Growing the Nordics through a partner-led nurture
We wanted to grow in the Nordics and had one partner deeply embedded there. I built the joint marketing motion to turn that relationship into a demand channel.
The challenge
Elements wanted to grow in the Nordics, a market where we had a single partner: Stretch Engage, a midmarket consultancy already using our product as part of their own delivery stack. The relationship was strong but underused as a growth channel. Stretch were fully bought in, but as a smaller consultancy they had no marketing function to generate demand from it. The question was how to turn an embedded partnership into regional traction.
My approach
I built a joint email nurture and ran it as the marketing engine Stretch didn't have in-house. The model was mutual: we promoted them as our preferred consulting partner in the region, and they promoted us. I operationalised the programme end to end so they could lean on our expertise and resources rather than build their own, and ran a regular sync to review content and engagement together and adjust as we went. We anchored the sequence to a joint appearance at Agentforce World Tour Oslo, giving the partnership a live moment to build around.
What I made
A sustained, process-first narrative across tech debt, governance, and agent design, positioning both brands around the same foundational message and produced in genuine collaboration with the partner. This took the form of a twelve-email co-branded nurture for the Nordic Salesforce market, a guest-authored launch article on our blog written by Joachim Sundbø at Stretch, and a co-authored research report drawing on Elements' anonymised platform data to quantify the real cost of unused Salesforce customisations, with Stretch contributing expert commentary.
Outcome
The programme tested whether an embedded partnership could be turned into a regional demand channel through nurture alone. Engagement tracked relevance closely: the content built around the live event drew the strongest response, while post-event recaps to a largely remote audience tailed off. It sharpened how I would run a partner launch next time. Warm the audience with a joint webinar to existing contacts before going cold. Give a cold audience more time to get to know both brands before a campaign asks anything of them. A launch blog on our own site, however well-written, is not the right introduction for people who have never heard of either company. Lead with the buyer's foundational pain, org health, ahead of the market's headline topic, AI agents. The clearest output of this programme was a precise understanding of what the next one needs.