Nearbound Daily #595: Step-By-Step Guide to Overlay Partners Into Your GTM Efforts

Nearbound Daily #595: Step-By-Step Guide to Overlay Partners Into Your GTM Efforts

Ella Richmond 4 min

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. is a project of Reveal. Join the movement here. And ask NearBot a question here.



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.



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.


Bowtie marketing_educate_02


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.


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.


Good Morning Ecosystem on Apple Podcasts 2024-04-01 at 9.20.03 PM (1)


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.



See you tomorrow




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Ella Richmond 4 min

Nearbound Daily #595: Step-By-Step Guide to Overlay Partners Into Your GTM Efforts

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.

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