Partner marketing
Also known as: channel marketing
In short
Partner marketing is a go-to-market approach in which a company teams up with other businesses to promote products to each other’s audiences and share the results.
Partners can be technology integrations, resellers, agencies, or complementary vendors. The aim is to reach buyers who already trust the partner, and to give those buyers a combined story that is stronger than either company’s alone.
Types of partner marketing
- Co-marketing: Joint webinars, reports, and events with a complementary company.
- Integration marketing: Promoting a product connection to shared users.
- Reseller and channel enablement: Giving resellers content, training, and campaigns to sell your product.
- Referral programs: Rewarding partners for introducing qualified buyers.
How to start
1. Pick partners with the same buyers
Look for companies that sell to your ICP but do not compete with you. Overlapping customers are a better signal than similar size.
2. Agree on goals and roles
Decide who creates, who promotes, and how leads are shared and followed up. Put it in writing before the first campaign.
3. Run one focused campaign
A single webinar or report with a clear target is easier to learn from than a broad promise of collaboration.
Example
Say a data tool and a sales engagement tool share many customers. They host a joint workshop on building target lists, each emailing its own list. Registrations are shared, and each team follows up with its own attendees according to the agreed rules.
Measuring results
Track partner-sourced and partner-influenced pipeline separately, with the same definitions on both sides. Also watch lead handoff speed and the quality of partner leads over time.
Common mistakes
- Lopsided effort: One side does the work and the other only shares a link.
- No lead rules: Disputes about ownership kill goodwill.
- Too many partners: A few active partnerships beat a long list of dormant ones.
Partner marketing FAQs
What is partner marketing?
Partner marketing is when companies work together to market to shared audiences. It includes joint webinars, integration launches, reseller campaigns, and referral programs, with the aim of generating pipeline through trusted relationships.
What is the difference between partner marketing and co-marketing?
Co-marketing is one type of partner marketing, where two companies create and promote content or events together. Partner marketing is broader and also covers reseller enablement, integration promotion, and referral programs.
How do you choose a partner for marketing?
Look for a company that sells to the same ideal customers without competing directly. Check audience overlap, brand fit, and whether both sides can commit time. Start with one small joint campaign before expanding.
How do you measure partner marketing success?
Track partner-sourced pipeline, where the partner created the opportunity, and partner-influenced pipeline, where the partner contributed. Also look at lead quality, handoff speed, and whether partner leads close at a rate comparable to other channels.
