The partnership marketing channel – which includes tactics such as traditional affiliate, influencer and brand-to-brand marketing – is a complicated, nuanced channel that requires demonstrated expertise and skill to manage so that brands can achieve their goals and KPIs.
However, there are many digital marketing agencies out there that have taken on aspects of partnership marketing management in addition to their other client-managed channels, which has led to the rise of "cookie-cutter" marketing strategies. Far too many marketing agencies have a one-size-fits-all plan that they reuse with each client.
While these generic program plans can produce some short-term results, they rarely stand the test of time. Unfortunately, by the time brands realize their programs are not set up for long-term success or with strategy that is mindful of their unique business objectives, they feel trapped since they are already using the agency's resources, technology and partners.
The good news is that your business can avoid these pitfalls by partnering with a partnership marketing agency that provides every client with a tailored growth strategy and program opportunities.
Client-centric partnership marketing agencies like Acceleration Partners (AP) will take the time to learn the challenges and growth barriers that your business is facing so that we can help you successfully overcome them.
Signs of a Client-Centric Partnership Marketing Agency
It will be evident that you are working with a client-centric partnership marketing agency from the moment you conduct your initial consultation. If the conversation is centered around your business, its pain points, and what the agency can do to help you achieve your goals, then the agency is client-oriented.
Conversely, if the consultants start laying out their plan before getting to know your business, they are probably leveraging cookie-cutter tactics.
Additionally, a client-oriented partnership marketing agency will offer a dynamic range of services, not simply just connect you with partners. Agencies like AP provide a suite of services, including addressing some of the following goals:
- Growing a traditional affiliate program
- Building a new outcomes-based partnership marketing program
- Acquiring and nurturing partnerships based on brand goals
- Optimizing partners to better drive growth and maximize your investment
- Diversifying your program with innovative partners (like brand-to-brand and influencers)
- Expanding your program into new countries and markets
When vetting your prospective agency partner, you should thoroughly review case studies and feedback from past or current clients. Case studies will demonstrate the agency's ability to produce both short and long-term results for your brand.
AP's Track Record of Success
In order to help make your decision easy, we have composed a list of case studies that demonstrate AP's capabilities in several of the aforementioned service areas:
AP Helps Reebok Combat Uncertain Economy and Increase Revenue with Loyalty Campaign
Reebok is one of the world's most well-known footwear and clothing brands. For decades, the company has been a household name domestically and abroad. However, even a company as well-managed and successful as Reebok is not immune to the ebbs and flows of the retail market and ever-changing economy.
One factor that has helped Reebok remain a top name within its industry is how the company responds to these shifts. When the company experienced a decrease in orders during the COVID-19 pandemic, they turned to AP for expertise and innovative affiliate marketing ideas on how to help them return to pre-pandemic order levels.
AP's team devised a lucrative campaign by connecting Reebok with Cartera, a loyalty affiliate partner. The partnership boosted Reebok's revenue by 161% year over year (YoY) and increased average order value by 49% YoY.
Cybersecurity Software Company Leverages AP's Global In-Market Strategy
Japan has the third-largest economy in the world with unique culture and business etiquette, making it a great growth opportunity for brands, while also requiring know-how for tailoring affiliate campaigns to market nuances.
A large global cybersecurity software company was looking to increase revenue through their affiliate program in Japan, but lacked the local internal resources and language capabilities to hit campaign goals. They approached AP to launch an in-market affiliate campaign.
As a direct result of the AP team's in-market, data-driven strategy, this software brand successfully engaged with its program partners in Japan and increased revenue from the Japanese market by over $63K (with an increase in over 287% units sold period-over-period).
Renogy Capitalizes on Emerging Influencer Opportunities with AP's Guidance
Renogy is a trailblazer in the clean energy space. The visionary technology company wants to make home, boat, and RV solar solutions more accessible globally.
The Renogy team had achieved notable success with its North American affiliate program and was looking to expand globally with AP's regional guidance. AP helped Renogy scale its program and establish new footholds in Australia, the United Kingdom and France, with a specific focus on influencer partnerships. As a result, Renogy saw 152% of their 2021 revenue goal reached, with 60% of sales driven by influencers.
AP Creates Customized B2B Strategy to Support GoToMeeting's Growth Goals
GoToMeeting is a web conferencing software that's a trusted partner for companies of all sizes to connect, collaborate, secure their workforces, and support employees and customers.
The global B2B GoToMeeting affiliate program covers 32 countries across three key regions (North America, EMEA and APAC). AP and GoToMeeting understand the importance of having someone who speaks the local language and has expert knowledge of affiliate marketing and cultural nuances of the regions in which they work—having experts in each market ensures that strategies are tailored to regional nuances and local partner preferences.
AP worked with GoToMeeting to create a B2B strategy that would support brand growth while maintaining a target CPA, resulting in a 725% increase in paid accounts period-over-period (PoP) and a 146% increase in click active partners PoP.
Why You Need a Client-Oriented Partnership Marketing Agency
Whether you are seeking help with affiliate, influencer, or brand-to-brand marketing, the entire process should be focused on your goals and needs.
A client-centric partnership marketing agency will work hand-in-hand with your staff to move you closer to your growth objectives. It will provide you with a custom strategy that systematically addresses the challenges you are facing and produces real results.
Are you ready to scale your existing partnership marketing program or develop a new strategy? Want to work with a partnership marketing agency that is vested in the success of your business and its affiliate program? Looking to connect with vetted affiliate and influencer partners that align with the values and beliefs of your business?
If so, Acceleration Partners is the perfect fit. The growth we drive for our clients is unparalleled. We help small brands scale and uncover unique innovative opportunities to drive growth for established brands, all with performance and efficiency top of mind.