the power of two: how to leverage relationships to triple lead flow
TRANSCRIPT
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The Power of Two: How to Leverage Relationships to Triple Lead Flow(For Free!)
Lisa TonerHead of Relationship MarketingHubSpot EMEA
There is power in unity and there is power in numbers. Martin Luther King, Jr.
When spider webs unite, they can tie up a lion.
So, then WHY are you trying to do it on your own?
When we work together, the results are…
AMPLIFIED.
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WHAT IS RELATIONSHIP MARKETING?
Relationship Marketing
is when two entities join forces to create marketing that’s targeted to their mutual audience in order to achieve their respective goals.
Here are a few examples…
Here are a few examples…
These campaigns generated 3X the leads just by working with a
partner!!!
My Verdict?
My Verdict?This s**t works!
For successful co-marketing relationships you need: The right partner
For successful co-marketing relationships you need: The right partner Great communication
For successful co-marketing relationships you need: The right partner Great communication Solid execution and promotion plan
For successful co-marketing relationships you need: The right partner Great communication Solid execution and promotion plan Two-way relationship
For successful co-marketing relationships you need: The right partner Great communication Solid execution and promotion plan Two-way relationship
Let’s dive in, shall we?
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2 HOW TO IDENTIFY THE RIGHT PARTNERS
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Phillips + Doewe Egberts
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Brewdog + Honest Burger
What’s the one common denominator?
A Deep Understanding of their Buyer Personas
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Who triggers them to think about your category?
ASK YOURSELF …
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Who triggers them to think about your category?
Who is answering their questions or teaching them?
ASK YOURSELF …
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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 …
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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 …
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ReachResonanceRelevance
Then rank them in terms of:
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Tools For Identifying Great Co-Marketing Partners
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LinkedIn Search
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LinkedInPulse
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LinkedIn Posts
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LinkedIn Groups
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Followerwonk
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Buzzsumo
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Blog Search Engine
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Search Engine
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Similar Web
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Built With
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Group Hacks
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Organise your contacts
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3 PERFORM EFFECTIVE OUTREACH
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Research
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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
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Read through their website
Research
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Read through their website Read their blog
Research
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Read through their website Read their blog Check who their competitors are
Research
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Read through their website Read their blog Check who their competitors are Look at their social channels
Research
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Read through their website Read their blog Check who their competitors are Look at their social channels Read their reviews
Research
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Engage
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“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
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Share their content
Engage
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Share their content Comment on their blogs
Engage
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Share their content Comment on their blogs Join their communities
Engage
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Share their content Comment on their blogs Join their communities Guest blog for them
Engage
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Share their content Comment on their blogs Join their communities Guest blog for them Invite them to guest blog for you
Engage
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Make Contact
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“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
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Introduction - who you are and why they should care
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What’s in it for them? Include an example if possible
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Invite to discuss further via phone
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Introduction – who you are and why they should care
What’s in it for them Invite to discuss further via
phone/email
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Who you want to speak to
What you want Call-to-action
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Video
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ContentMarketer.io
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BuzzStream
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BuzzStream
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4 PLAN AND EXECUTE THE CAMPAIGN
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SET CLEAR EXPECTATIONS
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Track it
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Basque in your joint SUCCESS!
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5 NURTURE THE RELATIONSHIP
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Relationships get better over time if you give them proper love and attention.
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Make your partners feel special. Include them in your other campaigns.
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Guest Post
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Include commentary or quotes
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Host an AMA
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Share their content
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Become an advisor Can you help me choose a logo for my
new venture?
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Become an advisor Can you help me choose a logo for my
new venture?
Can I get your feedback on
this new idea?
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Become an advisor Can you help me choose a logo for my
new venture?
Can I get your feedback on
this new idea?
Can you come and speak to
my team about X?
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Re-promote! These spikes are brand new downloads
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Remember: There is Power in Numbers.
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Remember: There is Power in Numbers.Build Relationships to Build Your Company.
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THANK YOU
@lisatoner13