How to Identify and Establish a Win-Win Partnership | Megan Bowen & Corey Kossack

Stacking Growth | The B2B Go-to-Market Podcast

Refine Labs is excited to announce a strategic partnership with Aspireship, offering a robust learning program that teaches the core principles and practical applications of the Refine Labs B2B Marketing Strategy. Aspireship, known for its innovative approach to skill advancement, will be launching the B2B Marketing Intensive module, leveraging Refine Labs' library of Vault Intellectual Property.

Megan and Corey sat down together on Refine Labs’ Stacking Growth podcast to discuss theories behind the resurgence of partnership-based go-to-market strategies, their intrinsic challenges, and how to follow a formula for success.

The Revival of Partnership Strategies in B2B Marketing

To cut through the volume of digital noise, companies are starting to gravitate back towards co-marketing strategies. This resurgence correlates with the search for strategies that drive word-of-mouth referrals which are, according to Megan, the most authentic form of marketing.

Corey expands on this shift, indicating economic changes as a catalyst: "It's financially motivated...Capital became expensive...companies have to be a lot more efficient." By successfully leveraging partnerships, companies aim to scale without incurring heavy upfront costs and ensure a return on every invested dollar.

However, the excitement around partnerships doesn't guarantee success. Megan sheds light on the operational reality where many eager attempts at partnerships lead to a dead-end due to lack of genuine referral exchange or substantial financial motivation.

They both agree that for partnerships to work, companies need to be strategic in campaigning for agreements that go above and beyond cross-posting on LinkedIn.

The Three Pillars of Effective Partnership Formation

Megan outlines three distinct requirements for successful partnerships:

• Enhance Customer Experience and Outcome

• At the core of any partnership should lie an improvement to the customer's experience or outcome that neither company could provide singly.

• Financial Benefits for All Parties

• Partnerships must offer clear financial advantages to both companies involved and, importantly, the customer; these financial gains must be substantial enough to incentivize action from all parties.

• Justification of the Investment

• A partnership's worth hinges on the sustained investment of time and resources, so aligning the partnership with company priorities is crucial. When partners can see the potential for significant revenue and have authentic mutual buy-in, their dedication to the partnership's success naturally escalates.

As Corey’s enthusiasm for taking the Vault course himself attests, creating a partnership with shared excitement and belief in each other’s services can lead to profound implications, broadening market access while bolstering credibility and reach for both companies.

“Everyone wants to be good at marketing”, Corey plainly states, and this partnership between Refine Labs and Aspireship will ensure access and opportunities for everyone to start or enhance their journey to be a good marketer.