What is Partner Marketing and Why is it Important?

This article was first published on June 19th, 2019, and was last updated on October 24th, 2023, with new information. 

Today’s business environment is competitive and fast-moving. So, whether you are selling ice cream cones, phone chargers, or t-shirts, another company is fighting for the same customers. Finding a way to stand out from other competitors within the same industry can be challenging.

Partner marketing (aka partnership marketing) is a practical option for many businesses that want to get their brand in front of the right customers. In fact, a Forbes article calls partner marketing the best method to launch your business.

Whether you’re starting a new business, needing additional assistance, or expanding your current product lineup, this article is for you. We will expand on what is partner marketing, its importance, the different types of partner marketing, and more.



Table of Contents


What is Partner Marketing?

Partner marketing is the mutually beneficial collaboration between two businesses with the shared interest of developing marketing strategies to increase brand awareness and promote their products and services to the right target audience or consumer.

This can be a white label partnership where one partner’s identity is not disclosed or a publicly known partnership.

For the “one-man show,” putting time and money into marketing efforts is challenging. Partnership marketing can be a great solution for small businesses that may not have the expertise or resources needed for a successful marketing strategy. Those resources include financial, time, networking connections, staffing, and access to necessary tools and software.


10 Partnership Marketing Strategies

Many types of partnership marketing strategies have proven successful for numerous brands. We will highlight the ten below and explain each partnership marketing strategy in further detail.


White Label Marketing

White label marketing is a partnership between two businesses where the white label provider works behind the scenes under their partner’s branding, not their own.

This type of partnership marketing is not publicly known, and the white label provider acts as an extension of their partners’ team. A partnership like this enables you to offer additional products and services you otherwise wouldn’t be able to offer. It creates a no-hassle revenue stream, and products can often be white labeled to carry your brand.


Affiliate Marketing

Affiliate partnership marketing promotes your brand for monetary reward. The result is a direct alliance of brands that targets a mutual audience. An example of this is Groupon partnering with businesses to promote their services and products (and at a discounted rate typically).


Content Development

A content development partnership can be creative and encompasses various strategies, such as developing podcasts, articles, videos, and visual content assets. Each company shares these resources with its target audience. Link sharing and co-creation also help align the companies.


Distribution Partnerships

Distribution partnership marketing is where one brand uses another brand’s distribution channels to promote its products. This can look like:

  • Product bundles
  • Cross-promotion
  • Reselling
  • Co-selling
  • Discounts and coupons
  • In-store demonstrations
  • Giveaways


Retention Marketing

Retention marketing is most often used as a technique for loyalty programs. They reward customers based on how often or how much they buy. You could also include partner discounts or products within your program and vice versa.

Most retailers have an incentive program with a focus on retention marketing that rewards their top customers. Nordstrom’s Nordy Club is a shining example of this with its private events, member benefits, and shopping points that can be used for cash discounts.


Shared Stores

Another partnership marketing strategy is teaming up with a partner for online or offline shared stores. For example, Starbucks stores opening within grocery stores like Target are offline shared stores. An example of an online shared store includes businesses that have stores on Etsy.


Charitable Partnerships

Consider aligning your brand with a charitable organization depending on your goals and industry. Partnering with a charity could include doing exhibitions, public events, award shows, news stories, and more.

Licensing and product placement are also options for organizations looking for strategic partners. Williams Sonoma partners with No Kid Hungry and has created a specific line of cooking utensils where the proceeds go to the charitable organization upon purchase


Joint Products

Joint products go off of a partnership where two businesses alter or create a new existing product that deliver more value for the customer. An example of this is Apple and Nike partnering to create Nike+, that’s evolved into an environment of products, apps, kits, and a training community. In recent years, this joint product partnership evolved into the Apple Watch Nike+.


Product Placement

You’ve likely seen product placements in every TV show or movie you’ve ever watched and never even realized it. Product placement partnership marketing includes things like a box on a shelf with a brand name, like Cheerios.

Or something more direct, like a mention of Tide while doing a laundry scene. Celebrity endorsements can also count as product placement partner marketing.


Sponsorship partnerships associate your brand with an event or team with the goal of overall improving your brand recognition and reputation. By liking a certain team or cause, it’s more likely that you’ll attract some of the same customers to your company.

If a potential customer’s favorite sports team trusts your brand, why shouldn’t they? You see sponsorships in sports, events, local causes, and media to name a few examples. It’s a strong contender for effective partnership marketing campaigns.


Partner Marketing: 5 Benefits

1. Increase Value Proposition

Partnership marketing is about more than promotions that connect multiple brands. Strategic partnerships can impact everything from advertising to merchandising and product packaging. Collaboration at this level can also kickstart joint distribution and sales opportunities.

As a result, joint partner marketing combines the power of organizations to increase the value proposition:

  • Deliver new content
  • Engage new audiences
  • Enhance customer experience
  • Broaden sales avenues
  • Gain shelf space


2. Expand Revenue Channels with Reduced Risk

Partnership marketing is a huge win for improving your revenue with minimal risk. When you partner with a company that has a specific expertise, they’ve already worked out the bugs and have a product that works.

So, it’s easy to start bringing in an additional revenue stream when you partner with a company that already has the background, the product, the scalable solutions, and the marketing support for your business in order to make it successful.


3. Partnership Marketing Can Be Cost-Effective

One of the main benefits is that it’s cost-effective and allows both businesses to leverage each other’s momentum. Companies can save money this way versus taking this on in-house and accruing high overhead costs. It also broadens product and service offerings while enriching customer experiences.


4. Increase Audience Reach and Quality Leads

Partner marketing also improves your leads and audience. Because you’re offering a new product, that helps you reach a new audience and re-target those you already connect with or serve. And many leads will self-qualify because they know they need that new service you’re offering.


5. Collaborate with Other Brands

Working with one or more businesses helps promote your brand and brings several benefits. By pooling resources, you can double your marketing budget and talent. This makes them more cost effective than traditional marketing.

By collaborating with other brands, you don’t need to build a customer base from scratch. It helps you reach people interested in your products and who have proven loyalty. A partnership marketing relationship with products and services in the same genre provides a base that fits your brand.

Partnering helps each company get an audience that wants their products and services.


How to Find the Right Partner Marketing Opportunity

If you want to increase sales in your niche and access new markets, finding the right partnership marketing opportunity is essential. This can make or break your strategy and, ultimately, affect your business and revenue goals. Here are some things to keep in mind when looking for the right partner:

1. Identify Your Goals and KPIs

Start by listing your goals. What do you want to accomplish in a specific timeframe? A good marketing partner can help you reach those growth goals more quickly by adding a high-revenue product in a short amount of time without raising your overhead costs.


2. Align the Industries

Next, think about the types of businesses that help you get there. Partnering with businesses that operate in the same (or relatively similar) industry as yours can make operations run more smoothly and capture low-hanging fruit opportunities.

For example, if you’re a website developer looking to add another service to your offerings list, it may make the most sense to enter into a partnership within the digital marketing space first. Overall, this partnership must align with your goals and complement your business.


3. Understand Your Audience

One of the most significant steps you can take is first identifying your audience.

  • Who do you want to reach with a new product?
  • How can you benefit from this new product?
  • Can you reach new customers?

It’s important to conduct market research to see who you attract versus who you plan to attract. It’s crucial to understand both you and your partner’s audiences to create a targeted and effective marketing strategy that will enhance your ROI. Where the two targets align is where your growth can happen.


4. Set the Tone and Expectations

Before you even start, see how the partnership marketing strategy will work and establish expectations. What do you need to provide to your partner? What will they provide you? What are the expectations, and how will they help you accomplish them?

This entire discussion involves setting up timelines, defining costs and responsibilities, and establishing expectations early to avoid conflict later. Make sure your marketing partners understand your objectives from the very beginning.


5. Look for Transparency

Above all, identify not only how you benefit but what your partners could gain. Get unbiased feedback from neutral third parties. This helps ensure the benefits to both sides are tangible, not wishful thinking. Review the lists and approach the companies that stand to gain the most from partnering with you.

And most importantly, be transparent with your partners, and make sure they are with you as well. Look for consistent communication, reporting, documentation, etc. They should be open with you about all actions taken on behalf of your company.


6. It’s Not A Competition

Last but not least, it’s important to remember that partnership marketing IS NOT a competition. Two complementing businesses are working together to benefit one another, not compete against each other.

For example, Red Bull Racing partnered with GoPro and sponsored a record-breaking balloon jump. The GoPro recorded the entire 24-mile descent—high adventure captured in stunning clarity thrilled and engaged consumers worldwide.

It is also possible to serve the same niche without competing with each other. Businesses in this area share the same target market but may provide customers with complementary products or services.

Another example can be a partnership between a company that makes motorbikes and another that makes biker gear. Both are niche neighbors where they can leverage one another to boost sales without competing for sales.


It’s Time to Develop a Partner Marketing Plan!

Take the time to build a strong foundation between marketing teams. Thorough planning and communication are integral to successful partnership marketing programs. This helps boost brand recognition, scale your business, and create valuable relationships.

Boostability is the leading provider of white label SEO services worldwide. We have over a decade of experience, dedicated SEO professionals and Partner Growth Managers assigned to each partner, and access to various software and tools necessary for a successful SEO campaign.

We will work behind the scenes and deliver strategies under your branding. Boostability will become an extension of your team!

Interested in learning more about this type of partnership? Check out our ultimate guide to white label SEO marketing, where we go in-depth on what to expect, how it works, the benefits and challenges, and much more.


Partner Marketing FAQ

1. What are the Risks of Partnership Marketing?

Note that the more in-depth the partnership collaboration, the greater your likelihood of success. Unfortunately, many companies fear sharing different levels of information, which leads sabotage their relationship with their partner over time by remaining on the defensive.

For a successful partnership to work, there must be mutual trust and communication at all times. Your business may lose some level (not full) of control over your brand for partnership marketing to succeed mutually over time.

This does not mean you’re letting the partner take over but that you’re willing to let some new changes and processes happen to make new marketing strategies work.

It’s also important to note that simply participating in partnership marketing will not resolve or fix all of the existing issues your business might have. A solid, long-lasting partnership works both ways and requires your business to have stability in place before venturing into this.

Investing in partnership marketing can be a smart business move, but it might not be the best move for everyone. Make sure your business takes the time to consider the benefits and risks partner marketing can have before making the right decision.


2. What is B2B Partner Marketing?

B2B partner marketing is a strategy focused on helping businesses create mutually beneficial connections with one another to achieve their shared goals. Those shared goals are to capitalize on effective marketing, increase sales, gain new customers, and scale their business efforts.

Boostability’s white label SEO partnership is a form of B2B partner marketing where we partner with agencies to deliver quality SEO products to their clients. We act on behalf of the agency, not our own brand.


3. What is the Difference Between Partner Marketing and Product Marketing?

Partner marketing is a strategy where companies will partner to achieve goals, such as brand awareness, higher sales, increased lead generation, or entering a new market.

Product marketing is specifically tied to marketing a specific product. This is most commonly linked to promoting a product within a new market or a new product within an existing market.

Product marketing can utilize partnership marketing to reduce associated costs and risks and leverage existing benefits from the partnering business.



Matt Tennison has over 20 years experience in the advertising and marketing sales fields, and over 15 years experience in high-level business development and partner relationships. Over his career, Matt has worked for large advertising publications and national agencies where he’s had great success in advertising sales, business development, and sales management. Matt joined Boostability in 2011.