Wager, you may have heard of brands working with celebrities. Or seen affiliate marketing ads on your favorite blogs. These co-marketing partnerships can be a great way to increase brand awareness, reach new audience members, and accomplish multiple business goals. It’s no surprise that B2C companies love partner marketing.

B2B companies might also benefit from incorporating partnerships into their marketing strategies. We’ll be sharing best practices for B2B partner marketing that can help your business reach the next level. Let’s get started.

Start Partner Marketing With

You might consider incorporating affiliate marketing in your digital marketing strategy as the share of online transactions grows and digital marketing. This type of marketing is more appropriate for B2C due to its popularity among eCommerce businesses. B2B companies still use affiliate marketing because it allows them to have greater control over the actions of their channel partner benefits and provides flexibility.

Start by creating an affiliate marketing program. Our tips can help you get started. Additional bonuses can make your program more appealing to B2B marketing partners. Make sure you provide your affiliates with detailed marketing collateral, additional training, and access to useful tools.

Establish Your B2b Partner Marketing Goals

Your B2B partner marketing must have the right goals to be successful and deliver impressive results. These goals should be thought through and aligned with your business metrics.

You need to establish easily quantifiable KPIs when you have established your B2B partner marketing objectives. You can either draw on your experience to help you come up with these KPIs, or compare them against the key performance indicators used by your competitors.

Get Your Marketing Partnerships Right

Marketing teams have many tools that make it easy to obtain all kinds of information about their marketing performance. The problem is that many services provide too many metrics, which can sometimes be confusing. These metrics don’t tell you much about the effectiveness of your partner’s marketing efforts.

B2B marketing trends include focusing on the important metrics and getting rid of vanity metrics. This strategy will help you not only save time but also prevent you from making wrong conclusions.

This trend should be used to your advantage. Focus on metrics that are in line with your partner’s marketing goals. As long as the goal is to increase brand awareness, impressions can be great. If you want to increase sales and revenue, however, it is important to stick to metrics that are directly related to your sales team’s performance as well as the bottom line of the company. These include conversions, order values, customer lifetime value, and so forth.

Create Quality Content For Your Partner Marketing

Content marketing is crucial to a partner marketing strategy because it helps B2B decision-makers think rationally and involves many people. Over 50% of partners consider the materials they receive from vendors to be poor or even worse. Low conversions and sales may be caused by partners receiving poorly written content.

Although it takes effort and time to create quality content, it is worth it. A well-crafted material will help you keep your brand’s messaging consistent, educate your partners about it, drive sales, and much more. For the best results, make sure to give your partners materials for every stage of the sales funnel.

Your task as a prospect is to get to know you at the top levels. You can offer educational content that demonstrates your expertise and helps customers solve their problems. To encourage lead generation, you can use downloadable content.

Your leads will be going through the middle of the sales funnel. You can increase their interest in your products or services by sending them marketing materials. This is where white papers, webinars, and detailed product information will be most useful.

Your marketers are experts in your product and your potential buyers’ needs. It’s important to give your partners marketing resources for each stage. This allows them to market your products more effectively and drives higher conversion rates.