What are the most valuable marketing benefits you provide to 1/ consulting partners and 2/ technology partners?

Something I learned from one of the best Marketing leaders B2B SaaS in the industry, Denise Persson, CMO Snowflake: Always play on strengths! So, to answer the question, let’s focus on the strengths of each partner type. Consulting Partners, Services Partners, SIs, whatever name you use, are great at 3 things: 1) Daily use of technology. These partners are users of your technology just like customers, sometimes at customer locations; thus, they can produce great technical content. Build benefits that incentivize the production of content. 2) Developing solutions to solve vertically focused customer problems. Focus your vertical efforts, showcasing vertical solutions on your website. Evangelize these with sales, especially as you move towards a vertically aligned model. 3) Access to customers / c-suite. As your customers and deals become bigger, the access to c-suite becomes much more important. These partners sit with the customer daily. Thus, it offers benefits to make high-level introductions. Technology Partners: 1) Create products and technologies that work together seamlessly. Thus, focus benefits on showing how to demo, labs, and customer examples of integrations. 2) Driving direct consumption in accounts of your product. (Not limited to tech partners but directly measurable). Thus focus on the consumption of SaaS in accounts

I think distribution is king for any type of partner that has a joint offering for your shared customers. As long as there's tangible demand for partner offerings from your customers and prospects and you have a means to bring your message to this audience, there's very little else that trumps this benefit. It can come in a number of forms (directory placement, features in newsletters, guest blogging, etc.) and you should always deeply consider how a partner earns / qualifies for distribution benefits based on the value they've brought to your company.

1. Service/consulting partners - We host our top partners in our booth at the conferences that align with their industry. - Host an "experts" directory where Sales and customers can send partners leads. - Offer Referral bonuses for leads coming into our sales teams. Do not require spiff or rev share on leads we send to partners. 2. Technology Partners - We host an integration marketplace, and offer top partners priority listing. - We call out integration partners in our product where the partner adds value for the customer. - Offer rev share to partners on integrated locations. - Run all of the typical co-marketing projects -webinars, blog posts, etc.

At Aircall, check out our Aircall Partner Program: https://aircall.io/partners/ but in a nutshell: Channel Partners: - Rev share - Comarketing opportunities - Dedicated CAM Tech Partners: - Integration dev support and open API - Campaigns-in-a-box and partner marketing resources - Custom comarketing opportunities (top performing and strategic partners)

For both social announcements on both sides, customer success stories for joint customers, co-sponsorship opportunities, blogs, and webinars.

At LoyaltyLion, we see the great value in working closely with our partners and we’re always trying to find ways that we can thank our wonderful partner network. In terms of marketing benefits for our technology partners, co-marketing with us is a key opportunity. In addition to the light lift activities mentioned in my answer above, we have numerous campaigns (content and event) throughout the year that we invite our technology partners to join. For each campaign, we execute a thorough organic and paid promotion plan to help featured partners gain exposure to new audiences. As is standard practice with lead gen partner marketing, the featured partner gets access to the full campaign lead list in exchange for promotion and participation. We don’t currently work with consulting partners in a marketing capacity at this time.

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.