Technology partner

How do you market your integration partners? What has worked best for you to drive integration connections?

4 Answers
Avi Hercenberg avatar
Avi Hercenberg
SmartSuite VP of Partnerships
We typically follow the following steps for GTM: Pre-launch: Set a date for a webinar on how to get started with a live Q&A. Provide early access to Affiliate partners and work with them to create content for the launch. Add a dedicated channel on the partner slack workspace and introduce the integration and partner team to all partners. Day of the launch: Announce the integration on the user communities. Announce the integration on media accounts. Announce the integration on SmartSuite and Partner’s blog. Announce the integration on the newsletter. List as “live” integration on the website. Help articles are published on product documentation sites. Co-Host a Webinar on how to get started a bit later in the week. Post-launch: Partner managers will work to educate and facilitate collaboration between both companies. Work on co-selling opportunities. Work on additional co-marketing opportunities and customer education.
Sebastian Daly avatar
Sebastian Daly
Adjust Strategic Product Partnerships Lead
PartnerPage! It provides the ability for partners to market themselves and the platform for clients to drive the integration connections without the barrier of a partnership manager. It also provides the capability for Partnership Managers to feature particular partners at their own choosing without the involvement of Marketing having to create a separate partner feature. Hit them up if you are not using them already! Beyond that - co-partner case studies work wonders. Telling the story from the client's perspective as to how they could leverage both of your services together and derive value from the integration exemplifies to others what they can expect by working with both of you. A good example can be found here:
Thomas Mancuso avatar
Thomas Mancuso
Podium Director Of Product Partnerships
We use in app prompts on the areas of the product where the integration partners add value. For example: Add a CTA on the payment reports page linking to the integration marketplace with accounting integrations. Consider looking at integrations as a three stage journey: Access > Utility > Value Access - is BOTH the installation process, ideally 5-10 seconds, AND the Marketplace listing. [Marketplaces are ad listings for the integrations, not the end result, if its painful to install an integration no one will use them] Utility - the data exchanged between the systems and the usage in your app for that data. [Example: Contact sync from Hubspot, automated shipping updates via your app] Utility can be prescribed by you to the customer, and should be part of the expectation set by the integration listing in your marketplace. Value - This is the best part, but don't jump to this without solving the first two. This can be assumed by you, but should be explored directly with customers using the integration. Learn the real world value from your customers using integrations and share those value props on the marketplace and other materials, use both qualitative and quantitative customer examples. [Example: App assumes shipping updates will lower support tickets asking for shipping status, and end consumers will be happier. Customer value could add: Shipping updates trigger review requests for the consumer after shipment has been delivered. Resulting in 10% less support tickets, and 20% more reviews on customer's site/google listing/etc. ] You can STOP here and market all of this without the source system [Integration Partner]. OR you can take the Value stage one step further, and create a reciprocal value prop for the source system. [Example: Your app sends the Shipping Status back into Hubspot to enrich that system and provide value for the customer stakeholders living in that system making Hubspot stickier for the support/sales teams using it daily.] If you get this piece right the blog posts, webinars, and marketing activities you ask for the partner to engage on will have content on Their value with the integration as well as yours. Then you get genuine leads from the partner's customer base.
Allie Schratz avatar
Allie Schratz
Jotform Sr. Partner Marketing Manager
We maintain a robust partner directory that makes it easy to find a particular service or company, and to see how their technology communicates seamlessly with Jotform. Our integration partners are consistently featured in several of our marketing channels, including blog posts, email newsletters, case studies, demo videos, webinars, social posts, PR campaigns, and brand alignment opportunities.