Co-Marketing With Partners

Episode Summary

In this episode of “The Partnership Path,” hosts Toni and John discuss co-marketing with partners as part of their go-to-market series. They explore the complexities of collaborating with partners of various sizes and marketing maturity levels, sharing their experiences and insights to help partnership and channel managers enhance their co-marketing strategies.

Key Topics Covered

• Podcast Recognition: The podcast was listed among the best Channel partnership podcasts by Canalis, highlighting its industry relevance.
• Importance of Partner Marketing: Emphasis on the critical role of co-marketing in successful partnerships.
• Challenges in Co-Marketing:
• Variability in partner sizes and marketing maturity.
• Differences in marketing expertise between partner managers and their partners.
• Strategies for Effective Co-Marketing:
• Transparency about marketing capabilities and gaps between partners.
• Identifying the right type of marketing for different stages of customer awareness:
1. Awareness Marketing: For audiences unaware of the brand.
2. Interest Marketing: For audiences aware of the brand but unaware of their problem.
3. Decision Marketing: For audiences aware of both their problem and the brand’s solution.
• Content Needs and Marketing Assets:
• Importance of providing relevant content like case studies, use cases, and product capabilities.
• Adapting vendor content to be relevant for the partner’s offerings.
• Importance of Clear Goals:
• Aligning on the specific objectives of marketing campaigns.
• Utilizing marketing materials appropriately based on the customer’s stage in the decision-making process.
• Community Insights: Invitation to the audience to share their experiences and strategies in managing co-marketing efforts.

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