By: RSPA Marketing Community
At a recent RSPA Marketing Community meeting, members discussed how marketing leaders can support new partnerships and work with sales to drive long-term success.
Rather than just promoting the brand, marketing teams can play a hands-on role from day one — building toolkits, joining sales conversations early, and creating content that strengthens relationships.
Discussion takeaways and insights include:
- Align Sales & Marketing from Day One
Great campaigns start with collaboration. Marketing and sales teams should work side-by-side from the beginning, especially during onboarding, content creation, and campaign planning. Alignment fuels better results. - Equip Partners with Promotional Toolkits
When bringing on new VAR and ISV partners, don’t leave them guessing. Provide pre-built assets like product images, social media templates, co-branded collateral, and email copy to help them hit the ground running. - Make It Personal and Memorable
One member shared how they transformed a logistics program into a branded experience — complete with pig-themed welcome kits, hand-written notes, and custom swag. The result? A campaign that customers actually remember (and keep on their desks). - Curate Content, Don’t Just Create It
You don’t have to start from scratch. Sharing curated thought leadership — from blogs to podcasts — builds credibility and keeps your audience informed while positioning your brand as a trusted resource. - Lead with Stories, Not Specs
In a tech-driven industry, marketing that highlights people and relationships wins over lists of features. Show how real customers are solving real problems with your solutions. - Own the Case Study Process
Waiting on sales or customers to “get around to” writing a case study won’t work. Marketing should take the lead — gather details, write the first draft, and make it easy for others to approve and participate. - Use LinkedIn Intentionally
Smart marketers use LinkedIn not just to post, but to engage. Tag partners, share mutual content, and help amplify others’ voices. It’s a B2B goldmine when used strategically. - Hold Regular Sales-Marketing Syncs
Ongoing communication is key. Weekly check-ins help ensure teams stay aligned, understand each other’s goals, and adapt campaigns in real time. - Don’t Wait to Be Invited — Show Up
Marketing shouldn’t be an afterthought. Insert yourself early in partner discussions and internal initiatives. Offer to help with go-to-market planning, messaging, and rollout support. - Make the Product Remarkable, Not Just the Message
Referencing the book Purple Cow, one attendee noted: remarkable marketing starts with a remarkable experience. When the product, onboarding, and story are all unique, the marketing almost takes care of itself.
About RSPA Marketing Community
RSPA Communities are a unique opportunity for members to get involved, share their expertise and help to make the association even stronger. The RSPA Marketing Community meets every 6-8 weeks to discuss RSPA marketing efforts, marketing best practices, and share marketing challenges or tips. If you would like to get involved in the Marketing Community, please email RSPA Sr. Marketing Communications Manager Ayana Scriven at AScriven@GoRSPA.org.
