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RECAP OF THE NEARBOUND DAILIES LAST WEEK
- How to Apply For a Job
Like a Pro - Robert Cialdini
On How To Influence Partners To Give You More - American Airlines' Recent Mistake Validates
The Nearbound Era - Steal This
Partnership Value Model - 5 Common Mistakes to Avoid When Starting
Your Partner Program
RECENTLY PUBLISHED ON NEARBOUND.COM
- Howdy Partners #75:
Prioritizing Operations
or Relationships? Striking the Balance in Partnerships with
Coriena Hipple Merejo - Nearbound Podcast #166:
Pete Caputa’s Return: The Partner Led Startup Story - Breaking Down
Silos and Getting a Seat at the Table by
Sam Yarborough - 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 - 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 - How Sendcloud Achieved an
80% Increase in New Leads Sourced
From Partners Using Reveal
by
Ella Richmond - Your Deal Isn't Dead, It's Just
Not Partner-Led
by
Andrea Vallejo
REFLECTION ON THE NEARBOUND ERA
Marketing
with:
the soul of nearbound
The nearbound marketing playbook is still being written, and it's a refreshing mix of different and familiar.
The fundamentals of marketing that have been forgotten in the rush of the digitization and automation eras are making a comeback.
While outbound
targets
and inbound
attracts, nearbound
surrounds
and
connects through trusted relationships. Developing any content, campaign, or event that does not involve people buyers already trust is playing on hard mode.
Nearbound marketing means marketing
with
people who already have relationships and operate in the same spaces as your target audience. Instead of asking, "How can I sell my product?", nearbound asks, "Where are my buyers, and whom do they trust?"
The answer to this will dictate how you organize internally, as well.
Trust comes from helping people read their promised land.
And those best suited to help are the ones who have been there. I cannot state the profundity of the paradox this creates for your marketing team:
If trust comes from helping people reach their promised land and that's best done by people who have already been there, how can we expect people to trust us when we haven't?
To earn trust, we must help people achieve their goals. When making purchases today, we seek guidance from those who have already achieved the goals we are striving for.
Again, let's say your company's buyers are Chief Information Officers.
How many people on your marketing team have ever been a CIO.
Marketers alone cannot help a CIO become a better CIO because they've never been one, much less one who has solved the challenges faced by their target CIOs. The partners and communities where they live can provide such help. Market with those people.
The heart and soul of nearbound marketing is paved on the path to your buyers' promised land. If you've never walked your buyers' path, you better partner with those who have.
—Jared Fuller
(Chief Ecosystem Officer at nearbound.com and Reveal)
See you tomorrow
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