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In this compelling episode, Michael Bernstein of the Atlanta Journal Constitution shares his expertise on leveraging strategic partnerships to drive customer success. He reveals how implementing a B2B partnership channel led to remarkable growth, accounting for 25% of AJC's subscription acquisitions within just six months. Through practical examples like the Dancing Goats coffee shop collaboration, Bernstein demonstrates how partnerships can unlock access to previously untapped customer segments.
Detailed Analysis
Bernstein's approach to partnership development encompasses three crucial elements: economic modeling, operational infrastructure, and marketing strategy. His insights highlight the importance of thorough preparation before launching partnership initiatives.
Key takeaways include:
- The necessity of executive buy-in and resource allocation for successful partnership programs
- Critical importance of operational capabilities specific to B2B partnerships
- The value of pilot programs in testing and refining partnership models
- The role of seamless customer experience in maintaining successful partnerships
- The significance of cross-departmental alignment in partnership execution
The discussion emphasizes how partnerships can extend beyond traditional direct-to-consumer channels, particularly in the digital space. Bernstein's experience with the hospitality sector exemplifies how strategic partnerships can create win-win situations, benefiting both the media organization and its partners while enhancing customer value.
The success metrics shared demonstrate the tangible impact of well-executed partnership strategies on business growth. Bernstein's implementation of digital access programs and app-centric promotions shows how traditional media companies can innovate through strategic partnerships.
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