Marketing Together #10 - 6 Do's & Don'ts of Partner Marketing You Can't Ignore

Hey Market[ers]!

Welcome to the Market[ing] Together podcast!

I'm so glad you're here.

In today's episode, you’ll learn:

→ The dos and don'ts of partner marketing

→ How to find out if it's worth partnering with another org

→ The questions you should ask before partnering up

Go on a date before you walk down the aisle

When you decide to partner with another organization for marketing, sales or anything else, it's a significant lift. It takes effort, and it takes resources and time. Make sure that you're not leaning on any assumptions.  – Jen Spencer, CEO of SmartBug Media

Partnering dos:

  • Look at the broader organizational goals
  • Make sure the timing is right
  • Get alignment on OKRs

Partnering don'ts:

  • Don't annoy your customers: Ensure your partner's sales team doesn't contact the same leads simultaneously.
  • Don't assume your partner is doing 50/50 on everything. Make sure you get the details at the outset.
  • Don't do something completely brand-new. You won't be able to know how well the partnership worked if you don't have a baseline to compare to.

Watch or listen to the full episode

Jen Spencer on the Marketing Together Podcast

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Market musings

When used properly, partner-led marketing can be a powerful tool. But when used haphazardly, it can be disappointing.

Jen encourages us to think carefully about who we partner up with and why we are doing so. Partnering isn't just something we do because it's fun - we're partnering to drive results.

When you partner up, your brand reputation is on the line. Do your due diligence. Get alignment on your goals. Be clear on how you'll share the leads.

Create a plan for how you'll work together to strengthen each other's efforts. Each partner brings a different set of skills to the relationship. Make sure you're using those skills to your advantage.

Most importantly, keep the customer front and center. The whole reason you're partnering in the first place is to better serve the customer.

(What do you think? Share your thoughts on LinkedIn and tag me!)

Until next time!

-Logan Lyles

P.S. If you want to, share the episode with your teammates and stakeholders!

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