Partner marketing is a key growth strategy for many organizations. When I was running partner marketing at Fundbox, I wanted to make it super easy for our partners to understand and market our services to their customers. Since the partnership was based on a revenue share, the faster and more successful our partners could be in marketing our product to their customers, the bigger the win-win for both companies.

I saw the opportunity for speed, scale, and self-service by standing up this microsite to centralize commonly used marketing materials and templates. Our Business Development team could then point partner sales and marketing teams to the microsite or pull materials off of it for quick and easy sharing. I knew this would be a valuable effort no matter what — worst case, our internal teams could pull from this centralized set of assets to increase efficiency and consistency.

This became a useful tool for up-to-date, compliance-approved marketing materials and templates for both internal users and third-party partners. In hindsight, I think we should have more closely measured impact and usage and showcased it as a bright spot to increase awareness. It most certainly had a direct impact on revenue, and saved a ton of time looking for and emailing assets back and forth, but we did little to share the success story internally or spend time to optimize it.

At the time we built this, Fundbox was a Series C company. Partnerships were a key acquisition strategy along with paid digital. Our goal was to attract prospects with higher credit quality and shift from being a lender of last resort to a platform empowering small business owners. This toolkit allowed our Business Development folks to focus their efforts on the bigger more strategic partners like Intuit and Stripe, and they could direct the smaller orgs to the toolkit.

It's important to keep these toolkits up to date and to occasionally audit usage to ensure the materials are being used as intended. And, as always, get feedback from the users!

Mara Estes

Randi Lee

I stood up this microsite to enable speed and scale in our partner marketing efforts, a key growth lever for Fundbox.

Business Development Partner Enablement Toolkit at Fundbox

Sign up to see more