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Tips for Successful Partner Programs

B2B Partner Marketing: 7 Tips for Successful Partner Programs

Table of Contents

A B2B partner marketing strategy is a great way to increase your reach and meet new people.

You’re marketing and sales performance will increase when you join with other firms to advertise and sell your items.

While developing strategies for B2B partner marketing is not easy, it is not impossible either.

The following suggestions can help you make your marketing collaborations more successful.

Channel partners, value-added resellers, and agencies that contribute to the top of the funnel pass along leads and even assist complete sales to have a ripple effect when organizations have the proper message and meaningful rewards.

Numerous businesses have seized the chance to expand their sales footprints to other countries as the globe becomes increasingly connected.

This income stream is critical to the success of most firms in the world of e-commerce today.

Depending on the store, performance agreements might earn them 10 to 20 percent of their home market sales, or even more.

What is B2B Partner Marketing?

B2B Partner Marketing

Partnerships with other firms to promote and sell your products fall under B2B partner marketing.

Strategies for B2B partner marketing can take various forms, including:


In an affiliate marketing arrangement, a firm drives people to your website, usually by linking to your site, in exchange for a commission.


Distribution partnerships involve working with a firm that distributes your goods through their channels.


Dealership partnerships allow businesses to become licensed dealers of your products, which means they are authorized to sell your goods.


To sell each other’s products as a package deal or integrated offering, two firms enter into a co-marketing agreement.

A successful co-marketing relationship between Frito-Lay and Taco Bell is the Doritos Locos Taco at Taco Bell.

Frito-Lay and Taco-partnership Bell’s marketing example. For B2B firms, these are just a few instances.

Entrepreneurs are typically inventive and come up with new and innovative ways to advertise and sell their products by partnering with other firms in the industry.

7 Tips for B2B Partner Marketing:

partner marketing

Performance partnerships are a challenge for many of the world’s largest merchants. Some affiliate programs postpone or opt not to expand abroad.

Others try to use the same technique in every location, regardless of the variations in market dynamics that may exist between them.

However, neither technique is very effective. To expand your worldwide partner marketing campaign, examine the following seven suggestions.

So, how can you build a B2B partner marketing plan that is successful? Please have a look at the following suggestions:

1. Start Small:

start small businesses

For different kinds of partnerships, you will need varying amounts of commitment from your side.

Unlike a dealer relationship, an affiliate marketing partnership is quite easy.

Think about starting with a simpler relationship if you are new to B2B channel partner marketing or your firm is smaller.

It is possible to go up to a more comprehensive partnership agreement if the first one works out so well.

It is possible to start small with each new potential partner and then work your way up to more complicated agreements with them as time goes on.

Starting with an affiliate arrangement, you and your partner may connect to each other’s sites.

This would be a good start.

It is possible to start suggesting each other’s items if it goes well. A co-marketing partnership or another more involved arrangement may be possible in the future.

This progressive strategy lets you modify your campaigns as you go, resulting in greater outcomes.

2. Set Mutual Goals and Define Your Kp is:

To be successful in any marketing campaign, it is critical to set clear goals and determine the key performance indicators (KPIs) you will use to assess your success.

It is important to be on the same page with your partners when it comes to goals when it comes to partner marketing.

It is important to set smart goals:

  • Precise.
  • Meaningful.
  • Attainable.
  • Useful.
  • Time-bound.

“Increase the number of leads generated” is a non-SMART aim. For instance, “by the end of the year, double the amount of leads created.”

Set campaign goals with your partners and exchange data to track the campaign’s progress.

It is important to set shared goals and KPIs to keep your campaigns on track and encourage your partners to sell more of your items.

3. Set up Reporting Processes:

Set up reporting processesWhen developing B2B partner initiatives, it is also important to have mechanisms in place for tracking and reporting results.

This is especially important if you have a lead-sharing or revenue-sharing arrangement with one of your partners.

Your lead data is trackable with digital marketing because it employs Internet-based platforms.

It is possible to track which leads originate from different sources by adding UTM parameters to your URLs.

A UTM parameter may be generated for each of your partners using Google’s Campaign URL Builder.

This allows Google Analytics to count the number of visitors that originate from various URLs.

If you want to monitor leads from multiple channels and campaigns, you may utilize UTM parameters.

If you want to keep track of your campaign data and manage leads, MarketingCloudFX can help you.

4. Consider All Stages of The Sales Funnel:

Provide your partners with marketing materials at each level of the sales funnel if you want them to be more active in the partnership.

In case you have never heard of a sales funnel, it is a graphic depiction of the selling process.

Prospects are at the top of the funnel, having just learned about your brand.

This group of leads is where you need to engage them so that they get more interested in your products and services.

Leads who have already made a purchase decision are at the bottom of the list.

In the sales funnel, there are fewer prospective prospects, but they are more qualified as you progress down the funnel.

To enhance sales, you should provide your partners with marketing materials at each of these stages.

Your top-of-the-funnel content may give small company accounting ideas, while your bottom-of-the-funnel content may assist leads to pick the proper accounting software, for example.

5. Take Advantage of Digital Marketing Channels:

digital marketing channels

Online shopping has become a popular pastime for more than 2 billion people, with over 4 billion people using the Internet today.

Because of this, you are missing out on many prospective consumers. You may use digital marketing to promote your brand and build a favorable online image.

Your dealers, distributors, and other sorts of partners will be more successful if you help them out with digital marketing strategies such as:

Optimizing Your Website for Search Engines (SEO):


Search engine optimization (SEO) is a set of techniques used to improve a website’s ranking in search results for relevant key keywords.

Since 71 percent of B2B consumers begin their investigation with search engines, ranking in the search is critical.

Advertisement Based on Pay Per Click (PPC):

Paid-per-click (PPC) advertising allows you to post customized adverts on search engine results pages (SERPs), social media, and other places

Digital Marketing Using Social Media Sites:

Posting on social media and connecting with social media users to develop brand recognition and reach new prospects are two examples of social media marketing.

Use Email Marketing to Reach Your Audience:

It is possible to nurture leads and stay in touch with consumers by sending them emails on themes that are relevant to them, thanks to email marketing.

Content Marketing:

Content marketing

90% of B2B marketers utilize content marketing, but using the numerous sorts of digital content accessible may help you create better content.

In addition, you may engage with your partners on content creation or offer them tools and ideas to produce their content.

6. Keep Your Partners in The Loop:

Keep your partners updated about changes to your company, products, and partner marketing activities to strengthen your partner relationships and raise the effectiveness of your B2B partner programs.

Organize a regular meeting or phone call with your partners to share critical information and answer concerns they may have.

Ensuring partners can readily reach you outside regular meetings is also important.

Assist them in sharing sales statistics and other information with you, maybe through a digital marketing platform.

7. Create a Partner Portal:

partner portal

A partner gateway on your website is an excellent idea if you deal with many partners or if your partnerships are particularly complex.

In these portals, partners may access product information, marketing materials, and campaign statistics, and communicate with their point-of-contact at your firm.

As you can see, Samsung’s partner portal has a very simple design. Using it, partners may access product information, marketing materials, and more.

Because your partners have quicker access to these tools, their experience working with you is improved.

Because your workers do not have to deliver documents to every partner individually, it minimizes their workload.

B2B Partner Marketing Services from Social Snipper:

Businesses in a variety of sectors have benefited from our channel partner marketing expertise at Social Snipper.

With our comprehensive digital marketing services, your B2B partner marketing may reach new heights.

  • SEO.
  • Using Pay-Per-Click (PPC)
  • Use social media to advertise your business.
  • Sending emails is a form of email.
  • Content marketing.
  • And much more!

Also Read: Real Estate Marketing Tips – How To Get More Clients from The Internet


If your business partner program generates many leads per month, but you do not have the means to automate payments, it will become a burden on your marketing or finance staff.

As a business owner, the last thing you want to do is spend more time handling partner rewards than you do engaging in activities to develop current partners and get new business.

It is best to use B2B partner marketing when you can easily increase outcomes without raising internal resources proportionally.

It is nearly difficult to achieve efficiency at scale without the proper tools, skills, and processes in place.

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