Pendo.io Partner Marketing Manager, Charlene Strain profile picture

Charlene Strain

Partner Marketing Manager at Pendo.io

13 questions answered
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Pendo.io Partner Marketing Manager, Charlene Strain
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Partner Marketing

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Question
How does your marketing team usually work with your partner team to promote partners to customers?
Partner Activation
Technology partner
Service partner
Question
Which co-marketing motions do you think are best suited for co-selling and why?
Answer
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.
Co-selling
Technology partner
Question
What are the most effective examples of co-marketing you've done or have seen recently? (What channels, resource types, etc.?)
Answer
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
Technology partner
Service partner
Question
What are the most valuable marketing benefits you provide to 1/ consulting partners and 2/ technology partners?
Answer
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.
Partner Marketing
Technology partner
Service partner
Question
What characteristics or skills do you find most "good" partner marketers have?
Answer
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!
Partner Marketing
Technology partner
Service partner