How to approach your new partner communication process.

How to approach your new partner communication process.

I was just on a session with one of our Accelerator partner manager participants going through his dilemma: How does a partner manager draw out some level of consistent referrals from the partners without burning the relationship. This is the strategy.

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How to approach your new partner communication process.

This is a strategy to ensure your communication with your partners enables them to want to open your emails and

  1. First, your goal throughout this entire communication process is not to ask for referrals but to create a communication cadence that (a) keeps them on track and (b) keeps you as a value add to their day/week/month.
  2. Keep in mind, your partners know your product, and are probably users. So your agenda is not to sell your product or remind them you want their referrals, but instead to stay top of mind and keep them wanting to do you favors.
  3. To do so, you have them on a "Track" which takes 3-6months and ends in "expert/implementation/consulting" partner status (then you can start the tiers).
  4. Meanwhile, you have an email cadence of all value-add for them. Finally, you have a really strong incentive to get to the end of the track (referrals really).
  5. And throughout that track you have two cadences of emails; 1 with checkins to ensure they are doing homework and progressing on the track. And 2 (ideally from another person on your team with another title) which is more like a partner newsletter with nothing but that week's opportunities for partners.
  6. Regarding the "Partner Newsletter" - the strategy here is to NOT TO MAKE IT FEEL LIKE A NEWSLETTER. This is because newsletters are typically self-promotional fluff, and not of value for the partner (they're updates and articles).
  7. So instead of the typical newsletter format (HTML + images + fluff), use plain text and get right to the point: "Hey John, this is what opportunities we have for you today as our partner..." Then list URLs for closed lost opportunities you are open to co-selling with them on, backlink opportunities in old or coming articles, relevant events...
  8. Lay out the email cadence with three types of emails:1. Their track progress checkin, 2. Plus partner co-marketing opp's,3. And keep in mind they are receiving product onboarding emails from CSPut these into a visual for your team to understand and gain approval.
  9. Get buying from all of that with your boss's and enjoy true "partnerships" where they want to give you referrals after every call.
  10. Start adding the sequence to your marketing automation tool. If you do not have one, use our PRM and setup Zapier actions when you move partners through the Kanban board (moving them through the stages of your program onboarding can trigger emails to send through Gmail using Zapier).

Here is the partner messaging journey: https://miro.com/app/board/o9J_kgeCgJA=/?moveToWidget=3074457351852827218&cot=12

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