In this episode of the Biz Apps Marketing Minutes, Adam Berezin from MSDW is joined by Megan McDonagh from Celigo. They discuss Megan’s journey from sales to partner marketing and now to revenue marketing, while sharing valuable insights on the evolving role of partner marketers and strategies to align goals with partners. Megan talks about her extensive experience in event and partner marketing, the differences between partner and revenue marketing, and the tactics she has found most effective.
Key highlights from this episode:
- The role of partner marketing. Megan emphasizes the diverse skill set required for partner marketing, highlighting the need for marketers to understand a range of tactics from content creation to digital strategy. She shares her method of starting with the partner’s goals and finding creative ways to align Celigo’s strengths with them, rather than dictating Celigo’s objectives upfront.
- How to build effective partnerships. Megan stresses the importance of creating “better together” stories with partners, which involves focusing on shared target audiences and goals. This includes considering both “to-partner” (education) and “through-partner” (joint marketing) strategies to ensure mutual success.
- Balancing proactive and reactive marketing. Megan provides her perspective on balancing proactive planning with the flexibility to react to new opportunities. She explains how Celigo starts each year with a solid plan, while remaining adaptable to shifts in strategy and market demands.