There’s a standard playbook for events that looks a little something like this: booth, friendly team, demo, and swag. It works, but people who adopt the nearbound mindset don’t just rely on the standard playbook.
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PRINCIPLES
Want to win in a large ecosystem?
Step one: Make sure your product and execution are excellent.
Step two: Figure out what top leaders care about, then make noise there.
CallRail ran this play to get the attention of top leaders at HubSpot, and it worked.
Since 2018, CallRail has been a part of the HubSpot ecosystem, but the team recognized it was time to build the partnership deeper.
Here’s what Jenn Keepes, CallRail’s Strategic Partner Marketing Manager, had to say about the campaign they ran:
“The 3,000 user campaign got us a lot of attention and was really successful from brand partnership perspective. We caught the attention of some of the top people at HubSpot, and they were like, ‘Oh, this company's really leaning in. They're a top partner in the calling category. There's value here."
Read CallRail’s full nearbound story here.
TACTICS
Doing events the nearbound way
There’s a standard playbook for events that looks a little something like this: booth, friendly team, demo, and swag. It works, but people who adopt the nearbound mindset don’t just rely on the standard playbook.
They find ways to surround customers with the voices they trust.
A few weeks ago Logan Lyles (Evangelism and Content Marketing at Teamwork) shared a nearbound moment that surprised and excited him at the BABA (Build A Better Agency) Conference.
I asked if he’d be willing to share, and he gave us an exclusive.
Teamwork was having a normal booth experience at the BABA conference. It was great—existing customers and new customers were coming to talk with the team and learn about the product.
But something caught his attention.
A current customer walked a new prospect over to the Teamwork booth and began selling the tool, without Teamwork’s help.
And it got even better! The customer actually pulled out her laptop to show how she uses Teamwork.
Logan learned the story behind this interaction.
This prospect had a problem so they approached someone they trusted. This trusted source was a loyal customer of Teamwork who knew the tool would solve this person’s problem.
That’s nearbound.
In the past, people went to Google to learn HOW to solve their problems. Today, buyers go to WHO they trust.
While Logan’s nearbound story happened organically, companies can create nearbound moments too.
Think about this question—Who does my potential customer trust? How can I surround them with trust and influence at this event?
FROM THE ECOSYSTEM
Announcing Reveal x GTM Partners
We’re partnering with GTM Partners to bring you the best and most relevant GTM content out there.
As Sangram Vajre shared:
"Gone are the days when GTM was synonymous with Sales and Marketing. Today's sophisticated buyers demand a more evolved and integrated approach to planning and executing GTM strategies that involves every team that touches the customer or revenue.
Reveal shares our vision and also brings a unique perspective. Their concept of "nearbound" is another view of our six GTM motions: Inbound, Outbound, Partner-Led, Product-Led, Event-Led, and Community-Led Growth. Nearbound is not confined to the partnerships department; it is an integrated strategy that involves every department and every GTM motion, aligning them to surround the customer with value.
…This is the future of go-to-market, and we are excited to be at the forefront of this transformation."
Stay tuned for an upcoming announcement!
UPCOMING EVENTS
Stuff you don't want to miss!
- June 12th—Partnerships 101 (What's a Good Partnership)—Join Arun Kumar (Director of Strategic Partnerships at Incentivio) and Scott Pollack (CEO at Firneo) where they will explore the building blocks of successful partnerships in the tech industry. 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
- Target the Right Leads at the Right Time: A Recap of the Happy Customers Festival by Andrea Vallejo
- The GTM Partners x Reveal Partnership by Sangram Vajre
- Partnership Value Modeling by Linkon Axon
- How CallRail Increased Integration Adoption by 167% Through Strategic Partnership with HubSpot and Reveal by Shawnie Hamer
- How to Help Your Sales Team with Intros by Andrea Vallejo
- Leveraging Partnership Data To Its Fullest Extent Requires Integration by Shauntle Barley
- Howdy Partners #74: Reactive Partner Marketers Are Salary Wasted with Jessica Fewless
- Expanding into New Markets with Nearbound by Andrea Vallejo
- The GTM Bowtie: How To Overlay Partners Across the Complete Customer's Journey Part One by Ella Richmond and Will Taylor
- How GTM Leaders are Tracking Nearbound Metrics
- Your Deal Isn't Dead, It's Just Not Partner-Led by Andrea Vallejo
- How Sendcloud Achieved an 80% Increase in New Leads Sourced From Partners Using Reveal with Wilson Favre-Delerue
- The Elephant in the Ecosystem by Chris Messina
- The Era of Ecosystem Orchestration is Finally Here by James Hodgkinson
- How Fullstory Builds their Tech Partnerships Program with Reveal’s Help to Increase Their Renewal Rate by 14% with Nigel Liaw
- Nearbound and the Rhythm of Business by Jared Fuller
See you tomorrow
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