There’s one thing we can all agree on in modern marketing: standing out can be tough. With countless brands vying for attention across endless channels, making an impression can feel daunting. So, how do you get noticed and build a brand that stands out and resonates? The answer might just lie in partner marketing.
At its core, partner marketing is when two brands collaborate on marketing tactics to achieve a common goal. According to a 2024 Foundry Survey, 68% of marketing leaders view partner marketing as a necessary tactic that provides great value. Partner marketing is more than just shared investments—it unlocks a variety of benefits that can elevate your brand.
1. Gain exposure to new audiences
One of partner marketing’s top advantages is its impact on reach. When brands come together, they essentially unlock access to each other’s customer bases—allowing them to connect more easily and cost-effectively with customers they might not have been able to reach on their own. Through these valuable co-marketing campaigns, brands can tap into their partners’ loyal customer base to boost awareness, drive more leads, and enhance visibility.
2. Build instant trust
Trust is a powerful driver of customer buying decisions. When a brand collaborates with a reputable partner, it signals to consumers that the brand is credible and worthy of their interest. This same effect can be seen in B2B and B2G influencer marketing campaigns. A recent Merritt Group survey found that 91% of IT security practitioners use influencer content to guide their cybersecurity choices. In the same way that customers value input from trusted influencer sources, endorsement from an established industry partner bolsters credibility with buyers—helping to instill confidence in their decision to purchase from brands they consider trustworthy.
3. Create added value
Partnerships allow brands to offer integrated, advanced solutions—thus enhancing their value proposition. When customers see that a company is working with a trusted partner to deliver comprehensive, seamless solutions, it boosts their confidence in both brands. This underscores that your brand understands customer needs and is dedicated to providing the best and most comprehensive solutions. The value is twofold because it also has an impact on revenue. A Canalys report from 2024 projects that partner-delivered IT will make up 70% of total IT spending in 2025, with global IT spend projected at $5.44 trillion.
Partner marketing can open the door to countless opportunities, from reaching untapped audiences and elevating your brand’s credibility to generating shared value. However, the real power of partner marketing lies in its ability to create a win-win dynamic that adds value for everyone involved—laying the groundwork for long-term growth and success.
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