Tom Armitage
With

Tom Armitage

Tom Armitage

Our Guest

After spending a decade on the agency side, supporting over a hundred brands with their campaigns, Tom now serves as Senior Marketing Manager for Smith.ai, providing thought leadership and lead generation to a brand that’s leveraging AI extensively. He has taught as an adjunct professor for eight years on market research and social media marketing, and brings us a unique perspective on how to approach partnerships in today’s environment.

Tom Armitage is a classic example of a digital marketing utility player. Having spent a decade on the agency side, he’s supported 100+ brands with their campaigns — from strategy planning to paid ads to content development. Now, as senior marketing manager at Smith.ai, he supports the tech startup with thought-leadership and lead generation. Tom taught as an adjunct professor for eight years on market research and social media marketing and is a featured course instructor inside Hootsuite Academy’s “Advanced Social Media” certification. He has contributed educational material to dozens of publications, outlets, associations, and brands through lectures, articles, webinars, and podcasts. In his spare time, Tom loves discovering and listening to new music. He lives in Upstate NY with his two kids.

Key Takeaways

platforms are disrupting traditional approaches with data-driven personalization, automation and scale.

But many companies are struggling to leverage AI’s full potential. Partnerships that seemed obvious on the surface have failed to generate results, while opportunities to collaborate with complementary AI providers are overlooked. Without a clear strategy for determining the right partners, structuring agreements and generating concrete outcomes, even the most advanced AI technologies will leave value on the table. This threatens to widen the gap between AI-forward innovators and the rest of the marketing field.

What’s the next step for brands?

That’s what we’re covering in today’s episode of Partnership Unpacked.

Welcome back to Partnership Unpacked, where I selfishly use this time to pick the brains of experts at strategic partnerships, channel programs, affiliates, influencer marketing, and relationship building… oh, and you get to learn too! Subscribe to learn how you can amplify your growth strategy – with a solid takeaway every episode from partnership experts in the industry.

Many marketers find themselves struggling to form impactful partnerships that enhance their brands and drive growth. In today’s crowded and fast-changing marketplace, the need for strategic collaborations with complementary partners has never been greater.

Yet for most brands, a lack of expertise in evaluating potential partners, structuring beneficial agreements and measuring tangible results has left partnerships underperforming or failing to meet expectations. Those that figure out how to properly select partners based on alignment, negotiate mutually valuable terms and manage partnerships to maximize synergy will gain a significant competitive edge. But without a clear roadmap for effective partnering, many brands will miss opportunities to turbocharge growth through strategic collaborations.

That’s exactly what our guest today, Tom Armitage, is going to talk to us about.

After spending a decade on the agency side, supporting over a hundred brands with their campaigns, Tom now serves as Senior Marketing Manager for Smith.ai, providing thought leadership and lead generation to a brand that’s leveraging AI extensively. He has taught as an adjunct professor for eight years on market research and social media marketing, and brings us a unique perspective on how to approach partnerships in today’s environment.

Partnership Unpacked host Mike Allton talked to Tom Armitage about:

♉️ How brands can identify good potential brand partners

♉️ How to structure successful strategic partnerships

♉️ How AI is having an impact on marketing & partnerships

Full Transcript