the power of two: how to leverage relationships to triple lead flow

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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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Email

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Introduction - who you are and why they should care

Email

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What’s in it for them? Include an example if possible

Email

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Invite to discuss further via phone

Email

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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

LinkedIn

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Who you want to speak to

What you want Call-to-action

Twitter

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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