Strategic Ecommerce Partnerships for SaaS Companies
Strategic partnerships are crucial to every ecommerce SaaS company, particularly when it comes to increasing exposure and attracting new clients. Not all partnerships are equal, but they must have the potential to create opportunities for either your agency or your clients.
The ultimate goal when establishing a new ecommerce partnership should be to provide more value to your clients. Perhaps it’s a new feature or functionality, an integration with a tech solution they already use, a discounted offer, expertise in a field relevant to their business, or a solution that has shown great results with brands within their industry.
Whether you need help with agency partnerships, SaaS partnerships, integrations, or even all three, here’s how I can help you:
- Evaluate the effectiveness of your current partnership program
- Evaluate and measure efforts with your existing partners
- Evaluate relevance, audience and opportunity of prospective partners
- Implement co-marketing strategies to kick start new partnerships
- Determine key partnerships to reach your ideal target audience
- Implement processes to evaluate prospective and current partnerships
- Strategies to provide more value and education to agency or SaaS partners
- Evaluate which SaaS companies provide the most strategic value to integrate with
- Insights into managed service offering and how you can support agencies
- Strategies to develop deeper relationships with key partners
Signing New Partners
A typical partnership process looks something like this: meet lots of cool partners at an industry event, swap details, sign them up as a new partner and watch the referrals roll in. Right? Wrong!
Anyone who has ever worked in partnerships will know this isn’t the case. Assuming you have a partnership program or offering in place, signing up new partners is a fairly uncomplicated process. What happens next is where most partnership programs start to come unstuck.
Of course, there is no secret formula when it comes to building out your partners, but having a process in place helps ensure an ecommerce partnership doesn’t fail before it’s even started. Think about how you can provide value to your existing clients, as well as reconnecting with prospects that have signed up for a free trial but haven’t converted into a paying customer yet.
Here are some common questions I get asked by SaaS companies:
- How do I get more referrals from partners?
- How can I better position myself to ideal partners?
- What does an agency managed service offering look like, and how do I fit into that?
- How do I build relationships with key partners?
- How do I avoid being on the wrong side of a one-sided partnership?
- What does an ideal partnership co-marketing process look like?
- What marketing efforts should I focus on, and which one brings the best ROI?
- How do I get more visibility with prospective or current partners?
- How do I evaluate prospective partners to determine if our mutual value proposition is aligned?
- How should I prioritise partner co-marketing and educational content?
- How do I target new industries and territories with strategic partners?
- How do I demonstrate value to agencies/partners?
Achieving real value from an ecommerce partnership requires process, structure, skill and willing on both sides. The best way to ensure an effective partnership is to simplify and automate the process, ensuring goals, expectations and value proposition are aligned.
What happens after you sign a new partner can determine the longevity and quality of a new ecommerce partnership. The first 3-6 months of any partnership are crucial, so make sure you have a plan in place to capitalise on the ‘honeymoon’ period.
When deciding whether you should invest resources into a new integration or partnership, keep your customer at the centre of your evaluation process.
If you need some help defining a process that works for your SaaS company, book a free consultation and I'll be happy to help.