{"id":25915,"date":"2022-09-14T10:48:07","date_gmt":"2022-09-14T07:48:07","guid":{"rendered":"https:\/\/affise.com\/?p=25915"},"modified":"2025-08-08T14:14:58","modified_gmt":"2025-08-08T11:14:58","slug":"partnership-marketing-initiatives","status":"publish","type":"post","link":"https:\/\/affise.com\/blog\/partnership-marketing-initiatives\/","title":{"rendered":"5 Partnership Marketing Initiatives for B2B SaaS Companies"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"25915\" class=\"elementor elementor-25915\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-c934f80 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"c934f80\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-31e884a\" data-id=\"31e884a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c454807 elementor-widget elementor-widget-text-editor\" data-id=\"c454807\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.20.0 - 13-03-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><span style=\"font-weight: 400;\">A partnership is a beautiful thing. Through a partnership, brands can reach untapped markets cost-effectively and with ease. But like many exciting marketing strategies, partnership marketing is underutilized in the land of B2B. Let\u2019s discuss 5 partnership marketing initiatives that B2B SaaS companies should be launching.\u00a0<\/span><\/p><h2><span style=\"font-weight: 400;\">What is Partnership Marketing?<\/span><\/h2>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e1cb2c8 elementor-widget elementor-widget-html\" data-id=\"e1cb2c8\" data-element_type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\n    .blog-intro .blog-intro__title_center {\n    top: 40%;\n    max-width: 500px;\n    margin: 0;\n}\n<\/style>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-9ad73e0 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9ad73e0\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7455638\" data-id=\"7455638\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8d9c72c elementor-widget elementor-widget-image\" data-id=\"8d9c72c\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.20.0 - 13-03-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"940\" height=\"627\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/08\/partnership-marketing.png\" class=\"attachment-large size-large wp-image-25916\" alt=\"partnership marketing\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Source (Canva)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-bfd49bc elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"bfd49bc\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-169eb86\" data-id=\"169eb86\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9d591c6 elementor-widget elementor-widget-text-editor\" data-id=\"9d591c6\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Partnership marketing is a collaboration between two separate brands to reach a wider audience. A partnership marketing strategy is a collaboration between complementary brands with overlapping audiences. By partnering together, each of the complementary brands can expand their marketing reach, further their brand awareness, and expand their customer base.\u00a0<\/span><\/p><p><i><span style=\"font-weight: 400;\">Learn more in <\/span><\/i><a href=\"https:\/\/affise.com\/blog\/partner-marketing-guide\/\"><i><span style=\"font-weight: 400;\">Affise\u2019s partner marketing guide<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">.<\/span><\/i><\/p><h2><span style=\"font-weight: 400;\">How is partnership marketing unique for B2B SaaS companies?\u00a0<\/span><\/h2><p><span style=\"font-weight: 400;\">The most significant difference between partnership marketing for B2B vs. B2C brands is the size of their target audiences. B2B brands tend to have smaller target audiences, perhaps even an account-based list as small as a hundred niche accounts they may be going after, compared to B2C brands, which are likely targeting vaster audiences.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">A B2C brand such as Netflix\u2019s Stranger Things may benefit from many opportunities for partnership marketing &#8211; like their collaborations with Domino\u2019s, Baskin Robbins, Doritos, and many more (<\/span><a href=\"https:\/\/www.fastcompany.com\/90755624\/netflix-stranger-things-4-doritos-dominos-turn-fortunes-upside-down\"><span style=\"font-weight: 400;\">75 in total<\/span><\/a><span style=\"font-weight: 400;\"> \u2013 Can you believe that?!). But for a B2B SaaS company whose product is not quite as ubiquitous as Stranger Things, they may have to select their partnerships more carefully.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-febe84f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"febe84f\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5d993d7\" data-id=\"5d993d7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f89b88b elementor-widget elementor-widget-image\" data-id=\"f89b88b\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"940\" height=\"627\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/08\/B2B-SaaS.png\" class=\"attachment-large size-large wp-image-25921\" alt=\"B2B SaaS\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Source (Canva)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-64cdf26 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"64cdf26\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9cd68b3\" data-id=\"9cd68b3\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e7c63e3 elementor-widget elementor-widget-text-editor\" data-id=\"e7c63e3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">A good way to identify opportunities for partnership marketing for B2B SaaS brands is to evaluate your ideal customer profile against potential partners. Is there significant overlap between your customer base and theirs?<\/span><\/p><p><span style=\"font-weight: 400;\">For example: as an <\/span><a href=\"https:\/\/foundryco.com\/our-solutions\/software\/\"><span style=\"font-weight: 400;\">account-based marketing platform<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><b>Triblio<\/b><span style=\"font-weight: 400;\"> includes in their ideal customer profile that their ideal customers must use a form of marketing automation, since the Triblio product would not be a good fit for their business if they don\u2019t.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">When looking for potential partnership marketing partners, Triblio would do well to start with marketing automation platforms such as <\/span><b>HubSpot<\/b><span style=\"font-weight: 400;\">, since they have an overlapping ideal customer profile.<\/span><\/p><h2><span style=\"font-weight: 400;\">What are partnership marketing best practices?<\/span><\/h2><p><span style=\"font-weight: 400;\">Above all else, two of the most important best practices for partnership marketing are to pick your partners carefully, and to have a clear framework in place for tracking partnerships.\u00a0<\/span><\/p><h3><strong>Pick your partners carefully<\/strong><\/h3><p><span style=\"font-weight: 400;\">Picking your partners carefully can mean hand-picking ideal partners for your business, or it could mean setting out criteria that ideal partners should meet.\u00a0<\/span><\/p><h3><strong>Have a clear framework in place for tracking partnerships<\/strong><\/h3><p><span style=\"font-weight: 400;\">Without a clear framework for tracking your partnerships, you won\u2019t be able to track the success of your partnership marketing campaigns, and thus won\u2019t be able to optimize and improve your campaigns. A clear framework for tracking partnerships should include the ability to track conversions and traffic from partnerships, and goals that they should hit.\u00a0<\/span><\/p><p><i><span style=\"font-weight: 400;\">Learn more <\/span><\/i><a href=\"https:\/\/affise.com\/blog\/best-partner-marketing-practices-that-you-should-adopt\/\"><i><span style=\"font-weight: 400;\">best practices for partnership marketing<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">.<\/span><\/i><\/p><h2><span style=\"font-weight: 400;\">What are some partnership marketing KPIs to track?<\/span><\/h2><h3><strong>ROI<\/strong><\/h3><p><span style=\"font-weight: 400;\">The most important metric of partnership marketing, and any marketing for that matter\u2026 is return on investment, or ROI.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">ROI can be calculated like so:\u00a0 ROI = return \/ cost of investment x 100.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">For partnership marketing initiatives where there wasn\u2019t spend on specific channels, like for instance a blog swap or an organic social media collaboration, the cost of investment would simply be the time needed to execute the partnership marketing initiative.\u00a0<\/span><\/p><h3><strong>Conversion Rate<\/strong><\/h3><p><span style=\"font-weight: 400;\">Conversion rates are a powerful indicator for marketing campaigns. Conversion rates are generally calculated by dividing the total number of conversions by the total number of clicks on a campaign.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">For a partnership marketing campaign, metrics like conversion rates can help to indicate the quality of leads gained from partnerships. If the conversion rate for a partnership marketing campaign is lower than the conversion rate of other campaigns, that may be an indication that you should take a look at whether you\u2019re partnering with the best-fit partners.<\/span><\/p><p><i><span style=\"font-weight: 400;\">Learn more about <\/span><\/i><a href=\"https:\/\/affise.com\/blog\/partner-marketing-kpis\/\"><i><span style=\"font-weight: 400;\">KPIs for partnership marketing<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">.\u00a0<\/span><\/i><\/p><p><span style=\"font-weight: 400;\">Now that you understand what partnership marketing is, how it is uniquely different for B2B SaaS companies, best practices you should follow, and KPIs to track, you can <\/span><a href=\"https:\/\/affise.com\/blog\/9-successful-practi%D1%81es-in-b2b-partner-marketing\/\"><span style=\"font-weight: 400;\">set your partner marketing goals<\/span><\/a><span style=\"font-weight: 400;\">, and plan your partnership marketing initiatives.\u00a0<\/span><\/p><h2><span style=\"font-weight: 400;\">Partnership Marketing Initiatives for B2B SaaS Companies<\/span><\/h2><h3><strong>1. Swap Blogs and &amp; Contributions<\/strong><\/h3><p><span style=\"font-weight: 400;\">Blog swaps can be a great foray into partnership marketing for growing B2B SaaS brands.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">The benefits of a blog swap can include reaching new prospects, reaching a larger audience, not to mention, the enormous SEO benefits of high quality backlinks. Blog swaps also provide a wonderful venue to articulate the benefit that your product provides to the customers of your partner. For example, you can go into detail about the way that your product can complement your partner\u2019s product, and integrations you may have with it.\u00a0<\/span><\/p><p><b>Blog Swap Example<\/b><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-079f35a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"079f35a\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-a18b941\" data-id=\"a18b941\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-130abb6 elementor-widget elementor-widget-image\" data-id=\"130abb6\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1972\" height=\"1276\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/08\/blog-swap-example.png\" class=\"attachment-large size-large wp-image-25917\" alt=\"blog swap example\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Source (bombora.com)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5fe09bf elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5fe09bf\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ab3dd85\" data-id=\"ab3dd85\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4c55c17 elementor-widget elementor-widget-image\" data-id=\"4c55c17\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1956\" height=\"1290\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/08\/triblio-website.png\" class=\"attachment-large size-large wp-image-25922\" alt=\"triblio website\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Source (triblio.com)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-f5cba4a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"f5cba4a\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-84d466c\" data-id=\"84d466c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7b95b61 elementor-widget elementor-widget-text-editor\" data-id=\"7b95b61\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Partners Triblio and Bombora benefited from their blog swap partnership by communicating the complementary benefits of their products to shared audiences, as well as each brand enjoying high quality backlinks.<\/span><\/p><p><span style=\"font-weight: 400;\">Two key best practices of blog swaps include:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Include \u201cdo-follow\u201d links<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Amplify each other\u2019s content on social media by liking, commenting, and sharing.<\/span><\/li><\/ul><p><b>Blog Contributions<\/b><\/p><p><span style=\"font-weight: 400;\">Another way that brands can partner on blogs is to feature each other in their own blog content. By featuring contributors from other brands, it can become easier to produce blog content, as well as guarantee more engagement. When you feature a brand in your blog, you can then tag them in any social media content promoting said blog, and they\u2019ll help to promote your brand\u2019s content.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">For example, B2B SaaS brand LeadSift featured their fellow partners, colleagues, and even a few competitors in their blog, <\/span><a href=\"https:\/\/foundryco.com\/our-solutions\/data\/intent-data\/\"><span style=\"font-weight: 400;\">14 Intent User\u2019s Favorite Buying Signals (That you should be tracking)<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><span style=\"font-weight: 400;\"> The brands and people who contributed to that blog were then incentivized to share it, furthering its reach.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">To get started with blog contributions, think of topics that are relevant to your brand, and other brands and individuals that they might be relevant to. Come up with interesting questions you could ask your partners about that topic, and add them to a simple form. Reach out to your partners, asking for contribution, reminding them of the benefits of being featured such as a high quality backlink, or your brand promoting them on social media.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">With this strategy, you\u2019ll find that blogs with contributions from partners can be easy and beneficial to all parties involved.<\/span><\/p><h3><strong>2. Host Joint Webinars<\/strong><\/h3><p><span style=\"font-weight: 400;\">A common topic of webinars in the B2B SaaS space is use cases and case studies. This is usually accomplished by a thought leader explaining how their client used their brand\u2019s product to achieve revenue goals. A joint webinar is a great way to cover how one customer benefited from multiple complementary products, or how B2B SaaS products can pair well together.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-8db1c70 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8db1c70\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-83cbea4\" data-id=\"83cbea4\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3a42706 elementor-widget elementor-widget-image\" data-id=\"3a42706\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1910\" height=\"1250\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/08\/sugar-crm.png\" class=\"attachment-large size-large wp-image-25918\" alt=\"sugar crm\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Source (sugarcrm.com)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-086f58d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"086f58d\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-46e555c\" data-id=\"46e555c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-617e8a5 elementor-widget elementor-widget-text-editor\" data-id=\"617e8a5\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p dir=\"ltr\">For example, partners Triblio, SugarCRM, and Bombora were able to reach the following niches with their joint webinar:<\/p><ul><li dir=\"ltr\" role=\"presentation\">Triblio was able to reach SugarCRM customers, who benefit from Triblio being the only ABM platform to integrate with SugarCRM.<\/li><li dir=\"ltr\" role=\"presentation\">Bombora was able to reach users interested in the use of intent data within their account based marketing programs.<\/li><li dir=\"ltr\" role=\"presentation\">SugarCRM was able to show how through the use of their own product, they were able to achieve sales and marketing success.<\/li><\/ul><p dir=\"ltr\">By hosting the webinar together, the three marketing departments were able to have a multiplying effect on each other\u2019s promotions. They were able to get more share of mind on social and viewership for the event itself, driving far higher traffic than comparable events without partnerships.\u00a0<\/p><p dir=\"ltr\">Webinar partnership marketing initiative best practices include:<\/p><ul><li dir=\"ltr\" role=\"presentation\">Have a clear goal for each company to drive a certain amount of traffic and registrations<\/li><li dir=\"ltr\" role=\"presentation\">Track each partner company\u2019s results with referral marketing software or shared UTM codes.<\/li><li dir=\"ltr\" role=\"presentation\">Develop and adhere to guidelines for co-branding<\/li><li dir=\"ltr\" role=\"presentation\">Amplify each other\u2019s promotion of the event by coordinating post schedules, liking, commenting, and sharing each partner\u2019s posts and content leading up to and following the joint webinar.\u00a0<\/li><\/ul><h3 dir=\"ltr\" role=\"presentation\">3. Partner on Email Marketing<\/h3><p dir=\"ltr\">One of the key benefits of email marketing partnerships as well as blog swaps is that they are low cost initiatives. Being cost-effective makes email and blog partnerships great opportunities for teams working with tight budgets. Email marketing partnerships can vary based on brand but can include tactics such as:<\/p><ul><li dir=\"ltr\" role=\"presentation\">Including a link to a partner within your newsletter<\/li><li dir=\"ltr\" role=\"presentation\">Sending special offers to each other\u2019s audiences<\/li><li dir=\"ltr\" role=\"presentation\">Promoting each other\u2019s shared content such as blog swaps or joint webinars<\/li><\/ul><p dir=\"ltr\">Email marketing partnership initiatives benefit from validated audiences, as the email addresses you use have been successfully contacted by your partners.\u00a0<\/p><h3 dir=\"ltr\" role=\"presentation\">4. Collaborate on Social Media<\/h3><p dir=\"ltr\">Social media collaborations are a great and easy way for brands to try out partnership marketing initiatives. They can require less of a lift than say, webinars or referral programs, and can have a wide organic reach on social media.\u00a0<\/p><p dir=\"ltr\">Social media collaborations could include from social media account takeovers, to the sharing of collaborative content, to joint promotions, to highlighting integrations or complementary features.\u00a0\u00a0<\/p><p dir=\"ltr\">For example, B2B SaaS platform Slack collaborated with Duolingo in honor of World Emoji Day, partnering on social media content (including polls, videos, and graphics), a blog, original research, and even a webinar. By pulling out all the stops, Slack was able to get as much as possible out of their partnership with Duolingo.\u00a0<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-921181f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"921181f\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3ccde29\" data-id=\"3ccde29\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d66b90f elementor-widget elementor-widget-image\" data-id=\"d66b90f\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"940\" height=\"400\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/08\/social-media.png\" class=\"attachment-large size-large wp-image-25919\" alt=\"social media\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Source (twitter.com)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3167349 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3167349\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7be3c2e\" data-id=\"7be3c2e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-16e026b elementor-widget elementor-widget-text-editor\" data-id=\"16e026b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Social media collaboration best practices include:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Follow each other\u2019s brand guidelines for any imagery<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Engage with your partner brand\u2019s social media posts<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Reuse and repurpose content to get the most out of your partnership. For example: quotes, statistics, and insights from blogs can be repurposed for use as social media content.\u00a0<\/span><\/li><\/ul><p><i><span style=\"font-weight: 400;\">Learn more tips on <\/span><\/i><a href=\"https:\/\/affise.com\/blog\/best-marketing-tips-for-growing-businesses\/\"><i><span style=\"font-weight: 400;\">social media marketing<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">.<\/span><\/i><\/p><h3><span style=\"font-weight: 400;\">5. Launch A Referral Program<\/span><\/h3><p><span style=\"font-weight: 400;\">Any B2B marketer knows that word-of-mouth is one of your most powerful resources in acquiring new customers. In fact, according to<\/span> <a href=\"https:\/\/www.semrush.com\/blog\/word-of-mouth-stats\/\"><span style=\"font-weight: 400;\">Semrush<\/span><\/a><span style=\"font-weight: 400;\">, \u201dWhen buying business software, 46% of small businesses choose based on colleagues\u2019 recommendations and other companies in the industry.\u201d But though word-of-mouth referrals are as important, if not more important in B2B than in B2C, most B2B companies have not dedicated resources to a referral marketing program.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">A B2B SaaS referral marketing program should start with your loyal customers. It should make it easy for them to refer colleagues or friends, make it trackable for them to refer, and incentivize them to do so.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Incentives could be thank you gifts once they\u2019ve referred someone, simply cash rewards, or upgraded features from your product. One great example of a reward program done right is Morning Brew. Morning Brew made it easy to refer friends by including the link to refer within each of their free newsletters. Morning Brew incentivized readers to refer friends by offering a catalog of swag and exclusive experience packages their evangelists could receive in exchange for referrals. <\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-06476cc elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"06476cc\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-dc47b05\" data-id=\"dc47b05\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f891744 elementor-widget elementor-widget-image\" data-id=\"f891744\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"288\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/08\/medium-website.png\" class=\"attachment-large size-large wp-image-25920\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Source (medium.com)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-26a98dc elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"26a98dc\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5bbad5c\" data-id=\"5bbad5c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-78439e0 elementor-widget elementor-widget-text-editor\" data-id=\"78439e0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Unique ideas for referral incentives include:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Swag &#8211; mugs, t-shirts, stickers, phone wallet, or other branded items<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Exclusive access &#8211; content or events that are exclusive to referrers<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Upgrades &#8211; enhancements to product experiences such as free credits, gaining ad-free access, or a higher tier of membership\u00a0\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Egifts &#8211; gift cards of referrers\u2019 choosing<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Swag is an especially good reward for your referral program because it can serve to even further your word-of-mouth marketing like so: \u201cWhere\u2019s that cool mug from?\u201d \u201cOh it\u2019s from this newsletter I love, Morning Brew, I\u2019ll forward you the link!\u201d<\/span><\/p><p><span style=\"font-weight: 400;\">Of course, you can never go wrong with cold hard cash either.\u00a0<\/span><\/p><p><i><span style=\"font-weight: 400;\">Learn more about <\/span><\/i><a href=\"https:\/\/affise.com\/blog\/referral-software\/\"><i><span style=\"font-weight: 400;\">referral marketing<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">.<\/span><\/i><\/p><h2><span style=\"font-weight: 400;\">How to Scale Your Partnership Marketing Initiatives<\/span><\/h2><p><span style=\"font-weight: 400;\">When you first start out with partnership marketing, you\u2019ll spend time figuring out the basics such as what types of companies make for promising partnerships, determining the goals of your partnership, and tracking your partnership metrics such as page views, new customers acquired, and customer acquisition cost, manually. But once you\u2019ve completed a few successful partnership marketing initiatives, you may want to scale your partnership marketing program to deliver more impactful results.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">To scale your partnership marketing efforts, you\u2019ll want one place to manage your partners, track your metrics, and automate your workflows.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">If you\u2019re ready to take your partnership marketing to the next level, check out Affise\u2019s <\/span><a href=\"https:\/\/affise.com\/affise-performance\/\"><span style=\"font-weight: 400;\">partnership marketing solution<\/span><\/a><span style=\"font-weight: 400;\">, Affise Performance.\u00a0<\/span><\/p><p><a href=\"https:\/\/affise.com\/affise-performance\/\"><span style=\"font-weight: 400;\">Affise Performance<\/span><\/a><span style=\"font-weight: 400;\"> simplifies partnerships with their advanced tracking platform so that you can reach more customers, cost-effectively. Affise Performance allows users to customize their data, track performance, and automate their workflows so you can reach new heights with your partnership marketing.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>A partnership is a beautiful thing. Through a partnership, brands can reach untapped markets cost-effectively and with ease. But like many exciting marketing strategies, partnership marketing is underutilized in the land of B2B. Let\u2019s discuss 5 partnership marketing initiatives that B2B SaaS companies should be launching. What is Partnership Marketing? Source (Canva) Partnership marketing is [&hellip;]<\/p>\n","protected":false},"author":29,"featured_media":22225,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[1,167,175],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marketing Incentives: Boost B2B Growth with Smart Rewards<\/title>\n<meta name=\"description\" content=\"Explore top marketing incentives for B2B SaaS\u2014referrals, webinars, blog swaps, and email tactics that drive engagement and ROI.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/affise.com\/blog\/partnership-marketing-initiatives\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" 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