Partner marketing strategy is working with a different brand. Two companies work together. They have each other’s clients and exchange ideas.
It also works in B2B as well as in B2C. For B2B, a firm would collaborate with a reseller or technology partner. In B2C, companies usually collaborate with another company or big influencer.
This is advantageous to both brands. We will illustrate what partner marketing is and how to implement it. The guide includes tactics, tools, and templates.
What is Partner Marketing?
Partner marketing is when two companies work together. They work together on a campaign. For example, two brands are able to make one advert.
Both products are showcased in the advertisement. Both companies share it with their readers. In this way, they touch more people.
Types of Partner Marketing Strategy
Partner marketing has many forms.
- Co-marketing / Co-branding: Two brands partner together on content or products. For example, a sports celebrity and shoe company come out with a co-branded sneaker.
- Channel Partner Marketing (Resellers): A partner resells your product to their clients. For example, a technology firm sells software through agencies or retail outlets.
- Referral / Affiliate Programs: The partner or customer brings in new buyers. They are paid for each purchase. For example, a blog sends a link to your product. The blogger is paid when readers buy.
- Joint Events and Webinars: Two brands team up to put on one event. They teach customers about both products.
- Sponsorships: One brand sponsors a partner’s event or vice versa. Both brands get logos and shout-outs in promotion.
These tactics boost reach and trust. They are common partner marketing strategies.
Partner Marketing vs Affiliate Marketing
Affiliate marketing is one type of partner marketing. But usually affiliates are small promoters.
- Affiliate: An affiliate is a person or site that links to your product. They earn a commission when someone buys.
- Partner: A partner can be another company. Partners may share content and audiences. For example, two businesses might co-host a webinar.
Both affiliates and partners bring new customers. They are ways to grow sales together.
Partner Marketing Benefits
Partner marketing offers many benefits.
- Reach New Customers: You tap into your partner’s audience.
- Shared Costs: You share marketing content and budgets. It is cheaper this way.
- Build Trust: A partner’s endorsement makes customers trust you more.
- More Leads and Sales: More visibility means more potential sales.
- Better Content: Two brands can create ideas and content together.
For example, two brands can share one blog or video. They split the cost in half.
How to Build a Partner Marketing Strategy
- Set Clear Goals: Define what you want, like more sales or brand awareness.
- Identify Partners: Choose companies with a similar audience or values. They should complement your products.
- Create a Joint Plan: Craft a clear “better-together” story. Explain why customers will benefit from both brands.
- Plan the Campaign: Decide on tactics. For example, plan co-branded content or a referral program.
- Enable Your Partners: Give them tools and information. Provide training, product guides, and marketing assets.
- Launch and Promote: Run the campaign together. Share posts, ads, and emails with both audiences.
- Track and Measure: Use metrics to check results. See if goals are met, like sales or sign-ups.
- Adjust and Improve: Review the data and partner feedback. Update your strategy for the next campaign.
Partner Co-Marketing Strategy
Co-marketing means two companies share marketing tasks. They make one campaign together. This is often free or cheap.
- Co-Branded Content: Create articles, videos, or graphics together. Each brand adds its own style. Share on both channels.
- Joint Offers: Bundle products from both brands for a special deal. For example, a phone plus a music subscription.
- Shared Events: Host webinars or contests with joint branding. Use both networks to promote.
- Cross-Promotion: Share each other on social media and email. Each post advertises both brands.
For example, HubSpot and Chatfuel teamed up on an ebook. They shared it and collected leads together. This helped both companies grow their contact lists.
Partner Enablement Strategies
Partners need support to sell your product. Enable them with:
- Training and Onboarding: Teach partners about your product. Use videos, demos, and simple guides.
- Marketing Materials: Provide logos, images, case studies, and content outlines. Make it easy for them to promote you.
- Regular Communication: Keep in touch with calls or a partner portal. Share news and updates promptly.
- Technology Tools: Use a PRM system or shared drives for documents. This keeps everyone organized.
- Incentives and Feedback: Offer rewards for hitting targets. Ask partners how things can improve.
Partners are like an extension of your team. Helping them means they can help you.
Partner Co-Marketing Programs
Partner programs give structure to partnerships. Examples include:
- Referral Programs: Customers or affiliates refer new clients. They earn rewards or commissions for each referral.
- Reseller/Channel Programs: Certified partners sell your product. They usually get a discount and earn commissions on sales.
- Co-Op Marketing Funds: Partners get budget for approved joint ads and events.
- Loyalty Rewards: Give points or bonuses to partners who meet sales goals.
- Event Partnerships: Collaborate on trade shows or webinars, sharing costs and leads.
A clear partner marketing program sets rules for payouts and branding. It tells partners exactly how to work with you.
Partner Marketing Plan Template
A partner marketing plan helps organize your strategy. It usually includes:
- Focus Areas: Main goals (like partner acquisition or brand awareness).
- Objectives and Actions: Steps under each focus area. For example, sign up 5 new partners or publish 3 co-branded blogs.
- KPIs: Metrics to measure success (such as referrals, leads, or sales).
- Timeline and Roles: When tasks happen and who does them.
- Budget: How much you invest in joint activities.
The majority of companies use free templates. For example, Cascade and Bit.ai offer free Google Sheet templates. They have room for objectives, projects, and KPIs. You can modify them as per your needs.
With a template, nothing is omitted. It also keeps everyone on the same page.
Best Partner Marketing Tools & Templates
Tools make partner marketing easier. Here are some useful ones:
- HubSpot CRM (Free): Manage contacts and deals from partners.
- Google Analytics (Free): Track website traffic and conversions from partner links.
- Trello or Asana (Free): Collaborate on tasks with your team and partners.
- PartnerStack (Paid): Software to manage partner and affiliate programs (great for SaaS).
- Allbound or Impartner (Paid): Partner portals and relationship management systems.
- Mailchimp (Free/Paid): Email marketing for co-marketing campaigns.
- Canva (Free): Design co-branded graphics and visuals.
- Slack or Zoom (Free): Communicate and meet with partners easily.
- Bit.ai or Google Sheets (Free): Use for shared partner plans and tracking.
Free tools are great for small teams. Paid tools offer more features for large programs. Pick what works best for you.
Examples of Partner Marketing
- HubSpot & Chatfuel (B2B): They jointly produced a free ebook on chatbots. Both companies promoted it and shared the new leads.
- Adidas & Gucci (B2C): They introduced a co-branded clothing line with both logos. This got massive media attention and searches.
- Starbucks & Spotify (B2C): Starbucks integrated Spotify tracks into its loyalty program. Members received Starbucks points for playing music.
- Red Bull & GoPro (B2C): They partnered for extreme sporting events. GoPro used cameras to record the stunts and upload the videos.
- Microsoft & Cisco (B2B): Both provide cloud and network combined solutions. Both companies sell the combined product to business clients.
- Xero & Accountants (B2B): Accountants sell Xero’s software to their clients. Both gain new customers from this partnership.
These real examples show B2B and B2C use cases. In each, partners share audiences and goals to grow together.
Zaneek A. is a tech-savvy content strategist and SaaS marketing writer. With a sharp focus on helping SaaS brands grow smarter, Zaneek shares simple guides, smart tools, and proven tips that help businesses reach the right audience faster. When not writing, he’s testing new digital tools or breaking down marketing trends into bite-sized insights.