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Nelson Wang (Head of Worldwide Partnerships at Airtable) shared that one of the best ways to validate if your partnerships strategy is on track is witnessing "wow" moments.
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. And ask NearBot a question here.
PRINCIPLES
If you want to build an integration, evaluate how many people actually want your integration.
This is a simple, but imperative market principle: if you don’t have a large enough group of people who want what you have to offer, your chances of success are slim.
Your goal isn’t to connect integrations for the sake of having integrations. It’s to create value and generate revenue.
That means weighing all of the different things you could do, and choosing to do the one that gets you the most return for an adequate amount of effort.
TACTICS
Do your partners create 'WOW' moments?
Wondering if your partner strategy is on track? Well, how many "wow" moments are you creating?
Nelson Wang (Head of Worldwide Partnerships at Airtable) shared that one of the best ways to validate if your partnerships strategy is on track is witnessing "wow" moments.
He shared this story to explain the point:
I was in Los Angeles for our customer event.
One of Airtable's top services partners met with an enterprise account.
The customer explained how they were looking to build a specific workflow and app on Airtable to solve a business problem.
The services partner shared, "We've built that with one of our clients" and then proceeded to explain in great detail (step by step) how they did it.
The client said "Wow!" and mentioned how that is exactly what they were looking for.
They exchanged information afterward.
If you regularly see partners solve customer problems, that means you're on the right track.
Read more from Nelson Wang in our Ultimate Partner Manager library.
FROM THE ECOSYSTEM
Arthur Castillo believes B2B tradeshows are dying
And he's not the only B2B marketer or professional asking whether or not the tradeshow model is the best option.
Later in the post, Castillo explained that instead, he believes in smaller, more intimate gatherings.
Things that foster real trust and connection like:
- Intimate events
- Executive dinners
- Customer marketing events
- Exclusive experiences.
If you're a partner professional, see this conversation as an opportunity. Many people in the market are trying to surround their customers with trust and influence because they've seen that the traditional playbooks aren't working.
You get to write the new playbook so be bold with your nearbound initiatives.
UPCOMING EVENTS
Stuff you don't want to miss!
- July 22nd-25th—Arcadia Leadership Conference—Discover the best of your partner program and the best of yourself through an intentional gathering in Bozeman, Montana. This is not a conference, this is a fully immersive experience - with luxury glamping, actual fireside chats, fresh mountain air and an elite community to help you tactically scale your program. 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.
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- 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
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- Leveraging Partnership Data To Its Fullest Extent Requires Integration by Shauntle Barley
- Howdy Partners #74: Reactive Partner Marketers Are Salary Wasted with Jessica Fewless
See you tomorrow
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