Case Study
Partnership OpportunitiesPARTNERSHIP OPPORTUNITIES
Developing Partnership Opportunities to Drive Mutual Growth
By cultivating and nurturing channel partner relationships, businesses can unlock powerful synergies that amplify their marketing efforts and achieve long-term success. Through partnerships, businesses can expand their reach by tapping into the established networks and customer bases of their partners, accessing new audiences that might otherwise be difficult to reach. Collaborating with trusted partners also builds brand credibility, as their endorsement and association lend legitimacy and trustworthiness to your offerings. Partnership also provide the opportunity for mutual growth by aligning shared goals, pooling resources, and driving joint success through complementary strengths.
PARTNERSHIP OPPORTUNITIES
Developing a Partnering Strategy to Drive Business Growth
Challenge
A B2B IT services provider discovered several sales and marketing gaps during its marketing positioning study. One of these gaps was identified as a missed opportunity to partner with other sales executives at companies that served the same target markets with complementary products and services. The company needed a strategy to develop mutually beneficial relationships with representatives at these organizations.
Solution
The company identified two key industry players who were marketing and selling complementary services to the same B2B end-user markets. Within these companies, sales reps were targeted as the most likely employee group for forming potential partnerships. The company created customer personas and a marketing funnel to engage these potential partners. Key opportunities for pooling resources and aligning goals were identified and messaging was developed around driving joint success through complementary strengths.
THE RESULTS
The company began its relationship development efforts with both companies by utilizing LinkedIn to reach employees at different levels of the organization noand creating a targeted sales campaign through SalesNavigator on LinkedIn. From these initial contacts, the company built out an email journey to inform potential partners about the advantages of a partner relationship. The sales team at the company joined relevant groups on LinkedIn and contributed to the convesation where employees at the targeted companies were engaging. The company actively sought to become listed as a partner on each of these company’s partner pages in order to increase its own brand awareness.