In this new episode of Alliances, I welcome Lilibeth Acuña, Partnership Manager at Lemlist, who has built a true revenue-generating partnership machine in less than two years.

Lilibeth joined Lemlist in March 2023 to launch their partnership program with absolutely no prior experience in this field.

Yet, thanks to her listening skills, strategic approach, and flawless execution, she has transformed partnerships into a major growth lever for Lemlist.

Today, partnerships represent nearly 12% of the company's annual recurring revenue ($3.8M ARR) and 15% of new acquisitions.

With her unique background combining video production, PR, and SaaS, I wanted to understand how she built this multi-tier partnership strategy and what lessons she can share with the partnerships community.

In this strategic episode on B2B partnerships, Lilibeth shares:

• How she identified and capitalized on agency inbound leads from day one,

• Her method for convincing leadership to invest in partnerships by proving ROI,

• Building a two-tier program: Service Partners (agencies) and Affiliates,

• Why she started with non-monetary benefits before adding revenue share,

• Her influencer strategy: 20-80k followers, authentic content, upfront payment, and annual deals,

• How to measure influencer ROI without UTMs through a data-based formula,

• Key metrics: higher conversion rate, lower churn, and higher LTV than PLG,

• How to involve the product team in partnership strategy,

A tactical episode that reveals how to transform partnerships into a growth machine in less than 2 years, with concrete and measurable results.

Did you enjoy this episode?

👉 Like, comment and subscribe so you don't miss anything

👉 Share it with your sales and partnerships network

👉 Rate the podcast 5 stars to support us

🎧 Watch at the video on Youtube: https://youtu.be/PitAMXU6asw

Thank you for your support!

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Where to find Lilibeth: https://www.linkedin.com/in/lilibethacuna

To discover Lemlist: https://www.lemlist.com/service-partners?r=0

Where to find Maxime: https://www.linkedin.com/in/maximeimbert-partnerships

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Find a new episode of Alliances every month to get the best techniques for developing your alliances and partnerships

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I'm Maxime Imbert, Fractional Head of Partnerships. I help B2B SaaS and Fintech companies build and implement their partnership strategy to succeed in their Go-to-Market and generate substantial revenue in the medium term. Building your ecosystem is a tremendous lever for exponentially increasing your revenues. I've made this my missionn to help as many Fintech and B2B SaaS companies as possible. Evaluate your strategy: https://calendly.com/maxime_imbert/30min

Hosted by Ausha. See ausha.co/privacy-policy for more information.

In this new episode of Alliances, I welcome Laetitia Fall, sales strategy consultant and founder of Vendue.fr, the French-speaking reference on B2B closing.

Laetitia co-founded Seekube, which she developed before selling to Hellowork.

With over 10 years of B2B sales experience, she now helps early-stage to scale-up companies improve their closing rates.

Creator of her podcast Vendue and her own YouTube channel (Links below), Laetitia shares her expertise through commercial call reviews, interviews, and precise analyses to decode B2B sales techniques.

Thanks to her unique experience combining direct sales and strategic partnerships, I wanted to understand how salespeople can leverage partnerships to transform their closing approach and accelerate their deals.

In this episode focused on sales and strategic partnerships, Laetitia shares:

• Her feedback on building partnerships at Seekube (schools, companies, B2B/B2C model)

• Why partnerships became her primary acquisition channel on her current predictive AI mission

• Different types of partners: integrators, hosting providers, competitiveness clusters, consultants, deal sources

• Her methodology for categorizing and prioritizing partnerships based on impact and timing

• The human dimension of partnerships: patience, rigor, loyalty vs the urgency of direct closing

• The importance of influence in complex deals: how partners unlock stagnant opportunities

• The art of using partners to obtain critical information: antagonists, decision criteria, company culture

• Why attribution has become secondary: focus on overall influence and revenue team objectives

• Her recommendations for structuring a dedicated partnerships team rather than diluting the role

A strategic episode that reveals how sales and partnerships must work hand in hand to unlock complex deals, reduce sales cycles, and generate ultra-qualified leads you would never have obtained directly.

Did you enjoy this episode?

👉 Like, comment and subscribe so you don't miss anything

👉 Share it with your sales and partnerships network

👉 Rate the podcast 5 stars to support us

🎧 Watch this episode: https://youtu.be/0YVTbjXfylk

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Where to find Laetitia: https://www.linkedin.com/in/laetitiafall/

Where to find Maxime: https://www.linkedin.com/in/maximeimbert-partnerships

To discover Vendue.fr: https://www.vendue.fr

Laetitia's YouTube channel: https://www.youtube.com/@UCQMewWAC5KRC86sJkAdziKw

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I am Maxime Imbert, Fractional Head of Partnerships, I help B2B SaaS and Fintech build and apply their strategy around partnerships to succeed in their Go-to-Market and generate substantial revenue in the medium term.

Evaluate your strategy: https://calendly.com/maxime_imbert/30min

Hosted by Ausha. See ausha.co/privacy-policy for more information.

In this new episode of Alliances, I welcome Will Taylor, co-founder of AudienceLed, an ecosystem marketing agency that's redefining how B2B companies approach marketing.

Will has an impressive track record in the partnerships ecosystem. He helped launch, scale, and successfully exit a media company focused on partnerships, which was acquired by Reveal and later by Crossbeam.

After consulting on partner revenue operations, Will discovered that partnerships is ideally suited for marketing functions—a perspective that led him to co-found AudienceLed, where he helps Series A+ tech companies go to market with their market through third-party expertise.

Thanks to Will's unique expertise in ecosystem marketing and his deep understanding of how buyers actually make purchasing decisions,

I wanted to explore how companies can leverage their ecosystem to create more impactful marketing that resonates with buyers.

In this episode focused on ecosystem marketing and strategic partnerships, Will shares:

• The fundamental difference between traditional marketing and ecosystem marketing

• Why buyers only engage directly with vendors at 4 of the 28 touchpoints in their journey (Jay McBain's research)

• His method for identifying which third-party experts influence your buyers (influencers, brands, communities)

• How to start ecosystem marketing by simply asking your customers who influences them

• The competencies required: people & project management skills vs traditional marketing expertise

• How to measure ecosystem marketing impact using existing revenue metrics (volume, conversion, velocity)

• Three primary ways to track influence: organic mention capture, sales call questions, and correlate analysis

• The modern customer journey with partners embedded at every stage: 2x marketing power for 50% of the effort

• His framework for choosing the right influencers: analyze engagement quality over follower count

• The critical mistakes companies make: focusing on vanity metrics and not reusing content across campaigns

• Recommended tech stack: HiveSite, Limelight, Clay for sophisticated influencer intelligence

A strategic episode that reveals how to transform your marketing from shouting into the void to having meaningful conversations where your buyers already spend their time—through the voices they already trust.

Did you enjoy this episode?

👉 Like, comment and subscribe so you don't miss anything

👉 Share it with your network to help them with their ecosystem marketing strategy

👉 Rate the podcast 5 stars to support Alliances

To view the episode on YouTube: https://youtu.be/tqJihERe_aw

Thank you for your support!

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Where to find Will: https://www.linkedin.com/in/willtaylorled

Where to find Maxime:https://www.linkedin.com/in/maximeimbert-partnerships

To discover AudienceLed: https://www.audienceled.com

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Find a new episode of Alliances every month to get the best techniques for developing your alliances and partnerships.

#partnerships #alliances #ecosystemmarketing #B2Bmarketing #GTM #influencermarketing #revenue #business

Hosted by Ausha. See ausha.co/privacy-policy for more information.