Why You Should Add Partner Marketing To Your Toolbox

Recently, Kapow’s very own partner marketing maven Casey Baldin shared some of her favorite tips on how to coordinate partner events that benefit you and your partner and drive ROI. If you need a little more convincing, you might want to take a closer look at what this strategy is, and what kinds of benefits it can provide you with. Fortunately, we’re here to help explain what exactly partner marketing is, and what it can do for your next campaign or brand engagement event.

Partner marketing: what is it?

Remember group projects from middle school? It’s okay if that sends a chill up your spine, but put simply, partner marketing is when you work together with another brand or company to increase your reach with events while reducing your costs. This kind of marketing can provide instant credibility (it shows you play nice with others) while also allowing you to expand your reach. It’s a win/win, and marketers with established channels like this reduce their sales cycles by 28%. And a 28% shorter sales cycle means more time to make more deals. Not that you needed us to tell you that, of course!

How to prep for partner marketing

There are a lot of things to consider before you even start thinking about compatible brands for your first foray into partner marketing. First and foremost, you’re going to need to understand two things about your product or company: your ideal customer profile and your core messaging. Consult your curated guest lists from previous events in order to understand who your ideal customer is. In order to discern your core messaging (and how best to explain it to potential partners), it can be good to check your correspondence with stakeholders and salespersons as well. If you’re shaky on either of those, checking the attendees you had at previous events can provide a lot of insight as well.

You can check out Kapow’s full whitepaper on partner marketing right here. Even better, you can get access to all eight of Kapow’s exclusive whitepapers right here in one place.


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