This will help you nail down a great partnership for the program, and hopefully, be able to drive new business your way.
If you have a partner management platform, you can dig even further into the data yourself to uncover insights into partner referral activity, prior marketing motions, and other notes provided by the CAMs.
In a previous campaign I ran, we nailed down the target audience we wanted to attract to the program.
Above is an example of a partner marketing campaign brief I put together for a previous company I worked at.
Then, we confirmed partners who met all of the above criteria. We were a digital marketing agency, so we decided to work with 2 different technology companies.
Our goal was to showcase our thought leadership, expertise to their customer base in the hopes they would have a follo-wup call with our channel analysts.
3. Set a clear budget and promotion schedule with partners.
This is where many co-marketing partner webinars fail.
They never put together a clearly defined promotional plan, therefore, no new business is generated.
I’d work together with your partners and set a budget (if available) and promotional schedule for the campaign.
Continuing on with our previous campaign, we worked closely with our marketing and channel partners to decide promotion schedules and budgeting. We each agreed to allocate some funds towards promotion efforts as well.
By following these steps and promotional strategies continuously, we were able to drive over 70k registrants + 16k attendees to our webinar programs. That’s massive brand exposure, which ultimately led to revenue growth.
4. Enact a follow-up process.
Lastly, and most importantly, is the follow-up process with leads who sign-up for the program.
I’d work with your Channel Account Managers and Inbound Sales Managers to define an agreed upon follow-up strategy.
This differs greatly from org-to-org, but the more in alignment you are with your sales team, the stronger the outcome will be for this campaign.
Pro tip: An awesome strategy we implemented for our co-marketing webinar campaigns was to launch a “Request an Advertising Audit” post webinar thank you page sign it. This helped to drive MQLs quickly, rather than waiting weeks when the leads were a little bit more nurtured to pass to the BDRs.
2. New Product Launches.
Working with a partner on a new product launch can be a gold mine for channel revenue.
You can use your partner network and reach new customers with this product. It might be just what they need to work with you.
It’s an amazing opportunity to drive revenue in so many ways:
Pipeline velocity (Existing deals getting pushed to closed-won)
Net new pipeline (partner sourced)
Take for instance this campaign we ran at my previous organization, ShipBob.
ShipBob opened their first fulfillment center in Canada, one of the first companies to do so.
They wanted to seize the opportunity, so they used their technology partnerships to:
Identify prospective partner customers who would benefit from this program. I.E. Partner customers who had an interest in shipping to Canada.
Partner on a joint co-marketing campaign.
Arrange personalized emails for targeted outreach. Collaborate with the partner's account management team to directly communicate with their clients.
3. Small, Targeted In-Person Events.
Small, intimate In-person co-marketing events still do quite well.
And I don’t believe that’s going to change any time soon.
Despite the popularity of online events, in-person gatherings offer an irreplaceable personal connection.
Here's why co-marketing in-person events will continue to thrive:
Personal Touch: It's about the spontaneous chats, the unscripted moments, and the human connection.
Partner Introductions: During these events partners can introduce you to their customers and praise your product.
Precision Conversations: Discussions are laser-focused, providing attendees with valuable and productive advice.
Active Participation: Attendees at smaller sized in-person events are typically more present and engaged.
Tangible Branding: These events offer a hands-on experience of the brand–especially if you're co-branding the event with a tier one partnership (Think Google, Facebook, etc.).
Immediate Feedback Loop: Feedback is instant. Brands can gauge reactions firsthand, making it easier to adapt or pivot strategies based on direct audience insights.
When I say "small-scale" event, I mean events with less than 200 attendees, like:
Workshops and trainings
Seminars and conferences
VIP dinners (These events do extremely well!)
Customer appreciation events
When you work with a few co-marketing partners, it's easier to customize the message, audience, and event experience.
Take for instance this partnership event we worked with Google together on. The event had about 100 attendees. We focused on prospects and current customers.
A Wrap on Our Co-Marketing Campaigns Discussion
Naturally, you can run many more co-marketing campaigns with partners.
But, these are the top 3 programs I’ve run across our partner marketing playbooks.
And let me tell you, they work.
To succeed, make a strong campaign plan, talk with partners about expectations, work with the sales team, and follow up well.
As we wrap up this discussion, think about potential co-marketing opportunities for your brand.
Who aligns with your vision?
What unique value can you bring to the table?
How can you create campaigns that benefit both businesses and audiences?
Until next time.
Nick Cotter brings over seven years of experience in B2B partner marketing, having collaborated with leading technology brands and agencies. Recognizing a gap in resources within the industry, he founded Growann to provide comprehensive guidance in partner marketing.
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