Ah, the partner marketer webinar. They are effective for marketing because they provide a platform to showcase expertise, engage with a targeted audience, and deliver valuable content in a more interactive and engaging format. Additionally, webinars can be easily recorded and repurposed for ongoing marketing efforts, making them a versatile and cost-effective tool for businesses of all sizes.
But there’s one group of marketers that can get double the bang for their buck with webinars, and that’s partner marketers.
Webinars are a particularly powerful tool for partner marketers because they provide support to your partners and allow you to get exposure to an entirely different customer base through your partners. Today, we’re exploring how partner marketers can execute and leverage these events to foster great partnerships and get twice the benefits.
Why co-marketing a webinar is good for business
When you co-market a webinar with your partner, you bring your two audiences together. You, as the event lead, get better control of how your product is presented to your partner’s audience. The partner’s expertise adds value for your own audience. This helps prospects on both sides gain more perspective on how they might actually use your product IRL.
For example, if you have technical software and your partner is an implementation partner, people may come to them because they have the expertise. On behalf of your company, you can talk about the software and what it does. Your partner can talk about how it fits in with their existing tech stack, thus bringing two sets of expertise together. As a bonus, your partner gets an event and exposure to your audience while you get exposure to theirs. Win-win!
How to execute a webinar as a partner marketer
There are many essentials to pulling off any webinar. Generally, webinars need promotion, presentation materials, and follow-up. In this case, you may need two sets of materials, one directed at each audience. When working with your partner, it is critical to include them in the planning (and gauge just how much they can contribute and adjust accordingly). To execute your partner webinar successfully, you’ll want to coordinate with your partner’s marketing team, create co-branded assets, present the event, and, importantly, follow up together to increase the reach of your programs.
When to ditch the virtual and go in-person
Don’t get us wrong — we love webinars. But sometimes, taking things offline and hosting the session in person makes more sense. Webinar content can transition nicely for breakout sessions at conferences and annual meetings (and, what a great way to get more exposure). If there are a lot of prospects in your metro area, a lunch-and-learn can be a great way to connect with partners and prospects while keeping the control you need to ensure your product is presented in the best way.
When to get help with your webinar
Webinars can be a ton of work. From all the emails, landing pages, and promotional materials involved in getting the word out about your partner event to the actual presentation and the follow-up, well, it’s a lot! Additionally, with co-branded webinars, it’s very important to remember just that: they’re a partner event. You want to ensure your partner feels they have an equal say. Enlisting a third party to help execute can ensure everyone gets the best representation, and as a bonus, it frees you up for other important projects and tasks.
Partner with a partner for your partner webinar
If you couldn’t tell from that last header, we are all about partners (and partner webinars). We have deep partner marketing knowledge and, not to toot our own horn, are also very experienced in creating all the deliverables you need for a successful webinar.
Want to learn more? Contact us today!