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?
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...more
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 success in driving GTM with that partner will be very limited. So pick the partners you choose to work with wisely! Given the n...more
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 ...more
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...more
What's the best way to teach partners about your product and which assets/resources should be developed to maintain their knowledge?
This is a great question. The partner marketing approach for sales enablement is very different from the traditional product marketing approach of creating a BOM and enabling your own internal sales and GTM teams. The best way I've found to teach partners about our joint offerings is to ask t...more
What is your strategy for creating dynamic, interactive "canned demos" for the sales team given that the product frequently changes?
Align the demo updates with the larger product launches, so that you're highlighting some of the major product updates in the canned demo. I've found what works best in delivering canned demos is to create a script and get feedback on it from other GTM stakeholders prior to the launch, and then t...more