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In this episode, we interview Mike "Kirby" Kirby, the Senior Director of Partner Strategy and Growth at Empartner Software, who shares his deep insights into the nuances of partner marketing and how it differs significantly from traditional corporate marketing.
What you'll learn in this episode:
- The common mistakes in partner marketing and why simply rebranding corporate content isn't effective for partners.
- What partners really want: Understanding the distinct needs of partners, including relevance to their business, profitability, and support resources.
- Content utilization: Why partners often neglect provided content and how to make content more relevant and accessible to them.
- Enabling partners: The significance of training materials and tools that simplify the selling process for partners.
- Two sides of partner marketing: The distinction between marketing to partners ('to-partner') and through partners ('through-partner') and strategies for both.
- Customization and personalization: The importance of tailoring content to individual partners and avoiding a one-size-fits-all approach.
- Building thought leadership: How providing pre-written blogs, research, and featuring partners in podcasts or masterclasses can empower them as industry experts.
- SEO considerations: Advising partners to slightly modify provided content to avoid SEO penalties while maintaining the core message.
- Marketing enablement: Coaching partners on effective marketing strategies to maximize the impact of the content provided.
- Measuring content effectiveness: Utilizing enablement and automation tools to track the performance of distributed content and its impact on lead generation and sales.
Join us for a comprehensive dive into making the most of partner relationships through strategic, tailored content and support.
