Episoder
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Webinars are back.
According to a recent report from Crossbeam, webinar utilization is now back to pre-pandemic levels and continues to grow.
But as soon as I tell you that, youâre immediately reminded of the fact that your last webinar saw just 25 registrants and only a few attendees, right?
If everyoneâs doing webinars again, they must be seeing some success, so how do we get there? How do we drive more qualified leads from webinars, and whatâs their proper place in our funnel?
Thatâs what weâre covering in todayâs episode of Partnership Unpacked.
Welcome back to Partnership Unpacked, where I selfishly use this time to pick the brains of experts at strategic partnerships, channel programs, affiliates, influencer marketing, and relationship building⌠oh, and you get to learn too! Subscribe to learn how you can amplify your growth strategy â with a solid takeaway every episode from partnership experts in the industry.
A few years ago, I was tasked to run a series of webinars with partners for us here at Agorapulse. Iâd been hosting large virtual summits with multiple speakers and sessions, but hadnât really planned one-off webinars.
And it showed in the numbers.
While one of the webinars saw over a hundred registrants, the others were all well below that and were considered a failure. I turned my attention back to massive virtual summits and those work great, but I canât do more than one per quarter due to bandwidth.
If youâre anything like me, youâre hoping that webinars can be a tool for bringing in new sales leads and funneling existing prospects closer to won-closed. How do we build a repeatable, scalable process for executing webinars that deliver on that promise?
Thatâs exactly what Justin Zimmerman is going to talk to us about.
Justin has spent years in the partnership world and saw there a huge gap - and potential - for brands who were underutilizing webinars and partnerships. Heâd experienced the same pains we all have with underperforming experiences, and then cracked the code. He started seeing more and more success with his initiatives and began to share that knowledge and experience with others. He now consults big brands on their webinar strategy, has playbooks available for others to learn from that weâll get into today, and regularly takes the stage to share his wisdom with the crowd.
I talked to Justin Zimmerman about:
âď¸ Why brands should invest in partner webinars
âď¸ How to leverage partners and webinars
âď¸ What your webinars goals should be
Learn more about Justin Zimmerman
Connect with Justin Zimmerman on LinkedInResources & Brands mentioned in this episode
PartnerPlaybooks.com Airmeet HubSpot Subscribe to the show calendar: agorapulse.com/calendar Learn more about Agorapulse with a free demoFull Transcript: https://www.thesocialmediahat.com/blog/driving-more-partner-sourced-leads-from-webinars-w-justin-zimmerman/
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Music by Jumbo, "Peripheral" (feat. Plum Soul)
Produced and Hosted by Mike Alton
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Warren Buffet once said, âPartnership is not a legal contract between two equal individuals. Itâs an emotional alliance between two people who are committed to each otherâs success.â And thatâs true, isnât it? Whether youâre new to strategic partnerships or have been doing this for years, you doubtless understand that your most successful endeavors have been due to the relationships you forged with your partners.
But as the field of partnerships has grown in recent years, so too has the challenge to partnership leaders who are now tasked to support every aspect of a business.
How do you secure the right background for a successful career? And how do we develop the necessary skills to foster emotional alliances that achieve business results?
Thatâs what weâre covering in todayâs episode of Partnership Unpacked.
Welcome back to Partnership Unpacked, where I selfishly use this time to pick the brains of experts at strategic partnerships, channel programs, affiliates, influencer marketing, and relationship building⌠oh, and you get to learn too! Subscribe to learn how you can amplify your growth strategy â with a solid takeaway every episode from partnership experts in the industry.
When I left college after having studied History and Computer Science, my first salaried job was handling ERP support for Dana Corporation and helping our 80,000 employees deal with their questions about Baan, Lawson and Oracle. After a few years, I joined a local IT firm as Sales Manager and a few years after that, took a break from IT and sold swimming pools and hot tubs in Northern Ohio. Later I became an entrepreneur and started my own marketing business, The Social Media Hat, leveraged that into a role as CMO of Sitesell, and then shifted to Agorapulse where Iâve been leading partnerships since 2018.
While one could say that Iâve been in sales & marketing for over twenty years and that the majority of that time has been in the digital space, the reality is that my career has not been a straight line.
Surely it doesnât always have to be like that. Wouldnât it be nice to have a better understanding of what partnership leader roles today require in terms of skills, and how those can be developed and applied?
Thatâs exactly what Greg Rust is going to talk to us about.
Greg is the Senior Director - Global Holdco's & Digital SI Partnerships at Oracle and a 5 time Partner of the Year. He has decades of experience as a Global Strategic Alliance Executive thatâs based on years working in sales, product management, and more. Heâs established trusted relationships with key executives across multiple industries and verticals, and has just the diverse background and perspective we need to tackle this topic.
Partnership Unpacked host Mike Allton talked to Greg about:
âď¸ The ideal career path of a partnership leader today
âď¸ The importance of establishing trust, both internally and externally
âď¸ The role of communications and diplomacy in business partnerships
Learn more about Greg Rust
Connect with Greg Rust on LinkedInResources & Brands mentioned in this episode
Oracle Subscribe to the show calendar: agorapulse.com/calendar Learn more about Agorapulse with a free demoFull Notes & Transcript: https://www.thesocialmediahat.com/blog/the-importance-of-trust-communications-amp-diplomacy-in-strategic-partnerships-w-greg-rust/
Brought to you by Agorapulse: the #1 rated social media management solution.
Music by Jumbo, "Peripheral" (feat. Plum Soul)
Produced and Hosted by Mike Alton
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Would your organization benefit from a global network of reseller partnerships?
In a time when marketing budgets are shrinking and global economies are in turmoil, having resellers on the ground in various regions and countries who have already established a trusted relationship with your target audience is a real asset.
But such a network isnât tossed together overnight.
Where do we start, and how do we grow and scale reseller partnerships to levels like what Snap has accomplished?
Thatâs what weâre covering in todayâs episode of Partnership Unpacked.
Welcome back to Partnership Unpacked, where I selfishly use this time to pick the brains of experts at strategic partnerships, channel programs, affiliates, influencer marketing, and relationship building⌠oh, and you get to learn too! Subscribe to learn how you can amplify your growth strategy â with a solid takeaway every episode from partnership experts in the industry.
Weâve talked in a previous episode about building agency partner programs and the idea of using resellers to grow our businesses is a topic I wanted to dig into more.
How do we structure these programs? How do we expand into new regions? How do we measure success? I have so many questionsâŚ
And what better way to learn than to talk to someone who has been there from the beginning with a tech company like Snap.
Max Rivera joined Snap at an early stage to launch the international expansion practice before the company's IPO. Heâs led high-performing global teams and launched the business across new markets in Latin America, Europe, Middle East and Africa. Today, he is leading some of the largest business partnerships, and heâs also an angel investor and board member for startups in emerging technology sectors.
Partnership Unpacked host Mike Allton talked to Max Rivera about:
âď¸ How reseller partnerships work for tech startups
âď¸ How to start a reseller program that can scale globally
âď¸ How to measure and achieve success with reseller partnerships
Learn more about Max Rivera
Connect with Max Rivera on LinkedIn Connect with Max Rivera on TwitterResources & Brands mentioned in this episode
Snap Subscribe to the show calendar: agorapulse.com/calendar Learn more about Agorapulse with a free demoFull Notes & Transcript: https://www.thesocialmediahat.com/blog/how-global-partnerships-can-generate-billions-in-revenue-w-max-rivera/
Brought to you by Agorapulse: the #1 rated social media management solution.
Music by Jumbo, "Peripheral" (feat. Plum Soul)
Produced and Hosted by Mike Alton
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Because events are not only great for lead generation, but also for attendees to learn about you as much as other attendees, theyâre a hot bed for growth and opportunity. And like all marketing and sales motions, events are even better with partners.
How can we use events to go to market with partners, and what does that even look like?
Thatâs what weâre covering in our first episode of Partnership Unpacked, season two!
Welcome back to Partnership Unpacked, where I selfishly use this time to pick the brains of experts at strategic partnerships, channel programs, affiliates, influencer marketing, and relationship building⌠oh, and you get to learn too! Subscribe to learn how you can amplify your growth strategy â with a solid takeaway every episode from partnership experts in the industry.
Iâve been hosting massive online conferences virtually every quarter since 2018, and theyâre a tremendous amount of work. Countless hours building agendas and assets and driving attendees.
But theyâre also extremely valuable and rewarding. Our annual Agency Summit, for instance, attracts over 3,000 marketing agency owners and technicians every year, and features dozens of speakers and dozens of partners.
How can you integrate events into your go to market strategy, and how can bring partners along to make these events even more effective?
Thatâs exactly what Kabir Uppal is going to talk to us about.
"My definition of go to market is really finding your customers where they are. With the right messaging and positioning that shows them that your product or service can help them achieve a goal or overcome a challenge and to try to keep it as simple as possible."
Kabir UppalPartnership Unpacked host Mike Allton talked to Kabir Uppal about:
âď¸ What a GTM co-marketing event partnership might look like
âď¸ Different kinds of events partners can employ
âď¸ Best practices for ensuring event successLearn more about Kabir Uppal
Connect with Kabir Uppal on LinkedIn Connect with Kabir Uppal on TwitterResources & Brands mentioned in this episode
Airmeet Chili Piper How To Drive Successful Content Partnerships w/ Josh Bernoff Subscribe to the show calendar: agorapulse.com/calendarLearn more about Agorapulse with a free demo
Full Notes & Transcript: https://www.thesocialmediahat.com/blog/how-to-go-to-market-with-partners-using-events-w-kabir-uppal/
Brought to you by Agorapulse: the #1 rated social media management solution.
Music by Jumbo, "Peripheral" (feat. Plum Soul)
Produced and Hosted by Mike Alton
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Every episode of the classic Western TV Show, The Lone Ranger, started out, "With his faithful Indian companion Tonto, the daring and resourceful masked rider of the plains led the fight for law and order in the early west. Return with us now to those thrilling days of yesteryear. The Lone Ranger rides again!" And throughout the decades since, the concept of working alone has often been equated with being a Lone Ranger. And weâve used that phrase here on this very show.
But itâs a bit of a misnomer, isnât it? The Lone Ranger wasnât alone, he had his friend and colleague Tonto with him to help.
Tonto wasnât a Ranger of course, but having a resource to turn to who at least has some understanding of our world and environment can be a real asset. It can help us lone partnership heroes feel less isolated, and give us additional avenues of research and brainstorming.
Can AI be that kind of faithful companion for us today?
Thatâs what weâre covering in todayâs episode of Partnership Unpacked.
Welcome back to Partnership Unpacked, where I selfishly use this time to pick the brains of experts at strategic partnerships, channel programs, affiliates, influencer marketing, and relationship building⌠oh, and you get to learn too! Subscribe to learn how you can amplify your growth strategy â with a solid takeaway every episode from partnership experts in the industry.
Today weâre in for a real treat, as weâre joined by one of my best friends and she just happens to be a brilliant expert in generative AI. And sheâs going to help me, er⌠us⌠with the fact that many of us are operating as partnership department leaders yet weâre a team of one. Weâre expected to foster new relationships, bring on new partners, spearhead new initiatives, and often do that across several different kinds of partnership types.
How can AI help us to be more efficient and feel less isolated?
Thatâs exactly what Katie Richman is going to talk to us about.
Katie spent decades at the intersection of content production, brand storytelling, and emerging tech at well-known brands like ESPN and Meta. Sheâs now an incredible writer, thought leader, and consultant in the generative AI space, conducting emerging tech workshops and coaching sessions for industry leaders and executives. Sheâs a tech optimist but a business operations realist, and weâre blessed to have her with us today to help us understand the power of generative AI.
Partnership Unpacked host Mike Allton talked to Katie Richman about:
âď¸ Why partnership leaders should utilize AI in every aspect of their work
âď¸ How AI can help with pitching and onboarding partners
âď¸ Where partnership leaders can use AI for campaigns and engagement
Subscribe to the show calendar: agorapulse.com/calendar
Learn more about Katie Richman
Connect with Katie Richman on LinkedIn Connect with Katie Richman on TwitterResources & Brands mentioned in this episode
TechNormal Marketing AI Institute ChatGPT & Open.ai Magai & Dustin Stout HubSpot Jenn Herman Finding Success in B2B SaaS Partnerships w/ Kate Skerrett Subscribe to the show calendar: agorapulse.com/calendar Learn more about Agorapulse with a free demoFull Notes & Transcript: https://www.thesocialmediahat.com/blog/partnering-with-ai-throughout-the-partnership-journey-w-katie-richman/
Brought to you by Agorapulse: the #1 rated social media management solution.
Music by Jumbo, "Peripheral" (feat. Plum Soul)
Produced and Hosted by Mike Alton
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Through the first three quarters of 2023 in the U.S., over 170,000 tech workers have been laid off.
Now, more than ever, itâs critical for partnership teams to be focused on the right initiatives and have plans in place to measure and demonstrate success.
How do we prioritize the right partners? Where are strategic partnerships headed in the coming years, and how do we define success?
Thatâs what Tai Rattigan is here to help us with.
Tai is a giant in the partnership space having built teams at Optimizely, Amplitude and Deel. And heâs co-founded an organization, Partnership Leaders, dedicated to providing partnership pros with a community and the resources they need to succeed.
Partnership Unpacked host Mike Allton talked to Tai Rattigan about:
âď¸Prioritizing the right partners
âď¸Measuring partnership success
âď¸The future of strategic partnerships
Subscribe to the show calendar: agorapulse.com/calendar
Learn more about Tai Rattigan
Connect with Tai Rattigan on LinkedIn
Connect with Tai Rattigan on Twitter
Resources & Brands mentioned in this episode
Deel
Partnership Leaders
Subscribe to the show calendar: agorapulse.com/calendar
Learn more about Agorapulse with a free demo
Full Notes & Transcript: https://www.thesocialmediahat.com/blog/how-a-serial-partnership-leader-defines-success-w-tai-rattigan/(opens in a new tab)
Brought to you by Agorapulse: the #1 rated social media management solution.
Music by Jumbo, "Peripheral" (feat. Plum Soul)
Produced and Hosted by Mike Alton
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One of the keys to successful partnerships is the creation of great content.
You might not always equate partnerships with content, but the fact is, the partnership space is filled with content-filled satellites such as onboarding, case studies, pitches, white papers, reports, sales introductions, books, and of course the more obvious rockets such as blog posts, eBooks and webinars.
Each one an opportunity to partner with a colleague within your organization, or a partnership leader from another brand.
How can we ensure these content partnerships succeed?
Thatâs what Josh Bernoff is here to help us with.
Josh is a prolific writer and is dedicated to helping other businesses and authors publish amazing content. Books he has written or collaborated on have generated over $20 million for their authors. Joshâs daily blog at Bernoff.com has topped 4 million views. He was formerly senior vice president, idea development at Forrester Research, where he spent 20 years analyzing technology and business.
Partnership Unpacked host Mike Allton will ask Josh Bernoff on Date at Time:
âď¸How brands can leverage content partnerships
âď¸Where to start to ensure a successful partnership
âď¸What pitfalls to avoid with content partnerships
Subscribe to the show calendar: agorapulse.com/calendar
Learn more about Josh Bernoff
Connect with Josh Bernoff on LinkedIn
Connect with Josh Bernoff on Twitter
Resources & Brands mentioned in this episode
Bernoff.com
Subscribe to the show calendar: agorapulse.com/calendar
Learn more about Agorapulse with a free demo
Full Notes & Transcript: https://www.thesocialmediahat.com/blog/how-to-drive-successful-content-partnerships-w-josh-bernoff/Brought to you by Agorapulse: the #1 rated social media management solution.
Music by Jumbo, "Peripheral" (feat. Plum Soul)
Produced and Hosted by Mike Alton
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B2B SaaS companies all have a shared challenge:
Helping their customers actually succeed with their product.
You can have all the help videos and tutorials in the world, but sometimes customers want someone else to do the work and for that, theyâre going to turn to an agency.
Should we partner with agencies? What should that look like?
Thatâs what Franz-Josef Schrepf is here to help us with.
During the height of the pandemic and everyoneâs rush to leverage online events, Franz stood up Hopin's channel program, app store, and strategic alliance efforts, and helped that companyâs rapid rise from zero to $7.75B valuation. He is the host of The Partner Ship đ˘, a bi-weekly LinkedIn Live show where partnerships leaders share their tricks of the trade, and currently serves as the Head of Strategic Partnerships for our favorite live streaming tool, StreamYard.
Partnership Unpacked host Mike Allton talked to Franz-Josef Schrepf about:
âď¸Why starting small is a good thing
âď¸Where to start with a new agency partner program
âď¸How to trim and scale your program to success
Subscribe to the show calendar: agorapulse.com/calendar
Learn more about Franz-Josef Schrepf
Connect with Franz-Josef Schrepf on LinkedIn
Connect with Franz-Josef Schrepf on Twitter
Resources & Brands mentioned in this episode
StreamYard
Hopin
Subscribe to the show calendar: agorapulse.com/calendar
Learn more about Agorapulse with a free demo
Full Notes & Transcript: https://www.thesocialmediahat.com/blog/how-to-build-a-b2b-saas-agency-partner-program-w-franz-josef-schrepf/Brought to you by Agorapulse: the #1 rated social media management solution.
Music by Jumbo, "Peripheral" (feat. Plum Soul)
Produced and Hosted by Mike Alton
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Are you the only partnership professional in your organization?
Are you struggling to demonstrate value to your team and organizational leadership?
Are you tired of recruiting new partners only to see those relationships fizzle out?
Thatâs what Cory Snyder is here to help us with.
Cory is the VP of Partnerships at Sendoso and has been in this industry for decades. Heâs seen new technology and new mindsets be developed and, all the while, maintained his commitment to excellence and successful methodologies. Heâs worked tirelessly to create, launch, accelerate and scale partner & sales organizations, was awarded the Partnerships Leader of the Year in 2022 by PartnerStack, and was recently a guest on the terrific podcast, Friends With Benefits.
Partnership Unpacked host Mike Allton talked Cory Snyder about:
âď¸How to develop a daily routine to support partnership success
âď¸How tools like Reveal create opportunities for revenue growth
âď¸How to measure & communicate success as a Lone Ranger
Subscribe to the show calendar: agorapulse.com/calendar
Learn more about Cory Snyder
Connect with Cory Snyder on LinkedIn
Connect with Cory Snyder on Twitter
Resources & Brands mentioned in this episode
How To Develop A Strategic Partnership Into A Cornerstone w/ Sam Yarborough
Trust Isnât One Dimensional, Friends With Benefits interview with Cory Snyder
Subscribe to the show calendar: agorapulse.com/calendar
Learn more about Agorapulse with a free demo
Full Notes & Transcript: https://www.thesocialmediahat.com/blog/how-to-be-a-successful-lone-ranger-in-partnerships-w-cory-snyder/
Brought to you by Agorapulse: the #1 rated social media management solution.
Music by Jumbo, "Peripheral" (feat. Plum Soul)
Produced and Hosted by Mike Alton
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How do you successfully scale a partner ecosystem with hundreds of partners?
We talked about starting a marketplace of partners for your business in a previous episode, but what happens when your early success translates into increased demand and a slew of new partners? There are app ecosystems in the MarTech space that have grown to thousands of partners and integrations. How did they get to that level of success?
Thatâs what Greg Karelitz is here to help us with.
Greg is the Global Director of Technology Partnerships with the mission of helping millions of businesses easily integrate their tech stack with HubSpot. HubSpot recently passed 1,500+ publicly available integrations which means over 1500 partners that Greg and his team have been responsible for sourcing, onboarding, and managing.
Partnership Unpacked host Mike Allton talked to Greg Karelitz about:
âď¸How to scale and manage an ecosystem of hundreds of partners
âď¸Tools & Tactics for leveraging a MarTech marketplace
âď¸Recommendations for maintaining internal alignment
Subscribe to the show calendar: agorapulse.com/calendar
Learn more about Greg Karelitz
Connect with Greg Karelitz on LinkedIn
Connect with Greg Karelitz on Twitter
Resources & Brands mentioned in this episode
HubSpot
HubSpot App Marketplace
Subscribe to the show calendar: agorapulse.com/calendar
Learn more about Agorapulse with a free demo
Full Notes & Transcript: https://www.thesocialmediahat.com/blog/how-one-of-the-largest-martech-marketplaces-achieves-scale-w-greg-karelitz/
Brought to you by Agorapulse: the #1 rated social media management solution.
Music by Jumbo, "Peripheral" (feat. Plum Soul)
Produced and Hosted by Mike Allton
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One of the key tenets of our podcast here is the fact that there are a lot of different kinds of partnerships out there. Affiliates, influencers, tech integrations⌠and of course sales and marketing.
Which means one of the challenges facing B2B businesses is knowing which kind or kinds of partnerships to pursue.
Wouldnât it be great to learn how other B2B SaaS companies are leveraging partnerships today?
Thatâs what Kate Skerrett is here to help us with.
Kate is the Head of Partnerships for Calendly, a powerful yet simple automated scheduling platform that we love here at Agorapulse and I use every day for scheduling podcast guests and partnership meetings. Kate is formerly of Deel and GlassDoor and is passionate about creatively finding new revenue streams through partnerships.
Partnership Unpacked host Mike Allton talked to Kate Skerrett about:
âď¸Successful B2B SaaS company partnership options
âď¸What makes for a great B2B partner
âď¸Tools and tactics for B2B partnership success
Subscribe to the show calendar: agorapulse.com/calendar
Learn more about Kate Skerrett
Connect with Kate Skerrett on LinkedIn
Resources & Brands mentioned in this episode
Calendly
Subscribe to the show calendar: agorapulse.com/calendar
Learn more about Agorapulse with a free demo
Full Notes & Transcript: https://www.thesocialmediahat.com/blog/finding-success-in-b2b-saas-partnerships-w-kate-skerrett/
Brought to you by Agorapulse: the #1 rated social media management solution.
Music by Jumbo, "Peripheral" (feat. Plum Soul)
Produced and Hosted by Mike Alton
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In 2008, Apple launched the App Store for their iPhone product and for the first time, allowed 3rd party developers to build apps for their OS and charge associated fees.
In 2022, that ecosystem generated $1.1 trillion in developer billing and sales, and has driven hundreds of billions of dollars for developers. That ecosystem is now the most lucrative aspect of Appleâs business, and a model for partnership that many businesses would love to emulate.
How would something like that work for your business?
Thatâs what weâre covering in todayâs episode of Partnership Unpacked.
Welcome back to Partnership Unpacked, where I selfishly use this time to pick the brains of experts at strategic partnerships, channel programs, affiliates, influencer marketing, and relationship building... oh, and you get to learn too! Subscribe to learn how you can amplify your growth strategy â with a solid takeaway every episode from partnership experts in the industry.
While you may not be in a position to create the kind of ecosystem that Apple has built with their App Store, perhaps there are simpler, smaller scale approaches you might consider.
If youâre a SaaS tool like Agorapulse, you might find other SaaS tools who could integrate with your product and make those integrations available as apps, as HubSpot has done.
Or perhaps you might work with service providers who, in similar fashion, might offer their services in support of your product and the customers you serve.
In both situations, youâre creating an environment where youâre partnering with other brands in a way thatâs different from any weâve talked about before - marketplaces and ecosystems.
Where do we even begin?
Thatâs exactly what Jason Lampkin is going to talk to us about.
This Welsh soccer star-turned-partnership professional works for the world-leading freelancer platform, Fiverr, where he leads global partnerships for Fiverrâs cutting-edge marketplace. He brings years of partnership expertise to the fore and is adept at navigating the intricacies and nuance of a massive ecosystem and marketplace.
âď¸ Why getting internal stakeholder buy-in is critical
âď¸ How to identify and leverage internal stakeholders
âď¸ What the real benefit to your external partners will be
Learn more about Daniela Garcia
Connect with Daniela Garcia on LinkedInResources & Brands mentioned in this episode
Triple Ten Subscribe to the show calendar: agorapulse.com/calendar Learn more about Agorapulse with a free demoFull Notes & Transcript: https://www.thesocialmediahat.com/blog/how-to-approach-marketplace-amp-ecosystem-development-w-jason-lampkin/
Brought to you by Agorapulse: the #1 rated social media management solution.
Music by Jumbo, "Peripheral" (feat. Plum Soul)
Produced and Hosted by Mike Allton
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Have you ever vouched for someone only to have them fall well short of the mark?
Howâd that make you feel? Disappointed? Embarrassed?
How likely would you be to recommend that person again, and, worse yet, how would your recommendation be received in the future?
Thatâs the kind of problem that can occur when you donât have buy-in from your internal stakeholders and your own organization when you kick off a partnership with another company. You might make promises on behalf of your company to a partner, only to be let down and embarrassed.
How can we avoid those situations?
Thatâs what weâre covering in todayâs episode of Partnership Unpacked.
Welcome back to Partnership Unpacked, where I selfishly use this time to pick the brains of experts at strategic partnerships, channel programs, affiliates, influencer marketing, and relationship building⌠oh, and you get to learn too! Subscribe to learn how you can amplify your growth strategy â with a solid takeaway every episode from partnership experts in the industry.
If youâve been listening to the podcast for a while, you know that Iâm in the midst of implementing a brand new partnership motion at Agorapulse, nearbound. Iâm working with our sales and revenue teams, operations, marketing, and customer success, to be able to leverage our partnerâs client relationships to increase our own sales and retention.
I wrote an article about how I got buy-in for this initiative because it was about more than just the investment in new technology. Itâs also my time, of course, but I also needed to get all of those other departments I mentioned aligned with the project. Because these kinds of partnerships cannot work if a bunch of the people involved donât see your vision and arenât investing in making it a success.
So where do we start?
Thatâs exactly what Daniela Garcia is going to talk to us about.
Daniela has just joined Triple Ten as Head of North American Partnerships and has spent years fostering partnerships and relationships in industries from cosmetics to B2B MarTech! Sheâs been featured by some of the top partnership publications and productions in the industry, and she absolutely embodies value-driven metrics and partner-led growth.
âď¸ Why getting internal stakeholder buy-in is critical
âď¸ How to identify and leverage internal stakeholders
âď¸ What the real benefit to your external partners will be
Learn more about Daniela Garcia
Connect with Daniela Garcia on LinkedInResources & Brands mentioned in this episode
Triple Ten Subscribe to the show calendar: agorapulse.com/calendar Learn more about Agorapulse with a free demoFull Notes & Transcript: https://www.thesocialmediahat.com/blog/how-to-get-internal-buy-in-for-strategic-partnership-success-w-daniela-garcia/
Brought to you by Agorapulse: the #1 rated social media management solution.
Music by Jumbo, "Peripheral" (feat. Plum Soul)
Produced and Hosted by Mike Allton
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If you want to become a creator and influencer today, you have a tremendous number of options when it comes to platforms and formats.
Do you focus on short-form content on X or Threads?
Do you spend your time crafting vertical videos for TikTok or YouTube Shorts?
Or do you invest more time in long form video content for YouTube, or even podcasts like this one?And regardless of which platform and format you choose, you will have an opportunity to reach a global audience and international brands to potentially partner with.
How do we make good strategic choices here?
Thatâs what weâre covering in todayâs episode of Partnership Unpacked.
Welcome back to Partnership Unpacked, where I selfishly use this time to pick the brains of experts at strategic partnerships, channel programs, affiliates, influencer marketing, and relationship building⌠oh, and you get to learn too! Subscribe to learn how you can amplify your growth strategy â with a solid takeaway every episode from partnership experts in the industry.
And weâve talked a lot about influencer marketing, how to set up contracts, navigate developments in artificial intelligence, and even how the Hollywood strikes had an impact.
What we havenât explored at all is the reality that social media audiences are global audiences, and savvy creators are aware of that and can even leverage those distinctions.
But how?
Thatâs exactly what Victoria Blinova is going to talk to us about.
Victoria has managed multimillion dollar budgets for C-level executives, has led digital marketing for the B2B business of NestlĂŠ, and is the Strategic Partner Manager for YouTube. Sheâs a co-founder and consultant and has leveraged her experience in marketing, influence, and partnerships to help creators and entrepreneurs around the world.
Partnership Unpacked host Mike Allton talked to Victoria Blinova about:
âď¸ How creators can grow their community on different platforms
âď¸ How creators can work with key international brands
âď¸ How to build your influence across international borders
Subscribe to the show calendar: agorapulse.com/calendar
Learn more about Victoria Blinova
Connect with Victoria Blinova on LinkedIn Connect with Victoria Blinova on TwitterResources & Brands mentioned in this episode
Subscribe to the show calendar: agorapulse.com/calendar Learn more about Agorapulse with a free demoFull Notes & Transcript: https://www.thesocialmediahat.com/blog/how-to-grow-internationally-as-a-creator-w-victoria-blinova/
Brought to you by Agorapulse: the #1 rated social media management solution.
Music by Jumbo, "Peripheral" (feat. Plum Soul)
Produced and Hosted by Mike Allton
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How is your revenue team doing?
Did they miss their numbers last period? Are they frustrated with a lack of qualified leads and pipeline?
Are they looking to partnerships, and to YOU, for help?
Thatâs what weâre covering in todayâs episode of Partnership Unpacked.
Welcome back to Partnership Unpacked, where I selfishly use this time to pick the brains of experts at strategic partnerships, channel programs, affiliates, influencer marketing, and relationship building⌠oh, and you get to learn too! Subscribe to learn how you can amplify your growth strategy â with a solid takeaway every episode from partnership experts in the industry.
Now I donât know about you, but so many of the sales and revenue team members I talk to these days are hurting.
Theyâre struggling to get leads.
Theyâre struggling to close deals.And guess what⌠theyâre looking to us as partnership leaders to help! Whether thatâs partnering with brands to bring in new marketing leads, or creating stronger channel partners who can resell or refer.
But what if you could bring partners to the table who could not only drive pipeline, but also increase those close rates and even drive up deal size?
Would that be beneficial to you and your revenue team?
Thatâs exactly what Allan Adler is going to talk to us about.
Allan is known worldwide as a Chief Ecosystem Officer and helps clients build partner ecosystems and accelerate their ecosystem flywheel. (I love that metaphor) He is the creator of the GoToEco framework that helps unlock the potential of Ecosystem and transform businesses for good by leveraging co-selling orchestration to achieve co-selling mastery. As the Chair of the Ecosystem Counsel at PartnerHacker and an Executive Member of Partnership Leaders, heâs immersed in the partnership world and the perfect guest to help us, and our revenue teams, today!
Partnership Unpacked host Mike Allton talked Allan Adler about:
âď¸ How co-selling with partners works
âď¸ What partner co-selling success looks like
âď¸ How to find the right partners for co-selling
Subscribe to the show calendar: agorapulse.com/calendar
Learn more about Allan Adler
Connect with Allan Adler on LinkedInResources & Brands mentioned in this episode
Digital Bridge Partners How To Develop A Strategic Partnership Into A Cornerstone w/ Sam Yarborough How to Create a Partnership Movement in Your Company w/ Jared Fuller Reveal Superglue Crossbeam Subscribe to the show calendar: agorapulse.com/calendar Learn more about Agorapulse with a free demoFull Notes & Transcript: https://www.thesocialmediahat.com/blog/how-strategic-partnerships-can-rescue-your-revenue-team-w-allan-adler/
Brought to you by Agorapulse: the #1 rated social media management solution.
Music by Jumbo, "Peripheral" (feat. Plum Soul)
Produced and Hosted by Mike Allton
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âThe Sumo Advantage is⌠alignment with a major market force, capability, or accelerator with the intent to generate revenue and grow market share. Itâs a partnership that drives momentum and revenue growth and is, most importantly, a clear and present danger to your competition.â
Thatâs a quote from Bernie Brennerâs book, The Sumo Advantage, and it describes a scenario where a smaller brand is able to forge a partnership with a much, much larger brand, thatâs still mutually beneficial.
How do you find that kind of partner, and create such a relationship?
Thatâs what weâre covering in todayâs episode of Partnership Unpacked.
Welcome back to Partnership Unpacked, where I selfishly use this time to pick the brains of experts at strategic partnerships, channel programs, affiliates, influencer marketing, and relationship building⌠oh, and you get to learn too! Subscribe to learn how you can amplify your growth strategy â with a solid takeaway every episode from partnership experts in the industry.
And when I say that I like to pick the brains of experts, thatâs not hyperbole. Thatâs exactly what Iâm going to be doing today.
Iâve studied Bernie Brennerâs experiences with TrueCar, listened to Jared Fullerâs story of his time at PandaDoc, and marveled how they were able to secure partnerships with brands ten times larger than their own.
Wouldnât you like to forge a partnership with some of the biggest players in your industry?
Well, thatâs exactly what Samantha Yarborough is going to talk to us about.
As the SVP of Partnerships at PFL, she manages a partner ecosystem of ISV partners and a cornerstone partnership with Salesforce⌠only one of the largest technology companies in the world at $153 billion in value⌠Sam has built a company-wide strategy to embrace partnerships with all facets of the go-to-market motion. With a background in marketing, design and strategy, partnerships is an accumulation of her strengths and passions - bringing people together to creatively solve problems, approach technologies, and deliver mutually beneficial results.
She also co-hosts the terrific podcast, Friends With Benefits the business podcast about revenue generating partnerships, with her husband.
Partnership Unpacked host Mike Allton talked to Sam Yarborough about:
âď¸ What a Cornerstone Partnership might look like
âď¸ How to go about finding a potential cornerstone partner
âď¸ The tools and tactics brands should employ when partnering with big players
Subscribe to the show calendar: agorapulse.com/calendar
Learn more about Sam Yarborough
Connect with Sam Yarborough on LinkedInResources & Brands mentioned in this episode
PFL Salesforce The Sumo Advantage Subscribe to the show calendar: agorapulse.com/calendar Learn more about Agorapulse with a free demoFull Notes & Transcript: https://www.thesocialmediahat.com/blog/how-to-develop-a-strategic-partnership-into-a-cornerstone-w-sam-yarborough/
Brought to you by Agorapulse: the #1 rated social media management solution.
Music by Jumbo, "Peripheral" (feat. Plum Soul)
Produced and Hosted by Mike Allton
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In 2022, Google announced that their Analytics product would have an entirely new version by Summer 2023, and that all brands would need to update and change. The year before that, it was announced that the mechanism most marketers used to track website visitor activity, cookies, would be going away.
In those instances, we had advance notice that change was coming. With disruptive technologies like AI, change is thrust upon us seemingly overnight, with CMOs and partnership leaders struggling to catch up by the light of the new dawn.
But change doesnât actually occur overnight, so shouldnât we be able to see whatâs coming next?
Thatâs what weâre covering in todayâs episode of Partnership Unpacked.
Welcome back to Partnership Unpacked, where I selfishly use this time to pick the brains of experts at strategic partnerships, channel programs, affiliates, influencer marketing, and relationship building⌠oh, and you get to learn too! Subscribe to learn how you can amplify your growth strategy â with a solid takeaway every episode from partnership experts in the industry.
And this industry⌠itâs changing!
In past episodes weâve talked about new networks like Threads, new laws and tools that are impacting influencer marketing and partnerships, and of course how AI is invading every aspect of our lives.
As marketing leaders, itâs incumbent on us to have the vision to see whatâs coming around the corner and prepare for it. We need to know whether or not todayâs hype is going to disrupt our very business tomorrow, donât we?
Well thatâs exactly what Mitch Joel is going to talk to us about.
When brands like Google, Starbucks, Shopify and GE want to decode the future, they call Mitch. We called him too.
Mitch is Co-Founder of ThinkersOne - a platform that empowers companies with personalized and bite-sized thought leadership from the best Thinkers in the world. His first book, Six Pixels of Separation, named after his successful blog and podcast is a business bestseller. His second book, Control Alt Delete was named one of the best business books of 2013 by Amazon.
And Strategy Magazine called him, "one of North America's leading visionaries,â which is why heâs here with us today.
Partnership Unpacked host Mike Allton talked to Mitch Joel about:
âď¸ How AI is impacting marketing and partnerships today
âď¸ Why marketing & business processes are so susceptible to new technologies
âď¸ How CMOs and partnership leaders can decode the future
Subscribe to the show calendar: agorapulse.com/calendar
Learn more about Mitch Joel
ThinkersOne MitchJoel.com Six Pixels of Separation Connect with Mitch Joel on LinkedIn Connect with Mitch Joel on TwitterResources & Brands mentioned in this episode
Subscribe to the show calendar: agorapulse.com/calendar Learn more about Agorapulse with a free demoFull Notes & Transcript: https://www.thesocialmediahat.com/blog/how-cmos-and-partnership-leaders-should-approach-new-technologies-like-ai-w-mitch-joel/
Brought to you by Agorapulse: the #1 rated social media management solution.
Music by Jumbo, "Peripheral" (feat. Plum Soul)
Produced and Hosted by Mike Allton
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Just like launching a rocket into space requires a tremendous amount of initial energy to achieve lift-off, launching a new influencer marketing campaign with brand new influencers takes a tremendous amount of work.
But, once a rocket achieves a certain altitude, gravitational forces sheer away and the rocket can continue moving out into space on pure momentum. Influencer marketing can work the same way!
What if you could leverage ongoing relationships and amplify existing content and motions to keep⌠moving⌠forward?
Thatâs what weâre covering in todayâs episode of Partnership Unpacked.
Welcome back to Partnership Unpacked, where I selfishly use this time to pick the brains of experts at strategic partnerships, channel programs, affiliates, influencer marketing, and relationship building⌠oh, and you get to learn too! Subscribe to learn how you can amplify your growth strategy â with a solid takeaway every episode from partnership experts in the industry.
And todayâs certainly going to be another highly tactical discussion. Because I canât tell you how many times Iâve gone through the trouble to find an influencer, meet with them, bring them up to speed on our company and audience, and build a campaign with them⌠only to have to go through the entire process again with the next campaign or feature launch.
There has to be better, more efficient ways to find and work with influencers, right?
Thatâs exactly what Adam Rossow is going to talk to us about.
Adam has been working for decades to help brands understand how to test, create and optimize their marketing and communications. Group RFZ was founded with a similar charge in mind â to give the marketing suite the tools and insights they need to be successful, and their focus is on the influencer marketing space where they help brands and agencies get past vanity metrics and understand exactly how their marketing programs are impacting the way consumers think, feel and act.
Partnership Unpacked host Mike Allton talked to Adam Rossow about:
âď¸ How to truly measure the success of influencer marketing campaigns
âď¸ Where marketers can invest in influencer marketing and achieve momentum
âď¸ Why long term relationships with influencers are so important
Subscribe to the show calendar: agorapulse.com/calendar
Learn more about Adam Rossow
Connect with Adam Rossow on LinkedIn Connect with Adam Rossow on TwitterResources & Brands mentioned in this episode
Group RFZ Subscribe to the show calendar: agorapulse.com/calendar Learn more about Agorapulse with a free demoFull Notes & Transcript: https://www.thesocialmediahat.com/blog/how-brands-can-maximize-influencer-marketing-partnerships-w-adam-rossow/
Brought to you by Agorapulse: the #1 rated social media management solution.
Music by Jumbo, "Peripheral" (feat. Plum Soul)
Produced and Hosted by Mike Allton
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Iâve been blogging about social media and the various networks since 2011, and have had a front-row seat as change after change change was pushed upon us as marketers and we had to scramble to learn and adapt.
New social networks cropping up. Old social networks shutting down.
New best practices to learn. Old best practices to forget.And throughout, itâs been even more complicated for influencers and the brands who want to leverage them, as they seek to navigate these changes and more.
So what are the latest developments in influencer marketing?
Thatâs what weâre covering in todayâs episode of Partnership Unpacked.
Welcome back to Partnership Unpacked, where I selfishly use this time to pick the brains of experts at strategic partnerships, channel programs, affiliates, influencer marketing, and relationship building⌠oh, and you get to learn too! Subscribe to learn how you can amplify your growth strategy â with a solid takeaway every episode from partnership experts in the industry.
Listen⌠if you feel overwhelmed by all of the changes in marketing happening today, thatâs OK. We all feel that way. From AI to GA4 to European lawmakerâs nonstop assault on technology, thereâs so much going on, it can be difficult to have a sense for what direction we should be headed with our marketing initiatives
Particularly with influencer marketing today. Hollywood strikes, new networks like Threads, and emerging technology have influencers and brands scratching their heads.
Thatâs exactly what Krishna Subramanian is going to talk to us about.
While Agorapulse is embedded in the social media marketing space, top-ranked influencer marketing tool Capitiv8 is similarly positioned in the influencer marketing space, led by co-founder and CEO, Krishna. His is a trusted voice in the marketing industry due to his years of experience leading Captiv8 and, before that, Mobclix and BlueLithium. Heâs published with Forbes, AdAge and AdWeek, appeared as a guest commentator on BloombergWest, CNBC and FoxNews, and is a frequent speaker at conferences such as SXSW, OMMA and AdTech.
Partnership Unpacked host Mike Allton talked to Krishna Subramanian about:
âď¸ How the strikes in Hollywood are impacting influencers today
âď¸ The impact, and opportunities, the new Threads network offers
âď¸ Why micro influencers are on the rise
Subscribe to the show calendar: agorapulse.com/calendar
Learn more about Krishna Subramanian
Connect with Krishna Subramanian on LinkedIn Follow Captiv8 on TwitterResources & Brands mentioned in this episode
Captiv8 Subscribe to the show calendar: agorapulse.com/calendar Learn more about Agorapulse with a free demoFull Notes & Transcript: https://www.thesocialmediahat.com/blog/the-latest-developments-in-influencer-marketing-w-krishna-subramanian/
Brought to you by Agorapulse: the #1 rated social media management solution.
Music by Jumbo, "Peripheral" (feat. Plum Soul)
Produced and Hosted by Mike Allton
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Relationships are everything. Thatâs been the resounding theme throughout every episode of this podcast. From developing strategic brand partnerships, to working with brilliant influencers, every guest has stressed how important it is to develop key relationships. What they havenât said though is how important personal branding is to that endeavor.
Whether youâre a seasoned marketing executive or an up-and-coming B2B influencer, personal branding is essential for establishing critical connections online.
We all know LinkedIn is the network to focus on, and that we need to show up regularly, but what does that mean, exactly? How do we create content and activity that builds community and grows our network?
Thatâs what weâre covering in todayâs episode of Partnership Unpacked.
Welcome back to Partnership Unpacked, where I selfishly use this time to pick the brains of experts at strategic partnerships, channel programs, affiliates, influencer marketing, and relationship building⌠oh, and you get to learn too! Subscribe to learn how you can amplify your growth strategy â with a solid takeaway every episode from partnership experts in the industry.
Read any blog post about personal branding and youâll read trite advice like:
Be Authentic Start Blogging Provide ValueThatâs superficial at best. Because you and I are busy, goal-driven professionals, we want advice thatâs tactical and strategically relevant to us as marketing and partnership professionals.
Thatâs exactly what our guest today, Bob Cargill, is going to talk to us about.
Bob has worked for hundreds of clients over the years, when he wasnât leading the American Marketing Association of Boston or the New England Direct Marketing Association. Where, by the way, he delivered award-winning content about LinkedIn. Heâs a writer, a podcaster, a YouTuber, an adjunct professor, a social media consultant and a speaker⌠and thatâs why it should come as no surprise that his book is titled, âTwenty Jobs, Twenty Lessons â a Long, Strange Career in Marketing, from Junk Mail to Social Media.â
Weâll have the link to the book in the show notes but even better, weâve got Bob here in the studio with us so we can pick his brain!
Partnership Unpacked host Mike Allton talked to Bob Cargill about:
âď¸ How to measure the success of personal brand and social media
âď¸ The key steps and tactics for marketing executives and partnership leaders
âď¸ How to balance full time work with âpersonalâ social media activity
Learn more about Bob Cargill
Connect with Bob Cargill on LinkedIn Connect with Bob Cargill on TwitterResources & Brands mentioned in this episode
âTwenty Jobs, Twenty Lessons â a Long, Strange Career in Marketing, from Junk Mail to Social Mediaâ Subscribe to the show calendar: agorapulse.com/calendar Learn more about Agorapulse with a free demoFull Notes & Transcript: https://www.thesocialmediahat.com/blog/personal-branding-for-partnership-leaders-and-marketing-executives-w-bob-cargill/
Brought to you by Agorapulse: the #1 rated social media management solution.
Music by Jumbo, "Peripheral" (feat. Plum Soul)
Produced and Hosted by Mike Allton
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