Collaboration opportunities
Collaborating with us
As members of the X Official Partner Program, Official Partners receive a number of benefits, including cross-functional collaboration and support from multiple teams at X.
Partner marketing
The Partner Marketing team collaborates with Official Partners to drive program and badge recognition, as well as showcasing our partners and their capabilities.
All activation types will be optimized for either awareness, lead-generation, or both.
Awareness: Driving awareness is critical to our mission of establishing TOPP as a mark of excellence and our partners as defacto solutions for business buyers.
Measured by website traffic, impressions, press coverage, etc.
Lead Generation: When our partners win, we win. We want to leverage TOPP and marketing to drive top-of-funnel activity that converts for our partners.
Measured by website traffic, leads, down-funnel conversion, etc.
We’re dedicated to driving meaningful, impactful results for our partners through co-marketing. As we optimize for our program goals of awareness and lead generation, we will focus on the following mechanisms to establish necessary baselines and measure performance.
- Campaign performance metrics and reporting: XYZ
- Lead tracking: We ask that Official Partners provide lead lists and their associated sale stages if they’ve been influenced by X. We are creating a process and mechanism that will run quarterly and plan to launch in early 2022.
Activations
Evergreen
Thought leadership
TOPP wide
1:1
Description
Evergreen
Tactics leveraged throughout the course of the year on a regular basis
Thought leadership
Tactics specifically used to build visibility and credibility, with a focus of expanding our footprint in the industry
TOPP wide
X-led marketing campaigns that are open for all Official Partners to participate (2-4 / year)
1:1
High-investment initiatives with X and one-specific partner
Eligibility
Evergreen
No requirements
All TOPP members are eligible.
Thought leadership
No requirements
All TOPP members eligible, but X will evaluate opportunities and participate at their discretion.
TOPP wide
No requirements
All TOPP members eligible, but partners must agree to campaign deadlines, roles and responsibility, promotion, and more.
1:1
Requirements necessary
TOPP members must meet specific criteria and are capped at 1 activation per year. X will evaluate opportunities and participate at their discretion.
Examples
Evergreen
- Dedicated page on partners.twitter.com
- Case study creation
- Invitations to X-led events
Thought leadership
- Speaking requests
- Quotes
- Guest blog posts
TOPP wide
- A campaign, event or piece of content featuring data and analysis across all our partners
- #ExtremeWeather
1:1
- Digital assets or long-form content featuring X exclusively alongside one partner (Alternative Food Trends report)
- Brand campaign launched by X exclusively for an Official Partner
- Co-branded webinar
1:1 Activation Requirements
While we are always eager to collaborate with our partners, 1:1 activations require significant lift and collaboration on behalf of X and our partners. Therefore, we evaluate 1:1 activations critically and choose which we participate in strategically.
In order to participate in 1:1 activations (limit 1/partner/year), partners must meet the following requirements.
Requirement
Value
Requirement
Dedicated marketing point-of-contact with SLA of <24 hours
Value
Ensure that co-marketing is prioritized by the partner, communication flows, and work is held to a consistently high standard
Requirement
Executive buy in from CMO/VP/Director of Marketing who attends planning meetings for 1:1 activations
Value
Drives early alignment and elevates ideas to tie into larger partner initiatives
Requirement
Quarterly reporting for TOPP-influenced leads
Value
Establishes ROI baseline and furthers our ability to create activations with tangible impact
Requirement
Committed budget for 1:1 activation support ads or agency fees
Value
Ensure investment in delivery, quality of work, and performance
Requirement
Participation in at least 1 TOPP-wide activation per year
Value
This type of collaboration helps support and drive awareness of the entire program
Requirement
X data-only
Value
Tells the X story and differentiates the partnership in market
Growth and partnerships
Partners receive access to high-value sales opportunity support, speaking requests, partner sales enablement, and internal X support.
Partner engineering
As members of the X Official Partner Program, Official Partners receive a number of benefits, including cross-functional collaboration and support from multiple teams at X.
Coming soon
A form to contact our dedicated team to propose activations, engage in projects, and receive dedicated support.
