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Partner Marketing Playbook

See how you can scale your Partner Marketing initiatives and learn best practices, for
achieving success across your Partners’ lifecycle.

We’re experts who have worked at Facebook, Google, and Cisco. We’ve worked with hundreds of Partners to help thousands of businesses achieve their goals with Partner Marketing. New products, data privacy, and AI are constantly shifting and phasing out Partner Marketing strategies that might have worked in the past. In this guide, you’ll learn everything from start to finish to have success with Partner Marketing in 2019 and beyond from Plai.

What’s in the Partner Marketing playbook?

Content

  • Defining level of support for a Partner: Use the tiering and partner lifecycle framework to determine the level of support.
  • Stack-ranked initiatives by highest impact: Easily focus your efforts on high impact initiatives.
  • Benchmarks: Established benchmarks across initiatives by meeting with various internal teams to analyze past campaigns and outside research.
  • Best practices: Receive industry best practices to hit the ground running
  • Templates: One pager, Pitch Deck, and Email templates

How To Use

  • First use the framework for tiering and placing your Partner in the correct lifecycle phase. This will help determine your level of support. Then, open the corresponding playbook (New, Growth, or Mature) to find high impact initiatives, benchmarks, best practices, and templates to activate your Partner.

Metrics

  • Increasing the number of partner marketing activities
  • Increase Product and User Acquisition (amount of conversions generated via partners)
  • Increase Adoption Rate From Customer Base (# of inventory adopted / # total inventory)

The Partner Marketing lifecycle and tiering

Partner lifecycle

Knowing which Partner initiatives to launch at different stages of the Partnership can be a tedious and costly decision.

The Partner lifecycle framework is meant to help guide your choice in adoption initiatives by placing a Partner into

either New, Growth, or Mature based on three categories 1) duration of time working with the Partner Marketing team

2) Completion of initiatives within a lifecycle segment OR 3) Partner Goals.

Partner tiers

  • Why is it important to tier a partner? Tiering allows your team to understand the level of support to provide a given partner. Although we will provide support to majority of our partners, it will behoove us to calculate the potential ROI and strategic value we would receive for this investment.
  • How do we determine the tier that a partner belongs to? The tier that a partner is placed in is ultimately determined by the PMM and partnerships team that is closes deal. However, some of the attributes that will help determine the tier of a partner may include: Brand, total businesses, time to market, development team, partner commitment, strategic opportunity, etc.

Example initiatives of Partner Marketing based on tiers:

Need help placing your Partner?

This section will help you answer which stage or initiative to select based on your goal:

  • If your integration is auto provisioned: ‘Mature Stage’
  • If your goal is enabling sales team: ‘Growth Stage’
  • If your goal is driving awareness: ‘Growth Stage’; ‘Mature Stage’
  • If your goal is product education: ‘Growth Stage’
  • If your goal is driving adoption: ‘Growth Stage’; ‘Mature Stage’
  • If your goal is announcing a new partnership: ‘New Stage’

Choose your Partner Marketing playbook

There are three playbooks: New Partner, Growth Partner, and Mature Partner. Open the playbook that

corresponds to the stage of your partner.

“How many visits do I have today?”

“Do people find my website engagement?”

New Partner

A partner is considered new for the duration of 1 – 3 months. It is during this time that we will lay the groundwork for a

successful partnership. The following initiatives are in the New Stage because they will lay the foundation for Growth and Mature stages.

Goals: Alignment & Launching are the primary goals for a New Partnership. Establishing clear goals, communications/contacts, and reporting is the foundation for a successful partnership and provides the framework needed to scale at a desired pace.

Getting started with your Partner

Establishing an Integration Comm Doc and Welcome Packet for the Partnership is crucial to ensuring consistency and

success.

  • Comm Doc: Establishing an Integration Comm Doc for your product that you can share with your partner is crucial to success. This doc will allow you to have a consistent source of truth regarding product information, product updates, and brand consistency when your Partner talks about the integration. Best Practice: While your Comm Doc does not need to be as extensive, it should include: POCs, Overview of Integration, Value Statement, Recent Updates, Qualifications/Eligibility, FAQs/General Questions, Sales Talking Points, Related Resources, and Screen Shots of the integration. Who makes this: This should be made internally by you team and shared with the Partner to align on language and other aspects such as Sales talking points.
  • Welcome Packet: This will include One sheeter, Pitch Deck, Talking Points, FAQs, and more. The content and tailoring of content will depend on the tier of your partner.

Content for Launch

The content you use in the launch should be similar to the Comm Doc mentioned above. The medium to distribute the

launch content with will depend on the tier of your partner. Don’t make the launch content just an announcement, make it useful. This is because it can be

difficult to get into the drip email campaigns of Partners. Take advantage of the announcement and make it

actionable. Here are the best types of launch content to announce the partnership:

  • Help Center Article on Partner’s website: This will be the landing page that will help drive adoption of the integration from your Partner’s clients. Ideally, this will tell page visitors the steps they can take to set up the integration. (Note: Some partners may be able to turn the integration on automatically, in this case consider a landing page that describes the benefits and use cases of the integration). Best practices: Use visuals (screenshots or .gif); Reduce the amount of steps where you can (ideally there will be only 3 steps but no more than 10; Event Tracking: Add a button (with event tracking enabled) in the article that allows users to activate the integration. This will give you a way to to measure conversion rates from the HC article. Benchmarks for success: The Help Center page will often be the most visited page regarding the integration with the Partner. That makes the Help Center page an important page to optimize and measure engagement benchmarks. Call Center Volume: Sometimes a partner will have a call center, if they do make sure you/the partner track the increases or decreases in call volume regarding the integration. This will help you optimize the content Event tracking: More often than not, Partners will be using Google Analytics, if they do make sure you add a button in the HC article that leads to the integration with event tracking enabled. This way you can learn and measure your conversion rate from the Help Center article. You can use Plai to quickly gain insights on performance from Google Analytics. Conversion rate: A Help Center is a lower funnel piece of content, which will have a higher conversion rate of +3%. Anything below, consider optimizing the HC article. Page Engagement: Notice how long the user is spending on the page, is it taking them too long to sift through the information? Is the bounce rate higher than 65%? Optimize accordingly. See example.
  • Partner Marketing Sales One-Sheeter: The goal here is to equip Partner sales teams with a resource and key talking points in client calls. More Sales enablement will begin in the Growth Stage.
  • Email announcement from Partner: This should have an introduction on value prop of the partnership, then lead into benefits of the product, and how to implement. Best practices: For Launch emails, allow for broader email segmentation targeting. The goal is to raise awareness. Add a button to improve CTR or UTM link (see the Free UTM Builder) in the email that allows users to activate the integration. This will give you a way to to measure conversion rates from the email. The email should include a a Deep link to wherever they can easily activate the integration. Avoid sending to an action-less landing page. If a deep link is not possible or relevant, provide a link for people to access the Help Center article in order to implement. Keep the headline to no more than 4 words; data suggests 65 characters is ideal Send out on a Tuesday; data shows that this is the best time. Benchmarks: There are three main email funnel metrics to measure success: Open rate, CTR, and Conversion Rate. A average benchmark for Open rate is 20% to 23% (data suggests the average is 20.81%). For CTR, the benchmark is from 2% to 3%. (data suggests the average is 2.43%). For Conversion rate, the benchmark is from 2% to 3%
  • Blog post announcement on Partner’s website: A blog post provides another avenue for you to be able to reach Partner’s customers about the integration. This should be relatively low lift. Best practice: Focus less on the announcement and more on use cases/benefits. Make it actionable. Why? because the blog post will stay live for a long time as opposed to an email that will be deleted/buried in inboxes. SEO: Make the blog post around 2,000 words (to get to this length consider adding best practices in the blog post); Add catchy headline; Do keyword research. Add a button to the integration with event tracking enabled to measure conversion rate. Benchmarks: Page Engagement: Ideally the blog post will have around 2 min avg. session duration; A bounce rate below 65%; Blog post conversion rate: A Blog post like this is an upper funnel piece of content; the benchmark is around 1 -2% goal.
  • Social post announcement on Partner’s Pages: This should be exciting, educational, and direct users to help Center. This should be relatively low lift. Best practice: Use imagery and video if available. Link to the Blog announcement if possible to increase backlinks and thus SEO.
  • Reporting templates: Work closely with your DS and DS on Partner’s side to ensure relevant KPIs are being measured. Best practice:  Align with the partner early on key metrics and conversion analysis. This will ensure that there is a common language between the two teams and alignment on goals. Measure the steps in the conversion funnel at a granular level. Analysis of where there were drop offs will help identify areas of friction, brainstorm ways to optimize the flow, and leverage in product notifications at the right steps in the funnel. Best Practice: Define the exact action a user takes in order to adopt. Best Practice: Measure the source of where the user came from. Best Practice: Measure the steps and funnel in order for someone to adopt. This will help inform in-product notifications. Best Practice: If applicable, measure churn rate.

Just ask Plai..

“How many visits do I have today?”

“Do people find my website engagement?”

Growth Partner

Definition. A Partner is considered in Growth Stage from 3 months – 1 year or if the activities in the ‘New Stage’ have been

completed. It is during this time that we will use the previous three months from launch phase to inform Co-marketing

and Sales Enablement initiatives. These following initiatives are in the Growth Stage because they offer the highest impact at the lowest cost.

Metrics. Inventory acquisition (the amount of inventory added to your business from a Partner); Awareness

Approach. Make data-driven decisions that drive growth based on high impact Co-marketing and Sales Enablement initiatives.

Getting Started

  • Run a survey: Having a clear understanding of the audience can speed up adoption growth. The nuances of why people are not adopting will require additional research to surface specific actions that could be taken to improve the flow and ease adoption barriers. To determine adoption blockers like awareness, value gap, eligibility, etc. work with the Partner to launch a survey. Ideally, you can launch as a separate survey, but often Partners will have a survey cadence. If this is the case, choose your top 2 to 3 questions and work with the Partner to include them in their quarterly survey.
  • Qualitative and Quantitative Research: Initiate qualitative research early to surface friction in the flow. Qualitative interviews and testing before launch, followed up with quantitative analysis can speed up the adoption curve.

Now, let’s get started with high impact Co-marketing initiatives you can launch.

Co-Marketing

Knowing where to start with partner marketing can be overwhelming, that’s why we have completed research to determine the three highest Co-marketing growth levers and benchmarks to determine success. While these initiatives may be effective on their own, crafting a way to get them all working together is key.

In-product Notifications

This is the most effective marketing channel – as you can capture your audience’s attention at the moment of action. These can be placed within your own product and your Partner’s product. If you have an app in-product notifications are easy, otherwise try adding a notification at the top of your website. There are plenty of website plugins that will allow you to create a pop up on your website,

  • Benchmarks: You should be establishing your own benchmarks but here is a starter. At least 3% CTR or 5% Conversion Rate – These two metrics represent the 100% increase over random threshold for Engaged Users (CTR) and Unengaged Users (Conversions). Targeting is key. Depending on the mix of people you send notifications to (a new audience or previously engaged audience), your CTR% and Conversions can vary wildly, being able to break one of the thresholds covers both cases of targeting at either extreme.

Email campaign for Partner Marketing

This is considered the second most effective channel for partner marketing behind In-product notifications for the ability to target and the fact that the audience is already somewhat engaged (aware) with the Partner or your business because they are on your email list. You may find that emails from your business perform better than emails from Partners. Make sure you align with your email marketer on rolling out the plan.

  • Benchmark: There are three main email funnel metrics to measure success: Open rate, CTR, and Conversion Rate. A average benchmark for Open rate is 20% to 23% (data suggests the average is 20.81%). For CTR, the benchmark is from 2% to 3%. (data suggests the average is 2.43%). For Conversion rate, the benchmark is from 2% to 3%
  • Targeting is key. Determine 2 to 3 targeted audiences ideally greater than 1,000 in size who shows signs of converting. Do not email blast the entire audience. Consider A/B testing a similar message to different audiences.Depending on the mix of people you email, your CTR% and Conversions can vary wildly, being able to break one of the thresholds covers both cases of targeting or creative at either extreme.
  • Determine 2 to 3 targeted audiences ideally greater than 1,000 in size who shows signs of converting. Do not email blast the entire audience. Consider A/B testing a similar message to different audiences. To determine success of Partner email campaigns look at their current Open rate, CTR, and Conversion rate to compare with your email campaign. Although you can advise on timing and email creative, the Partner should own most of that. Align with your partner on a targeted list that shows signs of high potential to convert.

Facebook Ads for Partner Marketing

Facebook ads are the third level of effectiveness as a growth lever. Facebook ads have shown to be less effective than In-product notifications and email but can be more effective than SEM or SEO in the near term. See here for the Ultimate Guide on Facebook Ads.

There are three potential ways to launch and pay for a Facebook ad campaign with your partner after aligning on a goal: 1) You fund it 2) The Partner funds it 3) Together by either splitting or matching ad spend.

If you need to launch quickly, the best option is to secure about $5K to run Facebook ads for 30 days. Ideally you will be targeting your Partner’s customers who are eligible to also purchase your product/service. The best way to reach this audience is with Custom audiences in Facebook where you can upload the Partners list of emails. In our experience, $5K over 30 days will allow you to reach close to 70% of the targeted audience.

If you need deep reporting and higher customization, the best option is to run the campaign through your business’ Facebook ad account. If you are not familiar with running Facebook ads yourself, keep in mind that your digital marketing person who can help you might also have a long list of other priorities. Plan accordingly.

  • Best practices: Focus on integration adoption among existing Partner clients vs. new user growth for the Partner. A good targeting method to achieve this best practice is Custom Audiences. Targeting: Create 2 to 3 Custom Audiences that are greater than 1,000 in size. A/B test different creative to these audiences and optimize for impact. Remarketing can be another great option for targeting clients who may have engaged with the help center article, for example, but have not yet adopted. Don’t use Boosted posts. They are too broad and lack a clear CTA.
  • Landing page advice: Create a joint landing page both on your website and on your Partners’ that gets people excited about the integration. We will get more into landing pages later. If you don’t have time for creating a landing page try deep linking. To reduce friction to conversion consider deep linking users to the area where they can activate the integration either within your app or website.
  • Ad Creative: Be educational with a clear CTA (especially if you are deep linking). Create custom messages that will resonate with your target audience.
  • Benchmarks: Conversion rate, and CPA are the metrics to focus on. CTR: .9% to 3%; CPC: $1.70 avg.; Conversion Rate: 2 to 10% (will vary depending on targeting (i.e. engaged vs. unengaged); CPA: Will vary depending on Partner and targeting (i.e. engaged vs. unengaged)

Activate Sales Teams for Partner Marketing

Across nearly every business organization, sales is the biggest growth driver for businesses. Because our growth model relies primarily on our partners, we’re heavily dependent on our partner’s sales team when it comes to execution. The following will go over how you can activate a Partners’ Sales Team for successful partner marketing.

  • Education: To help ensure that our partners are both motivated and positioned for success (e.g. has a clear understanding of our product), a portion of our investment will go towards educating their team. The following are templates and examples of materials you can customize and provide to your Partner’s Sales. This can include an onsite sales team training (highly recommended as it helps motivate a team as they can put a face to a name), pitch deck, talking points and voice-mail script, email template for them to send out to clients, or a one-pager.
  • Co-selling: Align on eligible accounts with your Partner to drive product adoption growth among high impact accounts. Setting shared goals across accounts can increase adoption speed and reduce overlap. Who you target will vary depending on the product and partner. Once you align on a list, work with the Partner and the sales team to create incentives or materials that engage your targeted account list. Best Practice: Tiering the targeted accounts will help you prioritize. Consider aligning to how your Partner tiers their clients (i.e. price of packages, geo, verticals, account age) to ensure consistency across the partnership.
  • Sales incentives: One of our primary leverages will be to initiate partner sales SPIFFs (sales performance incentive fund) to help incentivize and motivate partners to hit stretch goals set by the team. SPIFFs are best delivered during onsite sales trainings for partners in an effort to rally up the team while the material is still fresh.

Content You Should Create for Partner Marketing

A Partner’s accounts, clients, and prospects are all at different stages and levels in their working relationship. Many

existing clients will not adopt the integration from a launch email or because the Partner’s sales team told them to do

so. It is for these cases that we need to educate our Partner’s client base on the integration and provide a unique value

prop to drive adoption growth. Here are the two pieces of content to consider prioritizing for partner marketing while in the Growth stage:

  • Case Study: A case study, when done successfully, can become one of a company’s most powerful marketing tools. Clients can be motivated by relevant case studies. To be relevant, one case study will not fit all needs. It is important to look at your Partner’s audience segments and find the top three largest themes (i.e. verticals, goals, free vs. paid) to kick off case studies that will be relevant for these larger groups. Start building out these three case studies and consider building out more once you are in the ‘Mature Stage’. Once these are built, don’t forget about how you will distribute the content.
  • Best Practices Guide: Sometimes a Partner’s clients just want to know a streamlined approach for how to achieve a business objective. Learn what the main business objectives are (i.e. grow event attendance, hire for a job) and determine if the integration can help solve for that business objective. Work with the Partner to create a best practice guide and include information/education about the integration throughout the guide. Helping out the Partner’s client base before asking them to adopt an integration will go a long way. Creating a best practice guide can establish you and the Partner as an expert in a particular industry. To appeal to a wider audience it is important that the best practice guide is focused on the client bases’ business objective vs. the integration (Note: You can create a best practice guide specifically for the integration, but do so later in the ‘Mature Stage’.)

Just ask Plai..

“How many visits do I have today?”

“Do people find my website engagement?”

Mature Partner

A Partner is considered in Mature Stage from 1+ year or if all levers in the growth stage are complete. It is during this time that we will explore opportunities such as landing page creation to increase adoption. The following initiatives are in the Mature Stage because they tend to be a high touch form of partner marketing. Let’s get started!

  • Metrics: Adoption rate (# of inventory adopted / # total inventory); Plus some Awareness
  • Approach: In the Mature stage you will see the growth trend stabilize and find increasing adoption to be more difficult. This is because we have already launched initiatives such as in-product notifications to capture the low hanging fruit. We need to approach this stage from a highly analytical POV to understand what the growth blockers are to develop new product features or value props that will help drive further adoption.
  • Run a product test: Running a product test has multiple benefits. 1) You can determine if the integration is benefiting adopters 2) You can generate a stat like businesses who have used our integration have seen  2X  more sales. You can use in your marketing materials to drive further adoption.
  • Run a survey: It has been awhile since your first survey. The nuances of why people are not adopting in the ‘Mature Stage’ will require additional research to surface specific actions that could be taken to improve the flow and ease adoption barriers. To determine adoption blockers like awareness, value gap, eligibility, etc. work with the Partner to launch a survey. Ideally, you can launch as a separate survey, but often Partners will have a survey cadence. If this is the case, choose your top 2 to 3 questions and work with the Partner to include them in their quarterly survey.
  • Qualitative and Quantitative Research: Qualitative interviews and testing before launch, followed up with quantitative analysis can speed up the adoption curve. Initiate qualitative research early to surface friction in the flow. If you are experiencing adoption growth slowdown before the Mature stage, consider launching a survey earlier.

Now let’s see a few examples of initiatives you can launch!

Webinar or Go Live

Webinars are included in the ‘Mature Stage’ of partner marketing because of the low reach but high impact potential compared to other

initiatives. Talk with your Partner about their past webinar attendance and prioritize accordingly. If done correctly,

webinars can inspire and drive action. Some ideas are better suited to the webinar format than others. For example,

the following would be a good fit for a webinar: A detailed examination of a topic from a fresh angle; A thorough, example-driven how to tutorial; An adaptation of a presentation from a conference speaking engagement; An interview with an industry thought leader.

On the other hand, the following probably wouldn’t make for a particularly compelling webinar: A minor product release or update; A news-based webinar with little or no new information/opinion; A broad, “content thin” webinar on a general topic; A webinar focusing on a tired idea or concept (e.g. “content is king”); A straight-up sales deck/product pitch

Distribution

Facebook Live will often have 2X the amount of live viewers compared to a webinar. Promote through Partner and your owned media channels. Consider adding/matching up to $5K in ad spend to use on Google Display or Facebook ads.

Benchmarks

Most partners will have 300 – 600 live webinar watchers; they will then distribute the recorded webinar to their email list for those who did not attend. Average total reach is often 1K – 2K. You should add to Facebook Live to increase reach.

Stats

Now that you have a good audience size using the integration, work with your DS to create a compelling stat (i.e.

Business that use this integration see 2X more conversions) that can be included in client calls and other marketing

materials.

Events for Partner Marketing

Similar to webinars, hosting new events with the Partner are included in the ‘Mature Stage’ due to the limited reach but

high impact. Before you launch the event make sure you have aligned on KPIs for the event with your Partner and

make sure to measure the KPIs post event to attribute ROI.

Best practices: Stream the event on Facebook Live to increase your reach. Reach out to other Partners that you can add as a speaker at the event or work with sponsors. Promote through Partner owned channels. Consider adding/matching up to $5K in ad spend.

Benchmarks: No show rates for free events can be as high as 50%, so be prepared when driving registrations. Size of the event will vary per partner, but goal for ~100 live attendees to make it worth the time

Search Engine Marketing (SEM)

Search Engine Marketing on platforms like Google and Bing enable you to reach high intent users by targeting keywords that match what you offer to what a user is searching for. Depending on the popularity and competition of the keyword, a click can cost as high as $100 to as low as $.01. Learn more on how to have success with Google Search Ads for partner marketing.

Google Keyword Planner and Uber Suggest are free keyword research tools to help you. But before you start researching new keywords, take advantage of your Partner’s Branded Search. Read more below.

Best practices for Google Search AdsWhile you can research high volume keywords and target long-tail keywords, you will be wasting time and money acquiring new customers for your Partner that you will then have to educate and market the integration to. In order to decrease the adoption funnel, it is recommended that you work with your Partner to be able to mention your Partnership in their branded search ad extensions. 

Often times a specific brand or company name is searched more than 30,000 times per month. And the people searching for the company/brand name are most likely already customers or at least familiar with the company/brand. Take advantage of the name recognition and try to be included in ad extensions. This is a lower barrier to entry into SEM and will be more effective at driving adoption.

You can use Plai to simplify Google Search Ads and to the top of Google Search in minutes

Remarketing List for Search Ads: This is another option to enter into SEM. Remarketing List for Search ads allows you

to target long tail keywords and show up only for users who are on a remarketing list. RLSA will allow you to still take advantage of your Partner’s brand recognition while expanding into more long-tail keywords.

Search Engine Optimization (SEO)

SEO should be a facet of every piece of content that you and the Partner create. I will not dive into detail here because of the vast best practice resources available like Learning How To Create SEO Friendly Content. See a few best practices to have successful SEO for partner marketing:

  • Quality Backlinks
  • Make your content over 2,000 words but no more than 5,000
  • Keyword density should be the areas of focus to improve SEO. This is the number of times you include keywords in your content that you want to rank for on Google.

Landing Page

By this point there should be several pieces of content that you have created either for a Pitch Deck, Blog, or Social

post. To house all of these materials, create a central landing page for the integration that will live your Partner’s site. A

landing page should have a single purpose, in this case to educate with the goal to drive additional adoption.

Best Practices

  • Show the integration being used in context.
  • Use video. It’s been shown to improve conversion by up to 80%.
  • Edit to remove unnecessary content. Be succinct.
  • Use real testimonials for authenticity.
  • Include partner co-branding to increase trust by association.

Benchmarks

  • Conversion rate from 2 to 6%
  • Bounce rate below 65%

Facebook Ad Campaign #2

Consider launching another Facebook campaign if you find you need to drive additional adoption. Use the results from

the ‘Survey’ above to tailor your messaging and address the value gap.

Best Practices

  • Use Facebook Remarketing to target people who did not convert from your previous campaign OR remarket to people who have been to your new landing page 🙂 but have not converted
  • Find other Best Practices in the Facebook Ads section for Growth Stage

Benchmarks

  • Find in Growth section

LinkedIn Ads

LinkedIn offers advertisers the ability to target users based on their Job Title, Company, and more. LinkedIn has one of

the more unique targeting options available and therefore can be more expensive than Facebook or Google Ads. So be

prepared for this when working out a budget. Most likely your Partner will already have a LinkedIn advertising strategy. Consider starting LinkedIn Partnership ads using the ‘Targeted List’ mentioned above.

Best Practices

  • Consider why people use LinkedIn. It’s often used by people looking for jobs. Knowing this, some of the best performing ads offer users content (i.e. eBook) about their role or direct them to a landing page where they can get best practices for accomplishing their job. Take advantage of this by creating content/landing page that will benefit the user and plug info about the integration into  an eBook/landing page. Think about who is actually using the integration vs. who will be setting it up. Tailor messaging accordingly

Benchmarks

  • LinkedIn has the lowest (0.06%) CTR benchmark compared to the other social media channels. One reason for LinkedIn’s low CTR performance is because how people use the product, for job search.

Display Remarketing

Driving new acquisitions for a Partner can be expensive and a longer path to Partner integration adoption. Display

Remarketing, with Google Ads for example, will enable you to create and target an audience who has already engaged

with your Partner’s business. Given that the audience has already engaged or converted on your Partner’s site you can

expect a higher CTR and Conversion Rate with Remarketing.

Best Practices

  • Work with your partner to identify high potential groups. One example could be people who have visited a Blog Article or Help Center about the integration. Build this audience in a platform like Google Analytics and export to Google Ads.
  • Avoid remarketing to ‘All Site Visitors’ or ‘All Converters’ as there is not much intent behind these audiences
  • Aim for an audience size greater than 1,000
  • Tailor creative to match the group you are targeting. You have spent the time to target a high intent group, make sure your messaging will resonate. Don’t be generic.
  • Just like you can create an audience to target, make sure to also make an audience list to exclude. You don’t want to be wasting money on people who have already adopted the integration. And once someone has adopted, you don’t want to keep annoying them with a message telling them to take an action they have already completed.

Benchmarks

  • Look for your CTR to be closer to 1 to 2%. Remarketing is about targeting a high intent group so expect above average Display CTR. Global benchmark display CTR is around just .05%.
  • Benchmarks will vary depending on your audience size.

Wrapping it all up

While all of these partner marketing initiatives can drive adoption on there own, it is recommended to have several initiatives running at

the same time (and some ongoing like Facebook ads) to drive growth throughout the funnel from awareness to

adoption.

Just ask Plai..

“How many visits do I have today?”

“Do people find my website engagement?”