# Lindsay Riggs

Lindsay Riggs works in partner and content marketing. Riggs offers consulting on partner strategy, co-marketing, demand generation, go-to-market alignment, and partner enablement, and is also exploring senior partner marketing roles.

- Profile: https://b2binfluencer.marketing/creators/lindsay-riggs/
- LinkedIn: https://www.linkedin.com/in/lindsaynriggs
- Topics: content-marketing
- Based on 14 dated posts, latest 2026-10-07

## Summary

Riggs is most useful for B2B partner marketing consulting: content audits, co-marketing, enablement, and joint customer stories.

- Best for: B2B software firms with signed partners and no documented partner content plan.
- Not for: Consumer creator sponsorships with reach guarantees, follower-based fees, or direct product promotion.
- Check first: Confirm partner-side interviewees, customer approvals, formats, deliverables, audience guarantees, pricing, lead times, and usage rights.

### Takeaways

- Partner marketing and partner management are the same job, not two teams.
- Partners stop replying when every contact is an ask.
- Four content kinds: for partners, with partners, through partners, about partnerships.

## Main ideas

- **Partner marketing and partner management are the same job, not two teams**: Riggs argues that the common split — one team owning partner relationships, another owning campaigns — creates silos that cost revenue. They say effective partner marketers own relationships and trust, align work across the partner lifecycle from onboarding through enablement to growth, run joint business planning and co-selling, and coordinate with product, sales, marketing and customer success. The remedy is blunt: stop thinking in silos, start thinking in outcomes.
- **Partners stop replying when every contact is an ask**: Riggs treats partner engagement as reciprocal. Vendors whose only touchpoints are quarterly business reviews and renewals should expect to be ignored; partners are asking the same “what have you done for me lately?” question. To keep partners invested, check in outside the review cycle; provide enablement, demand-generation support and strategic alignment before asking for pipeline; make co-marketing help and useful materials real instead of leaving partners with a portal full of PDFs; streamline deal registration and marketing development funds; and keep showing revenue impact and customer stories.
- **A partner program runs on four kinds of content**: Riggs argues that a partner marketing strategy needs a content strategy behind it, planned for four distinct audiences. To-partner content keeps partners informed and motivated: program guides, enablement and training documentation, newsletters, portals, awards, webinars. With-partner content builds joint awareness and leads: joint value propositions, co-branded solution sheets, customer case studies, thought leadership, joint webinars. Through-partner content makes it easy for partners to promote the vendor: customisable email sequences, sales scripts, playbooks, social posts, co-brandable collateral. For/about-partner content explains the value of partnerships inside and outside the company: internal and external messaging guides, press releases, executive presentations, sales kickoff material.
- **Joint customer stories belong to both organisations**: Riggs places joint customer case studies at the intersection of partner marketing and customer marketing, treating them as co-owned from the outset rather than co-branded after the fact. The method: start with a clear joint value proposition or “better together” message, involving the partner in the storytelling; interview the customer and partner teams about both the products and their experience working together; get feedback and approval from both sides and agree on a joint promotion plan; then repurpose the story for social, video, website and sales enablement for both partners.
- **What Riggs amplifies: ecosystem strategy from Partnership Leaders**: Riggs regularly writes up sessions and reports from the partner ecosystem, sharing practical takeaways and crediting their sources. From a Partnership Leaders session on what drives ecosystem success, they relay four points attributed to named speakers: partnerships are multi-chapter stories that need cross-functional alignment and consistent messaging, with no room for “ideas of the week” (Ron Piovesan, Okta); map partners across the customer journey and favour a smaller, more strategic partner set tracked with a partner scorecard (Penny Byron, Bridge Partners); service partners prioritise referrals over commissions — a 92% figure Riggs credits to Tai Rattigan of Partnership Leaders and Edward Cepulis of GitLab — so operations should reduce friction and integrate partners into the customer success journey; and partner selection should be judged both qualitatively and quantitatively on strategy fit, customer experience and a “better together” story (Shan Shan Li, Visa).
- **The outside voice: project work over the ladder**: Riggs names a priority rather than making a partnership argument: success, they say, is not about climbing a corporate ladder but about building and connecting with sharp, scrappy teams ready to move. They cite untangling messy partner programs, writing content that sells rather than just ranks, and serving as the outside voice that says plainly when something is not working and what to do instead. The consulting pitch follows: not every team needs a full-time hire; sometimes a strategic operator can plug in and run.

## Work to read

- [Partner marketing is partner management](https://www.linkedin.com/posts/lindsaynriggs_relationshipbuilding-gtmstrategy-partnerships-activity-7301247292093739008-VKxB)
- [Four kinds of partner marketing content](https://www.linkedin.com/posts/lindsaynriggs_partnership-partnermarketing-partnershipleaders-activity-7284932291120787456-2EYU)
- [Why partners go quiet: the reciprocity test](https://www.linkedin.com/posts/lindsaynriggs_partnerships-partnershipleaders-partnermarketing-activity-7303078090451177472-GgrZ)
- [Building joint customer case studies](https://www.linkedin.com/posts/lindsaynriggs_jointsuccess-powerofpartnerships-sales-activity-7171640811779022849-XRKp)
- [Going all in on consulting](https://www.linkedin.com/posts/lindsaynriggs_partnermarketing-fractionalmarketing-contentmarketing-activity-7333484698020577281-rCfB)
- [Returning to work and taking on project work](https://www.linkedin.com/posts/lindsaynriggs_fridayfeels-opentowork-partnerships-activity-7298736861454159872-Pqbb)
- [Ecosystem Compass takeaways](https://www.linkedin.com/posts/lindsaynriggs_partnerships-ecosystemstrategy-partnermarketing-activity-7300288146628386817-fvjX)

## Brand relationships

- **Partnership Leaders** (mention)

## Partnerships

Lindsay Riggs describes working as a partner marketing consultant and practitioner, offering consulting and project-based help with partner marketing strategy, co-marketing and demand generation, GTM alignment and partner enablement, and content strategy across the partner lifecycle. The posts don’t establish a standard sponsorship or creator-partnership package or an official inquiry route. Brands should ask directly about formats, deliverables, audience guarantees, pricing, lead times, usage rights, approval requirements, and how to inquire.

## Alternatives

- Josh Scott: When the partner base that must move is mostly SMB or long-tail resellers, and the block is getting those partners to market the vendor at all rather than producing a documented content plan. Josh Scott's posts argue that most SMB partners do not market their vendors because they lack time and specialist marketing staff, rarely receive MDF, are overwhelmed by asks from 20 or more vendors, and do not use self-service portals. The recommendation is proactive, automated marketing support rather than another portal or enablement layer. That makes Josh Scott a stronger alternative if the two-quarter target depends on activating many small partners, especially if the company has been trying to solve the problem with a partner portal.
- Olga Bondareva: When the real problem is broader B2B demand generation and trust-building across sales and marketing, with partner-sourced pipeline as one channel inside that system. Olga Bondareva's posts lay out a trust-building plan for AI-era B2B: relationship building through social selling, community, events and long-term nurturing; building authority through thought leadership, personal brands, employee advocacy, case studies and public speaking; and borrowing authority through strategic partnerships, analysts, influencer marketing, podcasts and PR. A second post interviews practitioners on why B2B content gets created but not used by sales, covering buyer-centred messaging, local-language content, measurement and AI as a thinking partner. This is a better choice when sales adoption of content or wider authority building is the bottleneck, rather than partner content structure alone.
- Ari Hoffman: When the route to partner-sourced pipeline runs through customer community, advocacy and customer-led growth. Ari Hoffman's posts discuss The Purpose Code and The Community Code: culture without alignment, product co-created with customers, engagement with empathy, and community as infrastructure across marketing, product, support, customer success and sales. One post states that advocacy, feedback, deflection, adoption and pipeline are the same signal with different labels, and most teams still do not run it that way. Ari Hoffman is a stronger alternative when the vendor already has active customers whose stories and community can be mobilised, or when the blocker is cross-team ownership of customer evidence rather than partner enablement.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/