Scindia Balasingh

Head Of Global Marketing - Partnerships At Multiplier

Content Collaboration in Partner Marketing: Strategies for Success With Scindia Balasingh

In today's business landscape, partnerships are the driving force behind success. Partner marketing, specifically, leverages these collaborations to expand reach and deliver innovative solutions.

Join Tuhar Singh, Director of Sales - APAC, Pepper Content, and Scindia Balasingh, Head Of Global Marketing - Partnerships At Multiplier as they discuss all this and more.

They explore how collaboration can amplify your marketing efforts, drive customer acquisition, and foster brand loyalty. From thought-provoking webinars to engaging content creation, you'll uncover the secrets to crafting successful partner marketing campaigns that resonate with your target audience.

Here are some excerpts:

1. How has your career in marketing evolved, and what pivotal moments have contributed to your growth?

My journey in marketing has been a fascinating evolution, marked by pivotal moments that have contributed to my growth. Initially, I embarked on my academic journey without a clear career path, but during my undergraduate studies, I realized that engineering wasn't my true calling. I had a passion for communication and explaining complex concepts. This realization led me to pursue an MBA focusing on marketing. Graduating as a gold medalist further solidified my determination to excel in this field.

My career officially kicked off with Blue Star Air Conditioning Company, where I took on a nationwide field marketing role. Here, I honed my skills in below-the-line marketing, user manual writing, and brochure design. The experience laid a strong foundation for my career. I then moved to Reddington, where I had the unique opportunity to establish the marketing function from scratch. This experience challenged conventional norms, but I embraced it wholeheartedly, and it turned out to be a career-defining moment. Over the years, I worked with top-tier technology brands and developed a strong interest in cloud and software-as-a-service (SaaS) solutions.

The next chapter saw me join Freshworks to build their global partner marketing role from the ground up. This was another exhilarating journey, as I collaborated with leading SaaS companies on a worldwide scale. My passion for partner marketing remained unwavering. My career has been punctuated by such moments where I embraced opportunities, took risks, and learned immensely along the way. Today, I continue to follow my passion for marketing and am thrilled to be a part of the dynamic team at Multiplier, where I'm once again building a partnership function from scratch.

2. What's the essential difference between a marketing function and a partner marketing function within an organization?

The primary distinction between a marketing function and a partner marketing function within an organization lies in their scope and approach. Marketing, as a broader function, encompasses various strategies and channels aimed at promoting products or services directly to the target audience. This includes traditional advertising, digital marketing, content creation, and more.

However, in today's competitive digital landscape, the cost of customer acquisition through traditional marketing channels has significantly risen.

On the other hand, partner marketing is a subset of marketing that focuses on collaborating with external partners, such as other companies or organizations, to reach a shared target audience. It involves co-marketing activities and strategic alliances that leverage the partner's existing customer base and expertise. Partner marketing can significantly reduce customer acquisition costs, as partners often share the same ideal customer profile (ICP). By jointly creating content or hosting webinars, for example, partners can tap into each other's audiences and provide valuable insights rather than directly promoting their products. This not only lowers customer acquisition costs but also enhances thought leadership and organic traffic.

Furthermore, partner marketing extends its benefits beyond acquisition. It can also contribute to customer retention. When customers integrate multiple partner solutions into their workflows, the cost and effort of switching to competitors become higher. For example, if a customer integrates Google Calendar with Zoom for video conferencing, they are less likely to switch to a competitor because the disruption to their workflow would be substantial. Partner marketing, when done strategically, fosters customer loyalty and reduces churn rates. Ultimately, partner marketing is a powerful channel that can drive both customer acquisition and retention by harnessing the synergies between complementary businesses and solutions.

3. How does content play a role in partner marketing, and what types of content do you find most effective?

Content plays a pivotal role in partner marketing, and it's a two-fold strategy. First, when you collaborate with partners on content creation, you can leverage their existing audience and domain authority. This means that the content you produce together has the potential to attract a broader and more engaged audience. For instance, if you publish a joint blog post or eBook with a partner, the referral traffic from their domain can significantly boost your content's visibility and reach.

"Content is an essential component in educating customers about partnership benefits and solutions to their pain points."

You need to tell a compelling story about how the partnership addresses specific pain points and provides a solution. This requires creating content that communicates the joint value proposition. For example, if Freshworks and Slack are partnering to enhance customer experience, the content should explain how their integration streamlines ticket updates and collaboration within Slack, making it easier for customers to manage their support tickets.

In terms of content types, we produce two main categories: top-of-funnel (ToFu) and bottom-of-funnel (BoFu) content. For ToFu, we focus on thought leadership pieces that address broader industry topics, such as customer experience. These can take the form of webinars, short video discussions, blog posts, or eBooks. BoFu content, on the other hand, is more product-specific and solution-oriented. Here, we often rely on videos, including animations that demonstrate how the integration works and its practical use cases. In my experience, BoFu content benefits greatly from video presentations and concise one-pagers, as they effectively communicate the value of the partnership to potential customers.

4. How do you view the evolution of marketing in recent years, especially with the advent of generative AI and its impact on marketing productivity?

In recent years, I've witnessed a significant evolution in marketing, and it's been quite remarkable. One of the most prominent shifts is how marketing has transformed from being perceived as a cost center primarily focused on branding to becoming a revenue-generating engine. Marketing professionals are now expected to contribute directly to the company's revenue by driving not only leads but also conversions. This means that the role of bottom-of-the-funnel content and sales enablement has become increasingly important. We're now responsible for nurturing leads, moving them through the sales funnel, and ultimately driving conversions, which has reshaped the way marketing functions within organizations.

One of the key advancements that has greatly impacted marketing productivity is the advent of generative AI. This technology has revolutionized how we create content. Instead of spending hours drafting emails, blogs, or webinar topics, generative AI tools like GPT-3.5 have made it possible to generate content with greater speed and efficiency. While it's not a "magic fix" where you input a prompt and get a perfectly polished piece of content, when used effectively, it can significantly streamline content creation processes. I find that generative AI tools help me draft content faster by providing initial drafts and ideas, which I can then refine, edit, and tailor to specific needs. It's a valuable tool that allows marketers to focus on higher-value tasks like strategy and customer engagement.

"Generative AI is a productivity tool that should complement human creativity, not replace it."

It's not about blindly copying and pasting AI-generated content; it's about using AI as an aid to boost productivity and creativity. I've found that the most effective use of generative AI involves multiple iterations, refining, and editing to align the content with the brand's voice and objectives. When harnessed correctly, generative AI empowers marketers to concentrate more on strategic initiatives and delivering results rather than getting bogged down in operational tasks. It's an exciting advancement that complements the evolving role of marketing in today's fast-paced digital landscape.

5. What does your ideal marketing stack look like, and how do you integrate the various components to achieve seamless marketing operations?

My ideal marketing stack is built around seamless integration between key components to ensure smooth marketing operations and maximize efficiency.

"At the core, we have three crucial tools: the marketing automation platform, CRM (Customer Relationship Management) system, and help desk software. These three must communicate effectively with each other to create a unified approach."

For instance, integration between Hotspot as the marketing automation tool, Salesforce as the CRM, and Freshdesk as the help desk system is essential. This integration ensures that marketing, sales, and customer success teams have real-time access to relevant data, enabling them to make informed decisions and provide a cohesive customer experience.

A pivotal aspect of this integrated stack is lead scoring and management. To handle the high volume of leads in the digital age, it's crucial to implement a lead scoring mechanism that evaluates leads based on factors like engagement, intent, and interaction history. Leads should be enriched with relevant data, and their scores should dictate their journey through the marketing and sales funnel. This approach allows us to tailor our interactions with leads based on their behavior and level of interest, ensuring that we provide the right content and touchpoints at each stage of their journey.

In addition to these core tools, I also find value in using outreach tools for effective communication and lead nurturing. These tools enable us to create personalized sequences of actions, such as engaging with prospects on social media, sending connection requests, and crafting customized emails. This level of automation and personalization can significantly improve outreach effectiveness and help in converting MQLs (Marketing Qualified Leads) to SQLs (Sales Qualified Leads) and ultimately, to customers. I frequently leverage these outreach tools to unlock the potential of leads that may have been stuck in the funnel, driving them toward conversion and revenue generation.

6. What advice would you give to those aspiring to pursue a career in marketing today, considering the evolving landscape and the importance of mastering tools and technologies?

My advice to aspiring marketers today is to recognize the evolving landscape and the vital role that mastering tools and technologies plays in their careers. Marketing has become a multifaceted field that requires proficiency in various tools and platforms. To excel, it's essential to develop a strong foundation in marketing automation tools, customer relationship management (CRM) systems, and email operations. Understanding the intricacies of these technologies will allow you to automate processes, manage leads effectively, and engage prospects without overwhelming them.

"Furthermore, aspiring marketers should focus on becoming proficient in data analysis and attribution logic. This knowledge will enable you to track and measure the impact of your marketing efforts accurately."

Additionally, mastering lead scoring is crucial for prioritizing leads and nurturing them through the sales funnel effectively. In today's marketing landscape, you need to be a versatile marketer who can identify prospects, craft compelling narratives, execute events and webinars, and leverage the right technologies to drive success. By embracing this multifaceted approach and continuously learning about emerging tools and technologies, you'll be well-prepared for a successful marketing career in the modern age.

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