I've noticed a lot of partner marketing involves cold emailing and cold calling, trade shows, etc. Are there another maybe non-conventional methods for executing a successful partner marketing strategy?
1 Answer
Andy Yen
ServiceNow Global Partner Marketing Director • June 16
Focusing on the right partners and building an integrated co-marketing plan are critical. Sponsoring events is part of the game in partner marketing, but I'm not sure how much of your time should be spent sending out cold emails and cold calls to prospects.
It sounds like you're working with biz dev and alliance teams to identify the right partners to work with. I'd recommend starting with a handful of select partners, learn about how to leverage the resources within their ecosystem, and build relationships across their org - before going wide and cold emailing partners to join your ecosystem.
1200 Views
Related Ask Me Anything Sessions
Zoom Product Marketing - App Marketplace, Sharon Markowitz on Partner Product Marketing
ServiceNow Senior Manager, Strategic Technology Alliances Marketing, Andy Yenon Partner Product Marketing
TrustRadius Former Sr. Director, Product Marketing & Brand, Harsha Kalapalaon Partner Product Marketing
Top Product Marketing Mentors
Morgan Joel
Intuit Head of Product Marketing, QuickBooks Live
Nisha Srinivasan
Sr. Product Marketing Manager
Stevan Colovic
Sharebird Product
Claudia Michon
Automation Anywhere Senior Vice President, Product & Solutions Marketing
Surabhi Jayal
Sharebird Marketing Associate
Kelly Farrell
Intercom Product Marketing Manager
Claire Drumond
Atlassian Sr. Director, Head of Product Marketing, Jira and Jira suite
Meg Murphy
IBM CMO, IBM Systems
Natalie Louie
ICONIQ Capital Product & Content Marketing
Harsha Kalapala
AlertMedia Vice President Product Marketing
Related Questions
What advice do you have for new grads looking to go into product marketing?How do you get your exec team to buy into investing in your partner marketing efforts?How do you get buy-in and attention from your partner sales force in order to even enable them?How does Product Marketing get involved with alliances, partnerships and marketing the integrations of a product with another product? What are the biggest mistakes product marketing teams make when focusing on partnerships?How do you structure PMM support for partners specifically? Is there a dedicated role, distributed, any tips?