Outbound is dying, Nearbound is winning

Outbound: 0 for 16

Nearbound: 1 for 1

I received 16 outbound emails this morning. I replied to none of them.

We’ve moved from the ’How’ economy to the ’Who’ economy.

Buyers aren’t asking how to solve problems because there are too many answers.

They are asking WHO can help them solve problems and looking to those they trust.

That means your outbound and inbound efforts to tell people how to solve problems aren’t working.

What is working is Nearbound.

People your buyers trust influencing them all along their journey.

Are you working with those people? Are you partnering? Are you making use of the partners you already have to drive the three ’I’s?

Intel, Intros, and Influence?

If not, you’re losing to those who are.

Be a ’net giver’

Last year, Marco De Paulis sent 3x more leads to partners. He believes in the "net giver" approach to partnerships.

He did this by using two lenses 🔎:

1️⃣ Show how partnerships impact KPIs like reduced churn or LTV

2️⃣ Track the impact that partners are having RIGHT NOW on business

Partnerships aren’t just about goodwill and helping.

They are about impacting the bottom line and helping you drive more business!

It’s important to show how partnerships are impacting business by tracking key KPIs. 💸

You need to consistently report the value partners are bringing to customers so they see and understand the potential.

Click here to watch Marco De Paulis explain the impact of shared KPIs.

Use Nearbound data to expand into new markets

It’s nearly impossible to break into new markets on your own.

You have to harness the power of Nearbound to align yourself with the key voices that are influencing the markets you want to enter.

R.J. Filipski, VP of Business Development at Clari explains that you can get Nearbound intel by asking those who already do business with your prospects these questions:

• What other tech are they and their market using?
• Who are the people inside those organizations who can help you understand their strategies to enter this market?
• Who are the system integrators they have already worked with?
• Who are the local influencers?
• Who can you co-market with?

Use the intel you gain to start planning who to connect with in your target markets.

Check out R.J.’s Nearbound plays in the full article here.

📅 Happenings

• July 12, 12 PM ET – What is Account Mapping? Join David Herzog, Senior Worldwide Go-to-Market Leader at Amazon, and Scott Pollack (CEO at Firneo) as they unlock the mysteries of account mapping. Register here.

🤣 Meme of the Day

Thanks for the meme, Jessie Shipman.

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