‍What services or expertise do you offer?‍

I specialise in long-form content. Things I do include:- Blog, Ebooks, Whitepapers, Case studies, Thought leadership and Content strategy

What brought you into the world of partnerships and partner-led growth?

I started off my career in fashion before making the (totally natural ;)) transition over to B2B SAAS. Working with partners is of course an essential part of content marketing - using SME insights to inform a piece of thought leadership, running a webinar with peers in your industry, using your clients’ stories to bring new customers into the fold…over the years I’ve really honed my approach to put partners front and centre of my work. 

What’s the biggest lesson you’ve learned working with SaaS partnerships?

People and their stories are at the heart of great content marketing - without them, it’s impossible to connect on an emotional level. SAAS partnerships are one of the most valuable tools in a content marketer's arsenal. 

How do you see the role of partnerships evolving in SaaS?

From a content perspective, using partnerships as the basis of our stories is more vital than ever. It’s one of the approaches that AI can’t yet replicate - and the brands that realise this are the ones that will get ahead.  

What’s the most common mistake SaaS companies make with partnerships?

I see a lot of companies who don’t take advantage of the incredible brains they have on tap. So many untold stories sitting right under their nose, and they don’t use it! 

How do you measure success in partner-led growth?

Partner-led content is important at all stages of the funnel. I’ve found it to be brilliant at everything from bringing in new leads from organic social, right through to reducing time-to-close. 

What’s the best partnership you’ve ever witnessed (business or non-business)?

The last business I worked at in-house had an incredible roster of clients in the gig economy space - I loved working with them on exciting stories to share with the world.