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The Nearbound Daily is now officially the ELG Insider Daily!
Welcome to the ELG Insider Daily—the #1 newsletter in the world keeping thousands of GTM professionals on top of the latest Ecosystem-Led principles, tactics, and trends. Join the movement here.
PRINCIPLES
Anything that isn’t growing is dead
It might sound a bit extreme, but it’s true, especially when talking about revenue. If you’re not growing revenue, the chances of your company failing increase.
If you want to drive more revenue and growth, you have to be aware that expanding into new markets is key.
And the best way to do so is by running ELG plays. How?
Through ELG marketing. Partnering with someone in the region or industry you want to enter can give you access to their customer base, and boost trust in your brand.
TACTICS
The 10 steps of your successful ELG content strategy (for and by marketers)
Brooks Lockett, a conversion copywriter for B2B SaaS, relies heavily on content for his business.
And after realizing that inbound and outbound weren’t as effective as they used to be, and reading (twice) the The Nearbound and The Rise of The Who Economy book, he decided to partner with those who his audience already trusted.
Here’s how Brooks started his ELG content strategy:
- Identify relevant partners
Brooks starts by reaching out to people who are trusted by his audience and have strong positioning in their field. These are experts or influencers who can amplify his content and align with his market.
- Conduct partner interviews
He interviews these partners, focusing on topics relevant to both audiences. The interviews not only generate content but also provide valuable insights that fuel new ideas and opportunities.
- Ask for introductions to expand his network
After each interview, Brooks requests introductions to other respected colleagues. This allows him to expand his network organically, creating a steady pipeline of new partnerships and content opportunities.
- Collaborate on content creation
Brooks builds content based on these interviews and ensures the final draft is shared with the partners involved. This step strengthens relationships and ensures mutual value is provided.
- Distribute content jointly
Instead of pushing content out solo, Brooks works with his partners to distribute it across multiple channels — LinkedIn, email newsletters, social media, and more. This co-promotion expands reach and visibility.
- Engage actively and make partners “famous”
Brooks engages with the content alongside his partners and makes it a priority to spotlight their expertise. By positioning his partners as industry experts, he encourages more conversations and partnerships, creating a flywheel effect.
- Leverage word-of-mouth through partner lenses
Brooks focuses on building trust by tapping into word-of-mouth through his partners. This approach creates a content machine driven by authentic recommendations rather than feeling “salesy” or spammy.
Learn the entire ELG content strategy that has enabled Brooks to see notable increases in referrals and engagement.
NEWS FROM THE ECOSYSTEM
A win for the customer
WeTransfer posted on X a ‘we’re closing down’ social post. It caused fear, and anxiety to many of their users.
Only to find that the only thing that’s ending is the team’s relationship with ‘expiring’ links.
They listened to what their customers wanted: no more ‘can you send that link again?’.
Congrats WeTransfer on that customer-first mentality.
FROM THE ECOSYSTEM
The Future of Revenue survey
What’s driving revenue in 2024 for you? We want to hear about it!
The second annual Future of Revenue survey is here, and we’re collecting insights from 500+ GTM leaders.
Your anonymous input will contribute to key benchmarks and guidance for the year ahead.
Share your experience here.
UPCOMING EVENT
INBOUND 24
Are you attending INBOUND24? Us too!
Join us in Boston this September at the industry's leading event for thought leaders across marketing, sales, customer success, revenue operations, and beyond.
Make sure to register for INBOUND at inbound.com
And if you want to meet the newly merged Crossbeam team and get the most up-to-date intel on our merger with Reveal, pre-book time with the team at the event.
Stuff you don't want to miss!
- TOMORROW, August 28th — GTM is Better Together — Join GTM Partners, Demandbase, Clari, G2, MadKudu, ON24, TechnologyAdvice, Totango + Catalyst Software, Vidyard, ZoomInfo, and an elite group of leaders to discuss around what a modern, enterprise, GTM team and tech stack should look like and how it can be best optimized for efficiency and scalability. Get your ticket here.
- TOMORROW, August 28th — ABM’s Value to Sales — Learn from Nate Spurgess, Demand Marketing Manager at Service Express, Nancy Naretto, Head of Global Brand and Marketing at QAD, and Mac Conn, VP Commercial Sales at 6sense, how to sell your Sales leader on ABM and why it adds value to Sales. Save your spot here.
- September 10th — RevOps Playbook for High-Growth Companies — Tessa Whittaker, VP of Revenue Operations at ZoomInfo, and Mollie Bodensteiner, VP of Operations at Sound will share how to start and identify your RevOps approach. Organized by RevGenius. Save your spot here.
- October 14 -16 — GTM2024 — Join Pavilion at The Fairmont in Austin, TX to get ahead on your 2025 GTM strategy, learn about market trends, and boost your GTM strategy. Get your ticket here.
You're all caught up
See you tomorrow
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