Powering growth with partner marketing for telecoms and IoT businesses
Partnerships have become a key growth driver across all industries, from retail and technology to manufacturing and everything in between. These crucial relationships help businesses cut costs, mitigate risks, reach new markets, enhance their credibility, and deliver tailored solutions for their customers.
While partnerships are crucial in every sector, in the world of telecoms, IoT, and tech, they’re the backbone of every business. These industries are driven by connectivity, integrations, and co-developed solutions – there’s no going it alone.
And as the channel shifts to a more vertical model, collaborative partner marketing is increasingly essential in order to innovate and deliver cutting-edge services.
In fact, successful partner marketing can generate:
In this post, we explore what effective partner marketing looks like, and give you a free guide designed to help you get more from your partnerships today.
Partner marketing offers a proven route to growth, credibility, and innovation, allowing you to seize new opportunities and enter untapped markets.
How to build successful partner marketing strategies
Think of partner marketing and you might think of white label collateral and co-branded brochures. But while these tactics do serve a purpose, they’re too generic and basic. It’s just not enough to slap on a different logo and think the material will resonate.
Today’s customers expect more: personalised messaging, data-informed insights, fresh campaigns. And partner marketing is the way to meet those expectations. To elevate your brand and forge strong, mutually beneficial partnerships you need tailored, innovative materials and strategies that ensure you and your partners stand out.
Your partner marketing building blocks:
What does growth-focused partner marketing look like?
Success in partner marketing starts with identifying partners that share your goals, values, and vision.
These are the foundations for driving growth for your partners:
Data-driven collaboration
Impactful partner marketing for telecoms and IoT businesses often involves using shared customer data, and building marketing materials that answer a clear business need.
Conducting surveys and using tools to segment customer bases is a great place to start. This enables you and your partners to gain an advantage over your competitors by better understanding your customers.
Implementing all the information you’ve collected into dedicated marketing support can secure the best possible commercial outcomes.
For instance, we segmented one client’s partner base and implemented a targeted email campaign that led to a whopping 67% increase in MRR – a clear example of how data-driven collaboration drives commercial success.
Strengthening credibility
Credibility is everything, and a well-executed partner marketing campaign can help enhance your partner’s profile as well as your own.
Leveraging your partner’s strengths and understanding where you can support them can open up interesting opportunities in new markets, with different customers, and across different sectors.
How do you do this? Equip your partners with enablement and training materials like sales battlecards, product playbooks, and educational activities like webinars and workshops.
For example, we supported a client in running a series of webinars to showcase their partner programme, leading to a £1.4 million projected ROI.
Innovative tactics
Your partner marketing should be an opportunity for you to be innovative, using digital tools and show-stopping campaigns to amplify your partners’ performance.
If you’re struggling to engage your partners, create an incentive-based rewards programme to encourage action. Or run a co-branded campaign that allows you to pool your collective assets and tap into a new customer base.
We recently created a co-branded campaign for one client who was launching a product into a new market. The materials we delivered were such a hit they’re also using them to consolidate their position in their existing US market.
In dynamic and competitive industries like telecoms, IoT, and tech, the businesses that collaborate, thrive. Partner marketing offers a proven route to growth, credibility, and innovation, allowing you to seize new opportunities and enter untapped markets.
Ready to grow through partnerships?
Download our free Partner Marketing Playbook today to discover how partner marketing can fuel your business’s growth.
- Get a detailed overview of the strategy, tactics, and materials that make the biggest impact
- Discover how you can up-skill your partners to generate more leads
- Learn how to make the most of your existing client relationships
Get your playbook here
With a pedigree of Communiqué-nominated projects, Dan delivers engaging, creative work that helps our clients stand out and thrive. He has worked with Pfizer, Allergan, and GSK.
