If your B2B SaaS company is sales-led, building the right partnership program can rapidly accelerate your growth and long term success.
But not every software company succeeds at partnership marketing! If you have a lack of resources, not enough strategy or just poor execution and enablement, this powerful go to market motion will go nowhere.
On Episode 71 of the B2B SaaS Marketing Snacks Podcast, host Brian Graf interviews a special guest: Antoine Vial, an Associate CMO at Kalungi, who is an expert in driving rapid growth in revenue with partnership opportunities for B2B SaaS companies.
Topics discussed include:
- Aligning your product to the specific set of features and capabilities that potential partners have as priorities
- How to compare the potential opportunity for partnerships vs other traditional marketing channels like paid media, content, ABM and SEO
- How to incent and empower partners to recommend your software along with their own
- Why partnership plays can be better for sales-led companies than product-led ones
- Examples of successful partnership programs involving Amazon Web Services
- Indicators that show that partnerships will be an effective strategy for your software
- How to build the right incentive-building SLA for each relationship, to make it most likely to succeed
- How to measure success of your B2B SaaS partnership program
B2B SaaS Marketing Snacks is one of the most respected voices in the SaaS industry. It is hosted by two leading marketing and revenue growth experts for software:
B2B SaaS companies move through predictable stages of marketing focus, cost and size (as described in the popular T2D3 book). With people cost being a majority of the cost involved, every hire needs to be well worth the investment!
The best founders, CFOs and COOs in B2B SaaS rely on a balance of marketing leadership, strategy and execution to produce the customer and revenue growth they require. Staying flexible and nimble is a key marketing asset in a hard-charging B2B world.
Resources shared in this episode:
ABOUT B2B SAAS MARKETING SNACKSSince 2020, The B2B SaaS Marketing Snacks Podcast has offered software company founders, investors and leadership a fresh source of insights into building a complete and efficient engine for growth.
Meet our Marketing Snacks Podcast Hosts:
- Stijn Hendrikse: Author of T2D3 Masterclass & Book, Founder of KalungiAs a serial entrepreneur and marketing leader, Stijn has contributed to the success of 20+ startups as a C-level executive, including Chief Revenue Officer of Acumatica, CEO of MightyCall, a SaaS contact center solution, and leading the initial global Go-to-Market for Atera, a B2B SaaS Unicorn. Before focusing on startups, Stijn led global SMB Marketing and B2B Product Marketing for Microsoft’s Office platform.
- Brian Graf: CEO of KalungiAs CEO of Kalungi, Brian provides high-level strategy, tactical execution, and business leadership expertise to drive long-term growth for B2B SaaS. Brian has successfully led clients in all aspects of marketing growth, from positioning and messaging to event support, product announcements, and channel-spend optimizations, generating qualified leads and brand awareness for clients while prioritizing ROI. Before Kalungi, Brian worked in television advertising, specializing in business intelligence and campaign optimization, and earned his MBA at the University of Washington's Foster School of Business with a focus in finance and marketing.
Visit Kalungi.com to learn more about growing your B2B SaaS company.
