Lisa Toner - The Power of Two
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This document discusses relationship marketing and how partnering with other companies can help triple lead flow. It recommends finding partners who understand the same target buyer personas. Effective outreach involves researching potential partners, engaging with their content, then contacting them to discuss a partnership. When partnering, clear expectations and tracking success are important. Nurturing the relationship over time, such as through guest posting or sharing content, helps the partnership succeed. The overall message is that working with others amplifies results and there is power in building relationships.
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Lisa Toner - The Power of Two
- 1. INBOUND15 The Power of Two: How to Leverage Relationships to Triple Lead Flow (For Free!) Lisa Toner Head of Relationship Marketing HubSpot EMEA
- 2. There is power in unity and there is power in numbers. Martin Luther King, Jr.
- 7. Relationship Marketing is when two entities join forces to create marketing that’s targeted to their mutualaudience in order to achieve their respective goals.
- 9. Hereareafewexamples… These campaigns generated 3Xthe leads just by working with a partner!!!
- 10. My Verdict?
- 11. My Verdict? This s**t works!
- 12. For successful co-marketing relationships you need: The right partner
- 13. For successful co-marketing relationships you need: The right partner Great communication
- 14. For successful co-marketing relationships you need: The right partner Great communication Solid execution and promotion plan
- 15. For successful co-marketing relationships you need: The right partner Great communication Solid execution and promotion plan Two-way relationship
- 16. For successful co-marketing relationships you need: The right partner Great communication Solid execution and promotion plan Two-way relationship Let’sdivein,shallwe?
- 17. INBOUND15 2 HOW TO IDENTIFY THE RIGHT PARTNERS
- 20. What’s the one common denominator?
- 21. A Deep Understanding of their Buyer Personas
- 22. INBOUND15 Who triggers them to think about your category? ASK YOURSELF …
- 23. INBOUND15 Who triggers them to think about your category? Who is answering their questions or teaching them? ASK YOURSELF …
- 24. INBOUND15 Who triggers them to think about your category? Who is answering their questions or teaching them? Who provides info and content that helps them make a decision? ASK YOURSELF …
- 25. INBOUND15 Who triggers them to think about your category? Who is answering their questions or teaching them? Who provides info and content that helps them make a decision? Who controls the environment in which they buy? ASK YOURSELF …
- 26. INBOUND15 Reach Resonance Relevance Then rank them in terms of:
- 27. INBOUND15 Tools For Identifying Great Co-Marketing Partners
- 40. INBOUND15 3 PERFORM EFFECTIVE OUTREACH
- 42. INBOUND15 Research is really important; I can’t stress this enough. Can I say it again? Research is really, really, really important… Shonali Burke, President & CEO, Shonali Burke Consulting
- 43. INBOUND15 Read through their website Research
- 44. INBOUND15 Read through their website Read their blog Research
- 45. INBOUND15 Read through their website Read their blog Check who their competitors are Research
- 46. INBOUND15 Read through their website Read their blog Check who their competitors are Look at their social channels Research
- 47. INBOUND15 Read through their website Read their blog Check who their competitors are Look at their social channels Read their reviews Research
- 48. INBOUND15 Engage
- 49. INBOUND15 “Just like real life relationships, it’s important to interact with someone before you ask them for a favour.” Amy Higgins, Content Marketing Manager, Concur
- 50. INBOUND15 Share their content Engage
- 51. INBOUND15 Share their content Comment on their blogs Engage
- 52. INBOUND15 Share their content Comment on their blogs Join their communities Engage
- 53. INBOUND15 Share their content Comment on their blogs Join their communities Guest blog for them Engage
- 54. INBOUND15 Share their content Comment on their blogs Join their communities Guest blog for them Invite them to guest blog for you Engage
- 56. INBOUND15 “The pitch is always better when it offers an experience they would welcome. Pinpoint relevant, contextual and valuable information.” Amy Higgins, Content Marketing Manager, Concur
- 57. INBOUND15 Email
- 58. INBOUND15 Introduction - who you are and why they should care Email
- 59. INBOUND15 What’s in it for them? Include an example if possible Email
- 60. INBOUND15 Invite to discuss further via phone Email
- 61. INBOUND15 Introduction – who you are and why they should care What’s in it for them Invite to discuss further via phone/email LinkedIn
- 62. INBOUND15 Who you want to speak to What you want Call-to-action Twitter
- 63. INBOUND15 Video
- 67. INBOUND15 4 PLAN AND EXECUTE THE CAMPAIGN
- 69. INBOUND15
- 70. INBOUND15
- 72. INBOUND15 Basque in your joint SUCCESS!
- 73. INBOUND15 5 NURTURE THE RELATIONSHIP
- 74. INBOUND15 Relationships get better over time if you give them proper love and attention.
- 75. INBOUND15 Make your partners feel special. Include them in your other campaigns.
- 77. INBOUND15 Include commentary or quotes
- 80. INBOUND15 Become an advisor Can you help me choose a logo for my new venture?
- 81. INBOUND15 Become an advisor Can you help me choose a logo for my new venture?
- 82. INBOUND15 Become an advisor Can you help me choose a logo for my new venture? Can you come and speak to my team about X?
- 83. INBOUND15 Re-promote! These spikes are brand new downloads
- 84. INBOUND15 Remember: There is Power in Numbers.
- 85. INBOUND15 Remember: There is Power in Numbers. Build Relationships to Build Your Company.