Episode Details

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:

• Stijn Hendrikse: Author of T2D3 CMO Masterclass & Book, Founder of Kalungi
• Brian Graf: CEO of Kalungi

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:

• Partnerships & Channel Marketing: B2B SaaS Partner Programs
• BSMS 39 - When you should(n't) start channel partnerships
• 5 Third-Party B2B Partnerships to Consider for Your SaaS Business
• Partnerships & channel marketing –do I need a B2B SaaS partner strategy?
• 3 reasons to use channel partners for SaaS GTM
• T2D3 C