I learned some actionable strategy for winning top-tier agency partnerships so I’d like to share the strategy with you:
I recorded a podcast yesterday with Christopher Antonopoulos on this topic. Chris is the CEO of Measured Results Marketing agency, one of the instructors in our accelerator, and top Eloqua / Marketo / Hubspot / Salesforce partner.
Chris receives a new partnership request almost daily between email and LinkedIn.
What Chris looks for in this outreach, and he reads them all, are keywords that align with his needs from partnerships in their early stage:
Because Chris is an implementation partner (important to know), and sells to enterprise clients, the time/effort/marketing to become a full ‘partner’ with new tools costs him between $15-$20K (Onboarding time, Training the team, Content to promote, Sales processes…).
Further, Chris is the first line of support for his clients on over 40 tools.
He has to answer these questions for any new software partnership inquiry:
We discuss how he answers these questions in the episode, but here is the tactic we lay out in the episode around converting partners who have been ignoring your outreach:
*You probably have an email list of partner prospects which have gone stale – they have not replied in a while to your discovery emails.
*This is great for anyone who is handed a cold list of partners to reach out to, or anyone looking to clean out there list. It simply requires:
Here’s what to do:
Now that you have your list, we need to reach back out to the agencies who were non-responsive:
As you are probably aware, we are big fans of your agency and have been for some time. Our previous offers have fallen flat, but I may have something we both can benefit from today:
Based on you using ___ tools, targeting ___ vertical with ____ services, I believe the list below of prospects in our pipeline would be a great fit for your services given their recent need for a tool like ours.
We have not closed them so please let us introduce you and hopefully after you win the deal they will look closer into the relationship.
If you are open to it, please find a time in my calendar so we can form a proper intro and reason/offer (other than your agency being one we admire) for the intro right now.”
(paste the list of company names/urls below along with your calendar link)
Partner manager Joe
3. Send that out and I assure you agencies will reply with gratitude for thinking of them.
This tactic not-only works on Chris, but it forces your team to really look at your agencies and align with their sales goals – not just blasting nonsense to everyone on your list.
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