Partnership and integration marketing is a powerful way for tech and adtech companies to grow market share and credibility. Buyers are more likely to trust a product that integrates with platforms they already use. Whether it’s a DSP working with a major SSP or a data provider listed in a clean room marketplace, partnerships act as third-party validation.
The most effective companies start with integration readiness, making sure their product fits well within the broader tech stack. From there, they pursue ecosystem listings on marketplaces like AWS, Adobe Exchange, or the Trade Desk Partner Portal. These listings boost discoverability and credibility with enterprise buyers.
Co-marketing is the next step. This includes joint webinars, blog posts, emails, and case studies that show how the two solutions work together. Buyers want substance, not fluff. A good co-marketing campaign proves complementary value.
These efforts also improve SEO. Partner landing pages, press releases, and listings often rank well for industry keywords. Over time, this builds long-term visibility. When partners promote each other on LinkedIn or email, the reach multiplies.
Sales enablement is key. Your reps need clear messaging, one-pagers, and training to speak confidently about integrations. Ideally, partners are doing the same. This kind of alignment can lead to shared pipeline and stronger deal flow.
Partnership marketing takes time to pay off, but the upside is clear: faster sales cycles, lower acquisition costs, and higher retention. If you’re looking to scale, identify key platforms your buyers rely on and start building those relationships now.
Sam Khoury
Founder, Cedar Consultants
Creative consulting solutions for Adtech