Problems We SolveBy RolePartner Marketing

Partner marketing solutions for revenue growth

Partner marketing is a powerful lever for business growth. At Pipeline360, we’re here to support partner marketers with Branded Demand partner marketing solutions. We understand the importance of engaging partners in Go-To-Market initiatives to create more qualified leads, quicker sales processes, improved conversion rates, larger transactions, and, most importantly, trust.

Challenges for partner marketers

Limited resources

Partner marketers don’t always have the same level of support from the broader marketing organisation, meaning it’s difficult to run multi-touch, integrated campaigns and ultimately drive effective demand generation.

Misaligned goals and success metrics

Many partner marketing programs are rushed to market simply to make sure the available funds are used. Unfortunately, this often leads to misalignment around the success of the investment – which starts with not aligning around the success metrics and performance of the campaigns.

Cumbersome funding and approval process

The process to secure co-marketing funds can be very difficult – from lack of alignment, unclear expectations, and unreasonable timelines to execute and even deliver value – marketers are often left unable to take advantage of these MDF funds that can be so valuable to supporting their growth goals.

Welcome to your new best friend

Our turnkey, Branded Demand programs designed to meet your greatest challenges and have you on your way to strengthening your partnerships. #bettertogether

Predictable impact at scale

Whether you have a £10k or £100k, we have programs designed to meet your needs and budget. We align all of our programs to your strategy, ensuring whatever the budget, whomever the audience, and whatever the goals – we got you covered. Our Branded Demand programs deliver incredible value and results – at scale!

Advanced reporting

Need to demonstrate the impact of your investment? No problem – with our automated reporting, backed by a team of strategic resources ready to guide you through advanced analytics and insights, ensuring you’re fully supported. Warning – be prepared for your partners to give you more funding!

Quick and painless

We know the drill. Whether it’s a tight timeline to execute funds, or limited support from your internal marketing team – or both! You can rely on us. Not only do our Branded Demand programs drive consistent impact, but they’re basically turnkey. No more complicated program setup. No more waiting for resourcing support. Our team of resident demand experts has you covered from execution to optimisation and nearly everything in between!

What B2B marketers are saying?

Pipeline360’s ability to spin up campaigns fast made it a no-brainer for us. It’s the least risky way to start filling up a database with a good cost per lead.

Andrew Racine VP of Demand Generation & Growth
Writer

What B2B marketers are saying?

The Pipeline360 team has worked hard to create strong relationships with our team. We need complex targeting solutions so the more a vendor understands our business, the more willing we are to work with them — and Pipeline360 has shown they’re investing in the relationship and able to pivot with us as necessary.

Lauren Begleiter Director, Demand Generation
Fivetran

What B2B marketers are saying?

We’ve continued to leverage Pipeline360 because we see clear ROI and we’re happy with the quality of our partnership. We see no need to even consider another solution because Pipeline360 has helped us accomplish everything we’ve wanted.

Lauren Begleiter Director, Demand Generation
Fivetran

What B2B marketers are saying?

Not only were Pipeline360 able to deliver exceptional leads to help us build out buying groups and engage senior decision makers, they also provided a level of hands-on support which made the whole process seamless.

Sandie Simms Marketing Director
Hammer

How It Works

Branded Demand

Your guide to high-quality leads

Blending demand generation with brand awareness is your new superpower. This dynamic duo is the key to capturing high-quality leads at scale. Here’s a snapshot of how it works.

Step 1

Select a piece of branded content to promote.

Step 2

Syndicate your content through our publisher channels – giving you access to more than 150M global B2B buyers.

Step 3

Layer in display ads to reinforce brand awareness and stay on buyers’ radar.

Step 4

Our governance engine cleans, de-dupes, and validates leads for global compliance.

Step 5

Real-time analytics give you visibility and optimisation throughout the campaign.

Step 6

Your sales team receives the highest quality leads available, ready to nurture or engage.

Exceptional Leads. Exceptional Support.

Learn more about how Hammer secured more than €1M influenced opportunities

Read full case study

Not only were Pipeline360 able to deliver exceptional leads to help us build out buying groups and engage senior decision makers across key accounts within our ICP, and then nurture those leads across digital display, but they also provided a level of hands-on support which made the whole process seamless.

Sandie Simms

Marketing Director, Hammer

FAQs

Partner marketing is a collaborative strategy where two or more companies work together to achieve common marketing objectives. This approach leverages the strengths, resources, and audiences of each partner to amplify reach, drive mutual benefits, and achieve shared goals. There are multiple partnership types, including:

  • Channel Partners: Companies that sell or distribute your products or services as part of their offerings. Examples include resellers, distributors, and agents.
  • Strategic Partners: Organisations that complement your business but don’t necessarily sell your products. This might include technology partners, service providers, or industry associations.
  • Co-Marketing Partners: Companies that collaborate on marketing activities such as joint campaigns, webinars, or events to mutually benefit from shared exposure and audience.

Collaborative Marketing Activities

  • Joint Campaigns: Working together on marketing campaigns that benefit both parties, such as co-branded advertisements or promotions.
  • Content Creation: Co-developing content like blogs, whitepapers, or case studies that highlight the value of the partnership and provide insights to the shared audience.
  • Events and Webinars: Hosting or participating in joint events, webinars, or trade shows to reach and engage with a larger audience.
  • Cross-Promotions: Promoting each other’s products or services through various channels, including social media, email, and websites.

Shared Goals and Metrics

  • Alignment: Ensuring that both parties have aligned objectives and expectations for the partnership.
  • Metrics: Defining and tracking key performance indicators (KPIs) such as lead generation, brand awareness, sales revenue, and engagement levels to measure the success of the partnership.

Resource Sharing

  • Marketing Resources: Sharing marketing assets such as digital content, branding materials, and promotional tools.
  • Expertise and Knowledge: Leveraging each partner’s industry knowledge, market insights, and technical expertise to enhance the partnership’s effectiveness.
  • Increased Reach and Exposure: Access to each partner’s audience can significantly expand your market reach and improve brand visibility.
  • Cost Efficiency: Sharing marketing costs and resources can make campaigns more affordable and efficient for all involved parties.
  • Enhanced Credibility: Partnering with well-regarded companies can enhance your credibility and build trust with potential customers.
  • Improved Lead Generation: Collaborative efforts can generate high-quality leads by tapping into each partner’s network and audience.
  • Access to New Markets: Partners often bring access to new geographic or vertical markets that you may not reach independently.
  • Innovative Campaigns: Combining different perspectives and expertise can lead to creative and innovative marketing campaigns that stand out in the marketplace.
  • Lead Generation: The number of leads generated through joint marketing efforts.
  • Engagement Rates: Metrics such as click-through rates (CTR), social media interactions, and attendance at joint events.
  • Revenue Impact: The increase in sales or revenue attributed to the partnership.
  • Brand Awareness: Measures of how the partnership has affected brand visibility and recognition.
  • Cost Efficiency: Analysis of marketing spend compared to the results achieved through the partnership.

See what
Branded Demand
can do for you.

High-quality leads. Heightened brand awareness. Both can be yours – we’ll show you how.