How To Generate More Leads With Partner Marketing

Luke Swanek
Luke Swanek
April 4, 2018
How To Generate More Leads With Partner Marketing

Getting your partner marketing program in place is such a fun, and exhilarating project, especially when it starts to yield results.  Like any type of marketing or sales initiative, the goal is to always grow, and improve, and move forward.  In regards to partner marketing, how do you grow? How do you find more partners to help leverage sales, and drive revenue higher?  This article is going to explain 3 little tricks to put in place to help you do just that; how to generate more leads with partner marketing!

1. Partner Marketing Analytics

You need a way to track the activity and sales results of your partners, so you can easily figure out what’s working, what’s not, and how to improve. There are a few great ways to do this that are relatively simple, especially if you have a partner marketing platform in place.  Check out this post if you’re unsure if a partner marketing platform is right for you How to Build and Grow Your Partner Marketing Program in 2018.

If you have a platform in place that can track different incentives for your different channels, great, you’re already halfway there. With different tiers and programs for your partners, you can easily track which campaigns are working, and which aren’t.  You can use different codes to track the conversion rate, and voila, you’ve created measurable metrics.

Want to know what your partners are driving from their own channels? Give each one a trackable link so that you can see the click counts on each link.  Again, being able to manage these links within your platform is key to gaining efficiency, and essentially will generate more leads with partner marketing.


2. Partner Content Management

As partner marketing efforts get more sophisticated, you are going to need to think about what kinds of content your partners are producing.

How are they sharing it? How does it align with the company goals?

In the initial stages, you should at least have a landing page where your partners can come to have access to basic sales and marketing tools. After that, build out a community content calendar, or continuously add new content to the site.  Circling back to point one, if you have a partner marketing platform that can offer this to you, that’s the best thing.

Having a one-stop-shop where your partners can view content at any time to help leverage your relationship, really will help you grow long term.  

3. Partner Distribution Channel

If you have multiple partnerships working with you, you worked hard to build those relationships. Don’t lose them.  The key to partner marketing is long-term relationships, the more you grow together, the bigger the payoff will be.

The easiest way to stay connected is to send a monthly email to all of your past and current with upcoming opportunities for collaboration. Highlight great projects, discuss upcoming opportunities and foster your relationships to other partners as well.  You can also create different marketing campaigns for your partners that drip at different times, depending on where they’re at in your relationship with your company.  

The key here is that you want to be able to automate this process.  You have the ability to manage all 3 of these steps by incorporating a platform to manage your entire partner marketing program. In any type of initiative, efficiency is key.  All of these steps in place, really don’t matter if you have to manually do them.  You need to focus on the scaling and the growing and let a program do the heavy lifting for you.

In the end, partner marketing really is all about relationships.  It's about nurturing, managing, and leveraging your relationships with your partners to scale your program to the next level.  If you can focus on the relationship, and not be stress with the mundane day-to-day, you’ll be able to step your partner marketing up to the next level in no time.

Luke Swanek

Luke Swanek

VP Sales, Cofounder at GrowSumo

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