We’ve left the ’how’ economy in the dust

Buyers aren’t asking, "How can I solve X" and trusting search and blog posts and comparison sites. They are asking, "Who knows about X? Who has solved X? Who do I trust about X?"

In the Who economy, you not only have to rethink attribution, you have to rethink strategy.

You have to adapt your Go-To-Market. You have to add a new layer to inbound and outbound. You need a Nearbound strategy.

All those "Whos" along the buyer journey? You’ve got to partner with them and bring their Intel, Intros and Influence in to your process.

You’ve got to connect with those your buyers already trust because you won’t win them over with more and better information anymore.

The risks and rewards of partner marketing

Thinking different is not easy. It takes practice and confidence.

But if you dare to think different, yours might be the campaign that drastically changes lives and business outcomes.

Award-winning marketer, Justin Keller said,

I’m willing to get fired for a lot of the ideas I have. A lot of people aren’t...If it goes well, it was everyone. If it goes bad, it was my fault. — Justin Keller, VP of Revenue Marketing at Drift

Subscribe to Friends with Benefits to get new shows with Jason & Sam Yarborough delivered straight to your inbox weekly.

Balancing the 80:20 rule of partnerships

Does the Pareto Principle (the 80:20) rule give you an excuse to ignore the partners who are underperforming?

Will Taylor and Tom Burgess discuss the importance of activating dormant partners.

Don’t let the 80:20 become an excuse to give up on partners who aren’t performing as well as the top 20%.

Check it out on the latest Howdy Partners Podcast:

Learn the secrets to win huge alliance deals

Today at 12 PM EDT, Franz-Josef Schrepf (Strategic Partnerships at StreamYard) and Jay LeBoeuf (Head of Business &

Corporate Development) are diving into how startups can win big with partnerships.

It’ll be live on LinkedIn today. Join ’em here.

📅 Happenings

• Today, 12 PM ET — No B.S. Guide to Co—Selling Millions with Partners (from partnership people who’ve really done it). Chris Lavoie, Rob Rebholz, and Justin Zimmerman will share the real-world sh*t that works.
  
• June 15 - 23 — 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.
  
• June 20, 12 PM ET — WTF is GTM — Join Barrett King, Senior Manager of Global GTM Strategy for Hubspot’s partner ecosystem, and Scott Pollock of Firneo as they shine a light on why we’re even going to market in the first place.
  
• June 23, 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).

🤝 Join the ’Who’ economy, share the PhD

Share the PhD and get some PartnerHacker swag while you’re at it.