Partner Marketing, Part 2: Leverage a Bigger Business’s Marketing Power

Promote your own consulting or professional services business through the technology or platform partners you’re working with – this is called channel marketing or partnership marketing, and it can help grow your consulting or services business substantially

If you provide services around a product or platform in technology, start developing relationships with your software or product provider. Many of these providers don’t have the bandwidth to support all end-users and depend on partners for implementation, training, and consulting for the technology that the providers offer.

Take steps to stand out among other providers in their ecosystem. Publish tutorials about the product on YouTube, or host an ask-me-anything webinar. When it comes time for the provider to refer leads or ask a partner to join a sales call, they’ll think of the most active partners first.

Here are 3 tips to make the most of it:

1. Familiarize yourself with the types of partner programs your provider may be offering and assess how you could distinguish yourself from other partners.
2. Channel marketing doesn’t mean that the provider will hand you leads on a silver platter and close deals for you.
3. Do the work to stand out as a strong partner. It’s the only way to build reciprocity with the technology provider.