Marketing and Growth via Partnerships

Andrea Rubik
2 min readSep 20, 2023

In today’s rapidly evolving business landscape, the traditional silos that once separated marketing from other functions are crumbling. The modern reality is that marketing is no longer a department; it’s a mindset that permeates every facet of an organization.

The shift is especially evident when we talk about growth through B2B2C partnerships. These partnerships are not just a sales strategy; they’re a marketing strategy, a brand strategy, and a business strategy all rolled into one.

The Allure and the Illusion

The initial allure of B2B2C partnerships is almost magnetic. Imagine tapping into a partner’s user base, which could be millions, and gaining instant brand credibility by association. It’s like a shortcut to scale, but this is where the illusion often occurs. Partnerships can be fraught with pitfalls that could derail your marketing efforts and your entire business. The risks are manifold, from larger organizations’ slow pace to losing control over your destiny.

The pitfalls in B2B2C partnerships should be considered. They can slow you down at a time when agility is your competitive advantage. They can distract you from your core focus on serving your end customer. And perhaps most critically, they can make you dependent on another entity for your success. This is not just a business concern; it’s a marketing concern. Your brand is at stake here. If your partner doesn’t prioritize the partnership as you do, it can dilute your brand equity.

The question then is not whether to partner but when. My advice? Only after you’ve achieved Product/Market Fit. Your business and marketing strategies should be well-aligned and proven to resonate with your target audience before you bring another brand into the mix. Leverage is also crucial; it gives you the upper hand in negotiations and ensures the partnership aligns with your marketing objectives. And always have a contingency plan. Your marketing strategy should always be separate from a partnership, and the latter’s failure could lead to your business’s collapse.

The Four Pillars of Execution

Once you’ve decided that a partnership aligns with your holistic marketing strategy, the execution becomes paramount. This involves evaluating the macro and micro opportunities, closing the deal effectively, integrating seamlessly, and managing the partnership post-integration. Each of these stages is a touchpoint in your extended marketing strategy. Get it right, and you amplify your user base and your brand as a whole.

B2B2C partnerships are powerful in the modern marketer’s toolkit. Still, they come with their own set of challenges. As marketing becomes increasingly integrated into the overall business strategy, these partnerships should be approached with the same rigor and strategic alignment as any other marketing initiative. After all, in this new paradigm, we’re all marketers, and our partnerships directly reflect our brand.

Originally published at on September 20, 2023.



Andrea Rubik

Marketing Leader | Co-Founder at Resyfy | President of Women in Digital Switzerland