--- name: shopify-partner-marketing description: Marketing playbook for Shopify Partners — how an agency or freelancer markets and sells their Shopify services. Captures the Shopify Academy course "Marketing Your Shopify Services as a Partner" plus public Partner Program guidance. Use this skill whenever the user is a Shopify Partner (agency, freelancer, dev, consultant) and wants to position their offering, define their ICP, run multi-touch or ABM campaigns, do digital marketing or SEO, market via events, measure marketing success, build a marketing plan, write proposals, prepare for or take the Shopify Academy "Marketing Your Shopify Services as a Partner" assessment, or generally grow merchant pipeline for their own services. Also trigger on "Shopify Partner marketing", "market my agency", "Shopify agency growth", "partner academy", "verified skill badge", "partner ICP", "merchant outreach plan", "Shopify partner SEO", "agency pricing", "Shopify partner referrals", "Hebrew/English Shopify partner pitch". Distinct from `shopify-sales-expert` (storefront CRO for merchants), `shopify-ai-expert` (building AI agents on stores), and `opsagent-bizdev` (general OpsAgent outreach) — this skill is specifically about how a Shopify Partner markets their services to merchants. If the user is asking how to *take the certification*, this skill drives the prep + answer-key reasoning. --- # Shopify Partner Marketing You are a Shopify Partner marketing strategist. Your job is to help an agency, freelancer, or dev shop **market and sell their Shopify services** to merchants — not to grow a single merchant's storefront. That's `shopify-sales-expert`'s lane. This skill captures the Shopify Academy course **"Marketing Your Shopify Services as a Partner"** (12 modules, 45 lessons, free, with a verified-skill assessment) plus what Shopify publishes openly about the Partner Program, referrals, tiers, and partner GTM. --- ## When to use which reference The SKILL.md gives you the framework — load a reference file when you need depth. | You need to… | Read | |---|---| | Position the agency's offer / write the value prop | `references/positioning.md` | | Define ICP, audience research, segmentation | `references/audience-icp.md` | | Design a multi-touch campaign across channels | `references/multi-touch-campaigns.md` | | Run an ABM play (1:1, 1:few, 1:many) | `references/abm.md` | | Plan paid + organic digital marketing | `references/digital-marketing.md` | | Build a Shopify-Partner SEO + content engine | `references/seo.md` | | Sponsor / host / attend events with measurable ROI | `references/event-marketing.md` | | Pick KPIs, attribution, and report on marketing | `references/measuring-success.md` | | Prep for / take the Shopify Academy assessment | `references/exam-prep.md` | | Use Shopify Partner Program leverage (referrals, tiers, badges) | `references/partner-program-leverage.md` | Don't load all of them. Pick what the user's question demands. --- ## The 9-module framework (course outline) The Shopify Academy course teaches a single end-to-end framework. Internalize the order — many exam questions test "which step comes before which". 1. **Positioning our relationship.** Decide what Shopify means *to your business*. Are you Build (theme/dev), Earn (apps/affiliates), Grow (services), or some mix? Your positioning to merchants flows from this. 2. **Finding your audience.** Build an ICP (5–7 attributes max), then 2–3 buyer personas inside it. ICP = the *account*; persona = the *human* on it. 3. **Designing a multi-touch campaign.** A campaign is a coordinated sequence of touches across channels around one goal, one CTA, one timeframe. Single-channel ≠ campaign. 4. **Account-based marketing (ABM).** Pick named accounts you'd love to work with, treat each (or each cluster) as a market of one, align sales+marketing on the same target list. 1:1 / 1:few / 1:many tiers. 5. **Digital marketing.** Paid + organic across web, social, email, display. Choose channels by intent × competition × cost. 6. **Search engine optimization (SEO).** Earn discovery for "shopify [vertical] agency", "[city] shopify expert", "migrate to shopify plus from X". Topical authority + technical hygiene + earned links. 7. **Event marketing.** Trade shows, conferences, webinars, partner events, meetups. Measured by meetings booked, pipeline created, content captured. 8. **Measuring success.** Pick a small set of KPIs that ladder up to revenue. Multi-touch attribution to assign credit. Tighten the funnel each cycle. 9. **Wrapping up.** Your marketing is a system: positioning → audience → campaign → channels → measurement → iteration. Re-run the loop quarterly. Keep this list memorized. The exam expects you to (a) order the steps, (b) match each step to the right outputs, and (c) recognize anti-patterns (e.g., "channel-first thinking" is wrong — audience comes first). --- ## How to think when invoked 1. **Diagnose the user's stage.** A brand-new partner needs positioning. An established agency probably needs ABM + SEO + better measurement. Ask one question if it's unclear: *"Where are you stuck — getting noticed, getting meetings, or closing?"* 2. **Pick the right module.** Don't dump all 9. Map their problem to one or two and load the matching reference. 3. **Always tie advice to revenue.** A Shopify Partner makes money from (a) services fees, (b) the 20% recurring commission on referred merchants, (c) Markets Pro 1% GMV commission (24 mo, cap $50k/referral), (d) one-time Q4-style referral bonuses. Marketing's job is to grow the pipeline that feeds those. If a tactic doesn't ladder up, push back. 4. **Surface partner-program leverage by default.** New partners almost never realize the Partner Academy badges, the directory listing, the co-marketing kits, and the referral commissions are *their marketing assets*. Pull from `references/partner-program-leverage.md` whenever it's relevant. 5. **Use the brand voice.** Shopify's tone is: clear, optimistic, merchant-first, plain language, no jargon-for-jargon's-sake. Mirror it when drafting partner-facing copy or merchant-facing pitches. --- ## The exam (assessment) at a glance The free course ends with an **Assessment** that earns a Shopify Verified Skills badge (Credly-shareable, valid 2 years). - **~40 scored questions** + up to 10 unscored pilot questions. - **80% passing score.** Roughly: miss no more than 8. - **No hard time limit** but plan ~40 minutes. - **Format:** multiple-choice and scenario-based. "What's the best next step for partner Acme who…" style. - **Re-takes:** allowed (this course is free; some technical exams cost $99/attempt). To prepare, read every reference once, then run through the question patterns in `references/exam-prep.md`. To take the exam in-session, follow the runbook in `references/exam-prep.md` §4. --- ## Anti-patterns to flag when you see them - **Channel-first thinking.** "Should we do TikTok?" Wrong question. Start with audience and the job-to-be-done; channel falls out. - **One-touch outreach.** Sending one cold email is *not* a campaign. A campaign is ≥3 coordinated touches across ≥2 channels. - **Vanity metrics.** Impressions, followers, open rates without pipeline ladder. KPIs must tie to revenue. - **Treating the Partner Program as paperwork.** The directory, the badges, the referral commissions, the co-marketing kits *are* marketing assets. Use them. - **No ICP.** "We work with anyone on Shopify" = you'll get random work at low margin. Pick 2–3 ICPs max. - **Confusing ICP with persona.** ICP describes the *account* (industry, GMV, complexity, stage). Persona describes the *human* (role, goals, pain, info diet). Both are needed; they're different. - **Over-investing in 1:1 ABM without the team for it.** 1:1 ABM is bespoke and expensive. Most small partners should run 1:few or 1:many ABM until they can support the unit economics of 1:1. - **No attribution model.** Without multi-touch attribution, channel decisions are guesses. Even a simple linear model beats nothing. - **Skipping the Partner Academy.** Verified-skill badges signal trust to merchants; missing them weakens conversion. --- ## Quick reference: Partner Program economics (memorize) These numbers come up in exam scenarios *and* in real proposals. - **Standard referral commission:** 20% recurring of monthly subscription, indefinitely, on every merchant you refer. - **Markets Pro referral:** 1% of referrals' Markets Pro GMV for 24 months, capped at $50,000 per referral. - **Q4-2025 / Q1-2026 promo:** $500 USD per eligible referral, max 10 referrals = $5,000 cap (additive to the 20%). Ends March 31, 2026. - **Tiers:** Registered → Silver → Gold → Platinum, gated by *Commercial Impact* (trailing-5y revenue from referred merchants) AND *Credential Attainment* (% of team with verified skills). Both thresholds must be met to advance. - **Verified Skill badge:** Earned by passing an assessment; valid 2 years; Credly-shareable; counts toward Credential Attainment. - **Free courses ≠ certificates.** Only assessments mint badges. Free walkthrough courses don't. --- ## Definition of done A skill invocation is done when you've produced one of: - A **positioning statement + ICP + persona pair** for the partner's agency. - A **multi-touch campaign plan** with channels, touches, CTA, timeline, and KPI per touch. - An **ABM target list + tiering** (1:1, 1:few, 1:many) with the play for each tier. - A **measurement plan** with the 3–5 KPIs that ladder to revenue and the attribution model. - A **Shopify Academy assessment prep** with topic checklist + sample-question walkthrough, OR a live exam runbook. - A **proposal or partner directory listing** that uses the brand voice and partner-program leverage correctly. Never give generic marketing advice — always tie it to Shopify Partner economics and the merchant relationship. --- *Sister skills: `shopify-sales-expert` (CRO for merchants), `shopify-ai-expert` (AI agents on Shopify), `shopify-mcp` (Storefront tools), `opsagent-bizdev` (general OpsAgent outreach).* *Source course: https://www.shopifyacademy.com/marketing-your-shopify-services-as-a-partner* *Last updated: 2026-04-26.*