Welcome to the Nearbound Daily Newsletter—the #1 partnerships newsletter in the world keeping thousands of partner professionals on top of the latest industry principles, tactics, and trends. nearbound.com is a project of Reveal. Join the movement here. And ask NearBot a question here.
NEW RELEASE
The Nearbound Marketing Blueprint
Inside, the blueprint, you'll discover:
- Strategic integration and alignment: Seamlessly integrate nearbound marketing into your organization’s broader strategy, ensuring cohesive and effective GTM motions.
- How to build multi-channel campaigns: Craft multi-channel campaigns with partners that resonate with buyers at every stage of their journey, enhancing engagement and conversions.
- Real-world success stories: Explore examples of companies that have grown significantly through nearbound strategies.
Practical plays and tactics: Get the exact plays and tactics for educating, engaging, and expanding your customer base through effective partner collaboration. - Metrics and optimization: Discover techniques for tracking, assessing, and optimizing your nearbound campaigns to ensure continuous improvement, buy-in, and success.
Download your blueprint for free here.
PRINCIPLES
The four core principles
Nearbound should be integrated into every strategy and department in your organization.
And no place is more critical or powerful than the Marketing department.
Here are the core principles of nearbound marketing:
- Recognizing markets as autonomous and emergent processes that exist prior to our market-ing activities.
- Participating in ecosystems and building loyalty through relationships first.
- Surrounding your audience with influence.
- Marketing with the relevant influencers rather than marketing to your customers
To learn more, download the Nearbound Marketing Blueprint.
TACTICS
9 steps to nearbound ABM
Nearbound ABM is an evolution of ABM that increases efficacy through the relationships within your ecosystem that are brought into the discipline.
Still focusing on a key set of target accounts and tailoring your message to those accounts as with traditional ABM, you now also bring in partners, their relationships, and their reputations to further the impact and efficacy of your programs.
Step #1. Set your goals
Clearly outline what you aim to achieve with your nearbound ABM strategy. Align goals with overall business objectives.
To bring data to the table that supports the goals you put forth, leverage Reveal’s 360° Goals.
360° Goals is a way to map your entire ecosystem of partners on your accounts simultaneously, giving you a sense of the total opportunity available within your partner ecosystem.
Step #2. Identify (and ready) the partners that can help you
Assess the strength of your partner portfolio. Identify those partners that can help you best achieve your various goals. Some will be good for demand generation, others will be good for awareness and reputation.
Next, assess who is engaged, who needs re-engagement, and who is ready to invest resources like time, effort, and/or financial resources.
Step #3. Define the goals of the campaign
Sit down with your partner to set goals, and similarly to standard ABM, you also need to come up with leading indicators.
This leads us to the elephant in the partnerships room: sourced vs influenced. Read our full take on the sourced versus influenced debate here.
Step #4. Build your JOINT target account list
If you want to avoid channel conflict, you’ll need to consider crafting these lists as an art form.
Based on the objective of your campaign, Reveal can easily help you identify the right accounts to:
- Overlap in your prospect and customer lists
- Exclude from the campaign based on your partner’s competitors
Download the Nearbound Marketing Blueprint to read steps 5-9.
p.s. Send today's email to your marketers!
FROM THE ECOSYSTEM
13 years later, 14k martech apps, 27.8% growth YOY
2023 was a hard year for SaaS which is why a lot of people predicted we would see exits from the Martech industry.
Surprisingly, Scott Brinker (VP of Platform Ecosystems at HubSpot) shared in his keynote at #MartechDay2024, those exits didn't happen.
Instead (in large part because of ChatGPT), we saw a 27.8% growth in Martech tools.
So what's the nearbound angle here?
With more tools and more data, customers that were already overwhelmed become even more overwhelmed.
To stand out, the best businesses think about their end customers.
What are their pains?
What are their goals?
Where do we create friction for them?
In 2024 it's imperative to create frictionless experiences across whatever combination of these tens of thousands of apps they choose to use.
We do that by partnering—product integrations, co-marketing efforts, co-selling, and co-servicing.
UPCOMING EVENTS
Stuff you don't want to miss!
- TODAY—May 30th—Driving Revenue Through Technology Partners—Learn from Kelly Sarabyn (Head of Product Partnerships Advocacy and Enablement at HubSpot), Asher Matthew (CEO at Partnership Leaders), and Robbie Ptaszynski (Director of Strategic Pursuits and Priority ISV Co-sell at Microsoft) as they discuss the revenue impact partnerships teams can have and evolving from re-selling to co-selling. Register here.
- 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.
- 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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