How do partnerships with other brands/companies impact the success of product marketing?

Partnerships can have a great multiplier effect on your product marketing efforts, depending on how strategic the partnership is and also what you’re hoping to get out of it. But, your GTM strategy, your value propositions, messaging and overall marketing and product strategy have to be solid first - if those components aren’t strong, then a partnership isn’t going to help.

There are lots of positives, with the caveat that the partnership makes sense strategically from a brand and product standpoint:

• Increased reach: you expand your audience size, so your top of funnel should be larger and thus overall conversion numbers (to whatever primary metric you’re tracking) should also be higher

• Cross-promotion: you can have opportunities to dip into other people’s audiences and tap a group of people that you may not reach without a partnership via promotions directly through their channels

• Consumer experience: partnerships that are driven by product can oftentimes lead to great experiences for your end users (for example integrations of data from one company into another company’s product)