{"id":71093,"date":"2022-09-13T12:37:50","date_gmt":"2022-09-13T12:37:50","guid":{"rendered":"http:\/\/www.airmeet.com\/hub\/?post_type=case_study&p=71093"},"modified":"2023-05-03T10:53:40","modified_gmt":"2023-05-03T10:53:40","slug":"partnerhacker-and-partnerstack-reinvent-partner-ecosystem-with-event-led-growth-using-airmeet","status":"publish","type":"case_study","link":"https:\/\/www.airmeet.com\/hub\/case-study\/partnerhacker-and-partnerstack-reinvent-partner-ecosystem-with-event-led-growth-using-airmeet\/","title":{"rendered":"PartnerHacker and PartnerStack Reinvent Partner Ecosystem With Event-led Growth Using Airmeet"},"content":{"rendered":"\t\t
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\n\t\t\tOverview<\/span>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\n\t\t\tCompany Name:<\/span>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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\n\t\t\tPartnerHacker and PartnerStack<\/span>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\n\t\t\tIndustry Segment: <\/span>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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\n\t\t\tSaaS<\/span>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\n\t\t\tUse Case:<\/span>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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\n\t\t\tPartnership events\u2014Virtual events<\/span>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Reinventing partner marketing<\/h2><\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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PartnerHacker<\/a> is a new media start-up run by a team of four people. With the motto “Trust is the new data,” they believe in the market that talks to customers. They are also confident that the next decade will belong to companies that think integrations and ecosystems first.\u00a0<\/p>

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PartnerHacker collaborated with PartnerStack<\/a> to host a virtual event\u2014the Ecosystem Week in June 2022\u2014which is the only partner management platform that caters to B2B SaaS organizations and supports them with affiliate, referral, and reseller channel partnerships to drive recurring revenue and scale their partner channels.<\/p>

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In an interview with Airmeet, they shared their experience with events, philosophy, working style, and future plans as they utilize events as a growth machine.\u00a0<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Establishing a waterhole for community and partners<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The two companies collaborated to host the Ecosystem Week 2022 and pulled the event from end to end in 6 weeks. The Ecosystem Week was a 4-day virtual event that served as a watering hole for partnership marketing. Together, the companies stood strong and brought their capabilities to the stage to introduce the philosophy of an ‘ecosystem.’<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Evangelizing partnerships and ecosystems with events<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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In January 2022, Tyler Calder<\/a>, CMO at PartnerStack, saw an opportunity when customers started adopting new terminology. Listening to the Gong conversations, he found mentions of ecosystems increasing and that of partner relationship management (PRM) declining. This idea gave birth to hosting Ecosystem Week in the purview of customer education as a virtual event to create awareness about the concept of the partner ecosystem.<\/p>

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PartnerHacker as a company utilizes events as the center of gravity. They are an events-led company that does events to build an audience and are aggressive in evangelizing the idea of partnerships and ecosystem via their PartnerUp podcast and daily newsletter (PartnerHacker Daily).\u00a0<\/p>

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With the Ecosystem week event, they focussed on the idea of partnerships, which has emerged from being a channel to partnership within a decade. They discovered a market for their philosophy\u2014the demand for tactical steps and playbooks that can help attendees implement the idea projected during the event went through the roof.\u00a0<\/p>

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They repurposed a lot of its event content into palatable content items to re-engage customers and prospects on social media, as Isaac Morehouse<\/a>, Co-founder at PartnerHacker explains in the video below:<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\nhttps:\/\/www.airmeet.com\/hub\/wp-content\/uploads\/2022\/09\/Testimonial-PartnerHac-ker.mp4<\/a><\/video><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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On choosing Airmeet for hosting virtual events<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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“Open chats and conversations are what people love the most at an event,” says Jared Fuller<\/a>, Co-founder at PartnerHacker. The live chat feature elevated the excitement among the audience. They witnessed stellar post-event engagement in the chat box as people wanted to keep going. The professionalism of Airmeet’s mixed media intros, opening sessions, and the entire event experience appealed to the team. <\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Outcomes from The Ecosystem Week event<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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To amplify the event, both the teams took hundreds of chat feature screenshots and utilized them for post-event content strategy for social. They used quotes from the event and used them in the newsletter, witnessing immense potential in the platform for a great attendee experience and their event data repertoire.\u00a0<\/p>

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PartnerHacker added 698 new subscribers directly from the event. Other tangible benefits were<\/b>:<\/p>