Building the PrePass Partner Marketing Program

PrePass is a trusted SaaS provider in the commercial transportation industry, offering weigh station bypass, toll payment, and safety compliance tools. Prior to 2018, PrePass delivered its services primarily through hardware (transponders) and focused its partnerships on resellers such as OOIDA and TSA, who offered PrePass to their member fleets.

 As competitors emerged with app-based solutions and integration-first GTM strategies, PrePass needed to modernize its platform and partnerships. While the company remained a category leader, it lacked a structured partner marketing program to support its evolving mobile capabilities, new app-based services, or growing product suite. Without technology partnerships, PrePass risked losing ground in a market that increasingly valued platform interoperability and ecosystem alignment. 

In 2018, alongside the launch of the PrePass App, which enabled mobile-based (CMRS) bypassing, I helped lead the creation of a formal technology partner network. Working closely with business development, we identified strategic integration opportunities and launched new partnerships with companies including Geotab, Garmin, Platform Science, Samsara, and Solera.

From a marketing perspective, I built and executed a partner marketing framework that included:

• Joint go-to-market and integrated launch plans
• Co-branded collateral and competitive positioning tools
• PrePass listings on partner marketplaces (e.g., Geotab Marketplace)
• Co-hosted webinars, user conference appearances, and speaking opportunities
• Press releases, email campaigns, and social media support
• Sales enablement content including battlecards and product walkthroughs

With the framework established, we created brand guidelines detailing brand voice and visual identifiers to ensure consistent communications with employees, partners, customers, and other stakeholders.

We then developed and launched a new website and content marketing programs to extend our messaging to target audiences. Over a three-year period, we more than doubled the number of content views annually. Additionally, content-generated database records increased by 72% in the third year compared to the first year after deploying the programs.

The rebranding initiative not only enhanced brand recognition and alignment but also solidified PrePass Safety Alliance’s position as a leader in leveraging data for trucking safety and efficiency. This comprehensive transformation supported the organization’s evolving identity and ensured its continued success in a rapidly advancing industry.

New technology tools including INFORM, reached a 40% enterprise customer adoption rate. We also grew enterprise deals and penetration from 84% to 98% of the Top 100 U.S. Carriers.