The path to becoming a marketing professional isn’t linear. In 2024, a lot more people strive to become marketers than there are roles available, which is also why starting a marketing agency is the hottest business trend on social media.

Today’s guest is a prime example of someone who did it right - he combined multiple relevant skills and passions to build a marketing career that has led him to receive awards such as "20 Under 40" honoree, Tech Marketer of the Year, and Executive of the Year.

Kenneth’s path to marketing started with young aspirations of becoming a musician. He then pivoted to working behind the scenes in the music industry, found a passion in psychology, and then ultimately landed in sales, where he combined his newfound experience with a passion for writing to become the companies first marketer. 

Building out a partner channel is not a guaranteed success, but when it works - it works great. Kenneth shares a story about how one of their competitors was acquired by Twilio, which they later shut down. This enabled a deeper partnership with Twilio and allowed Text Request to swallow up their competitors' established book of business, increasing pipeline by 150% that year.

Tune into the full episode to learn how to become a rockstar marketer through strategic partnerships!

Connect with Kenneth - https://www.linkedin.com/in/kenneth-burke-1641b676/

Connect with Alan - https://www.linkedin.com/in/alan-j-zhao/

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• (00:00) - Getting into marketing
• (02:48) - How to set up partnerships channels in B2B
• (05:28) - How to grow pipeline by 150% through partnerships
• (10:18) - Build a profitable software integration
• (12:18) - How to take your competitors market share
• (15:39) - How to build a winning SEO strategy
• (17:24) - The impact of a great blog article
• (19:01) - Which channel brings the most revenue?