Partner Marketing strategy & management
Partnerships are not about signing as many agreements as possible. They are about both sides getting real value - otherwise the collaboration quietly dies after a few months.
Partner marketing is systematic collaboration with companies that reach the same customers as you, without competing with you. Technology integrations, agencies, platforms, consultants.
The difference from classic marketing is that you are not buying attention - you are borrowing trust the partner has already built. That is why it works more slowly, but lasts longer.
Choosing partners. Five partnerships that actually run beat twenty logos on a website. I look at audience overlap, not company size.
Value for the partner. The first question is never “what do we get out of it”. If a partner cannot see why to invest their time, they will not.
A concrete format. A joint webinar, a case study, an integration, a referral programme, shared content. An agreement without a format is just an introduction.
Management and follow-up. Most partnerships do not fail on a bad idea, but because nobody follows up after the first meeting.
For more than two years I ran partner activities at Luigi's Box - a series of webinars with partners such as Dexfinity, Shoptet, Sounds Good and DataFeedWatch.
I coordinated partner content (interviews, e-books) and cooperation with an external PR agency.
Setting up a partner programme from scratch - who to approach, what to offer, and how to measure it.
Reviving existing partnerships that exist on paper but deliver nothing.
Building a concrete format: a webinar, a case study, a referral scheme, review collection.
Connecting you with partners I know personally - usually faster than a cold e-mail.
If you're a B2B SaaS company, also check out the For SaaS Companies page.