Creating a standout profile: Tips and Tricks for the Partner Directory

Overview

As one of the most valuable benefits for Adobe’s Silver, Gold, and Platinum partners, the Partner Directory is your digital front door, letting everyone know you’re a trusted part of Adobe’s partner community. Want to catch the attention of the right people? These easy, proven tips will help you create a profile that makes your company stand out and invites customers to stop by and learn more.

What’s the best way to get eyes on your company? Both Adobe customers and Adobe sellers turn to our Partner Directory to find partners that can execute against the customer’s vision. Each year, the Partner Directory creates thousands of leads for our partners, which means that you’ll want to craft a compelling profile that will helps your company get noticed.

Each year, the Partner Directory creates thousands of leads for our partners, which means that you’ll want to craft a compelling profile that will helps your company get noticed.

Understand your value

With thousands of partners in Adobe’s partner ecosystem, you need to make sure that your profile stands out. Rather than trying to write an overview that appeals to everyone, focus on creating something unique and tailored specifically to your company and its strengths.

When someone reads your overview, it should feel so specific that no other partner in the directory could possibly copy it and use it for themselves. Think about some of the following questions to clarify what makes you stand out from our other partners:

• What Adobe products do you support?

• What services or technical and business skills set you apart?

• Do you have specialized knowledge that aligns to specific industries?

• What’s your approach to working with and serving customers?

• What inspires you as a company to do your best?

Pull everything together into a few short paragraphs that paint a unique picture of your company. Whenever possible, enlist your company’s corporate marketing team to assist with profile development. This will help capture the attention of the right customers and bring you more qualified leads.

Defining your value prop

Keep it fresh

Creating your profile is just the first step. Once it’s been established, Adobe will automatically add information such as earned credentials and specializations. When you submit successful customer references, these will show up as a deployment count on your profile.

Customers look at this data on your profile to validate your experience, so your messaging should align to this information and compel potential customers to make first contact. In addition, we have a dedicated section for you to submit common service packages or technical offerings.

It’s important that you review and update your profile regularly (we recommend quarterly at a minimum). In particular, program administrators should make sure employees who complete individual certifications are properly attached to your company’s profile so that their certification numbers count.

We see this issue the most when staff move between partner companies. Certifications attached to the departing employee need to be removed from your company account and new employees need to be connected to it. For more information, check out the guide below about managing your company contacts.

Also make sure to keep those customer deployment submissions coming! Successful customer references help you meet the requirements for product specializations. If you have a new success story to report, complete the application to submit it for review. We want to know what you’ve accomplished and prospective customers will love to know you have proven successes.

Add a little something extra

If you want a truly unique way to connect with people, go beyond a basic profile. Your Partner Directory profile already links to your website, so you don’t need to repeat that information. Instead, focus on articulating the value of your Adobe partnership. There’s plenty of room to add extra details that show customers who you really are.

• Videos talk for you. Link to promotional videos, sizzle reels, or vision statements that give customers a dynamic understanding of your company. Keep the videos brief to capture attention and increase viewership.

• Success stories. Although we capture your success stories for partner level progression, Adobe doesn't expose any detail to Directory viewers,  but you certainly can. Customer references are a powerful tool. A quote from an influential stakeholder can make an impact. Did you help a customer move faster, achieve more, or launch new initiatives? A case study showcasing the challenge and your results is even more impactful than just a quote. As you grow your business, be sure to surface these stories in your profile to help customers understand your value.

• White papers. From technical achievements to thought leadership, our partners often have great ideas that are too complex to express in a few sentences on your profile. Invite people to learn more by sharing your experience and vision as a white paper on your profile.

Remember, you don’t need to add every piece of content mentioned here. Choose the best of the best and curate your content to emphasize assets that will resonate with the needs of Adobe customers. Even if a profile viewer only looks at once asset, make sure they see a compelling reason to trust you as a partner.

Take it up a notch

While Adobe’s Partner Directory is a critical starting point for customers and Adobe sellers, you can take it a step further by showcasing your Adobe partnership on your owned digital channels and properties. Add links to your website and social media profiles that showcase your Adobe practice. Don’t forget, depending on your partner level, you may have access to shared press releases or Partner Spotlights that get shared on Adobe social media.