product Marketing