BurnAlong (now part of Tivity Health), was a PE-backed wellness technology startup delivering virtual fitness, health, and wellness programs to individuals through a B2B2C business model that targeted employers, health systems, and insurers. The company needed a scalable demand generation model to power its content flywheel that relied heavily on the acquisition of new content and channel partners to fuel market adoption.
BurnAlong
Growth Strategy, Channel Marketing, CAC Management, Demand Generation, Partner Marketing
Growth Strategy, Channel Marketing, CAC Management, Demand Generation, Partner Marketing
I introduced a partner and channel marketing program that transformed BurnAlong’s go-to-market approach. The scalable playbook that I ran at BurnAlong included a set of full lifecycle assets and automated communications efforts to recruit, onboard, and retain the partners that were key to the platform’s evolution. In order to further power the BurnAlong marketing flywheel, partners were equipped with new co-marketing assets to promote the platform within their own networks – thus expanding BurnAlong’s reach in target markets without increasing costs.
At the same time, I refined the digital marketing strategy, layering targeted campaigns and improved funnel management on top of the partner ecosystem. This created a hybrid model: partner-led demand generation supported by data-driven digital efforts.
Inbound lead volume surged by 300%, while CAC decreased by one-third. Partner onboarding was reduced to days (versus weeks) resulting in a larger and more engaged network of content providers that were core to the success of the BurnAlong platform.
Beyond the numbers, BurnAlong’s more rapid content deployment structure improved credibility with enterprise customers who were targeted by the company’s sales team. The company built a scalable model for growth that balanced efficiency with expansion; proof that a well-designed partner marketing strategy can fundamentally reshape go-to-market performance.