Same idea, different people
“Multiple discovery” is a phenomenon in science that occurs when multiple people make the same discoveries, without ever talking to one another.
It occurs because individuals recognize the same pattern that’s only made possible by the exact circumstances of a moment.
I bring up the concept of “multiple discovery” because I’ve been seeing nearbound-esque content everywhere recently.
From the Codie Sanchez podcast, I shared a few weeks ago to today’s Vogue Business feature.
The patterns that the nearbound movement capitalizes on are universal, it’s not just partner pros in SaaS that see it.
So to anyone who thinks that nearbound is a passing trend or fad, keep reading this email. It’s not just us pointing out these shifts.
Vogue highlights the new buying journey
There’s no start or end point to the purchasing path today…The secret sauce for brands today is making Gen Zs feel that they’re part of a community — and inviting them to explore a whole universe of relevant touchpoints.
In the past, every company was obsessed with a linear customer journey, mapped by the traditional funnel. However, this isn’t how buyers buy.
To understand the shift in buying behavior, US-based youth culture agency Archrival conducted a qualitative and quantitative research study with Gen Zs (13-25) and their millennial (26-40) counterparts in the US.
According to the article, they surveyed a nationally representative sample of 750 Gen Zs and 250 millennials and conducted qualitative focus groups with dozens of Gen Zs.
Here are a few important takeaways from the research.
(p.s. share this with your marketers)
Consumption today is an infinite loop of inspiration, exploration, community, and loyalty.
The buying journey isn’t linear, and neither is a person’s engagement online. The article points out that buyers are engaged in an infinite loop of inspiration, exploration, community, and loyalty.
Every company and team should ask themselves, where does my buyer find inspiration, explore, and engage? With that information, they’ll be able to map and curate every buyer touchpoint.
Instead of becoming overwhelmed and tapping out completely, Gen Zs want to find the gold among the clutter.
Today’s buyers have every brand vying for their attention. What I found interesting from the research was that younger buyers aren’t actually overwhelmed by the noise since they grew up with it. Possibly counterintuitive, but for younger buyers, the noise makes finding “gold among the clutter” rewarding.
As a company, your goal is to be that gold and to strategically place yourself so that they can find you.
Brands need to be where the people are: traversing the infinite loop of inspiration, exploration, community and loyalty.
The companies that win will know where their customers live and who their customers trust. They’ll leverage relationships with trusted influencers, and prioritize ’living in-market’ as opposed to ’going to the market.’
Read the full feature article here to gather more insights.
Vogue Business highlighted this article because these changes are undeniable. They’re hitting B2C first, and hardest. But we’re seeing them influence B2B too. Companies must adapt to new buying preferences because this is the future.
What to do with this information:
Get your copy of the nearbound book to learn more about this macro-shift and how it affects you.
Use this information to inform how you help your marketers succeed with nearbound marketing
Send this email to your marketers if you haven’t already.
Master nearbound marketing
Nearbound marketing focuses on creating conversations and building relationships with customers before they even search for a solution to their problems.
Outbound tactics utilized customer data for direct targeting through emails and phones, while inbound focused on attracting customers through content creation. However, buyer distrust and decreased effectiveness of traditional tactics means companies are looking to find better ways to get results.
Learn what it means to become a “nearbound marketer” today.
How to win with partner marketing
In modern marketing, traditional approaches often miss the mark, drowned out by the noise of the competition.
However, by strategically leveraging relationships and tapping into your network of partners, you not only break through the clutter but also achieve higher success rates while delivering enhanced value to your customers and buyers.
Learn how to implement a successful nearbound ABM strategy, and unlock the power of nearbound marketing with strategic partnerships with Jessica Fewless (Director of Partnerships at Inverta) and Isaac Morehouse (CMO at Reveal and nearbound.com).
Or if you want the complete guide
The most comprehensive guide to the macro-shift in buying behavior, ever. With stories, plays, rhythms, and tactics amassed over the last decade. Your roadmap for winning in the decade of the ecosystem.
Tap into relationships and trust with nearbound tactics. And teach your teams to do it too.
Click here to get your book.
What do revenue leaders really think?
We asked 6 CROs and other Revenue Leaders what they really think about partnerships so we could bring that back to partner leaders.
Only read this article if you want the unfiltered truth!
Read their six pieces of feedback here.
Share today’s email
Today’s email is GREAT for a partner pro trying to understand how to help his or her marketing team lean into nearbound marketing. Share this with someone top-of-mind.
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