Setting Up B2B Partner Marketing with Scindia Balasingh, Freshworks
In this episode, Sunil and Scindia discuss what B2B companies should keep in mind when setting up partner marketing and she shares useful tips and strategies
Scindia Balasingh is the Head of Marketing – Global ISV Partnerships at Freshworks.
As with many other engineering graduates, Scindia found her passion for marketing in college. She started her career as a Senior Marketing Executive at Blue Star Limited. After her stint at Blue Star, she joined Redington India as the Head of Marketing where she spent close to six years playing a crucial role in scaling the marketing function there.
Key Takeaways
B2B SaaS companies need to leverage channels like technological partnerships to acquire new customers. In fact, the cost per acquisition (CPA) is the lowest for this channel.
Strategical partnerships can greatly help companies reduce churn and increase lifetime value (LTV).
Choosing the right partners according to the geography, target audience and other factors is the key. A good hack is to find the right partner is to analyze the tools your customers are using to run their business.
Few examples of partner marketing activities include webinars, PR, blogs, virtual roundtables, and summits.