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PRINCIPLES

Think of nearbound like gravity

Picture each buyer being surrounded by a “gravitational field” of other companies and advisors.

Their opinions and relationships exert a pull on the buyer’s decision-making.

We believe the strongest “gravity” comes from those closest to the buyer—those who've proved their value, built trust, and earned the right to be close to the buyer.

This is where partnerships become so valuable.

Because partners have already established trusted bonds with buyers, their influence flows naturally, without raising the buyer’s sales radar.

TACTICS

Overlay partners in the educate/nurture stage of the buyer's journey

**p.s. This is a section from the new release: The Nearbound Marketing Blueprint. Download the blueprint here and send this email to your marketers.

Purpose: To nurture potential customers about the problems the market faces that you can uniquely solve.

How partners help:

• Endorse your offering
• Share their trust and influence with people and teams they already work with
• Pair your partner’s industry knowledge with your “net new”
  learnings to their audience, blending the value and making use of the existing momentum
• Allow you to surround your customers with trusted nodes of influence
  

Which department(s) are most involved:

• Marketing

Partner types:

• Influencers and practitioners
• Key opinion leaders
• Strategic technology & service partners
• Content-level co-marketing tech partners

Why partners are critical to this phase

The Educate stage of the buyer’s journey is where a buyer learns about the problems your solution solves and decides whether or not it’ll be helpful to him or her.

This is where they are now, or become, problem-aware.

They’re doing things like:

• Researching
• Looking at products
• Raising and addressing concerns
• Engaging with existing content
• Asking for help from their network
  

Here, we come back to the 24 touchpoints you don’t own. Those who do own them could be agencies, marketplace listings, influencers on social media platforms, or even word-of-mouth references.

What these people have that you don’t have is access and trust.

Buyers don’t believe that your product is the answer to their problems, but they will believe the partners they already have relationships with. It’s more impactful to your customers if these trusted sources endorse your product than if you were to speak about it yourself.

That’s why it’s valuable to bring these touchpoints into your marketing initiatives. Each partner brings their unique expertise and a list of people who trust them. So the value of your content and the reach are both amplified.

It’s 2x the value and more than 2x the reach for effectively 50% of the cost.

How to best use account mapping

Use Reveal to:

• Validate your audience
• Create ABM-targeted lists
• Determine which partners to co-market with
• Curate a specific list to reach out to with a specific, relevant message

Download the blueprint now to read how to run an educate/nurture play like creating a co-branded report.

Read the full blueprint here.

FROM THE ECOSYSTEM

Season one is a wrap!

Karen Ng (SVP of Product at HubSpot) and Brian Garvey's
(SVP & GM Worldwide Solutions Partner & Provider Channel Ecosystems at HubSpot) Good Morning Ecosystem has officially wrapped for season one!

Episodes like:

• How to Make 1+1=5 with Yamini Rangan
• The Riches are in the Niches with Jill Rowley
• Key Shifts in Ecosystem Skills and Strategies with Avanish Sahai
• What it Actually Takes to Be Bold and Scale with
  Matt Bolian
  and
  Noah Berk
• Build Game-Changing Partnerships and Tools with
  Lee Womer
  of LinkedIn
• Going All-In on Service Hub with
  Jen Spencer
  and
  Paul Weston
• How to Get to the Top with
  Sam Anderson
  and
  Daniel Zarick
• Moving on Up(Market) with
  Daryn Smith and
  Amy Chambness
• 7 Insights on How Top Partners are Succeeding in 2024

Tune in on Spotify or wherever you listen to podcasts.

UPCOMING EVENTS

Stuff you don't want to miss!

• June 4th—Happy Customers Festival—Join Arrows, HubSpot, Reveal, PandaDoc, Grain, Wistia, Aircall and thousands of GTM leaders to learn how to unlock the full potential of HubSpot.
  Register here.
• June 5th—The Future of Integrations—The average company uses 130 SaaS products, and counting. Join Jan Arendtsz (CEO at Celigo) and
  Franz-Josef Schrepf (Strategic Partnerships at StreamYard) to discuss how customers will integrate their tool stack and workflows in the future. 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

• 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
  
• Rhythm of Business
  Checklist
  by
  Jared Fuller
• How Pigment
  Increased Win Rates 5-10% with a Nearbound Overlay & Reveal with
  Wendy Wen
• How to use Reveal for
  Co-marketing Events
• Unleashing the Power of Nearbound:
  The Stats You Need to Know
  by
  Andrea Vallejo
• Howdy Partners #72:
  Psychology of Team-Wide Buy-In:
  The Answer to Partner Program Success with
  Maurits Pieper
• Mastering the
  Nearbound Rhythm
  of the Business: Key Takeaways from the Nearbound Book
  by Andrea Vallejo

See you tomorrow

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