Episode 74: Reactive Partner Marketers Are Salary Wasted - Jessica Fewless

Jessica Fewless, Director of Partnerships and Growth Marketing at Inverta, joins the podcast to discuss Nearbound ABM (Account-Based Marketing), the challenges and misconceptions surrounding partner marketing, the importance of integrating partner data into marketing strategies, and the need for a proactive and strategic approach to partner marketing.

Takeaways:

• Partner marketing often gets a bad reputation within marketing teams and organizations, but Nearbound ABM offers an opportunity to leverage partner ecosystems and expand influence with prospects and customers.
• Partner marketers should sit within the demand gen team and be senior-level professionals who can negotiate within their organization and with partner organizations.
• To convince CMOs of the value of partner marketing, partner marketers should highlight the opportunity to drive pipeline and reach new audiences through partners, as well as the need for a proactive and strategic approach.
• Partner marketers should focus on integrating partner data into marketing strategies, identifying strategic campaign opportunities, and being proactive in adding value to the organization.
• Cohesive and orchestrated campaigns are more effective than one-off tactics, and partner marketers should strive to create connected ecosystems rather than siloed tech stacks.

Chapters:

00:00 Introduction and Overview

04:47 Challenges and Misconceptions of Partner Marketing

14:18 The Unlock for Partner Marketers