Stop neglecting partner marketing says Dextra VP
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The Revenue Marketer
Stop neglecting partner marketing says Dextra VP
Are playing the long game or still under pressure to "generate leads"?
If you relate to the latter, we feel you! Old habits die hard and form fills are still a key metric at a lot of companies. But with the advancements in technology and AI, listening to and building a relationship with your buying groups through marketing is well within reach. Need help making the shift? We're here to help.
Let's get real about something that's been driving us all a bit crazy lately: the persistent habit of treating partner marketing like that distant cousin you only see at holidays. You know the one – kept far away from the main event (in this case, demand gen).
In this episode of The Rev Room, we sit down with Jane Serra, VP of Growth Marketing at Daxtra Technologies, to spill the tea on why partner marketing deserves a seat at the grown-ups' table. And trust us, Jane knows her stuff – she's been crushing it in B2B marketing for nearly two decades, consistently using partnerships as a top revenue driver.
What You'll Learn (Because We're All About That Practical Value)
- Why treating partnerships as a "nice-to-have" is basically leaving money on the table
- How to break down those pesky silos between partner marketing and demand gen (spoiler: it involves more than just monthly check-ins)
- The secret to selecting partners that won't ghost you when it's time to promote that webinar
- Real talk about measuring success without getting caught up in the attribution drama
The Good Stuff
Jane drops some serious knowledge bombs about integrating partners into your demand gen strategy. Our favorite? Start with your marketing strategy first, then ask yourself: "Which partner could I loop in to 2x or 3x the results of this campaign?" Simple, yet brilliant.
And here's something that'll make your CFO happy: Jane shares how she turned a Shopify masterclass series into a demand gen powerhouse by bringing in complementary (not competitive) partners. The result? 10x reach without 10x budget. Now that's what we call working smarter, not harder.
Real Talk About Partnership Pitfalls
Because we're all about honesty here (even when it's inconvenient), Jane gets candid about the challenges. Like when partners promise to promote your content but suddenly develop email-sending amnesia. Her pro tip? Bring in multiple partners so you're not putting all your eggs in one unreliable basket. Smart cookie, that Jane.
Looking Ahead (Because We're Always Thinking Strategic)
Despite some companies treating partnership teams like the first thing to cut in tough times (we're giving those companies some serious side-eye), Jane sees partnerships becoming even more crucial in B2B. Why? Because in this post-COVID world, relationships are everything. The smaller and cozier the interaction, the better the results.
Bottom Line
If you're not integrating partners into your demand gen strategy, you're missing out on a major revenue accelerator. And in today's "do more with less" reality, who can afford to leave that kind of opportunity on the table?
Want to hear more from Jane? Catch the full episode of The Rev Room wherever you get your podcasts. And while you're at it, check out her show "Women in B2B Marketing" – because we're all about amplifying female voices in the industry (currently at 67-69% female, but who's counting?).
About the author
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The RevRoom podcast
Let's get real about something that's been driving us all a bit crazy lately: the persistent habit of treating partner marketing like that distant cousin you only see at holidays. You know the one – kept far away from the main event (in this case, demand gen).
In this episode of The Rev Room, we sit down with Jane Serra, VP of Growth Marketing at Daxtra Technologies, to spill the tea on why partner marketing deserves a seat at the grown-ups' table. And trust us, Jane knows her stuff – she's been crushing it in B2B marketing for nearly two decades, consistently using partnerships as a top revenue driver.
What You'll Learn (Because We're All About That Practical Value)
- Why treating partnerships as a "nice-to-have" is basically leaving money on the table
- How to break down those pesky silos between partner marketing and demand gen (spoiler: it involves more than just monthly check-ins)
- The secret to selecting partners that won't ghost you when it's time to promote that webinar
- Real talk about measuring success without getting caught up in the attribution drama
The Good Stuff
Jane drops some serious knowledge bombs about integrating partners into your demand gen strategy. Our favorite? Start with your marketing strategy first, then ask yourself: "Which partner could I loop in to 2x or 3x the results of this campaign?" Simple, yet brilliant.
And here's something that'll make your CFO happy: Jane shares how she turned a Shopify masterclass series into a demand gen powerhouse by bringing in complementary (not competitive) partners. The result? 10x reach without 10x budget. Now that's what we call working smarter, not harder.
Real Talk About Partnership Pitfalls
Because we're all about honesty here (even when it's inconvenient), Jane gets candid about the challenges. Like when partners promise to promote your content but suddenly develop email-sending amnesia. Her pro tip? Bring in multiple partners so you're not putting all your eggs in one unreliable basket. Smart cookie, that Jane.
Looking Ahead (Because We're Always Thinking Strategic)
Despite some companies treating partnership teams like the first thing to cut in tough times (we're giving those companies some serious side-eye), Jane sees partnerships becoming even more crucial in B2B. Why? Because in this post-COVID world, relationships are everything. The smaller and cozier the interaction, the better the results.
Bottom Line
If you're not integrating partners into your demand gen strategy, you're missing out on a major revenue accelerator. And in today's "do more with less" reality, who can afford to leave that kind of opportunity on the table?
Want to hear more from Jane? Catch the full episode of The Rev Room wherever you get your podcasts. And while you're at it, check out her show "Women in B2B Marketing" – because we're all about amplifying female voices in the industry (currently at 67-69% female, but who's counting?).
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Stop neglecting partner marketing says Dextra VP
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Let's get real about something that's been driving us all a bit crazy lately: the persistent habit of treating partner marketing like that distant cousin you only see at holidays. You know the one – kept far away from the main event (in this case, demand gen).
In this episode of The Rev Room, we sit down with Jane Serra, VP of Growth Marketing at Daxtra Technologies, to spill the tea on why partner marketing deserves a seat at the grown-ups' table. And trust us, Jane knows her stuff – she's been crushing it in B2B marketing for nearly two decades, consistently using partnerships as a top revenue driver.
What You'll Learn (Because We're All About That Practical Value)
- Why treating partnerships as a "nice-to-have" is basically leaving money on the table
- How to break down those pesky silos between partner marketing and demand gen (spoiler: it involves more than just monthly check-ins)
- The secret to selecting partners that won't ghost you when it's time to promote that webinar
- Real talk about measuring success without getting caught up in the attribution drama
The Good Stuff
Jane drops some serious knowledge bombs about integrating partners into your demand gen strategy. Our favorite? Start with your marketing strategy first, then ask yourself: "Which partner could I loop in to 2x or 3x the results of this campaign?" Simple, yet brilliant.
And here's something that'll make your CFO happy: Jane shares how she turned a Shopify masterclass series into a demand gen powerhouse by bringing in complementary (not competitive) partners. The result? 10x reach without 10x budget. Now that's what we call working smarter, not harder.
Real Talk About Partnership Pitfalls
Because we're all about honesty here (even when it's inconvenient), Jane gets candid about the challenges. Like when partners promise to promote your content but suddenly develop email-sending amnesia. Her pro tip? Bring in multiple partners so you're not putting all your eggs in one unreliable basket. Smart cookie, that Jane.
Looking Ahead (Because We're Always Thinking Strategic)
Despite some companies treating partnership teams like the first thing to cut in tough times (we're giving those companies some serious side-eye), Jane sees partnerships becoming even more crucial in B2B. Why? Because in this post-COVID world, relationships are everything. The smaller and cozier the interaction, the better the results.
Bottom Line
If you're not integrating partners into your demand gen strategy, you're missing out on a major revenue accelerator. And in today's "do more with less" reality, who can afford to leave that kind of opportunity on the table?
Want to hear more from Jane? Catch the full episode of The Rev Room wherever you get your podcasts. And while you're at it, check out her show "Women in B2B Marketing" – because we're all about amplifying female voices in the industry (currently at 67-69% female, but who's counting?).
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