Always Be Testing Podcast Episode #77: Unlocking Growth: Building a Thriving Partner Ecosystem | Sid Nagpal, Customer Marketing Lead at PartnerStack
Release Date: March 24, 2025
Introduction
In Episode #77 of the Always Be Testing podcast, host Tye DeGrange engages in an insightful conversation with Sid Nagpal, the Customer Marketing Lead at PartnerStack. This episode delves into the intricacies of building and nurturing a thriving partner ecosystem within the B2B SaaS landscape. Sid shares his expertise on customer marketing, community building, and the pivotal role of partner ecosystems in driving growth.
Sid's Role and Customer Marketing at PartnerStack
Sid Nagpal joined PartnerStack in 2021 as the first Customer Marketer and has since scaled the function to its current robust state. He defines customer marketing as the combined experience customers have once they're onboarded, focusing on four main pillars:
- Expansion: Collaborating with sales and customer success teams to grow existing accounts and maximize ROI.
- Education: Partnering with product marketing to ensure customers are well-versed with the platform’s functionalities.
- Engagement: Maintaining continuous interaction through email campaigns, content, webinars, and more.
- Advocacy: Building a community both online and offline, fostering customer-driven content, case studies, and reviews.
Sid Nagpal [01:15]: "Advocacy is where we sort of build our community online and offline... we drive reviews with our customers for G2 and other platforms."
Defining and Building PartnerStack's Community
Sid emphasizes the essential role of community in customer marketing. At PartnerStack, community building encompasses both online platforms and face-to-face interactions:
- Partner Slack: An online community where customers and partners connect, share ideas, and support each other.
- Stacked Conference and Meetups: Offline events designed to foster deeper connections in an intimate setting.
Sid Nagpal [03:47]: "Community is essential for customer marketing... it's all about the people."
Stacked Conference and Intimate Events
PartnerStack's Stacked conference exemplifies the company's commitment to intimate and meaningful interactions. Unlike large-scale conferences, Stacked limits attendance to 100 people, ensuring quality networking and engagement.
- Feedback and Success: Consistently sold out, attendees appreciate the event's size, allowing for deeper connections.
- Expansion to Meetups: PartnerStack is extending Stacked to multiple cities, including Austin, Toronto, and San Francisco.
Sid Nagpal [10:39]: "We've kept it at 100 and we want to keep it at that mark because we want to keep it intimate."
Partnership Ecosystem and Types of Partners
PartnerStack serves as a partner ecosystem platform, managing various types of partnerships for B2B SaaS companies. The platform facilitates:
- Recruitment: Access to over 80,000 partners through PartnerStack's network.
- Diverse Partner Types: Includes affiliates, technology partners (e.g., HubSpot, Salesforce), and notable brands like Forbes.
- Partner Recruitment Tool: Helps businesses filter and connect with suitable partners based on specific criteria.
Sid Nagpal [15:00]: "PRM is your partnership relationship management system... evolving to be more of a partner ecosystem platform."
Influencer Marketing in B2B
Addressing the rise of influencer marketing within the B2B sector, Sid acknowledges its growing significance. While still emerging, PartnerStack recognizes the potential for integrating B2B influencers to enhance brand trust and reach.
Sid Nagpal [20:20]: "We haven't heard a lot about it yet to be very honest, but that's something we're looking into."
Trust Building through Partner Ecosystem
Trust is a cornerstone of effective partner ecosystems. Sid highlights how PartnerStack enables brands to leverage trusted, authentic third parties to acquire customers, thereby enhancing credibility and trustworthiness in the market.
- Case Study - Monday.com: A standout PartnerStack customer renowned for their effective partner program and continuous growth.
Sid Nagpal [23:08]: "Monday.com... have done some amazing things and continue to do so."
Budgeting for Community Marketing
When advising brands on allocating marketing budgets towards community building, Sid suggests an initial 20% allocation. This investment supports events and community initiatives that yield long-term ROI through customer advocacy and deeper connections.
Sid Nagpal [25:05]: "Maybe around that 20% mark could be a good sort of thing to first test out, see how it does, and then pivot accordingly."
Quick Fire Round
In a lighter segment, Sid shares personal preferences:
- Favorite Book: The White Tiger – "Highly recommend it."
- Latest TV Show Binge: White Lotus Season 3 and Dubai Bling – "Great to binge watch while you're doing other things."
- Fun Fact: Grew up in Dubai until age nine before moving to Toronto.
Conclusion
Episode #77 offers a comprehensive look into Sid Nagpal's approach to customer marketing and community building at PartnerStack. Through strategic community initiatives, intimate events, and a robust partner ecosystem, PartnerStack exemplifies effective growth strategies in the B2B SaaS realm. Listeners gain valuable insights into fostering trust, engaging customers, and leveraging partnerships to drive sustained business growth.
Sid Nagpal [30:15]: "Can't wait to see you soon in Austin."
Tune in to Always Be Testing for more expert conversations and actionable insights on growth, marketing, and performance strategies.