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Imagine you’re a brand, doing everything you can to grow, and suddenly, you discover a shortcut—partnering up. Partner marketing isn’t just about handing over tasks or borrowing a bigger megaphone; it’s about creating a whole new way to reach your audience with a little help from friends.
Partner marketing is when two or more businesses join forces to boost each other’s efforts. Sounds simple, right? But the magic lies in who you partner with and how you do it. Partners can come in all shapes and sizes, from strategic powerhouses that help shape your growth trajectory, to affiliates who simply promote your product in exchange for commission. And then, there’s co-marketing—where you blend your marketing campaigns with a partner’s for some joint creative magic.
Each type of partnership has its role:
Together, these partnerships don’t just add reach—they create entirely new marketing dynamics.
Here’s the thing about partners: it’s not about quantity, but quality. You can’t just partner with anyone and expect magic. It takes the right alignment, the right energy, and clear mutual benefits. What do they bring to the table that you don’t have? What do you offer that could help them?
To build effective partnerships, start by thinking strategically:
Once you’ve nailed down a solid partner, the next step is hammering out the details. Clear agreements are key. Who does what? What’s in it for both parties? This is where great partnerships shine—both sides understand their roles and the value exchange is clear.
Alright, so you’ve got the partner. Now, how do you leverage this new force? Forget boring, transactional promotions. Partner marketing is all about collaboration.
It’s easy to get lost in the excitement of new partnerships, but measuring their success is what will keep things on track. It’s not just about how many people see your campaigns, but what happens next. Tracking performance is the glue that holds a partnership together.
Here are some things to look out for:
Use tools like PartnerStack, Impact, or Affise to track all these metrics in real-time. Analyzing the numbers will help you fine-tune your partnership strategies for better results in the long run.
Partner marketing isn’t just another tool in the marketing toolbox—it’s a dynamic way to build bridges, reach new heights, and do more with less. When you find the right partner, the opportunities become endless. It’s not just marketing; it’s collaboration, and it’s a game changer.
Cyclr is a SaaS integration toolkit for SaaS platforms and app developers, providing a complete solution to serve your customers' integration needs and increase your platform stickiness with powerful, branded in-app integrations.
Prismatic is a comprehensive integration platform for B2B software companies that provides a complete solution for designing, deploying, and managing integrations to enhance product offerings and streamline operations.
Tray.io is a sophisticated software platform that enables businesses to integrate their entire tech stack, automate complex processes, and create flexible, scalable workflows.
Paragon is a software platform that allows users to build, prototype, and manage workflows for their applications, integrating with existing tools to streamline and automate processes.
Workato is a cloud-based automation platform that helps businesses automate their workflows across various applications and systems for improved productivity and efficiency.
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Channeltivity is a cloud-based partner relationship management solution designed to help businesses manage channel partners, increase revenue, and boost collaboration through deal registration, lead distribution, content management and more.
PartnerPortal.io is a software solution designed to streamline and enhance partner management through features like deal registration, lead distribution, content sharing, and performance tracking, aimed at improving collaboration and productivity.
Crossbeam is a collaborative data platform that helps companies build more valuable partnerships by discovering overlapping customers and prospects while keeping the rest of their data private and secure.
PartnerTap is a software platform designed to facilitate strategic partnerships by providing secure partner account mapping, automated account discovery, and real-time sales insights.
Reveal is a software product that offers advanced automation, reporting, and optimization tools for your advertising on social media platforms, aimed at boosting your ROI and saving time.
CoSell is a software platform designed to streamline and optimize partnership sales by providing tools for partner discovery, account mapping, and collaborative selling.
PartnerFleet is a software product that provides fleet management solutions, helping businesses streamline operations, reduce costs, and improve safety and compliance through GPS tracking, route optimization, and real-time analytics.
PartnerHub is a software product that streamlines and optimizes partnership management by providing tools for tracking, managing, and scaling partner programs and collaborations.
Elioplus PRM is a software platform designed to manage and optimize partner relationships, providing tools for partner recruitment, onboarding, training, deal registration, and performance tracking.
Allbound is a powerful software platform designed to streamline and enhance channel sales and marketing by providing tools for partner relationship management, content creation, training, and analytics.
Everflow is a scalable and intuitive performance marketing platform that provides real-time analytics, smart targeting capabilities, and automation tools for tracking, managing, and optimizing affiliate and influencer marketing campaigns.
Salesforce's Channel Partner Management is a software product that helps businesses to streamline their partner programs, track partner performance, share sales leads, and collaborate in real time, ultimately driving more sales through partners.
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PartnerStack is a comprehensive partnership management platform designed to help businesses grow through partnerships, featuring tools for partner recruitment, engagement, and performance tracking, all integrated into a user-friendly interface.
Impartner is a leading provider of partner relationship management software that helps businesses optimize their channel operations, increase sales productivity, and accelerate revenue growth through their partner networks.
CAKE is a performance marketing software that provides businesses with tracking and analytics solutions to optimize their digital marketing campaigns.
Vivian Agency specializes in affiliate and influencer marketing, helping brands connect with the right ambassadors and audiences. With a track record of driving over $12 million in revenue through 50+ programs, they are a trusted partner for businesses looking to scale their marketing efforts.
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Growann specializes in affiliate management services that unlock the potential of strategic partnerships to drive their clients' brands forward.
All Inclusive Marketing is an affiliate marketing agency that was founded in 2009 to create an exceptional all-inclusive digital marketing experience like none other. Their extensive network of publisher relationships across several verticals allows they to more easily launch affiliate programs and begin to see placements and results faster than their competitors. They also don’t just focus entirely on affiliate program management, but also offer other services such as growth strategies, diversified recruitment, program migration, setup & launch, program evaluation, compliance & monitoring, influencer integration, analytics & attribution, and much more.
AdvertisePurple is an affiliate marketing agency that helps brands and retailers generate more revenue by leveraging the power of affiliate marketing. They’ve been in business for over ten years and helped their 3,000+ clients generate more than $3.0 billion in affiliate revenue. They provide the tools and expertise you need to run your affiliate program: proprietary technology, Purply™, training programs, ongoing support, and more. Their team has extensive experience in affiliate management and creating custom content with content creators to build your brand’s reputation—and they’re confident that our team can help you succeed too!
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Acceleration Partners is a premier global affiliate marketing agency that partners with leading brands to help them increase sales, traffic, and conversions through affiliate and partnership marketing. They have an award-winning team of digital strategists and creative technologists who are experts in their fields, working across brands like Adidas, Hotwire, LinkedIn, Redbubble, Reebok, and StubHub. Acceleration Partners is known for building long-lasting partnerships that will positively impact the growth of your business for years to come – in other words, they’re not just looking for quick wins in the partnerships channel, but rather, strategies and relationships that will have a significant impact on your channel growth.
Gen3 Marketing is an affiliate marketing agency that helps brands launch and manage integrated affiliate marketing programs. They are a Philadelphia-based, award-winning, industry-leading, full-service marketing agency with years of business strategy, relationship management expertise, and data-driven capabilities. Their team is made up of experts who are passionate about technology, digital marketing, and especially partnerships marketing tactics. They have extensive experience working with SMBs to large, house-hold brand names in a variety of industries including retail, tech, travel and tourism, food & beverage and more.
PartnerCentric is the largest woman-owned and fully remote affiliate marketing agency that partners with brands and publishers to help them grow their businesses. They’ve been in the business since 2004, so you can say they know a thing or two about partnerships and affiliate marketing management. The team at Partnercentric is comprised of industry veterans who know how to form lasting partnerships and tell your brand story online while driving real results. They also have priority technology that will keep you ahead of the curve and keep you in the loop regarding what is happening within the channel.
Hamster Garage is a partnerships and affiliate management agency that works with brands like Airbnb, Canva, Turo, Truebill, etc. to launch and scale full-fledged partner programs. They work across affiliates, influencers, podcasts, brand partnerships, product integrations, native advertising, and content placements. They take a sophisticated approach to partnership marketing, where they don’t just focus on standard affiliate marketing tactics. They have a holistic partnership approach and connect different sources to tell a cohesive and compelling brand story across partners.
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