Tip 1: Build Alignment First

Drafting alignment with your partner should be your priority—it’s a no-brainer. Before diving into the creative details, ensure both teams share the same vision and direction for the campaign. While objectives may differ slightly, what truly matters is how well your partner collaborates, how responsibilities are divided, and whether communication flows smoothly. 

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Here’s a quick guide to ensure a solid foundation for your partnership:

1. Mutual Objectives: Start by defining a shared goal. Even if each company has unique objectives, find a middle ground that aligns with both parties’ interests.
2. Aligned Messaging: Agree on the tone, communication style, key offers, catchphrases, and quotes. Identify who will represent the campaign and ensure both brands’ values shine through.
3. Clear Responsibilities: Decide who handles what. For example, one partner might take charge of designing assets, while the other manages tracking links or sets up the registration page for a webinar.
4. Defined Communication Channels: Determine where the campaign will run (e.g., social media platforms, email, webinars) and decide who takes the lead on each channel.
5. A Solid GTM (Go-to-Market) Strategy: Outline a clear plan, including pre-launch testing. Double-check that all links, assets, and content are functional and aligned before publishing.
6. Regular Touchpoints: Schedule frequent check-ins across both teams to ensure everything stays on track until launch day.
7. Post-Campaign Evaluation: Once the campaign wraps, review results with your partner. Celebrate successes, discuss areas for improvement, and highlight key wins.

This process isn’t just about running a successful campaign—it’s about building trust and understanding how well you work together. If your partner falls short in this collaboration, it might indicate a lack of commitment to the partnership overall. Ultimately, this should be a smooth and enjoyable process where both parties feel valued, appreciated, and invested in mutual success. When done right, partner collaborations create win-win scenarios that can pave the way for long-term growth.

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Tip 2: Leverage the Power of Content Marketing

Want to create content that truly resonates with your audience? Co-creating with your partners might be the answer. It’s an effective way to create truly valuable content for your audience and allows you to offer diverse perspectives and richer insights. This not only benefits your audience but also strengthens your partner relationships. Here's how to leverage different content formats for maximum impact::

• Ebooks and white papers: Co-brand your ebooks and white papers, ensuring both partners' logos and branding are prominently displayed. Include calls to action that benefit both partners, such as offering a free consultation or demo.
• Blog posts: Promote each other's blog posts on social media and through email newsletters to reach a wider audience. Include a call to action in each post that directs readers to the partner's website or relevant resources.
• Guest blogging: Write guest posts that are relevant to the partner's audience and provide valuable insights. Include a clear call to action that benefits both partners.
• Joint webinars and online events: Promote your joint webinars and online events through multiple channels, including email, social media, and partner websites. Offer valuable content and incentives to encourage attendance.
• Case studies: Develop case studies that showcase the quantifiable benefits of your partnership. Feature customer testimonials and highlight the positive impact on their business.

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Tip 3: Measuring KPIs in Partner Marketing

Here’s the truth: partner marketing isn’t a set-it-and-forget-it strategy. Tracking key performance indicators (KPIs) is essential to understanding what’s working and where adjustments are needed. Data is your compass, guiding your decisions and ensuring your efforts deliver measurable results.

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Let’s explore the most important KPIs to monitor for effective partner marketing.

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1. Marketing Qualified Leads (MQLs)

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MQLs are leads generated through partner activities that meet specific criteria, such as interest level or alignment with your target audience. An increase in MQLs is a sign of effective collaboration.

Example: If you and your partner co-host a webinar, track how many high-quality leads were generated. For instance, a SaaS company that partnered with a CRM provider saw a 25% boost in qualified leads compared to other channels.

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2. Customer Acquisition Cost (CAC)

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CAC measures the total cost of acquiring a customer through partner marketing channels. A lower CAC indicates your strategy is working efficiently.

Formula: CAC = Total Partner Marketing Spend / Number of New Customers Acquired

Example: If you spend €5,000 on co-branded marketing campaigns with a partner and acquire 50 customers, your CAC is €100 per customer. Compare this to other acquisition channels to evaluate efficiency.

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3. Conversion Rate

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Your conversion rate shows how many customers take action after engaging with a partner’s marketing efforts. It offers insights into the effectiveness of the partnership’s audience and strategy.

Formula: Conversion Rate = (Total Conversions / Total Clicks) x 100

Example: If a landing page co-promoted by you and your partner gets 1,000 clicks and 200 conversions, your conversion rate is 20%. This metric helps gauge audience alignment and campaign performance.

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4. Cost Per Acquisition (CPA)

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CPA is a valuable metric for tracking the revenue impact of performance campaigns. It measures the cost to acquire a single customer via a specific marketing effort.

Formula: CPA = Total Advertising Cost / Total Conversions

Example: If a joint LinkedIn ad campaign costs €2,000 and yields 80 new customers, your CPA is €25. Use this to compare campaign effectiveness across different channels.

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5. Partner Engagement Rate

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Engagement rates track how actively your partners participate in joint initiatives. Highly engaged partners are more likely to drive meaningful results.

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Questions to Ask:

• How often do partners log into your partner portal?
• Are they using your marketing assets?
• Are they involved in campaigns, events, or training sessions?
• Have they accessed marketing development funds (MDF)?

‍Tip: Monitor partner activity through your partner portal or marketing automation tools. You can also measure partner satisfaction through surveys or regular check-ins. Engaged partners are happy partners—and happy partners drive better outcomes.6. Return on Investment (ROI)ROI measures the overall financial impact of your partner marketing efforts relative to the resources invested.Formula: ROI = (Revenue Generated – Total Costs) / Total CostsExample: A SaaS company co-developed an integration with a partner, generating €100,000 in new revenue from a €30,000 investment. Their ROI was 233%, proving the partnership’s value.