In professional services firms, partners are the face of the business, carrying the weight of client relationships and representing the firm’s expertise. However, when it comes to marketing, many partners face challenges that prevent them from fully contributing to the firm’s growth.

The Challenge

• Time constraints: Partners are often overwhelmed by client demands, leaving little time to focus on marketing.
• Lack of training: Most partners are experts in their field, not in modern marketing techniques.
• Mindset: There’s often a perception that marketing is the responsibility of the firm’s marketing team, not the partners themselves.

The Opportunity

When equipped with the right training and tools, partners can become powerful marketers. By leveraging their personal brands and deep expertise, they can strengthen client relationships, attract new business, and position their firms as leaders in the industry.

My article explores why partner marketing is essential, the barriers partners face, and how training and tools can empower them to drive meaningful marketing results.

2. Why partners need to embrace marketing

Client expectations have changed

Today’s clients are more informed than ever. Before engaging a firm, they research online, read thought leadership articles, and evaluate partners’ personal brands on platforms like LinkedIn. Clients value insights from the professionals they’ll be working with—not just the firm’s marketing materials.

The competitive advantage

Partners who actively market themselves and their expertise can differentiate the firm in a crowded marketplace. Direct engagement from partners helps build trust with potential clients and demonstrates the firm’s commitment to providing value even before formal discussions begin.

Aligning marketing with business development

Marketing and business development go hand in hand. When partners actively market themselves, they strengthen relationships with existing clients and nurture leads, directly influencing the firm’s growth.

3. Key barriers to partner marketing

Time constraints

Partners often feel they’re too busy with client work to dedicate time to marketing. However, effective marketing doesn’t have to be time-consuming—small, consistent efforts can have a big impact.

Lack of training

Many partners aren’t familiar with tools like LinkedIn, or they’re unsure how to create thought leadership content that resonates with their audience. Without training, marketing can feel daunting.

Fear of visibility

Some partners are hesitant to put themselves out there, worried about how their posts or content will be received. Overcoming this fear requires a shift in mindset and confidence in their expertise.

Inconsistent efforts

Sporadic marketing activities—such as posting on LinkedIn once every few months—fail to build momentum or establish a strong presence. Consistency is key to effective partner marketing.

4. Training partners to become effective marketers

Essential skills for partner marketing

• Networking: Building connections both online and in person.
• Personal branding: Establishing a professional presence on LinkedIn and other platforms.
• Thought leadership creation: Writing articles, blogs, or whitepapers that showcase expertise.
• Speaking opportunities: Participating in webinars or industry events to build credibility.
• Understanding the audience: Learning to craft messages that align with client personas and needs.

Types of training

• Workshops: Group sessions on social media, content creation, and personal branding.
• One-on-one coaching: Tailored guidance for individual partners with specific goals.
• Group training: Encouraging collaboration and consistency across the firm.

Encouraging a marketing mindset

Partners need to view marketing as an extension of their role, not an additional burden. Highlight how effective marketing can strengthen relationships, enhance their reputation, and support their business development efforts.

5. Tools to empower partners in marketing

Social media management tools

• LinkedIn Sales Navigator: Helps partners target and engage with potential clients.
• Buffer or Hootsuite: Streamlines scheduling and tracking of social media posts.

Content creation tools

• AI tools: Platforms like ChatGPT can assist in drafting article outlines or social posts.
• Canva: Enables partners to create simple, professional visuals for presentations or LinkedIn.

CRM and email tools

• CRM platforms (e.g., HubSpot, Salesforce): Help partners manage and segment their client outreach.
• Email marketing tools: Allow for personalised communication that strengthens relationships.

Analytics and reporting tools

• Google Analytics: Tracks how content is performing online.
• Social media insights: Provides valuable data on audience engagement and preferences.

Collaboration platforms

• Microsoft Teams or Slack: Facilitates sharing marketing resources and ideas within the firm.

6. Practical steps to get partners started

1. Start small: Encourage partners to commit to one manageable marketing activity, such as posting weekly on LinkedIn or attending a networking event.
2. Create a support system: Provide templates, sample content, or pre-written posts they can adapt.
3. Set clear goals: Define measurable KPIs, such as generating a set number of leads or increasing LinkedIn engagement by a specific percentage.
4. Encourage collaboration: Partner marketing teams with partners to co-create content or campaigns.
5. Celebrate success: Share examples of how a partner’s efforts led to inquiries or new business to motivate others.

7. Overcoming resistance from partners

Addressing common objections

• “I don’t have time”: Show partners how even small efforts can lead to big results.
• “I’m not a marketer”: Reframe marketing as sharing their expertise, not selling.
• “Marketing doesn’t work for me”: Use data and case studies to demonstrate tangible outcomes.

Creating accountability

• Schedule regular check-ins between partners and marketing teams.
• Recognise and reward partners who meet marketing goals, such as through incentives or public recognition.

8. The long-term benefits of empowered partner marketing

Stronger client relationships

Marketing that feels authentic and personal builds trust and deepens relationships with clients.

Increased firm visibility

When multiple partners contribute to marketing efforts, the firm’s presence grows exponentially, reaching more potential clients and partners.

A unified marketing strategy

Partner-driven marketing aligns seamlessly with the firm’s overall business development goals, creating a cohesive and powerful strategy.

9. Key takeaways

• Partners are uniquely positioned to drive marketing success through their expertise and relationships.
• With the right training and tools, they can overcome common barriers and contribute to the firm’s growth.
• Empowered partners don’t just market themselves—they strengthen the reputation and reach of the entire firm.

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