Acknowledge that partners are time-poor and inundated with requests. The best enablement meets them where they are by creating easy, self-service experiences. Provide customizable collateral with pre-filled messaging and prescriptive guidance to eliminate friction and encourage immediate action.

When a champion offers an introduction, immediately send them a pre-written draft they can forward in one click. This removes friction, increases the likelihood of the intro happening, and psychologically reinforces their commitment by having them adopt your language.

To increase the acceptance rate for collaboration requests, remove friction by offering to handle the heavy lifting. Pitch the idea, create the graphic or video, and write the copy. This makes it an easy "yes" for the other creator, like a group project where you volunteer to do most of the work for shared credit.

The conventional wisdom is to move followers off social to an owned email list. However, the reverse is also powerful. Drive engagement and grow your social following by embedding links to your best social posts directly within your newsletters and promotional emails.

When creating partner marketing assets, avoid bespoke one-offs. Instead, build foundational tools that the partner with the fewest resources can use 'out of the box.' This ensures scalability, as more advanced partners can still adapt and customize the core components for their own needs.

Sellers need not create all content from scratch. You can leverage existing assets like company white papers or reports from industry associations. By extracting key data points and trends and sharing them, you provide immediate value, validate your audience's own observations, and position yourself as an insightful expert with minimal effort.

Many organizations mistakenly view partner marketing as a series of disconnected activities like webinars. True partner marketing is a comprehensive go-to-market strategy that defines the end-to-end plan for launching joint solutions and messages.

Creators often avoid resharing content, fearing they'll annoy their audience. In reality, most people haven't seen it. To cut through the noise, you must shamelessly repurpose newsletter content for social media and vice versa, presenting the same core ideas from different angles repeatedly.

Vector's marketing lead found success by giving influencers high-level messaging points but allowing them to create content in their own voice. The only request was to review the post 24 hours in advance to ensure product accuracy.