What does a Partner Marketing Manager do?

Partner Marketing Managers are responsible for building and maintaining strong relationships with partners. They are real go-getters, always on the lookout for new ways to grow the business. They're constantly thinking about how to boost brand awareness and bring in new partners and leads. It's a challenging but exciting role, and these marketing professionals are always working to find the best strategies to hit KPI’s set for the partner program.  They collaborate with internal teams to ensure alignment with overall marketing goals, and utilise tools like PRM software to efficiently manage partners. Additionally, they may be involved in lead generation, account-based marketing (ABM), and event planning, all while being able to analyse data and optimise strategies. In order to be effective in their role, they should possess a blend of unique skills exceeding traditional marketing expertise, whether that’s campaigns, content, strategy but understanding what it takes to build strong relationships to propel partnerships forward. 

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Key Skills for Partner Marketing

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1. Strategic Vision 

While you might expect a strong focus on traditional marketing skills, a successful Partner Marketing Manager must possess a broader skill set. This role demands strategic thinking, enabling them to analyse market trends, identify high-value partnerships, and develop comprehensive strategies that align with the company's overall objectives. A Partner Marketing Manager is not your typical marketer; they are a strategic partner with a vision, working closely with various internal and external teams to drive growth. For instance, a Partner Marketing Manager at a SaaS company identifies a potential partnership with a popular CRM platform. Instead of a traditional co-marketing campaign, they propose a deeper integration of the two products. This move would offer significant value to customers, such as seamless data transfer and automated workflows. This goes beyond superficial collaborations and aims to create long-term partnerships.

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Interview Tip: 

Move beyond past partnerships. Present a hypothetical scenario: "A new market presents exciting potential. How would you identify the ideal partner and craft a strategy plan considering factors like target audience, market landscape, and potential roadblocks?"

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2. Technological Proficiency

Understanding the technical aspects of the company's offerings and the ever-evolving digital marketing is crucial. Partner Marketing professionals must be able to communicate effectively with technical partners and develop integrated marketing campaigns that leverage technology for maximum impact.  A successful Partner Marketing Manager possesses a comprehensive skill set that includes a deep understanding of Partner Relationship Management (PRM) software. This enables them to efficiently manage and optimise partner programs, track key performance indicators, and facilitate seamless collaboration. Additionally, they excel in planning and executing impactful partner events, which serve as valuable platforms for networking and knowledge sharing. To measure the effectiveness of these events and other partner activities, they leverage advanced multi-touch lead attribution techniques to accurately track and assign credit for leads and opportunities generated through partnerships. 

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Furthermore, a strong foundation in Account-Based Marketing (ABM) empowers them to target specific accounts with tailored marketing campaigns, aligning partner efforts with the organisation's overall sales and marketing strategies. With ABM, you can personalise partner communications based on their role in specific campaigns. Imagine sending automated nurture emails co-branded with your partner, keeping the target account engaged.

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Interview Tips: 

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1. Don't discuss trends. Present a current tech challenge impacting partnerships, such as the integration of new marketing automation platforms between the company and a key partner. How would they leverage their tech knowledge to overcome it for the benefit of the partnership? 

2. Present a specific scenario where integrating marketing automation tools across partner platforms could significantly improve lead generation or campaign performance. How would they approach this challenge? Assess their understanding of relevant technologies and their ability to translate technical concepts into actionable strategies.

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3. Marketing Expertise

A deep understanding of marketing principles is crucial for Partner Marketing Managers. It helps them effectively communicate the value proposition of partnerships, create compelling marketing materials, and measure the impact of campaigns. Digital marketing skills are essential for reaching target audiences online, while content marketing enables them to create high-quality content that resonates with partners and customers. Email marketing is a powerful tool for nurturing leads, building relationships, and driving conversions. By mastering these marketing disciplines, Partner Marketing Managers can maximise the potential of partnerships and achieve significant business results.

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Interview tip:

Inquire about past experiences where the candidate had to develop and execute a complex partnership strategy. Ask to describe the specific challenges they faced, the decisions they made, and the outcomes achieved. Look for evidence of strategic thinking, such as identifying emerging trends, anticipating future needs, and proactively addressing potential issues.

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4. Content Strategists

Understanding the power of content is essential. Partner Marketing Managers create and curate high-quality marketing materials that resonate with the target audience. They effectively promote both the company's products and the partner's offerings, crafting compelling narratives that drive engagement. To create impactful content, Partner Marketing Managers must have a deep understanding of their audience's needs and preferences. They must be able to tailor their messaging to different target segments and deliver content through various channels, including blogs, social media, email, and webinars. Additionally, they must be able to collaborate effectively with content creators, designers, and other stakeholders to ensure that the content is high-quality, consistent, and on-brand. By leveraging the power of content, Partner Marketing Managers can help to build brand awareness and generate partner-led and influenced leads. They can also help to strengthen relationships with partners and customers, and position the company as a thought leader in the industry.

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Interview Tip: 

Give them a specific partner and target audience. How would they craft a data-driven content strategy to win them over? Look for their ability to identify the partner's unique strengths and craft content that leverages those strengths alongside the company's offerings to create a compelling value proposition for the target audience.

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5. Project Management Acumen

Juggling multiple projects simultaneously is a core competency for a Partner Marketing Manager. These marketing mavericks excel at managing diverse initiatives, such as co-marketing campaigns, joint webinars, partner events, and channel programs, all while ensuring seamless execution. They meticulously organise their workload, prioritise tasks, and allocate resources effectively, even when faced with unexpected challenges. By maintaining a clear overview of all projects, they can proactively identify potential roadblocks and take corrective action to keep everything on track. This ability to multitask and manage complex projects is essential for driving successful partner marketing programs.

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Interview Tip: Ditch the generic "tell me about a project" questions. Present a real-world partnership project with tight deadlines, competing priorities from both internal and external stakeholders, and an unexpected technical hurdle. How would they manage it to ensure success? Here, assess their ability to prioritise tasks, delegate effectively, and adapt to changing circumstances while maintaining clear communication with all parties involved.

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6. Communication Architects

Effective communication, both written and verbal, is paramount for Partner Marketing Managers. They must be able to articulate the company's value proposition clearly and concisely to a diverse audience, including C-level executives, technical teams, and external partners. Strong communication skills are essential for project management and conflict tresolution. Partner Marketing Managers often find themselves coordinating complex projects that involve multiple stakeholders, such as external event organisers, integration teams, and partner marketing teams. They must be able to communicate effectively with these diverse groups to ensure alignment, manage expectations, and deliver successful outcomes. By developing strong communication skills, Partner Marketing Managers can build strong relationships, drive collaboration, and achieve their strategic goals.

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Interview Tip: 

Move beyond generic "tell me about a difficult relationship" questions. Present a specific partner communication breakdown, perhaps a situation where cultural differences or mismatched expectations led to frustration. How would they rebuild trust and get things back on track? Here, assess their active listening skills, cultural sensitivity, and ability to tailor their communication style to different audiences.

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7. Event Planning and Execution

Organising and executing successful partner events is a critical aspect of a Partner Marketing Manager's role. These events provide invaluable opportunities for networking, knowledge sharing, and strengthening relationships with partners. To ensure the success of these events, Partner Marketing Managers must meticulously plan and execute every detail. They begin by selecting suitable venues that align with the event's theme and target audience. Next, they collaborate with partners to secure sponsorships, define their participation, and negotiate favourable terms. To elevate the event's impact, they invite industry experts and thought leaders to deliver engaging presentations. Additionally, they oversee event logistics, including catering, AV equipment, and attendee registration.

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To maximise attendance and engagement, they create compelling marketing materials and leverage various channels to promote the event. Finally, they track key metrics, such as attendance, engagement, and lead generation, to evaluate the event's success and identify areas for improvement. By effectively planning and executing partner events, Partner Marketing Managers can strengthen relationships, generate leads, and enhance the company's brand reputation.

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Interview Tip:

"Can you share a specific example of a time when you had to manage multiple complex projects simultaneously? How did you prioritise tasks, allocate resources, and ensure timely delivery?" Here: Assess a candidate's ability to juggle multiple projects, pay close attention to their response. Look for evidence of strong organisational skills and a proactive approach to problem-solving. A well-organised candidate will be able to articulate their methodology for breaking down complex projects into smaller, manageable tasks. They should also be able to demonstrate their ability to adapt to changing priorities and unexpected challenges. 

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8. Lead Generation and Attribution

Understanding lead generation strategies and tracking the impact of partner activities is essential for Partner Marketing Managers. By identifying and implementing effective lead generation tactics, they can drive growth and maximise the value of partnerships. Partner Marketing Managers can leverage a variety of channels to generate leads, including joint webinars, co-created content, partner events, social media campaigns, and email marketing. By collaborating with partners to create high-quality content and deliver compelling messages, they can attract and engage the target audience. To measure the effectiveness of these activities, Partner Marketing Managers must track key metrics such as lead volume, lead quality, conversion rates, and customer lifetime value. By analysing these metrics, they can identify successful strategies, optimise their approach, and maximise the return on investment of their partner marketing efforts.

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Interview Tip:

Can you describe a specific instance where you successfully implemented a lead generation strategy in partnership with another company? What were the key metrics you tracked to measure the success of the campaign?" Look for candidates who can provide concrete examples of successful lead generation campaigns they have implemented. Also, assess their ability to identify and track relevant metrics, such as lead volume, lead quality, and conversion rates.

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9. Problem Solving Skills

A skilled Partner Marketing Manager is not just a strategist; they are a problem-solver. In the world of partnerships, challenges can arise unexpectedly. Whether it's a sudden change in market dynamics, a technical issue with a joint campaign, or a breakdown in communication with a partner, the ability to quickly identify and resolve problems is expected if you want to excel in this role.

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Some of the issues partner marketing managers face on a daily basis:

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- Partner Disengagement: A key partner loses interest or reduces their commitment to the partnership.

Solution: Proactively reach out to the partner, identify the root cause of the issue, and offer tailored solutions to re-energize the partnership.

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- Technical Glitches:  A technical issue, such as a website outage or API integration problem, disrupts a joint marketing campaign.

Solution: Collaborate with the technical teams to swiftly identify and resolve the issue, minimising the impact on the campaign.

Partner Marketing Managers can easily mitigate risks by addressing these challenges.

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10. Data-Driven Decision Making

By implementing targeted campaigns with partners, Partner Marketing Managers can contribute to higher-quality leads and boost the overall pipeline. Collaborating with partners on Account-Based Marketing (ABM) strategies not only increases partner engagement but also maximises the return on marketing investments. To ensure optimal performance, Partner Marketing Managers rely on data-driven insights. They meticulously analyse partnership performance metrics, such as lead generation, pipeline contribution, and customer acquisition costs. By identifying trends and patterns, they can pinpoint areas for improvement and optimise future strategies. Additionally, they use data to measure the impact of different marketing tactics, enabling them to allocate resources effectively and prioritise high-performing initiatives.

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Interview Tip: 

No more sample reports. Present them with a messy data set from a real partnership. Can they identify trends, potential problems (e.g., declining click-through rates on partner co-branded content), and areas for optimisation (e.g., A/B testing different content formats or calls to action)? Look for their ability to translate complex data sets into actionable insights and communicate those insights clearly to stakeholders.

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How to become a Partner Marketing Manager?

To embark on a career as a Partner Marketing Manager, you'll typically need a bachelor's degree in marketing, communications, or a related field. Gaining practical experience through internships or entry-level marketing roles is equally important. This hands-on experience will solidify your understanding of marketing principles and provide valuable networking opportunities within the industry. As you progress in your career, seek out opportunities in partner marketing. These roles involve collaborating with external organisations to develop and implement joint marketing campaigns. To further enhance your career prospects and earning potential, consider pursuing a Master's degree in Marketing or an MBA.

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Job Outlook for Advertising, Promotions, and Marketing Managers

The field of advertising, promotions, and marketing management is poised for growth. Between 2023 and 2033, employment in this sector is projected to increase by 8%, outpacing the average growth rate for all occupations. This anticipated growth will create approximately 36,600 new job openings annually, driven by the need to replace retiring workers and accommodate expanding businesses.

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A Typical Career Path to Become a Partner Marketing Manager

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Here's a common career progression to become a Partner Marketing Manager:

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Early Career Steps: Marketing or Business Administration Degree: A bachelor's degree in marketing, business administration, or a related field provides a solid foundation.

• Marketing Coordinator or Assistant: Gathers market research, assists with marketing campaigns, and supports marketing teams.
• Digital Marketing Specialist: Focuses on online marketing strategies, including SEO, SEM, social media, and email marketing.
• Marketing Associate: Gains experience in various marketing aspects, such as product marketing, brand marketing, or demand generation.

Intermediate Career Steps:

• Marketing Manager: Oversees marketing teams, develops marketing strategies, and analyses marketing performance.
• Product Marketing Manager: Focuses on promoting and launching products, working closely with product development teams.
• Account Manager: Manages client relationships, understands client needs, and delivers marketing solutions.

Advanced Career Steps:

• Senior Marketing Manager: Leads large marketing teams, develops comprehensive marketing plans, and manages budgets.
• Head of Marketing: Oversees all marketing activities for an organisation, including brand strategy, product marketing, and digital marketing.
• Partner Marketing Manager: Specifically focuses on building and managing partnerships, developing joint marketing campaigns, and tracking performance.

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Bottom Line

Partner marketing and partnership growth are two sides of the same coin. Effective partner marketing expands your reach by leveraging your partner's audience through association, and showcasing the combined value proposition. This increased visibility and credibility attracts new partners who see the success of existing collaborations. In turn, these new partnerships provide a wider platform for your marketing efforts, creating a virtuous cycle that fuels ongoing partnership growth. With their ability to drive growth, foster innovation, and maximise the value of partnerships, Partner Marketing Managers are essential assets to any organisation seeking to scale their partnerships efforts. 

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Resources

Top 10 Books for Partnership Managers

Top 10 Partnership Podcasts to boost your partner game

How to become a CPO (Chief Partnerships Officer)?

Top 40 Events & Conferences for Partnership Professionals

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