Master B2B Partnerships

Expert advice from Justin Zimmerman (Founder, Partner Playbooks) and Kristiana Mane (Partner Enablement, HubSpot). Snapshot You are running events—webinars, local dinners, half-day workshops, or large online summits—and you need them to produce measurable business outcomes! But without a repeatable system that connects planning, targeting, data enrichment, and sales follow-up, a great experience can still look […]

Expert advice from Greg Portnoy and Justin Zimmerman. Introduction According to Kyler Poyer, the biggest untapped growth lever in modern go-to-market is: partnerships! The opportunity is simple and urgent. When partnerships are built with intent, data, and repeatable processes, they produce better win rates, larger contract values, shorter sales cycles, and superior customer lifetime value […]

Expert advice from Justin Zimmerman (Founder, Partner Playbooks) and Abdul Sethi (Email Deliverability Expert, Mailivery). Snapshot Cold outbound is one of the most direct ways to find and recruit channel partners, resellers, and co-marketing allies. Done correctly, it lets you target the exact partner profile you need, start meaningful conversations at scale, and convert outreach […]

Expert advice from Zev Zoldan and Justin Zimmerman. Snapshot Slack: It’s not just a chat app — it’s where partners live, collaborate, and make decisions in real time — which means it’s also where small nudges, timely asks, and quick follow-ups can turn into predictable leads. The risk is simple but costly: when partner conversations […]

Expert advice from Rob Rebholz and Justin Zimmerman. Table of Contents Snapshot Channel Partnerships: The opportunity is simple but profound: when partnerships are treated as a systematic motion—driven by repeatable processes, clearly defined touch points, and the right automations—they stop being a handful of ad-hoc favors and become a predictable source of pipeline and closed […]

Expert advice from Justin Zimmerman and Subham Paul. Table of Contents Snapshot Do you know the #1 co-marketing motion? If you guessed webinar, you’d be correct! Partner webinars are one of the best channels for demand generation, but without the right data and tooling they quickly degrade into expensive broadcasts with little targeted follow-up and […]

Expert advice from Miranda Sambrook and Maisa Fernandez. Table of Contents Snapshot Partnership teams are sitting at the center of an expanding universe where integrations, co-markets, and AI features can either propel your growth or waste your budget. The stakes are high: partnerships can unlock new audiences, amplify awareness, multiply pipeline, accelerate product‑market fit, and […]

Expert advice from Gina Batali-Brooks, Allan Adler, Rachael Rogers Introduction You are building more than a partner program. You are building a new growth engine — a coordinated set of people, processes, and technology — that can materially reduce acquisition costs, accelerate deal velocity, and multiply customer lifetime value — but only if you get […]

Expert advice from Jason Yarborough and Raegan Wilson. Live events are hot! But: event budgets are under pressure, buyer attention is fragmented, and sponsors demand measurable returns. What used to work—large expo halls, badge scans, and giveaway-driven lead lists—no longer moves the needle for most B2B tech sponsors. The stakes are simple: design the wrong event […]

Expert advice from Danny Porter, Russell Bradly-Cook, Allie Schratz, and Gwen Sioson.  Introduction Top technology partner managers agree: we are operating at a moment when partnerships can either be your clearest path to predictable revenue or a collection of one-off integrations and unmet expectations. The difference isn’t glamour; it’s discipline. It’s how you translate strategic […]

Expert advice from Jared Fuller, Isaac Moorehouse, and Elliot Haralambous. Introduction You probably noticed we’re living through a shift in go-to-market. For years, companies built great products and then tried to buy attention through paid channels, cold outreach, or brute force sales motions. That approach is breaking down. B2B buyers no longer respond to anonymous ads […]

Expert advice from David Ward, James Hodgekinson, Derek Larson, Jason Atkins, and Seb Tyack. Introduction Ecosystems, data, and AI converge to redefine how partnerships create value. The choices you make now about data architecture, measurement, and orchestration will determine whether your ecosystem becomes a competitive moat or a fragmented cost center. Those choices include how […]

Expert advice from Jesse Cunningham and Kelly Sarabyn. Introduction HubSpot is more than a CRM; it is a high-value customer acquisition channel. With hundreds of thousands of paying customers and product extensibility maturing quickly, building an integration is no longer just a technical exercise. It is a strategic decision that impacts discovery, sales motion, retention, and […]

Expert advice from Johan Jansson, Jesse Cunningham and Arlo Hill. Introduction It’s become clear integrations are no longer a checkbox; they are a differentiator that decides whether your product becomes essential or disposable. The marketplace has thousands of apps, and the pressure to stand out is intense. What used to be “does it integrate?” has […]

Expert advice from Jesse Cunningham, Tim Koeth, and Pat Donley. Introduction Fact: integrations decide whether prospects convert and customers stick around. The stakes: High. The quality of your HubSpot integration can shorten sales cycles, increase close rates, and create long-lasting account value. If your product simply exists alongside HubSpot, you miss a massive opportunity to […]