FINITE: B2B Marketing Podcast for Tech, Software & SaaS #170 - Effective Partner Marketing with James Stacey, Principle Programme Marketing Manager at Red Hat
Jul 21, 2025
James Stacey, Principal Programme Marketing Manager at Red Hat, shares insights on the power of partner marketing amidst today's challenges. He discusses the various types of partnerships—build, service, and sell—and how they foster trust and broaden outreach. James emphasizes the importance of incentives beyond monetary rewards and explains how to measure partner value effectively. He also highlights strategic advantages, such as increased customer loyalty, and shares examples of successful collaborations, including Red Hat's work with Dell.
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Three Core Partner Roles
- Partners come in three roles: build, service, and sell, and many partners can play multiple roles.
- Understanding each partner's role lets you tailor marketing and customer messaging effectively.
Match Support To Partner Tier
- Align resources to partner tier: strategic partners need hands-on collaboration, smaller partners require strong self-serve support.
- Provide consistent global campaigns and local execution to scale partner engagement.
Incentivize Partners Practically
- Make partnerships mutually beneficial by identifying what's in it for the partner beyond product fit.
- Offer easy-to-use sales enablement and Market Development Funds (MDF) to drive partner advocacy.