Pendo.io Partner Marketing Manager, Charlene Strainon Co-marketing

When working with partner marketing, it's important to prioritize which partners you want to promote to customers. You'll need to consider what partnerships will be most beneficial to your company and then create a plan of action for how you'll promote them. Often, co-marketing can be a very effective way to promote partners. This involves working together with your partner marketing team to create joint marketing campaigns that will reach your customers. It's also important to keep in mind that partner marketing is a two-way street. Your partner team will likely want access to your customer data in order to better understand how to market to them. Be sure to establish clear lines of communication so that both teams can work effectively together. For example, Pendo created a joint customer case study with Calendly on a mutual customer, Credly, and detailed how they used both products for quicker, deeper user research. By using a joint mutual customer, and showcasing how that mutual customer used both products effectively to grow their business, we were able to continue to grow trust in all 3 companies, show examples to current and prospective customers what our product can be used for, and strengthen our relationship with a key partner. I hope this helps! https://www.pendo.io/customers/how-credly-combined-pendo-and-calendly-for-quicker-deeper-user-research/

There are a few key co-marketing motions that are best suited for co-selling. Firstly, partner marketing can be extremely effective in co-selling situations. This is because partner marketing generally refers to the promotion of products or services by two or more companies who have a strategic alliance or partnership. In other words, partner marketing helps to increase visibility and exposure for both companies involved, which can in turn lead to increased sales. Another key co-marketing motion that can be very effective in co-selling situations is co-branding. This is where two or more brands come together to create a new product or service. This can be an extremely effective way to reach new customers and markets, as well as improve brand awareness and recognition. Finally, cross-promotion is also an effective co-marketing motion for co-selling. This is where companies promote each other's products or services to their own customer base. This can be a very effective way to reach new customers and markets, as well as increase sales for both companies involved. For example, Pendo has an incredible Reseller Partner Program where partners (who are also our customers) resell our key products to their end users. We split the profits, which is beneficial for co-selling. We also utilize key marketplace listings and integrations, including in Google Cloud Marketplace, Salesforce AppExchange, Coupa Marketplace, Zapier, and more. You can learn more about our Reseller Partner Program here: https://www.pendo.io/product/reseller-partner-program/ + our Google Cloud Marketplace Listing here: https://www.pendo.io/news/pendo-makes-product-experience-platform-available-on-google-cloud-marketplace/ In conclusion, partner marketing, co-branding and cross-promotion are all key co-marketing motions that can be very effective in co-selling situations. All three of these motions help to increase visibility and exposure for both companies involved, which can lead to increased sales.

There are a few different ways to prioritize and commit to the right types of co-marketing activities. One way is to first discuss what each team wants to achieve with the co-marketing activity. Once you know what the goals are, you can then identify which activity type would be the most effective way to reach those goals. Another way to prioritize is by looking at past co-marketing activities and seeing which ones were most successful in achieving the desired results. You can also look at similar activities that other companies have done and see how they fared. By doing this, you can get a better idea of what works well and what doesn't. Finally, it's always important to communicate regularly with your partner about the progress of the activity and make sure that both teams are on the same page. By doing this, you can ensure that everyone is getting the most out of the activity. Thanks!

When you're focusing on growing partner marketing sourced pipeline, some common issues that can result in failed campaigns or strategies include: 1. Not having a clear value proposition for partners. If your partners don't understand what's in it for them, they're not going to be motivated to promote your products or services. 2. Having unrealistic expectations. Partners are more likely to be successful if they feel like they're being given achievable goals. Trying to accomplish too much with too little resources is a recipe for disaster. 3. Not providing adequate support. Your partners need to feel like they have the tools and resources they need to be successful. If you're not providing enough support, they'll quickly become frustrated and give up. 4. Failing to communicate. Poor communication can lead to misunderstandings and mistrust. Make sure you're regularly communicating with your partners to keep them updated on your plans and progress.

When it comes to tech partnership programs, there are a few common pitfalls to avoid. One pitfall is failing to properly align the partner's goals with the company's own marketing objectives. Without this alignment, it can be difficult to measure the success of the partnership and determine whether or not it is worth continuing. Another common pitfall is failing to invest enough resources in partner onboarding and training. This can lead to partners feeling like they are not being supported and ultimately result in them disengaging from the program. It is important to make sure that partners feel invested in the program and have the tools and information they need to be successful. Finally, many companies make the mistake of expecting their partners to do all the work when it comes to marketing and promotion. While partners should certainly be expected to put in some effort, the company should also be prepared to invest time and resources into promoting the partnership. Otherwise, it is unlikely to be successful. By avoiding these common pitfalls, companies can set themselves up for success with their tech partner programs. By taking the time to properly align objectives, invest in partner onboarding and training, and promote the partnership, companies can create programs that are beneficial for both themselves and their partners.

Generating leads for partners can be a challenge, but it's not impossible. Here are a few tactics that have worked well for me: 1. Develop a co-marketing campaign. Partner marketing can be extremely effective when done in conjunction with a co-marketing campaign. This involves developing content or offers that are mutually beneficial to both parties, and then promoting them together. 2. Host webinars or other online events. Online events are a great way to generate leads for partners, as they allow potential customers to learn more about your product or service without having to leave their homes or offices. 3. Use lead magnets. A lead magnet is an offer of something free in exchange for contact information. This can be a great way to entice potential customers to provide their contact info, which you can then use to generate leads for your partner.

Partner marketing can be an incredibly effective way to reach new customers and grow your business. By collaborating with another company to market your products or services together, you can create a joint marketing campaign that will expose your brand to a whole new audience. There are many different ways to execute partner marketing, and the most effective campaigns are those that partner with a company that has a similar customer base. For example, Pendo.io is a product analytics company for product teams & product managers, that has a strong partnership with Google, which provides Google Analytics for marketers. We use our joint reach and target audiences to cross-collaborate and cross-promote. Another important factor to consider when partner marketing is the resources that each company is willing to contribute. If one partner is putting in more effort than the other, it can lead to tension and resentment. It's important to be fair and equally invest in the partnership if you want it to be successful. There are many effective co-marketing examples that vary based on company, industry, and target audience, but here are a few that have worked for me across companies and industries: 1. Joint press release 2. Joint social media campaign and interactions 3. Joint email drip nurture campaign 4. Joint webinar (especially with a mutual customer) 5. Joint YouTube video, demo, etc. 6. Joint e-book, whitepaper, infographic, or free asset of some type Co-marketing can be an incredibly effective way to reach new customers and grow your business. By collaborating with another company to market your products or services together, you can create a joint marketing campaign that will expose your brand to a whole new audience.

Partner marketing is a key part of many businesses, but it can often be difficult to get partner-related projects prioritized. One of the main problems is lead attribution and how it affects team budgets and priorities between marketing and partnerships. There are a few things that you can do to increase collaboration between marketing and partnerships: 1. Make sure that everyone is on the same page with regards to the goals of the partnership. 2. It's important for everyone involved in partner marketing to be on the same page with regards to the goals of the partnership. This includes understanding each team's responsibilities in relation to the partnership. 3. Communication is key when it comes to partner marketing. It's important for both teams to be regularly updated on the progress of the partnership so that everyone is clear on what's happening.

There is no one-size-fits-all answer to this question, as the skills and characteristics that make a good partner marketer vary depending on the specific industry and company. However, there are some key skills and characteristics that are essential for all partner marketers. Some of the most important skills for partner marketing include: 1. Strong communication skills: Partner marketing requires constant communication with both internal and external stakeholders. A partner marketer needs to be able to clearly articulate their vision and goals, and ensure that everyone is on the same page. 2. Organizational skills: Partner marketing can be a complex process, involving many different moving parts. A partner marketer needs to be highly organized in order to keep track of all the details and ensure that everything runs smoothly. 3. Negotiation skills: Partner marketing often requires negotiation in order to secure the best terms for both parties involved. A partner marketer needs to be able to effectively negotiate on behalf of their company in order to get the best results. Some of the most important characteristics for partner marketing include: 1. Passion: A good partner marketer is passionate about their work and truly believes in the product or service they are promoting. This passion helps to drive results and ensures that partners are engaged with the program. 2. Creativity: A good partner marketer is creative in their approach, always thinking of new and innovative ways to promote their products or services. 3. Persistence: A good partner marketer is persistent in their efforts, always following up with partners and working to keep the program running smoothly. The skills and characteristics that make a good partner marketer vary depending on the specific industry and company. However, there are some key skills and characteristics that are essential for all partner marketers. Strong communication skills, organizational skills, negotiation skills, passion, creativity, and persistence are all important for partner marketing success. Thank you for this Q!

There are several marketing benefits that consulting and technology partners can enjoy when working with us here at Pendo.io! These include: 1. Access to our extensive library of marketing content 2. Partner-exclusive discounts on our services 3. Specialized partner training and support. 4. Access to our extensive partner network 5. Joint marketing opps 6. Pendo Partner Marketing Academy (in Skilljar) In addition, we work closely with partners to create customized marketing programs that meet their specific needs and help them achieve their business goals. We believe that providing strong marketing benefits is essential to building successful partnerships, and we are committed to providing our partners with the tools they need to succeed.

There is no one-size-fits-all answer to this question, as the success of a partner marketing strategy depends on a number of factors. However, there are some key indicators that can give you an idea of whether or not your strategy is on track: 1. One important metric to look at is engagement rates. This includes measures such as click-through rate (CTR) and conversion rate. If your partner marketing campaigns are generating high levels of engagement, it's a good sign that your strategy is successful. 2. Another key indicator is reach. This refers to the number of people who are seeing your partner marketing campaigns. If you're reaching a large number of people, it's likely that your strategy is having a positive impact. 3. Finally, another good indicator of success is partner satisfaction. If your partners are happy with the results of your campaigns, it's a good sign that your strategy is working well. Ultimately, the success of a partner marketing strategy depends on a number of factors. However, if you're seeing positive indicators in terms of engagement, reach, and partner satisfaction, it's likely that your strategy is on track.