MVE: Marketing Partners
Build exactly the audience presence required for market viability. Apply the MVE framework to community partners, affiliates, and co-marketing relationships.
This guide applies the Minimum Viable Ecosystem framework specifically to Marketing Partners. Read the hub guide first for universal principles including the Depth-First strategy.
"Our product is better, but nobody knows we exist."
Your solution outperforms alternatives, but your target buyers have never heard of you. They discover solutions through communities you are not part of, influencers who do not mention you, and content ecosystems where you have no presence.
The trap is attempting to be everywhere. Companies spread resources across dozens of communities, partner with every influencer who expresses interest, and pursue co-marketing with anyone willing. The result is thin presence everywhere and genuine influence nowhere.
The MVE framework for Marketing Partners helps you build exactly the audience presence required for market viability, nothing more.
Understanding Marketing Partners
Marketing Partners help your target buyers discover and trust your solution. Unlike Product Partners who enhance your offering or Channel Partners who extend distribution, Marketing Partners operate in the awareness and consideration phases of the buyer journey.
Within the Marketing Partner category, several Partner Types define operational roles.
Community Partners cultivate communities that include your target buyers: professional associations, Slack groups, Discord servers, newsletters, podcast networks. Their value is the trusted relationship they have with audiences you want to reach.
Content Partners create and distribute content that introduces your solution to relevant audiences: media publications, blogs, podcasters, YouTube creators. They reach audiences through content rather than community interaction.
Affiliate Partners promote your product through their channels in exchange for performance-based compensation. Higher volume, lower relationship depth than other marketing partners.
Co-Marketing Partners are peer companies serving the same audience who collaborate on joint initiatives: webinars, content, campaigns. Mutual benefit through shared audience access and pooled resources.
Brand Ambassadors promote your brand through personal influence. Customers, industry experts, or thought leaders whose endorsement carries weight with your target buyers.
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Related Resources
- Minimum Viable Ecosystem - The complete MVE framework
- Partner Categories, Partner Types, Partner Business - Understanding the classification system
- Partner Value Proposition - Crafting compelling value propositions for partners
- Creating a Great Partner Landing Page - Converting partnership interest into engagement