Master B2B Partnerships

Expert advice from Erica Grodin (Sr. Growth Marketing Consultant, Rippling) and Justin Zimmerman (Founder, Partnerplaybooks). Table of Contents Snapshot Traditional partner recruitment used to be a slow, spreadsheet-heavy grind filled with manual Google searches, contact hunting, and endless list building. Now AI can compress days of work into minutes, help you spot competitor-promoting publishers, uncover […]

Expert advice from Nelson Wang (Founder, Partner Principles) and Justin Zimmerman (Founder, Partnerplaybooks). Table of Contents Snapshot The gap between people who use AI well and people who do not is widening fast. In partnerships, that gap shows up in everything: how quickly you recruit partners, how well you prepare for meetings, how consistently you document partner […]

Expert advice from Will Taylor (Co-Founder & CPO, AudienceLed) and Justin Zimmerman (Founder, Partnerplaybooks). Table of Contents Snapshot You are being asked to produce more partner content, coordinate more stakeholders, prove more pipeline impact, and somehow do it with the same headcount or less. That is the reality in partner marketing right now. The pressure […]

Expert advice from Marta El Bay (Head of Partnerships, Surfe) and Justin Zimmerman (Founder, Partnerplaybooks). Table of Contents Snapshot You can spend months trying to cold-email your way into a major ecosystem, only to realize the big opportunity isn’t just getting listed in a marketplace. It is becoming the partner an ecosystem actively recommends, embeds […]

Expert advice from Rob Moyer (Founder, Bluethread.io) and Justin Zimmerman (Founder, Partnerplaybooks) Table of Contents Snapshot You are not too late to AI in partnerships, but you are late if you are still waiting for a perfect tool, a perfect policy, or a perfect internal rollout. The big shift happening right now is all about which […]

Expert advice from Raegan Wilson (VP of Ecosystem Solutions & Innovation, Spur Reply), Tyler Calder (CMO, PartnerStack), Cody Sunkel (CRO & Co-Founder, Partner Fleet), and Justin Zimmerman (Founder, Partnerplaybooks) Table of Contents Snapshot You are not just choosing software anymore. You are choosing how your partner team will operate, how quickly you can move, how cleanly […]

Expert advice from Curtis Fenn (CMO, REDX) and Justin Zimmerman (Founder, Partnerplaybooks). Table of Contents Snapshot Here’s the truth: despite the hype, most teams are actually underutilizing AI. This is because they’re mistaking activity for actual progress. The real opportunity is bigger than writing faster emails or generating more content drafts. If you can define […]

Expert advice from Aghya Goel (Content Strategist & B2B Content Creator, Citrine) and Justin Zimmerman (Founder, Partnerplaybooks)  Table of Contents Snapshot You’re trying to scale partner recruitment, but the workflow doesn’t scale with you—so your “research” turns into a weekly scramble. Meanwhile, competitors keep showing up consistently, right when their ecosystems are primed for new […]

Expert advice from Scott Murtaugh (Founder, Growth Process Automation) and Justin Zimmerman (Founder, Partnerplaybooks) Table of Contents Snapshot In partnerships, every new target starts the same way: you research, enrich, draft outreach, update your CRM, and repeat—except it never feels repeatable. The work is split across tools, tabs, and half-finished notes. By the time you’re […]

Expert advice from Nelson “Coach Nelson” Wang (Founder, Partner Principles and PartnerOS) and Justin Zimmerman (Founder, Partnerplaybooks) Table of Contents Snapshot You are competing in a world where a single partnerships role can generate 500 or more inbound applicants, plus additional outbound candidates reaching the same shortlist. If you rely only on a resume and […]

Expert advice from Anna Parfenova (Event Marketing and Operations, Maestra) and Justin Zimmerman (Founder, Partnerplaybooks). Table of Contents Snapshot You want to keep shipping event pipeline, but the work keeps expanding. You have to research conferences, identify speakers, convert messy attendee lists into usable data, enrich leads, segment audiences, build outreach sequences, launch landing pages, […]

Expert advice from Lior Bukshpan Amir (Strategic Partnerships, Kaltura) and Justin Zimmerman (Founder, Partnerplaybooks). Table of Contents Snapshot We live in a time where the partnership process is too slow, too manual, and too dependent on whoever happens to have the best spreadsheet. You sign agreements, celebrate the announcement, and then revenue stalls because the […]

Expert advice from Sean Harris (Sr. Director of Product, PartnerStack) and Justin Zimmerman (Founder, Partnerplaybooks) Table of Contents Snapshot We are at the point where AI will stop being a collection of tools you try and start becoming a layer inside how partnerships operate. You are either going to use AI to compress the boring parts of […]

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 […]