In this 4:43 podcast episode video clip with Cristy Garcia, CMO at impact.com, the conversation centers on the power of partnership and influencer marketing programs for B2B business growth. The discussion dives right into the strategy of building brands with internal expertise while benefiting from partners’ external validation. Cristy emphasizes that mutual wins occur when partnering companies or influencers collaborate, amplifying the value they bring. She cites HubSpot as a great B2B example, highlighting their goal to expand their paid subscriber base. By identifying and collaborating with relevant partners, like SaaS reviewers, digital educators, and businesses with product integration potential, HubSpot achieved a 50% increase in paid subscribers. Cristy underscores that partnership marketing is a versatile strategy applicable across the entire buyer’s journey, driving revenue and offering CFOs a promising investment with clear returns.

The video delves into the substantial impact of partnership marketing validated through a joint research study between Forrester and impact.com, with companies with mature partnership programs witnessing an average of 28% of their total company revenue stemming from this channel. 

Partner relationships offer a range of structures, from percentage-based commissions to flat rates, fostering a strong bond between CMOs and CFOs due to the measurable ROI and guaranteed returns, as CMOs know they can provide a return on investment because they are only paying partners once a payment transaction has been completed. Cristy emphasizes that such partnerships enable businesses to guide audiences from awareness to conversion. 

Overall, the interview highlights the strategic and financial advantages of partnership marketing, showcasing its efficacy in achieving remarkable growth. 

To catch the full interview with Cristy on “CMOs, What’s Not Driving 28% of Your Revenue?” CLICK HERE.