Remote Manager, Partner Marketing, Emily Brookson Partner Marketing

Our marketing approach to partner promotion is highly strategic and varies by partner type. Here's how we structure it: For product and integration partners, which are our primary customer-facing partnerships, our product marketing team leads promotion through multiple channels: PR campaigns for major product releases Website integration and positioning Sales enablement materials Social media announcements For our other partnership types, we take a more targeted approach since not all partnerships are designed for direct customer promotion or have incentive structures aligned with broad marketing campaigns. The partner team serves as the critical liaison between Remote and our partners, ensuring our marketing team has the right information and assets to execute effective promotional strategies. This close collaboration ensures our messaging is aligned with both partner objectives and Remote's goals.

The most effective co-partner marketing activities fall into two distinct categories based on the target audience's stage in the buying journey: For top-of-funnel awareness building: -Joint webinars featuring subject matter experts from both companies -Co-created educational on-demand content -Collaborative thought leadership pieces on shared areas of expertise For middle and bottom-of-funnel conversion: -Targeted in-person events with pre-qualified audiences -Cross-company sales enablement sessions led by top performers -Direct rep-to-rep connection programs that facilitate deal collaboration The key to success is matching the activity to your specific objective and audience needs. Activities that deliver tangible value to the target audience consistently outperform traditional promotional approaches, regardless of the funnel stage.

Our partner recruitment efforts are focused more on evergreen resources than targeted campaigns. Create the messaging and positioning for the partnerships program space on your website so that the program benefits and FAQs are clearly outlined. Gather testimonials from successful partners that you can use across assets like the website and partner enablement materials. If your company does a lot of in-person events, have a good 1-pager that outlines partnership opportunities and a way to get in touch with your partner team.

Innovation and Orchestration: -Excel at identifying and connecting non-obvious opportunities across the business. -Create harmony between different business units and partners. -Maintain a broad understanding of both partner and company objectives. Disciplined Execution: -Develop good tracking approaches to track all of your "spinning plates" -Deliver assets and requirements on time, making collaboration effortless. No one wants to be put in the position of having to ask their team for an unrealistic turnaround because you didn't lay out your needs upfront! -Present clear, actionable requests rather than vague concepts. Make it easy for your partner to say yes or no to a marketing collaboration request. Strategic Prioritization: -Make data-driven decisions about which initiatives to pursue. -Confidently decline opportunities that don't demonstrate clear ROI. -Balance testing new approaches with focusing on proven tactics. Proactive Partnership: -Actively champion partners across the organization. -Identify opportunities to showcase partner expertise in thought leadership to enhance your own marketing team's efforts. -Connect partners with relevant sales opportunities and business initiatives. Operational Excellence: -Create efficient systems to track multiple concurrent projects -Set clear expectations and timelines upfront -Ensure smooth handoffs between teams and partners

Partner Marketing serves as the strategic engine that drives mutual growth through partner relationships. Here's how it operates: Core Responsibilities: Strategic Channel Management 1) Oversee company positioning across partner-owned channels 2) Develop and maintain partner program marketing materials and web presence 3) Create enablement resources that drive partner engagement and success Integrated Campaign Execution 1) Incorporate partners into company marketing initiatives where strategically valuable 2) Co-create targeted campaigns that generate mutual business opportunities 3) Coordinate joint marketing activities that leverage both brands' strengths Program Operations 1) Manage marketing operations for the partner program 2) Develop and maintain partner-facing content and resources 3) Drive program awareness in target markets Key Performance Metrics: Partner Engagement 1) Percentage of active partners in the ecosystem 2) Level of partner participation in marketing initiatives 3) Partner satisfaction and program adoption rates Business Impact: 1) Lead generation through partner channels 2) Revenue attributed to partner marketing activities 3) ROI of co-marketing investments Our primary stakeholders are the Partnership team and the marketing team (sorry that's an obvious answer!) We make sure we're aligned with the partnership team by focusing marketing efforts on their most strategic partners and supporting their business goals through marketing activities. Specifically we join the weekly partner team meetings and also meet 1-1 with the partner leader of each program. In my personal experience, Partner marketing sits within the marketing organization, so we're always in tune with the marketing team's priorities and are brought in to different teams' initiatives to drive additional value through partners.