If you're building a B2B partner network, you already know that partnerships are one of the fastest ways to scale. But to unlock their full potential, you need to activate them with smart, intentional partner marketing.
Whether you're co-marketing with a strategic ally or promoting your program to attract and support partners, this checklist will guide you through both sides of the equation.
Partner marketing has two critical functions:
Marketing with partners: Collaborating on joint campaigns to promote a product or solution to end customers
Marketing for partners: Promoting your partner program, attracting new partners, and enabling existing ones with the tools they need to succeed
When you combine both, you not only drive leads and revenue, but you strengthen your entire partner ecosystem.
Let’s make B2B partnerships simple and effective!
What is Partner Marketing?
Partner marketing is a growth strategy that uses collaboration between companies to increase brand reach, generate demand, and drive mutual success. It includes two key approaches:
1. Marketing with Partners
This is when you co-create campaigns with other companies to target shared customer segments. Examples include:
Co-branded webinars
Joint content like ebooks or guides
Partner bundles or solution integrations
Shared events or social campaigns
The goal is to drive pipeline and awareness through shared promotion, trust, and reach.
2. Marketing for Partners
This is your internal marketing effort to grow and enable your partner program. It includes:
Attracting new partners by promoting your program
Educating prospects about partner benefits
Supporting active partners with resources and campaign assets
Co-promoting partners to help them grow
Both types of partner marketing are essential. One fuels go-to-market momentum. The other builds a thriving, self-sustaining partner network.
PART ONE: Partner Marketing with Partners
Checklist for Joint Campaigns to Reach Customers
1. Align on Shared Objectives
Define your mutual goals early. Are you aiming to:
Generate qualified leads
Increase product adoption
Drive signups for a shared solution
Educate the market
Launch into a new region or vertical
Set clear KPIs together. 47% of partnership managers say goal alignment is the top success factor.
2. Define the Ideal Customer
Agree on a shared ideal customer profile (ICP). Outline:
Industry, role, company size
Core challenges and pain points
Why your combined solution matters
Tailored messaging starts with audience clarity.
3. Choose a Campaign Format
Pick a format that fits your joint goals and available resources. Popular examples:
Co-branded webinars
Joint blog posts or case studies
Email campaigns or newsletter swaps
Limited-time bundles or special offers
Partner-led virtual events
Keep it simple and repeatable, especially for your first campaign.
4. Plan and Create Content
Map out content assets and who owns what:
Landing pages
Emails
Social media copy and graphics
Presentation slides or videos
Follow-up sales content
Make sure all messaging reflects both brands equally.
5. Assign Roles and Deadlines
Avoid confusion by agreeing on:
Content creation responsibilities
Promotion schedules
Campaign timeline
Who handles reporting
Assign a point person from each side.
6. Promote Across All Channels
Maximize exposure by promoting the campaign through both partners’ channels:
Email lists
Social media
Websites and blogs
Partner newsletters
Paid ads or community groups
Even simple posts can double your visibility.
7. Define Lead Sharing and Follow-Up
Agree upfront on how you’ll handle leads:
Who qualifies them
How they’ll be shared
Follow-up process
Attribution and reporting
89% of companies say co-selling is more efficient than reselling but only if the follow-up is clear.
8. Measure Performance and Debrief
Track results based on your original goals:
Leads generated
Engagement rates
Conversions or pipeline created
Revenue influenced
New customers or accounts touched
Run a joint retrospective to learn and improve for next time.
PART TWO: Partner Marketing for Partners
Checklist for Attracting and Supporting Partners
1. Promote Your Partner Program
To attract the right partners, you need to communicate your program's value clearly. Focus on:
Creating a partner program page that highlights benefits
Explaining how you help partners grow, not just how to earn commissions
Including testimonials or success stories
Making it easy to join, schedule a call, or download the program overview
Use marketing channels like:
Email campaigns
Blog content
Social media
LinkedIn posts
Webinars or partner info sessions
Remember, even the best partner programs won’t grow if no one knows about them.
2. Create Easy-to-Use Partner Resources
Once partners join, help them succeed by giving them tools they can actually use. These might include:
Product one-pagers and sales decks
Messaging guides and FAQs
Program overview and onboarding checklist
Visual assets for social sharing
Email templates or sample campaigns
Make everything accessible through a partner portal or shared folder.
3. Offer Joint Promotion Opportunities
Give your partners visibility by:
Featuring them in blog posts or newsletters
Co-hosting events or webinars
Announcing new partnerships on social media
Highlighting success stories or customer wins
45% of companies say partnerships help them enter new markets, and showcasing your partners helps build credibility on both sides.
4. Provide Marketing Development Funds (MDF) Where Possible
If your budget allows, support your top partners by offering funds for joint campaigns. Consider:
Tying MDF to partner tiers or performance
Approving campaign proposals for regional efforts
Co-investing in events, ads, or custom content
This shows commitment and keeps partners engaged.
5. Stay Responsive and Flexible
No two partners are the same. Some may need more help with marketing, while others want creative freedom. Be open to:
Tailored support requests
Custom campaign ideas
Feedback on what’s working and what’s not
90% of successful partnerships are based on trust and flexibility is a big part of building that trust.
Partner Marketing Builds a Scalable Growth Engine
To summarize:
Partner marketing with partners helps you reach new customers, generate leads, and grow pipeline together
Partner marketing for partners attracts new collaborators, enables active ones, and strengthens your partner ecosystem
Companies that do both effectively don’t just grow faster, they grow together.
Consider these stats:
High-growth brands are 3x more likely to use marketing partnerships
58% of revenue for top-performing companies comes from partners
45% of companies say partnerships improve brand awareness
If you want your partner program to thrive, you need to invest in marketing on both fronts.
Let’s make B2B partnerships simple and let’s grow together!
Want More?
Here are a few guides to help you activate and scale your partner strategy:
Happy partnering!
Comentarios