Co-marketed events are just better. You get 2x for the cost of 1x. But since nearbound marketing is still new, most marketers are still figuring out how to do it best. Here's how you can help marketing as a partner professional.
Welcome to the Nearbound Daily Newsletter—the #1 partnerships newsletter in the world keeping thousands of partner professionals on top of the latest industry principles, tactics, and trends. nearbound.com is a project of Reveal. Join the movement here.
PRINCIPLES
Fix your bad processes first
You can’t put more data into bad processes.
No matter how hard you try, more data won’t turn bad processes good.
Think about it in terms of your life—you can’t counteract bad habits with good information.
Changing bad habits is an active process just like fixing bad processes is an active process.
When you fix your bad habits, good information has a stronger effect.
Likewise, when you fix bad processes, the effect of good data is much stronger.
TACTICS
How to do co-marketed events better with your account mapping tool
Co-marketed events are just better.
You get…
- Expanded reach
- Shared resources
- Diverse perspectives
- Increased credibility
- Enhanced promotion
- Networking opportunities
and more for half the cost.
But since nearbound marketing is still new, most marketers are still figuring out how to do it best.
How do they find the best partners to co-market with?
How do they build the perfect event guest list?
The answer is: collaborating with partner professionals internally.
Partner leaders can give marketers insights from account mapping tools to help them run better events.
Here’s exactly how they can do that (bookmark this if you’re trying to understand all the ways to turn on your nearbound data):
First: Identify the right partner
Ask yourself this question: who has the highest overlap of prospects and customers/contacts?
And to find the answer, here’s what you have to do:
- Go to Analytics in your Reveal account
- Click the purple plus sign and add these columns:
- My Customers vs. Partner’s Prospects
- Market Overlap, and
- Persona overlap
- Use these 3 data points and "My prospects and opps" against "Partner’s customers" to identify the best partner.
Second: Create a list of the right people to invite
Option A:
- Open Account Mapping with your selected partner
- Choose "My Customers vs [Partner’s] prospects" and/or "My Customers not in [Partner’s] CRM". (Optional: Apply additional filters based on ICP/target relevant to my partner).
- Each company’s CSM/AM teams invite their customers to the event. To have better promo results, draft an email template for your team so they can invite their respective accounts.
Option B:
- Create a target list for your partner from your CRM, and filter the target list in a report view.
- Then filter on Reveal data "Is a customer of [Partner]" and share that list with your partner.
- If relevant, repeat the above with "Common Opportunities" and/or "Common Customers" and connect your dedicated account team in each company to decide on joint action, messaging, and what kind of VIP treatment to give to this target list.
Third: Prepare and run the event
The event should be immensely valuable for your guests. It should not be a product demo or a sales pitch. Instead, it should be something that you and your partner collaborate on to offer specially for this group of people.
Divvy up responsibilities based on you and your partners’ expertises. If your partner is great with ads, and you’re great with back-end event building, split tasks.
Fourth: Post-event follow-up
The final step is to measure the influence your campaign has created on prospective customers, along with the sales KPIs and strategies.
The best way to follow up with your events is:
- Uploading attendees list with "Offline Account Mapping" on Reveal to make it accessible to sellers for both companies.
- Prepare specific messaging, sequence, or talk track focused on your better-together story.
A few more tips for account mapping users:
- Pull lists from a multisource approach: leverage Reveal, LinkedIn, and your CRM, and work together with your Sales team and partners so they can nominate candidates to attend your events.
- Stay consistent: Once you identify which part of the funnel you’d like to influence with events, set a quarterly meeting with your GTM teams to align on themes, goals, and expectations.
- Scale your nearbound events: Use Reveal’s directory to quickly identify new partners that might be worth doing events with based on account overlap data.
Become the nearbound expert in your company. Come to your other GTM teams with nearbound data that helps them to do their job better.
Read the full article here.
RESOURCE OF THE DAY
Nearbound marketing, a new way to go-to-market
Jared Fuller joined the king of millennial marketing, Daniel Murray, on his podcast to finally give partnerships the credit it’s due.
Partner pros » learn how to make an impact on marketing.
Marketers » learn what nearbound can do for you.
Click here to listen on Spotify.
p.s. This is the perfect episode to send to your marketers!
UPCOMING EVENTS
Stuff you don’t want to miss!
- April 24th—What Makes a Partnership “Strategic”—Join Valerio Martelli (Sales and Partnerships Director at Wisepops) and Scott Pollack (CEO at Firneo) where they will dive into the intricacies of forging impactful partnerships in the tech sector, guided by insights from industry experts. Register here.
- April 24th—Partnerships Secrets: Cory Snyder Teaches Partner Recruitment—Teamwork.com’s Head of Partnerships, Cory Snyder, spills the tea on how he’s growing his partner program in 2024. Powered by PartnerStack. Register here.
- May 7th—MartechDay 2024—Join Scott Brinker (VP Platform Ecosystems at HubSpot) and Frans Riemersma (Founder, MartechTribe) to release the latest Marketing Technology Landscape graphic. It’s a celebration of the thousands of talented people working in martech, at brands, vendors, and across the community. Scott and Frans will also be interviewing key leaders for their deep domain-specific knowledge. Register here.
- Nearbound Summit 2023 Recordings—The future of GTM is Nearbound. Watch the recordings to hear how B2B leaders across departments unite with Nearbound strategies and tactics. Listen here.
You’re all caught up.
RECENTLY PUBLISHED ON NEARBOUND.COM
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- Mastering Nearbound Customer Success: Key Takeaways from the Nearbound Book
- The Role of Nearbound Partnerships for Customer Success by Alper Yuder
- How Nearbound Can Help Keep and Win Back Customers by Delphine Le Person and Isaac Morehouse
- Howdy Partners #69: Why Fractional Partner Management? with Pat Ferdig
- Nearbound Podcast #158: Why Agency Programs are the HARDEST. The Pirate Island Problem, with Max Traylor
- Partner Up or Perish: A Review of the Nearbound Book by Antonio Caridad
See you tomorrow
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