How can you use partner marketing to launch your B2B product?

Research of industry is vital in order to identity potential partners. When identifying prospective partners through sources like LinkedIn, seek companies that have a strong overlap serving same customers or users of your product/ services, and/or offer complementary products or services that can augment and add more value to those offered by your company to customers or users. Define key requirements as well as core competencies of ideal partner. Assess core competences. Attend partner events. Try to understand end users that partner serve. Assess if partner can allocate resources and funding to push brand. Develop co-branding to both brands. Monitor return on investment.

When considering a GTM with a partner you look for 2 things 1. Complimentary resources 2. Similar goals and values. Stripe and Shopify partnership is a great example. 1. Stripe brought its advanced payment processing technology. Shopify offered a vast e-commerce platform with a large user base. 2. Both companies shared the goal of simplifying e-commerce transactions. Result: 100,000 US small businesses opening Shopify Balance accounts within the first four months of its launch

Partner marketing can be a treasure trove for B2B businesses. However, one must ensure that the customer that their potential partners have the right target audiences and also offer a lucrative give and take. For example, agency partnerships can be extremely beneficial for B2B businesses focused on Mid-market and enterprise consumers.

Partner marketing can be a powerful strategy for launching a product: 1. Identify Potential Partners: Look for businesses that complement your B2B SaaS product and target a similar audience. 2. Build Relationships: Approach potential partners and focus on building mutually beneficial relationships. 3. Create Partner Programs: Develop partner programs with clear incentives for your partners to promote your B2B product. 4. Provide Resources and Support: Offer your partners the resources and support they need to effectively promote your product. 5. Enable Integration: Product intergration with partner's offering is important 6. Co-Marketing Campaigns: Collaborate with your partners on co-marketing campaigns to reach a wider audience

Research and selection: Identify potential partners that align with your product and target audience. Look for complementary products/services or companies with a similar customer base. Assess compatibility: Evaluate the reputation, reach, and values of potential partners to ensure a good fit for collaboration.

Clarity in objectives: Establish clear goals for the partnership, such as increasing brand awareness, expanding market reach, generating leads, or driving sales. Mutual benefits: Define what both parties expect from the collaboration and ensure there is a mutual understanding of shared objectives.

Understanding partner competencies is crucial. This involves recognizing and leveraging the unique strengths and market expertise of each partner. By identifying partners with complementary skills and customer bases, you can create synergistic marketing strategies. It’s important to delve into each partner's specific abilities, such as their sales channels, marketing acumen, customer relationships, or technical skills, to tailor your collaborative efforts effectively. This deep understanding enables the co-creation of targeted marketing campaigns, joint events, or co-branded content that resonates with a broader audience.

Defina a parceria na jornada: Aquisi??o... Engajamento... Reten??o... Fideliza??o... Rentabiliza??o... Assim fica fácil endere?ar o foco de parceria e um budget adequado.

1. Generate qualified leads by creating awareness and interest among potential business customers. 2. Increase brand visibility and establish credibility in industry to position the product as a reputable solution. 3. Share the product's features, and benefits to educate potential buyers and facilitate informed decision-making. 4. Be a thought leader in the industry by providing valuable insights, content, and expertise related to the product. 5.Encourage call to actions, such as requesting a demo, signing up for a trial, or making a purchase. 6. Work with partners and influencers who can amplify the reach and impact of the product launch. 7. Analytics to measure the success of the launch.

The goals need to be clear, realistic, and tangible to have a successful partnership. The typical 10 goals are as follows, but most will use 5-7 goals: 1. Revenue Targets and Profitability: sales, margins, support costs, training, etc. 2. Market Penetration and Expansion 3. Brand Awareness: measured through brand recognition surveys or marketing activities conducted 4. Customer Acquisition and Retention 5. Product or Service Training and Knowledge 6. Quality of Service or Support: monitored through customer satisfaction and service-level agreements (SLAs) 7. Lead Generation and Conversion Rates 8. Inventory Management 9. Agreement and Policy Compliance 10. Communication and Feedback Then reassess & make changes so all are successful.

Co-marketing campaigns: Collaborate on joint marketing campaigns, events, or webinars that highlight both your product and your partner's offerings. Content collaborations: Create co-branded content, such as eBooks, whitepapers, or blog posts, to engage and educate your shared audience. Referral programs: Develop referral agreements or incentive programs that encourage partners to refer their customers to your product.

Muito importante avaliar o ganha ganha, daí se define vai no Co-branding, verba cooperada, Co- aquisition, revenue share, ou simplesmente reten??o, o B2B constrói sempre jornadas de longo prazo.

To create an effective marketing hook for a new B2B software product launch, I would focus on highlighting a compelling problem-solving aspect, emphasizing how the software addresses a critical pain point for businesses. This approach captivates the audience by immediately conveying the tangible value and relevance of the product in enhancing efficiency, reducing costs, or overcoming industry-specific challenges.

To coordinate better, we've been conducting in person sessions with our partners, providing feedback and rewarding those who meet the benchmark.

Ter um canal/ferramenta de parceria, fortalece a parceira no longo prazo, incluindo uma política que fortale?a o longo prazo nessa constru??o

Building strong relationships with marketing partners involves clear communication, mutual trust, and collaborative goal-setting. Regularly update partners on campaign performance, seek their input, and foster a transparent and open dialogue to ensure a shared understanding of objectives and expectations. Additionally, acknowledge and celebrate successes together, reinforcing a positive and collaborative partnership.

Open communication: Establish clear communication channels and maintain regular contact with your partners to ensure alignment and smooth execution of joint initiatives. Collaborative planning: Work together to develop marketing strategies, content, and timelines for campaigns to ensure cohesive efforts.

For a successful B2B product launch, team up with partners who share your audience. Work together for mutual benefit, setting clear goals. Create joint content like webinars and case studies. Cross-promote on various channels, expanding visibility. Offer partner programs and thorough training. Share success stories and explore collaborative sales initiatives. Use partner networks to reach more customers. Measure performance, get feedback, and adapt. Make sure legal agreements clarify terms. Partner marketing makes your product launch stronger and builds lasting connections.

Point 2 outlined joint goals and expectations for the partnership, which should have included exports from the partners metric tools (Google Analytics/CRM). Taking a blog post as an example, if both partners have posted this blog on LinkedIn, you can conduct a simple A/B test on the content to compare how both organisation have tracked on this piece of content. We can further attribute these posts based on audience engagement, conversion and the time spent on the linked page. This messaging can be altered in future posts to appeal to a larger audiences, and MDF can be used to increase the reach of this content. It’s also good to remember that even a joint partner blog will attract slightly different audiences based on who is posting.

Set metrics: Define key performance indicators (KPIs) to measure the success of your partner marketing efforts, such as leads generated, conversions, or revenue. Monitor performance: Continuously track and analyze the results of joint marketing activities to identify what's working and where improvements can be made. Optimize strategies: Use insights from data analysis to optimize campaigns and tactics for better results.

Tracking and optimizing is critical to be able to assess how valuable is the partner channel. If you had an extra $10K are you spending it on partners or marketing activities to get the highest rate of return. Please take a look at the goals section for the list of 10 goals and track results across all channels - digital and human to adequately assess what is working and what isn't. In the digital age vs. paper, everything can be enhanced real-time to apply early learnings. You do this by apply codes to every marketing and sales activity and tracking as much back through your CRM to be able to look at the situation in dashboards and reports. There is always room for improvement whether more training or better tools and assets.

If you are new to partners, don't start with too many. Start small and grow your program over time. It is difficult to scale if you don't have a proven program in place first. And you need to ensure you have enough support for the partners to be able to get what they need. In B2B an often successful model is to align your company sales reps with partner reps so that they build their relationships and your sales team can help answer partner questions.

Es clave conocer muy bien el mercado, los productos y servicios complementarios. De esta manera, organizaciones que persiguen objetivos comunes o el crecimiento del mismo mercado generarán permanentemente alianzas, cross selling y el desarollo de nuevos productos integrados.

In my experience partnerships should be layered, you need a few smaller campaigns and collaborations to build trust with relatively few resources. An example are guest posts or promotions to one's respective email lists. Next could be a case study or a co-branded social media post. This should give you enough data to gauge whether to pursue more high-effort joint marketing initiatives such as webinars.

Leveraging partner marketing for a B2B product launch involves identifying aligned partners, crafting mutually beneficial agreements, and creating collaborative campaigns. Find partners whose audience aligns with your target market and offer compelling incentives for them to promote your product, like revenue sharing or co-marketing efforts. Collaborate on joint campaigns, provide resources and support, and measure performance through clear metrics. Building strong relationships and utilising technology to streamline processes are key for successful partner marketing, allowing you to reach new audiences and expedite your B2B product's growth.

Some points to consider: with what brand would it be **measurably** mutually beneficial to utilize marketing department time (theirs and yours) to form and execute co-marketing activities? (Perhaps offer less lift on their side if they say yes to simply distributing an exclusive sales promo offer you develop for their email list / social following...etc..?) -also, what vendors do I know many of our existing customers utilize? -Is the time and creative output needed to execute available from all teams needed (legal? creative? dev? PR?); and is it worth the expected results?