Elena Zapolyanskaya

Head of Partnerships

PARTNER2B

PARTNER2B is a dynamic startup on a mission to create the ultimate all-in-one platform for building partner networks and ecosystems. 

By streamlining the process of finding the perfect b2b tech and channel partners, PARTNER2B empowers tech scale-ups and startups to focus on growth and seamlessly integrate partnerships into their go-to-market strategies. 

Join us in revolutionizing the way businesses collaborate and thrive!

Founder, CEO

Fintech One

Chief Partnership Officer

HES FinTech

GiniMachine AI 

Phygit

Chief Marketing Officer

Isobud - construction materials manufacturer

Chief Revenue Officer

Head of Marketing and Business Development

Hello and welcome to my LinkedIn profile! 

I have extensive experience in b2b marketing, strategic planning, business development, sales, and management, gained in the manufacturing and IT sectors. My career goal has always been to make marketing and partnerships simpler for b2b companies.

My experience with the challenges of partnership roles, especially in the fintech sector, inspired me to create PARTNER2B. This venture isn't just a business; it's a solution to problems I encountered as a head of partnerships. Now, PARTNER2B is an emerging MVP, full of potential and ready for big growth.

Making b2b partnerships simple is more than just a job for me; it's what I'm passionate about. With PARTNER2B, my goal is to make it easier for b2b SMBs to find the right partners. 

If you're exploring the b2b world in search of partnership opportunities, dealing with strategic marketing challenges, or interested in changing how businesses connect and work together, let's talk. 

We can make b2b partnerships simple! Don't hesitate to get in touch, connect, and let's chat! 

elena@partner2b.com

www.partner2b.com

Strategic Marketing Consultant

Let's make b2b partnerships simple! That's our mission at PARTNER2B.
Building partner networks and ecosystems effectively starts with using clear terminology. 

I've noticed that terms like Partner Pipeline and Partner-Sourced Sales Pipeline, or Partner Network and Partner Ecosystem, often get mixed up. While the differences can be subtle, it's important to get them right. 

🔺 So here is a glossary with the basic partnership terms🔻 

At PARTNER2B, we're in our MVP stage, and you can use our platform for free to build your partner pipeline and find the right partners. 

❓ What's next? 

❗ Expect tons of new features and even more value (Yeah, we're an AI project—sounds kinda usual now, doesn't it?). Join us from the start, and we might even offer a lifetime free plan for our most active early users.

Also, we're inviting GTM, partnerships, and b2b marketing pros to share their expert content for our website. Who knows the efficiency of partnerships better than we do, right? Drop me a line at elena@partner2b.com

Don't forget to check out more cool stuff about partner networks and ecosystems at www.partner2b.com.

#partnernetwork #partnerecosystem #partnerships

Partnership Glossary

Building a strong partner network in the competitive tech world can transform your business, whether you're just starting out or scaling up. Strategic partnerships can help you unlock new markets, enhance your product offerings, and drive significant growth.

This guide will take you through the four essential stages of building a robust and sustainable partner network. You can download the guide (link in the article) for future reference.

We will cover analyzing your current situation, planning your network, recruiting the right partners, and taking strategic action. You'll gain valuable insights and practical tips to create partnerships that propel your company to new heights! 🚀

#partnerships #b2b #partnernetwork

Elena Zapolyanskaya on LinkedIn • 5 min read

Building a Strong Partner Network: 
A Guide for Tech Companies

Here's a painting of me at 15. I hated posing for it and didn't like how I looked. But now, 25 years later, I find I resemble that portrait more than I did back then—maybe the artist saw something I missed?

There was a time when I thought I knew enough and got bored with learning. That lasted about two weeks. Then I got curious about people who aren't curious and how they manage. 

Here are some interesting observations:

🔺 People who stop learning often think they know it all and take advice as criticism.

🔺 Those who stay in the same role for over three years tend to fall behind compared to those who take on new challenges.

🔺 Managers without deep knowledge often struggle to lead their teams effectively.

🔺 Without new knowledge, people tend to live in the past.

These insights made me even more eager to learn every day. It's not just about reading professional books but also exploring new trends, authors, tools, and experiences. Stay curious, engage with new things, and you'll stay interesting—to yourself and others!

Learning from your boss and team is invaluable. Half of my practical marketing and sales knowledge came from a tough but rewarding boss. 

Real-world learning is priceless!

Stay curious and keep things simple!

#ContinuousLearning #StayCurious #growth

Excited about the weekend? I hope so! Whatever your plans, take a cue from this bear: savor the moment, enjoy yourself, and cherish every single instant!

When you've got a ton of experience under your belt, you start to realize how precious those moments of happiness are and just how unpredictable life can be. 

So, let's embrace where we are, really live, and not just go through the motions 💛

According to Forrester, 40% of b2b organizations will say goodbye to their channel marketing function in 2024. 

The shift towards a partner ecosystem marketing approach is not just a trend but a necessity due to evolving b2b buyer preferences and their complex needs. Traditional channel marketing methods are becoming less effective, prompting businesses to adopt more collaborative strategies.

💡 Key insights from Forrester highlight this transformation 💡 

🔴 The number of demand teams reporting to sales will increase to 20%, showing the growing interdependence between marketing and sales.

🔴 Nearly 70% of buyers are making purchases through an indirect route or channel partner, emphasizing the importance of these intermediaries.

🔴 Partner ecosystems are crucial for addressing complex business challenges. Leveraging a network of partners allows organizations to deliver more comprehensive and tailored solutions to their clients.

Are you ready to align your GTM strategy for 2024? 

Let's discuss how to transition to a partner ecosystem approach successfully.

Embracing this change can help you stay ahead of market trends, better meet your customers' needs, and ensure continued growth and success in a competitive landscape.

#B2BMarketing #ChannelMarketing #PartnerEcosystem

Source: Forrester

What are the blurred lines between partnerships, partner networks, and partner ecosystems, and why do they matter?

The terminology in the partnership space can be pretty confusing, and that's becoming a big headache for tech companies. This kind of confusion can mess up how resources are allocated, lead to mismatched strategies, and cause missed opportunities. 📖💡

But if tech companies take the time to clearly define b2b partnerships, partner networks, and partner ecosystems, they'll be able to align their strategies better and make the most out of these relationships.

❓ Why Clear Terminology Matters for Tech Companies ❓

🔺 Better Strategic Alignment:

When companies know exactly what each partnership means, they can align their strategies more effectively, making sure they're leveraging the right relationships for what they need.

🔺 Improved Resource Allocation:

Understanding the differences between these partnerships helps companies allocate resources more efficiently, focusing their efforts where they'll make the biggest impact.

🔺 Enhanced Collaboration:

Having clear definitions promotes better collaboration, both within the company and with external partners, because everyone knows exactly what’s going on.

Check out the article from PARTNER2B to dive deeper into this topic!

https://lnkd.in/dZXBDKGZ

#TechPartnerships #B2B #PartnerEcosystem

Find Your Balance, Stay True to Yourself 💛 💛 💛 



Finding your own balance is really important. It's not about following social standards or trendy norms. It's all about what works best for you.

✨ Love working from home and mixing work with family activities? Go for it!

✨ Prefer a clear line between work and personal life? Give it your all during work hours.

✨ Taking a long break from work? That's awesome too!

Do what fits your vision of life and tune out the noise. Only you know what makes you happy and fulfilled.

Remember, a lot of what you read is just marketing. Trust yourself—it's your life!

Stay curious. The more you learn, the easier it is to find your balance.

Keep your own balance and enjoy your life!

#WorkLifeBalance #BeYourself

McKinsey analyzed ecosystem initiatives from 100 established companies and found that while 55 percent gained customer traction, only 10 to 15 percent of companies generate significant non-core revenue from these efforts. 

Why? 

Building an effective partner ecosystem is complex and comes with several key challenges. 

How can companies avoid being part of the 85 percent that fail to make a significant impact? McKinsey & Company has done extensive work outlining the recipe for successful ecosystem efforts. 

In their experience, there are six crucial efforts for success:

🔺 Assess attractive ecosystems and prioritize initial use cases to generate value early.

🔺 Focus on delivering significant customer value and align product features with customer needs.

🔺 Choose partners with shared principles and leverage M&A opportunities for growth.

🔺 Balance governance to allow innovation while leveraging core strengths.

🔺 Integrate and utilize data across ecosystems for new value propositions.

🔺 Measure impact through appropriate metrics beyond traditional KPIs to capture ecosystem benefits.

Despite these challenges, many companies have successfully navigated this complex landscape. 

🔴 For instance, Telus expanded into verticals like healthcare and home security, generating 21 percent of its total revenue from these efforts. 

🔴 ING Germany’s partnership with Amazon boosted its SME loans portfolio by 30 percent in just a year.

Building a successful partner ecosystem is challenging but achievable. By focusing on complementary sectors, choosing the right partners, balancing governance, integrating data, and measuring the right metrics, tech companies can unlock significant value and drive long-term growth.

What challenges have you faced in building your partner ecosystem? Share your experiences! 🌟

#EcosystemStrategy #TechGrowth #BusinessResilience #PartnerIntegration

Partner pipeline? Partner funnel? Partner-sourced pipeline? We were confused at first too. But, as always, we simplified it. At PARTNER2B, we make b2b partnerships simple!

For tech startups and scaleups looking to grow, strong partnerships are crucial. 🌟

Let's stick to these definitions:

⭕ A partner pipeline is a list of potential partners identified by the partnerships team.
⭕ A partner-sourced pipeline related to sales opportunities originating from partners.

An efficient partner pipeline helps you find the right partners more quickly and effectively.

Key Stages of the Partner Pipeline:

1️⃣ Prospecting - Build brand awareness among potential partners.
2️⃣ Discovery - Qualify partner leads and evaluate if they match your Ideal Partner Profile (IPP).
3️⃣ Recruiting - Find partners who align with your goals and values.
4️⃣ Decision - Move to contracting and agreements with clear terms.
5️⃣ Loyalty - Build strong, long-lasting relationships through transparency and mutual trust.

Combining inbound and outbound strategies along with leveraging technology like PRM systems and AI-driven platforms can significantly enhance your partner pipeline management.

Ready to elevate your partner pipeline to new heights? Discover the PARTNER2B article "Building a Strong Partner Pipeline for B2B Success" and start building partner networks now! 

https://lnkd.in/dr8K5sGD

#B2B #Partnerships #TechStartups

🚀 Is it Time for Your Tech Scaleup to Forge Strategic Partnerships? 🚀

Building partner networks isn't just about knowing how to do it; timing is everything. It's not only about your company's readiness but also about aligning with efficiency metrics and goals. 

Choose the right moment, and your growth strategies will soar.

When to Consider Partnerships:

✔ Growth stagnation

✔ Declining client acquisition

✔ Customization challenges

✔ Cost-effective innovation needs

✔ Industry changes

✔ Global expansion ambitions

✔ Unmet market needs

Discover how partnerships can supercharge your tech's scalability, spark innovation, and keep you ahead of the competition. 

Dive into the PARTNER2B article for an in-depth exploration and learn how to seize the perfect moment to start building your partner network. 

https://lnkd.in/d-9YtxXA

Don’t miss out!👉 Visit our website to learn more!

#StrategicPartnerships #B2B #SMB #BusinessGrowth

partner2b.com

When is the ideal moment to leverage strategic partnerships for b2b SMB growth?

Are you looking for ways to handle those rising b2b marketing costs and lead generation headaches? Partner networks might be just what your b2b tech company needs. 

Discover how partner networks can help you expand your reach, build trust, establish a local presence, and lower Customer Acquisition Costs (CAC) while driving traffic and leads.

Elena Zapolyanskaya on LinkedIn • 6 min read

Using Partner Networks for b2b Marketing Success

I’ve moved past just accepting AI — I now recognize that AI is here to stay in our lives. Following that realization, I found myself appreciating the natural beauty of nature, people, and surroundings even more.

Check out the amazing photos from National Geographic featured in the PARTNER2B blog designs. Each photo tells a story, much like real life. Have you noticed how a sound, a color, or a specific time can trigger memories? 

This shows the wide range of emotions we experience as humans—something AI can never replicate.

Join me in appreciating all this beauty! You’ll be amazed by how incredible the world around us is. Enjoy! 🌍✨

Happy Friday to everyone! Embrace every moment and every second of the beauty that surrounds us!

#NaturalBeauty #AI #friday

Taplio

Elena Zapolyanskaya's Linkedin Analytics