Howdy Partners
This podcast covers the world of Strategic Alliances & Partnerships in tech. Join Will Taylor, Ben Wright, and Tom Burgess on the trail to green pastures and unchartered territory through raw stories and dialogue, allowing our listeners to learn and decide how strategic partnerships can drive success...whether you are a VP or a professional looking to break into the space, join us on the Howdy Partners journey.
Howdy Partners
Episode 74: Reactive Partner Marketers Are Salary Wasted - Jessica Fewless
Jessica Fewless, Director of Partnerships and Growth Marketing at Inverta, joins the podcast to discuss Nearbound ABM (Account-Based Marketing), the challenges and misconceptions surrounding partner marketing, the importance of integrating partner data into marketing strategies, and the need for a proactive and strategic approach to partner marketing.
Takeaways:
- Partner marketing often gets a bad reputation within marketing teams and organizations, but Nearbound ABM offers an opportunity to leverage partner ecosystems and expand influence with prospects and customers.
- Partner marketers should sit within the demand gen team and be senior-level professionals who can negotiate within their organization and with partner organizations.
- To convince CMOs of the value of partner marketing, partner marketers should highlight the opportunity to drive pipeline and reach new audiences through partners, as well as the need for a proactive and strategic approach.
- Partner marketers should focus on integrating partner data into marketing strategies, identifying strategic campaign opportunities, and being proactive in adding value to the organization.
- Cohesive and orchestrated campaigns are more effective than one-off tactics, and partner marketers should strive to create connected ecosystems rather than siloed tech stacks.
Chapters:
00:00 Introduction and Overview
04:47 Challenges and Misconceptions of Partner Marketing
14:18 The Unlock for Partner Marketers
