Partner marketing should focus on earned trust rather than just exposure. Many programs fail by prioritizing reach over relevance, leading to unproductive partnerships. Successful strategies begin with understanding customers to identify authentic influencers. A survey can reveal which creators and tools are trusted by users. Active engagement in community discussions can also help identify relevant partners. A structured approach to partnerships, treating them like a core product motion, increases effectiveness and growth, emphasizing the importance of relevance over fame.
Most brands treat partner marketing like paid media: more creators, more links, more exposure. The truth is, audiences don't buy from people they don't know. They buy from people they already trust.
Start with the source: your customer. Before you build any partner strategy, talk to your customers. They'll tell you exactly who influences their decisions.
At Skylum, we ran a survey asking users which YouTube channels they followed for editing tips. That single input reshaped our entire partner list.
The goal isn't to identify the biggest names. It's to find the most relevant ones. Partners who already have trust with your audience will always outperform ones who are simply well-known.
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