Why B2B Growth Needs a CoMarketing Strategy

Join host Paul Slack as he dives into an insightful discussion on partner marketing strategies with distinguished guests Trevor Burnett, VP of Marketing at Impartner, and Stephanie Zembal, Channel Marketing Leader at Palo Alto Networks. This episode explores how to refine, enhance, and execute winning partner marketing programs tailored for B2B success in 2025 and beyond.

Key topics covered

• [00:13] Introduction and Importance of Partner Marketing
  • Paul Slack introduces the session, explaining why partner marketing is critical for maximizing B2B outreach and revenue growth.
  • Takeaway: Partner marketing can amplify your reach and influence beyond traditional sales and marketing methods.
• [04:33] Expert Insights from Trevor Burnett and Stephanie Zembal
  • Trevor Burnett shares his expertise in building scalable partner ecosystems with personalized, AI-driven strategies.
  • Stephanie Zembal provides actionable advice on managing a colossal 20,000+ partner network and enabling partners to drive 92% of Palo Alto Networks' sales through effective collaboration.
• [11:15] Why Partner Marketing is Critical in Today's B2B Landscape
  • Discussion on how partner marketing supports customer buying journeys across multiple touchpoints.
  • Key Insight: Simplified partner programs widen your reach by leveraging local networks and personalized engagement.
• [16:05] Cutting Through the Noise in Partner Enablement
  • Redefining content strategies, utilizing hyper-personalization, and focusing on frictionless processes.
  • Trevor’s Tip: "Netflixify" partner programs by ensuring partners only see content relevant to their needs.
• [23:36] What Not to Do in Partner Marketing
  • Stephanie Zembal's Warning: Overloading partners with complex systems and disorganized assets leads to frustration and disengagement.
  • Solution: Streamline processes with tools like single sign-on platforms and simplified asset libraries.
• [35:17] The Recipe for a Winning Partner Playbook
  • Build strategic programs with turnkey campaigns, localized resources, and clear co-branding opportunities.
  • Regular surveys and communication ensure partners remain aligned and empowered to execute effectively.
• [42:47] Measuring Success in Partner Marketing
  • Monitor KPIs such as asset downloads, campaign adoption rates, and partner engagement to identify what’s working.
  • Quote from Stephanie: "Hope is not a strategy—track data to adjust and deliver results."

Actionable takeaways

• Simplify Partner Programs: Eliminate friction by offering customized, intuitive tools and resources.
• Leverage Co-Marketing Potential: Trust and credibility soar when two brands combine efforts.
• Adopt Data-Driven Strategies: Use engagement metrics to iterate and refine your approach effectively.
• Enable, Don’t Overwhelm: Empower partners with campaigns that are easy to execute, co-branded assets, and actionable playbooks.

Resources mentioned

• Impartner's Partner Management Solutions
• Case Study Video Featuring Stephanie Zembal
• Register for the upcoming Rand Fishkin Session on navigating the clickless future here.

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