Sebastian Daly
Adjust Strategic Product Partnerships Lead
What I would advise here is to have a solid link-tracking strategy. Whether they’re ebooks, case studies, blog posts or virtual event sign-ups, you want to make sure that each partner is provided a separate link. This will ensure that the leads they drove can be attributed to their efforts and can be shared with them.
Gating content behind a form ensures that you can follow up with the folks who are interested in the material. However, an important call-out is to ensure you include “partners” in your ask about collecting and sharing personal data.
Daniel Dawson
Aircall Sr. Partner Marketing Manager
Yes--this just goes back to good ol' regular marketing. Think about your prospect's buyer journey and what types of marketing campaigns or tactics make the most sense for the top-of-funnel, middle-of-funnel and bottom-of-funnel stages of the buyer journey. What does the buyer journey look like specifically for your business?
Now, when considering partners, you may have a lot of different options for looping in a partner for a ToFu webinar on industry best practices. But, if you're lower in the funnel in the consideration/sale phase of your buyer's journey, they may be looking for bundled offers, discounts or other solutions for their needs. The way you present a partner here would be much different from the top of the funnel.