Types of B2B Marketing Partnerships for Sales Growth

Apurva Pathak | February 18, 2022 | 81 views

B2B Marketing Partnerships
According to Hinge Marketing’s 2021 High Growth Study, partnership marketing is ranked the 7th most impactful type of marketing for professional service companies. The same study suggests that high-growth companies are three times more likely to use partnership marketing as a part of their marketing strategy.

Let us look at what B2B partnership marketing entails, the types of B2B marketing partnerships that can drive your sales, and how you can create a great B2B partnership marketing strategy.


Defining B2B Partnership Marketing

Partnership marketing is a symbiotic marketing endeavor where two or more organizations benefit from each other. This may be a broad definition, but that is because every marketing partnership has its own set of unique attributes and requirements.

The dynamic of a marketing partnership depends on specific strategic goals like increasing revenue, reach, developing new products or expanding into different domains. Partnership marketing can be anything from working on a tough research project together to asking a partner to mention you on their social media.

When it comes to B2B partnership marketing, it involves associating with other companies to help sell your products or services. They are more complex as compared to B2C marketing partnerships.

Many times, B2B marketing partnerships start small and eventually develop into something big. This is because partnering companies get to understand each other and form a cohesive relationship that works for them.

Here are some B2B marketing partnership examples:

  • Co-produced and co-promoted webinars
  • Researching together on a new topic
  • Exchanging emails with your partner to promote content or services


Benefits of B2B Marketing Partnership

Here are some of the benefits of a B2B marketing partnership:

  • Helps You Branch Out into New Markets
You can market to your partner’s audience and branch out into new markets that would have otherwise remained untapped.

  • Provides You a New Perspective
It gives you clarity on the loopholes in your strategy. You can also adapt your partner’s strategy or get new ideas from it to enhance your marketing.

  • Helps You Drive Your Sales
You will notice a boost in your sales and an influx of new clients once you get into a partnership that is also a sales partnership.

  • It is Cost-effective
As compared to other strategies, partnership marketing is cost-effective because the marketing expenses get divided among the partners.

  • You Get a Bigger Team
With partners on board, you can get access to a bigger team and brainstorm campaigns with powerful outcomes with more people.

  • Improves Brand Trust
If you choose the right partner, you can leverage their brand trust to lift the value and perception of your brand safely and swiftly.

Types of B2B Marketing Partnerships

There are several types of B2B marketing partnership techniques that organizations engage in. No matter which type, they all aim to achieve growth in sales for both partners. Let us look at the most effective types of B2B marketing partnerships.

Strategic Partnership

This type of B2B marketing partnership is a relationship between non-competitive companies whose products or services complement each other. An amazing B2B marketing partnership example would be the one between Starbucks and Barnes & Noble. Whenever a customer entered a Starbucks within the Barnes & Noble store, they browsed books, and whenever someone browsing the books saw the Starbucks in the store, they walked in to get a coffee. Both companies mutually benefited from this strategic partnership and saw their sales soar. A strategic partnership can develop into an integration partnership. An integration partnership is all about integrating your product or idea with another partner’s product.


Starbucks Coffee Was Served at Places It Had No Retail Presence as a Result of a Strategic Partnership with Barnes & Noble

As a part of a strategic partnership with Barnes & Noble, Starbucks served coffee in the Midwest, where they did not have a retail presence. This was possible because of a licensing agreement between the two partners. More than 400 Barnes & Noble cafes served Starbucks because of it, leading to a boost in Starbucks’ sales.

Let us look at what the numbers say:

More than 2,000 strategic alliances are formed every year. Their number is growing by 15 percent each year. (Source: Strategic Alliances: Three Ways to Make Them Work)

57 percent of companies say that they use partnerships to acquire new customers. 44 percent form alliances to get new ideas, insights, and innovation. (Source: BPI Network)

Channel Partnership

A channel partnership involves promotions that come from outside sources like affiliate partners, private sellers, distributors, and private sellers. They act as an intermediary between a business and its customers. This partnership not only expands your outreach, but also minimizes the effort behind promoting products or services. There is a sales effort distribution, which means external partners get a commission per unit or service sold. It facilitates promotion to a new audience by channel partners. Affiliates harness social media for promotions, while third-party distributors increase brand trust by using their already established platforms and industry authority as trusted marketers. There are many kinds of channel partnerships, like channel value-added resellers (VARs), service delivery partners, technology alliance partners, high-velocity partners, cloud service providers, managed service providers, and global systems integrators (GSIs).

High performers allocate 17 percent of their total marketing budget to channel marketing (Source: SiriusDecisions)

Tech Partnership

A tech partnership enables two tech companies to benefit from each other. It is similar to a strategic partnership but is heavily dependent on technology. A great example of this type of B2B marketing partnership is the one between Apple and ARM Holdings. Apple phones and iPads are powered by processors designed by ARM Holdings. A tech partnership usually lasts a long time and involves the integration of a hardware or software product. It enhances both partners’ brand loyalty, awareness and trust. It is mostly implemented by software-as-a-service companies to drive their sales. These also include joint product partnerships where product mergers or white label marketing are done. Tech companies sell or lease their products or services to a partner, and the partner uses them under their brand name.


Content Partnership

According to a study by the Content Marketing Institute, 91 percent of B2B marketers implement content marketing. Partnering to create content with another popular brand that complements your services or products can lead to new engagement and leads. Content partnership also involves sharing or building links with another brand within the content so that both brands get exposure by using advanced search engine optimization. Content like whitepapers, articles, blogs, infographics, podcasts, and videos can also be created collaboratively and marketed to attract the target audience of both partners.

Now that we have explored the types of B2B marketing partnerships, let us look at how to create a healthy B2B marketing partnership.

Tips to Creating a Healthy B2B Partnership

Here are some tips you can use while creating a B2B partnership.

Start with a Simple Partnership

If you are new to B2B partnerships, start with a simple partnership. If it works out well, you can scale it up.

Define your Goals and KPIs

Set clear goals and define your KPIs to understand the impact of the partnership on your sales and revenue. Make sure your goals are specific, measurable, achievable, relevant, and time-bound.

Research Your Probable Partners

Research your probable partners thoroughly to make sure they can assist you with your goals and that the partnership can be mutually beneficial.

Your Target Audience Should Match

Select a partner who has a similar target audience to yours. Whatever products or services you offer should match this partner’s brand audience, so you get good results.

Stress on Feedback

Get feedback on your prospective partner from a third-party (neutral source) so you have a good perspective on what you can expect from the partnership.

Summing It Up

B2B partnership marketing can scale your sales if you choose a great partner based on the goals and business objectives you have in mind. According to a Forrester report and Wolfgang Digital, high-maturity partnership programs generate 28 percent. So, it is safe to say that B2B partnership marketing strategies work tremendously well when implemented well.

FAQ


What is channel partner marketing?

Channel partner marketing includes methods used for promoting products or services that channel partners sell. Channel partners act as an intermediary between the vendor and the end customer.

How can you design an effective partner marketing strategy?

You can create an effective partner marketing strategy by aligning business plans, building out marketing campaigns, and engaging dedicated partner marketing account managers and specialists.

What are some examples of partnership marketing activities?

Some examples of partnership marketing activities are holding live events that target similar prospects, creating content pieces together, and co-producing and co-promoting webinars.

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Nutanix Unveils Partner Program Updates and Incentives

Nutanix | September 26, 2022

Nutanix (NASDAQ: NTNX), a leader in hybrid multicloud computing, announced the next era of Elevate, a global partner program designed to re-define the partner engagement journey. Nutanix has evolved the Elevate program focus to provide a better experience for the entire partner ecosystem and customers throughout the customer lifecycle, while staying true to the program’s unified framework. This includes an expanded benefits package to build a partner profit continuum. “The IT industry is at an inflection point in how customers want to procure and consume technology,” said Christian Alvarez, Senior Vice President of Worldwide Channel Sales at Nutanix. “With our updates to the Elevate program, we’ve addressed many of our partners’ needs to engage with customers through their lifecycle - not just selling the technology, but enabling them to adopt, perform, expand and ultimately renew. Elevate now supports and rewards partners along this entire journey through purpose-built benefits and incentives.” In the past year, Nutanix has re-architected its go-to-market strategy, programs, and tools to provide partners more control, insights, and efficiency over sales cycles. New updates to the Elevate Partner Program include: Enhanced and expanded incentives framework to reward partner ecosystem throughout the customer lifecycle For the first time in Elevate’s history, Nutanix has extended program incentives to include not only partner organizations, but individual sellers and systems engineers to ignite new customer acquisition growth. The New Business Individual Incentive will reward individual sellers and systems engineers at eligible resellers and services providers each time they sell Nutanix into net-new accounts. In the coming months, Nutanix will begin to roll out a pilot program for an Elevate Program incentive designed to reward select partners for the delivery of consistent, on-time renewal rates with their Nutanix customers. New incentive for partners that lead sales cycles autonomously Nutanix launched a Channel Led Selling Rebate Incentive for Elevate, built to reward resellers who drive deals through the entire sales cycle autonomously. Nutanix is enabling partners to realize this selling motion through new tool sets like the recently revamped Sizer 6.0 capacity planning tool and enhancements to Nutanix’s Performance + Deal Registration program. A continued focus on building partner competencies through education and certifications The Elevate program requirements introduced a new Sizing Associate accreditation requirement for all levels, designed to enable partners to speed up sales cycles through rapid capacity planning, quoting and order fulfillment using Nutanix Sizer. For more information about the new updates to Elevate and how to join the Nutanix partner program, visit: www.nutanix.com/partners Supporting Partner Quotes “As a Nutanix Champion partner, we are excited about the enhancements to the Nutanix Elevate Partner Program that drive new market opportunities for Winslow Technology Group”, said Scott Winslow, president at Winslow Technology Group. “The Elevate Program provides a value-based, partner-first approach to enable ongoing success for both our company and our customers.” “The Nutanix Elevate Program has been the framework in which we have been able to develop our skills, to position ourselves competitively in the market and to help us grow profitably,” said Arturo Moncada, Country Manager at SCC Spain. “Nutanix’s commitment to enabling its partner ecosystem to capture new market opportunities and build profit continuums really sets the Elevate Partner Program apart,” said Atul Gosar, Managing Director & Co-Founder at Network Techlab (I) Pvt Ltd About Nutanix Nutanix is a global leader in cloud software and a pioneer in hyperconverged infrastructure solutions, making clouds invisible, freeing customers to focus on their business outcomes. Organizations around the world use Nutanix software to leverage a single platform to manage any app at any location for their hybrid multicloud environments. Learn more at www.nutanix.com or follow us on social media @nutanix.

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CHANNEL PARTNERSHIPS

Horizon3.ai Drives Global Partner-First Approach with Expansion of Partner Program

Horizon3.ai | September 28, 2022

Horizon3.ai, a cybersecurity firm focused on autonomous penetration testing, today announced it has expanded its partner program to include new rewards, incentives, training, and tools to help partners drive more recurring revenue. The mission of the Horizon3.ai Partner Program is to drive growth opportunities for partners and position them as trusted advisors for their clients. Leading this charge is Jennifer Lee, newly appointed Head of Channel Sales. In this role, Jennifer will be responsible for the strategy and execution of Horizon3.ai’s global channel program. Horizon3.ai’s award-winning autonomous pentesting platform, NodeZero, enables partners to help clients continuously verify their security posture by identifying any exploitable risks and weaknesses across all attack surfaces – hybrid, on-premises and in the cloud. Over the last year, the Horizon3.ai Partner Program has seen tremendous growth, adding partners across the US, and recently expanding internationally, with new partners in Canada, LATAM, EMEA and APAC. As the new Head of Channel Sales, Jennifer brings more than 20 years of experience driving joint sales within the Channel Partner community and will oversee the strategy and execution of the program as it continues to expand. In this role, she’ll be responsible for ensuring GTM alignment and maximizing the program’s value for partners. “The driving force behind creating our new partner program really aligns with our channel-first commitment and how we go-to-market,” said Snehal Antani, CEO and co-founder of Horizon3.ai. "Autonomous pentesting enables the next-generation of security assessments. With NodeZero, partners can help customers continuously verify their security postures. Horizon3.ai’s business strategy is built on the concept of enabling partners to create high value, high margin businesses on top of our platform.” “The Horizon3.ai Partner Program enables partners to leverage the industry’s most advanced, comprehensive penetration testing available. By using NodeZero, partners can help their clients find and fix attack vectors before attackers can exploit them, then verify any issue is resolved,” said Lee. “We’re excited that this expansion further deepens our footprint with MSPs, MSSPs, Resellers and Consulting Partners across the globe, opening up new market and recurring revenue opportunities to better position them for success.” "Most MSSPs and VARs don’t have the talent for pentesting, and trying to staff this position can be incredibly difficult,” said Christopher Prewitt, CTO of Inversion6. “Partnering with Horizon3.ai has been a game changer for us, as it's allowed us not only to perform new services for our customers, but also provide a product where customers can pentest their own network – both internally and externally. With NodeZero, the outcomes we provide to customers are special, unique and effective. It allows us to provide better analysis on systemic issues to customers, so they truly understand what needs to be fixed.” Driving New Market Opportunity with More Incentives and Rewards Horizon3.ai is upskilling and empowering channel partners with financial incentives and professional certifications that position them for rapid growth. Benefits of the Horizon3.ai Partner Program include: Partner Portal – a one-stop shop that offers on-demand support and training as well as the tools needed to simplify deal registration and provide superior and knowledgeable partner support. The portal also enables partners to manage their pipeline, quickly leverage Horizon3.ai resources and sales tools, and gain access to marketing campaigns; Deal protection and increased margins – partners can easily grow their business with high margin opportunities through the deal registration program. These levels of margin are available only to the partner with the approved deal registration. This ensures deal and renewal protection for the partner; Partner Certification training – in-person and virtual trainings are available for sales professionals, technical sales support, and operators to achieve certifications with the industry’s top penetration testing platform, helping drive new recurring revenue opportunities; Partner incentives – deeper discounts and sales incentives available for partners that meet specific commitments, like the completion of the Horizon3.ai Partner Certification training Joint marketing opportunities – partners are given priority in joint marketing opportunities with Horizon3.ai, such as sales campaigns, sponsorship opportunities, events, and more; Additional sales, marketing, and technical resources – resources are available to ensure solution competency and enable partners to articulate value and better meet customers’ needs. Join theCUBE and Horizon3.ai on September 27 at 12 p.m. EDT for the session, “Horizon3.ai Drives Global Partner-First Approach.” Tune in to learn why the program is designed to be an easy win for partners. Read more about the Horizon3.ai Partner Program. About Horizon3.ai Horizon3.ai’s mission is to help you find and fix attack vectors before attackers can exploit them. NodeZero, our autonomous penetration testing solution, is an unlimited, self-service SaaS offering that is safe to run in production, available on-demand, and requires no persistent or credentialed agents. See your enterprise through the eyes of the attacker, identify your ineffective security controls, and ensure your limited time and resources are spent fixing problems that matter. Not just a compliance checkbox; this is effective security. Founded in 2019 by industry and US National Security veterans, Horizon3.ai is headquartered in San Francisco, CA.

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CHANNEL PARTNERSHIPS

Pixotope Announces New EMEA Partners and Distributors

Pixotope | September 28, 2022

Pixotope, the leader in live augmented reality (AR), extended reality (XR), and virtual production solutions, is continuing to break down barriers to Virtual Production adoption by expanding its network of partners across the EMEA region. This expansion follows the success of major productions for Pixotope, including support of the world's largest esports event, Valve’s Dota 2, 2021, held in Bucharest’s 50,000-capacity stadium, Arena Națională. Alongside Pixotope, new business partners Tangram, Telmaco, Vantec, The Level, Mondatum, Post Logic, Plan Shoot Deliver, Centron, CVP, and BDS will drive market-leading virtual production technology in their respective territories. David Cheng, VP Sales & Marketing (EMEA) at Pixotope, says, "We're delighted to be working with our new partners in the EMEA region. These new partnerships reflect the increased global demand for high-level, virtual production technology throughout EMEA. We’re looking forward to broadening access to Pixotope technology and seeing what clients create next." David Cheng, VP Sales & Marketing (EMEA) at Pixotope, says, "We're delighted to be working with our new partners in the EMEA region. These new partnerships reflect the increased global demand for high-level, virtual production technology throughout EMEA. We’re looking forward to broadening access to Pixotope technology and seeing what clients create next." All the new business partners represent the best talent in their respective regions to support the adoption of Virtual Production. Clients can take additional assurance with the introduction of Pixotope Certified Experts, who have each taken a specialized course and exam, ensuring the best level of support for productions. To support the new business partners, Pixotope has appointed Lisa Schneider as Channel Marketing Manager, to be responsible for the global Pixotope Partner Program. Lisa joins Pixotope from Arvato Systems, where she supported the sales teams and spent several years in the company's Media & Entertainment division, becoming a familiar face at industry events and exhibitions. Lisa says, “I’m looking forward to working with such a prestigious group of partners and leading a program that brings real value to our business partners, enabling them to grow their business as we grow ours and fulfill our mission to make virtual production accessible to all media creators.” New Pixotope EMEA Partners Tangram Solutions - Spain We are a company offering the best audiovisual solutions through the most advanced technologies for more than 18 years. We provide our clients with specialized advice, being experts in the development and optimization of pipelines for Media Entertainment. We are a company that distributes both software and hardware of the first brands in the audiovisual industry, and we are currently leaders in Virtual Production. We are HP Amplifly Power Partner specialized in Workstations Specialist and Autodesk Gold Partner of Media & Entertainment (M&E). We work with film production companies, series, animation, VR, AR, professional schools, and universities. Always being at the forefront of new technologies, providing the sector with new ideas to speed up production. Telmaco - Greece Telmaco S.A. is a leading European AudioVisual and Broadcast Systems Provider and Integrator located in Athens, Greece. The company has been operating very successfully for many years in Greece and Cyprus, with a branch office in Thessaloniki, Northern Greece. In recent years Telmaco has expanded operations internationally and is involved in Turnkey System Integration projects in Northern Europe, the Balkans, the Middle East, Asia, and Africa. VANTeC - Portugal VANTeC provides technology, consulting, integration, training, and support for the media market, optimizing its clients’ resources and offering complete solutions. Founded in 1991, VANTeC has 31 years of experience in the market. VANTeC is part of the Danmon Group*. *The Damon Group works specifically in the broadcast sector, with an international presence in various countries like the UK, Germany, Denmark, Sweden, Norway, Dubai, Jordan, Vietnam, Spain, and Portugal. The Level - UK & IRE Established in 2020 by founder and creative director Kevin Cooney, The LEVEL has worked with some of the biggest names in television sports broadcasting, including F1, FIFA, ITV and Disney, to deliver a truly immersive experience in real-time production. Blurring the lines between animation, virtual and live performances, The LEVEL are creators and innovators and proud to pioneer virtual production solutions and workflows for the broadcast industry. Based in Nottingham in the heart of the midlands, the team have over 20 years’ combined industry experience, which they are now using to take the business to the next level, delivering real-time virtual productions of all shapes and size across the broadcast, media and corporate sectors. Mondatum - UK We are tech innovators, problem solvers, and contract developers. We specialize in on-set virtual production, in-camera visual effects, and real-time visualization. As Unity’s newest tech partner outside games, we are focused on helping organizations to incorporate game engine technology into their creative processes and workflows. Post Logic - France Post Logic distributes a complete range of software and integrated systems for post-production video, film, 3D animation, and broadcast. We are looking for innovative technologies and offer software solutions for the whole of the image processing chain: management of rushes & DI, film restoration, encoding, storage, & special effects compositing, 3D, DCP, and graphic design, as well as hardware systems suitable for the graphics chain: workstations, render farms, secure direct-attached, NAS and SAN storage, networking, monitoring & HD UHD play-out. Plan Shoot Deliver - Czech Republic Plan Shoot Deliver. That's what we do. Founded by Warren Yanish, who has twenty-five years of broadcasting and content creation experience. We bring thousands of hours of live television, sports, documentaries, and corporate & commercial video production experience to the industry. Our focus is innovative solutions for video technologies, Virtual Production, 3D Environment Creation, XR, VR, and AR content creation. Based in Prague, Czech Republic we have worked with clients worldwide to produce amazing projects using Unreal Engine, Twinmotion, Pixotope, Blender, Houdini, 3Dsmax, Sketchup, Revit, and many others in our production pipeline. Contact us for a solution to your next video, broadcast, or film project using Virtual Production. Centron - Slovakia Centron is one of Europe’s leading integrators in the field of supplying professional audiovisual systems and designing, managing, and implementing projects based on audiovisual and communication technologies. Founded in 1991, we have been operating across the Slovak and Czech markets as a distributor, seller, and integrator of professional audio and video technology. CVP - UK & Belgium For over thirty-five years, CVP has been one of the leading Broadcast and Professional video solutions providers, with a comprehensive sales and support infrastructure across the UK and Europe. The company prides itself on maintaining close relationships with key manufacturers such as ARRI, Sony, RED, and Canon, and uses its unrivalled experience to listen to customers, understand their needs, and deliver the right solution with first-class service. CVP offers creative consultation, sales advice, technical service provision, and training. BDS - Italy Broadcast Digital Service was founded in 1994, spanning thirty years of experience in the construction and assembly of audiovisual and commercial directories in multimedia systems, Virtual Studios, Augmented Reality Studios, and Realtime VFX for Film & TV. For over ten years we have expanded our focus on two new sections: Production & Creative Lab. We always work by your side, guaranteeing highly qualified teams, able to develop ideas and content for important audiovisual realities.

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