Take action with your partners — this is the way...
The other day I spoke to a VP of Marketing @ a $10mil ARR company 🤔 ... "We can’t keep doing the same to maintain growth — how do I use #partnerships?"
💡 The path to the promised land:
"For every marketing activity you do, include partners."
I was at Forrester B2B this past week and spoke to a partner marketer that said: "When we run a webinar on our own, we get 2,000 registrants. With partners, it’s 5,000."
The examples are numerous... but how do you take action on this?
1) Determine a select few partners you’re going to double down on.
✍ Don’t try and boil the ocean. You lose momentum when there are too many players.
2) EVERY marketing program should consider partners first.
✍ Blog post? Co—write it with, and quote, partners.
✍ Webinar? Invite them to speak. Make them famous.
✍ Social campaign? Tag partners and talk about joint value.
3) Track the data SIMPLY first.
✍ Create a campaign code for each of the (few) partners. Tag any contacts that come in through your programs with them.
4) Track "dark social" type attribution.
✍ Example: Ensure you have a "How did you hear about us?" free form field in all of your forms.
💡 When you shift from a 1-to-many... to a 1 — to — 1 — to — many... you unlock network effects and growth you simply couldn’t achieve doing it yourself.
This kind of Nearbound play is what marketers NEED to be thinking about in this economic climate.
You cannot reach scale if you do not work with partners.
🤮 Customers are sick of being sold to
In today’s landscape, you need to zoom out a bit.
10 years ago, marketing was ruled by data and automation.
But customers are sick of being sold and marketed to. 🤮
We can’t just look at our company, our magnet, and our prospect.
We need to look at the market as a whole.
Instead of just building a bigger magnet to attract customers, we need to take a new approach.
Your customers are craving trust. They want to buy from real people. 👋
So give ’em what they want!
Start making authentic content with people your customers already trust.
Find out more on the Marketing Together Podcast with Logan Lyles.
Incentivize your partners
Jonathan (JD) Deveaux shares how to incentivize your partners the right way.
Incentives can work when there is a gap and you start to see the decline.
You can use incentives as a tool to engage your partners.
They open an opportunity to augment the other things that the sales teams need.
Jonathan Deveaux shared his insights on using incentives to engage partners at our last event.
Check out the full event replay here.
🏅 Last day to apply to become a certified Partner Pro
Today is the last day to apply for Firneo’s Certified Partnerships Professional program summer cohort.
Learn the frameworks and tactics to excel in every facet of your partnerships role.
And there’s a special offer for PhD subs: Get a free 1:1 mentor coaching session upon enrollment.
📅 Happenings
- Today — Apply for Firneo Certified Partnerships Professional program. Learn the frameworks and tactics to excel in every facet of your partnerships role. Special offer for PhD subs: Get a free 1:1 mentor coaching session upon enrollment.
- Today, 1 PM ET, Unf*ck My Funnel — There is no funnel too f*cked! Join Jared Fuller & Jared Robin as they team up to right go-to-market wrongs and improve the lives of revenue pros everywhere.
- June 27, 17:00 - 21:00 CET — Partnership Leaders x Reveal: Elevation Tour - Europe – Aircall’s Office, 11 Rue Saint-Georges, 75009 Paris, France.
- June 28, 2 PM ET — HubSpot is hosting "The Co-Marketing Playbook" for Tech Partners! Learn how Justin Zimmerman (Partner Playbooks), Michael Cole (Everflow), Cori Kendrick (Clickup), and Isaac Smith (ON24) generate MQLs thru/with partners. Hosted by Kelly Sarabyn (Hubspot).
- June 29, 1 PM ET — Nearbound: Supercharge Revenue With Partner-led Events – Why do only 30% of people who register show up for an event? It’s because you’re doing it wrong! Join our awesome panel of speakers as they unveil how to use Nearbound to take Event-Led-Growth to the next level.
Nearbound is here. Download The Ultimate Guide to Driving Revenue with Nearbound Sales.
🤝 Take action with a partner pro — share the PhD
Share the PhD and get some PartnerHacker swag while you’re at it.
