Ask the Partnership Experts: Step 5: Develop strategies to help customers crawl/walk/run with the integration


There's a renaissance going on, and it's called Partnerships. The value partnerships bring to long-term growth and sales can be measured in increased brand awareness and ultimately in increased sales for virtually any company of any size in any industry. 

But we're not talking about quick acquisition scheming with little to no customer retention. This is the good kind of awareness and growth. Warm introductions from people who trust you, your brand, and your product, and that you trust just as much. 

That is why we created the partnership series. 


If you missed the first three steps, check them out here.

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Step 5: Develop methods/strategies to help customers crawl/walk/run with the integration

  • Data being pumped into your tool or into your partner’s tool is not valuable in itself – it needs to be integrated into your customers’ existing strategies. 
  • Create great help docs that not only help integrate but also help customers and client facing teams understand how to use the integration. 
  • Set up an initial group of guinea pig customers to try out the strategies that the partnerships managers, product managers, and relevant CS/Sales people think might work.






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Sydney Braithwaite, VP of

This step of developing strategies to help customers get started with new integrations was one of my favorite things to do as a technology partnerships manager. My recommendation is to keep it simple ---- create documentation that clearly explains (1) what problem is the integration solving, (2) who is it for, and (3) what are the specific use cases and expected results? You can (and should) level this up by breaking down what is a "crawl/walk/run" use case --- what can a customer quickly activate today to start seeing results vs. what is a more advanced use case that the customer can invest in implementing once the initial value is proven. I like to think of this as a "mama bird" style approach, as you're breaking things down, especially initially, to help your little baby birds (customers) get started with consuming new data.





Ian Mahanes, Technology Partnerships at Klaviyo

The resourcing side of technology partnerships can often be overlooked and I believe the most important part to gaining integration adoption. When I refer to resourcing I am referring to help guides, case studies, videos, 1-pagers or any content to help users understand the integration and take action. 

Focusing on help documentation, it should not stop at getting the integration connected and instead detail the steps a user would take in their UX to activate specific use cases. Screenshots, videos and examples are key to making it clear to users on how users can get started and ultimately gain value.

You should focus on a primary use case that has been tested by beta users and already proving value for them. If you can clearly guide others to activate the same use case so they can also gain value, naturally they will look for new ways to utilize the integration.






Jack Wrigley, VP of Partnerships at Webbula

Develop a clear statement as to what your integration does then provide a simple, step by step process for setting up the integration. Most developers call this "documentation". Most customers see this as instructions. Be clear and as simple as possible so that any marketer can make the integration work. Use plenty of screenshots as visual aids often times work better than words. In addition to setting the integration up, clearly articulate what the integration will do and how the data coming back to a platform will change. Again, use screenshots of what the user can expect. 

Make sure your internal support is aware the integration is now live and provide them with the same documentation so they know how to handle any support questions coming in. This includes not only technical support but customer support. All teams should be working from the same information. 

Ideally, develop case studies around the integration. Nothing is more powerful than a peer leveraging an integration and being successful with it.


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This series was created to bring our latest blog series focused on Partnerships, providing a platform for many voices, from PartnerPage, Ometria, Constant Contact, Asana and more, to provide insight into the value partnerships bring to the business.

In the months to come, look for more voices and more thought around the power of partnerships and why businesses should embrace them as our friends and partners cover the topics from the recent article written by the COO of Partnerpage, Stewart Wesley, "How to build a technology partnership". We can't wait to see the value this series will bring to you and your peers.

We welcome any technology partnership expert to fill out the form at the end of the blog post to provide their expertise on how to build a successful technology partnership. 


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