Partner Marketing: Strategies and Best Practices with Emily Cadwallader

Welcome to Breaking Through in Cybersecurity Marketing, where we explore the hottest topics in cyber marketing, interview experts, and help you become a better cybersecurity marketer! In this episode, Emily Cadwallader, Partner Marketing Manager at Binary Defense, shares her expertise with Gianna and Maria.

 

Emily first joined Binary Defense as a marketing specialist wearing lots of hats. Once the company found its footing in channel strategy, Emily was able to focus all her efforts on that specific area. Channel marketing differs slightly from more traditional marketing, she explains, because it requires a more strategy-focused approach. When it comes to making things exciting, Emily believes that consistent contact with partners is super important. In terms of being there for marketing and collaboration, your partners can almost serve as an extension of your sales team.  Emily and her team at Binary Defense work closely with their partners to ensure they are involved in quarterly training and staying up to date with the latest offerings. 

 

Among Binary Defense’s partners include one tenure, several who are currently onboarding, and both regional and national partners. The first step of their most recent portal revamps was understanding what their ideal partner profile looked like. Next, Emily shares some of the company’s most successful field events. If a partner already has their year of marketing strategy planned out for the year, it can be a great opportunity to tie in with them. Many partners have a cyber-specific day in which they come to evaluate their clients and prospects. Then, she elaborated on centralizing communications and activities and why it is so important for a successful partner program. These come in two forms: centralizing your communications internally and keeping consistent, open communication with your partners.  

 

Emily received the Star Performer Award at Binary for her work as a partner marketer. She unpacks some of the qualities of someone who excels in partner marketing. First and foremost, you need to be a good communicator and have prior experience in the different avenues of marketing. This role can’t be done alone, so the ability to collaborate with others is key. Finally, they engage in a fun guessing game to reveal what career Jennifer would pursue outside of the cybersecurity marketing field.

 

Links:

 

Follow Emily Cadwallader on LinkedIn.

Keep up with Hacker Valley on our website, LinkedIn, Instagram, and Twitter.

Follow Gianna on LinkedIn.

Catch up with Maria on LinkedIn.

Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.