Partner marketing might look simple on the surface, but it actually involves a complex web of relationships and strategies that can trip up even experienced marketers. The truth is, what many agency professionals understand about how to execute a successful partner marketing campaign only scratches the surface of its real potential—and some of it might be based on outright misconceptions.
Despite its seemingly straightforward premise, partner marketing is a nuanced and dynamically evolving field that involves a complex mix of relationship-building, performance metrics and strategic alignment that can be challenging to navigate. Here, 12 members of Forbes Agency Council clear up some common myths about partner marketing. Check out their insights below to learn how to create the most impactful marketing partnerships.
1. The Real Value Lies In ‘Through’ Partner Marketing
There’s a big difference between “through” partner marketing and “true” partner marketing. Through partner marketing involves using a partner’s assets or channels to run campaigns that generate shared opportunities. True partner marketing requires unique positioning that elevates the partnership to more than the sum of its parts. This is where the real value lies, which is often overlooked in the pursuit of scale and speed. – Nikos Lemanis, Luxid
2. Partner Marketing Is Only About Building Audiences
Partner marketing goes beyond building audiences through collaboration and cross-promotion. It’s an opportunity to earn consumer trust through strategic joint ventures while positioning each company for long-term success. By leveraging each brand’s strengths, these campaigns can enhance brand recognition and increase conversion rates for both companies. – Henry Kurkowski, One WiFi
3. It’s Just About Teaming Up For Exposure
A common misconception in partner marketing is that it’s just about teaming up for exposure. The truth is, a successful partnership requires alignment on goals, audiences and values. Without clear, shared objectives and measurable results, it’s more likely to fail than drive real business growth. It’s about strategy, not just collaboration. – Marggiori Salas, IORI Digital
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4. Partnerships Are Effortless Once Formed
Partner marketing, where organizations collaborate to promote each other, is often seen as effortless once a partnership is formed. The truth is, it requires ongoing collaboration, clear communication and aligned goals. Without consistent effort, even the best partnerships can fall flat. – Christy Saia-Owenby, MOXY Company
5. Every Partner Gets A Share Of Every Deal
Partnership success hinges on the respect each side has for where their part begins and ends. If a paid media agency partners with a creative agency for visual ads, the creative agency shouldn’t expect to have a piece of the monthly retainer from the paid agency. Partnerships must be mutually beneficial, but will rarely be 50/50 across the board. – Bernard May, National Positions
6. Smaller Companies Leverage Bigger Partners’ Brand Equity
When two companies partner for a campaign, it’s often perceived that the smaller company is simply leveraging the bigger partner’s brand equity. This is wrong. In a world where customers often see “big” as “bad,” large companies can get huge benefits if they partner with smaller organizations. Unfortunately, too many enterprise marketing teams are not creative enough to see the opportunities. – Mike Maynard, Napier Partnership Limited
7. It’s All About Getting As Many Partners As Possible
A common misconception about partner marketing is that it’s all about getting as many partners as possible. The truth is that quality matters more than quantity, and you should focus on building strategic relationships with partners whose audience and values align with your brand and targets. – David Ispiryan, Effeect
8. Partner Marketing In PR Is Purely Transactional
One common misconception about partner marketing—especially a partnership in public relations—is that it’s purely transactional and focused on shared branding or co-promotion. The reality is that true partnerships in PR are built on strategic alignment and leveraging shared networks, credibility and messaging to amplify thought leadership and achieve long-term mutual goals. – Jason Mudd, Axia Public Relations
9. It’s About Lead Sharing Or Co-Branded Campaigns
A common misconception about partner marketing is that it’s just about lead sharing or co-branded campaigns. In reality, it’s a strategic collaboration where both partners align their strengths to create greater value together. Successful partner marketing focuses on shared goals, seamless integration and delivering a unified experience that benefits both brands and their audiences. – Ajay Prasad, GMR Web Team
10. It’s About Slapping On Logos And Splitting Costs
True partner marketing is about understanding buyers’ needs and solving their challenges. It’s not about slapping logos on a campaign and splitting costs—it’s about companies uniting, with a shared purpose to create value for their customers, solve real problems and deliver lasting impact. – Jonathan Franchell, Ironpaper
11. It’s About Leveraging Existing Audiences
Many believe partner marketing is about leveraging existing audiences. In reality, the core of it is about co-innovation: creating unique offerings or solutions that neither brand could achieve alone. This requires deep collaboration, shared vision and continuous refinement to drive sustainable value. – Vaibhav Kakkar, Digital Web Solutions
12. It’s An Easy Marketing Approach
A common misconception about partner marketing is that it’s an easy marketing approach. In reality, as in any partnership, it requires careful collaboration, with each party clearly defining their individual and shared interests and goals to ensure a successful outcome for both sides. – Jessica Hawthorne-Castro, Hawthorne Advertising
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