Partner Advocacy and Social Selling
Explore the power of Partner Advocacy and Social Selling. Discover actionable strategies, successful case studies, and predictions for building impactful partnerships and driving business growth.
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Very few companies have implemented partnership channels for growth really well, but now the majority of the companies are trying to crack partnerships.
But again, the complexity lies in execution because partnership is a spectrum.
Recently, I had a meeting with Gunnar Habitz
— Partnerships Expert (MyRisk, HootSuite, ex HP)
— Author - Connect and Act (Systematic Social Selling)
We conversed for more than 60 minutes on partnerships and social selling… and how the combination is making a fundamental shift in how we sell.
Following was our discussion outline:
About partnerships
Partner advocacy through social selling
Outcomes
Building audience and partner ecosystem
Maximising Value
Launching your partner program
Examples and Case Studies: The Skykick Story
Predictions and Future of Partnerships
About Partnerships
Ever thought about what makes a partnership more than just a business deal?
It's an evolving journey, especially today.
Gunnar highlighted
- Back in the day, selling IT was all about partnerships, or as we like to call it, the "channel."
- 25 to 30 years ago partners were the bridge connecting hardware and software to companies. Sounds old-school, right? But that actually worked…
- These partners weren't just resellers; they were integral to the business, crafting solutions that often went beyond just a single vendor product.
Here's a twist: partnerships aren't just a one-way street.
At least, they shouldn't be.
My experience at HP, working with a wide array of partners, taught me something vital. Whether it's broad B2B engagements or specialized niche markets, the magic happens when partnerships are:
- Consultative at heart: A clever partner sees the full picture, identifies the real issues, and crafts solutions that aren't evident at first glance.
- Solution-focused: It's about bringing together different products, creating stages, and making the advice stick.
- Two-way streets: The best partnerships work as a dialogue, where solutions benefit everyone involved, from the vendor to the end customer.
Got you thinking?
That's the essence of a true partnership or I would say channel. It's more than transactions; it's about creating value that resonates on both ends.
Partner advocacy through social selling
What is Social Selling exactly?
It is more than just selling on social media. It's about sparking conversations and building relationships.
Here's the scoop:
- Social selling isn't about direct sales; it's a strategic way to engage and solve problems, with sales as a happy outcome.
- The traditional approach? Post and pitch. But that's not the heart of social selling.
- Imagine leveraging your partners to share your message. That's where the real magic happens.
Have you ever thought about how challenging it can be for smaller partners to create scroll-stopping content? That's where partner advocacy shines. It's about giving partners:
- Pre-approved content: So they can share their expertise without the heavy lifting.
- A platform for visibility: Turning partners into thought leaders and trusted advisors.
This strategy isn't just about promoting products. It's about:
- Sharing thought leadership and insights.
- Showcasing events and community initiatives.
- Allowing partners to guide customers through the decision-making process.
Here's a question to ponder:
Could partner advocacy be the key to building trust and driving sales in the B2B world?
Keep reading to know how empowering partners can not only elevate your brand but also create a win-win situation for everyone involved.
Outcomes
The goal from partner advocacy and social selling?
To merge marketing and sales, fostering direct conversations that benefit both you and your audience. But who are these "partners"?
- Consultants
- Companies
- Channel Partners
- Vendors
Anyone who values relationships over transactions can be a partner. Imagine giving a partner a platform at a major conference, transforming it into a triple-win scenario – that's the essence of effective social selling and partner advocacy.
So, how do partners shine in social selling? By following four simple steps:
1. Profile Makeover: Ensure your online persona is attractive and up-to-date.
2. Building the Right Audience: Identify and connect with key industry players, suppliers, and customers.
3. Content is King: Stand out by actively sharing valuable content. It's rare but impactful.
4. Conversion with a Twist: It's about assistance, not direct sales. Think innovative, like sending a video message on LinkedIn!
Remember, the foundation of social selling is trust, not transactions.
Partners that educate, entertain, and inspire us not only gain our trust but also enrich our professional ecosystem.
Ever considered how a well-crafted LinkedIn profile or a simple video message could open doors to meaningful partnerships?
Building audience and partner ecosystem
Curious how to kickstart a partner ecosystem from scratch, especially with social selling at the helm?
Building a robust partner ecosystem isn't a solo mission. It demands collaboration as a mindset.
Imagine starting with no partners and aspiring to foster trust on social media. Sounds daunting, right?
But here's how you can make it happen, even if you're a one-person team in a startup:
- Diverse Partnerships: You'll need a mix of consultants, companies, and tech allies. Partners can be anywhere, from local consultants to global tech giants.
- Identify the Need: Pinpoint which customer problems your solution addresses. This clarity helps in finding partners who cater to similar challenges.
- Engagement is Key: Use social media to connect and engage with potential partners. It's not about selling but about building relationships.
Concerned about time investment?
Establishing a partner ecosystem varies, but with an entrepreneurial spirit, you can start seeing traction within a few months to a year.
Consider these steps (leaving redundant ones) to build your partner network:
- Spot the Right Partners: Look for partners active on social media or those who could benefit from being more visible online.
- Offer Value: It's not just about what partners can do for you. Think about how you can help reshape their offerings or enhance their market position.
- Co-Marketing Strategies: Plan together. From content creation to co-hosted events, collaboration amplifies your reach.
Remember, partnerships are always evolving. It requires patience, nurturing, and the right conditions to flourish. Startups might face the challenge of balancing ambition with resources, but the right strategy and a bit of creativity can go a long way.
How ready are you to explore the potential of partner ecosystems in your business strategy? Let me know in the comments…
Maximizing Value
Want to know the ninja technique of building long term sustainable partnerships?
- Choosing the Right Model: Revenue share, fixed income, or a combo? Each has its place, but how do you pick? Think about your sales cycle – is it a marathon or a sprint? Your choice can make or break the partner's motivation.
- Creating Mutual Value: Partners stick around when they see value. But what if the sales journey takes ages? Finding a model that provides gratification, rewards patience and effort is key.
- Aligning with Partner Dynamics: Not every partner fits every sales model. Got a complex solution with a long decision process? A partner used to quick wins might not be your best bet. Compatibility matters.
Here's a thought:
When the partnership feels like a one-sided effort, it's hardly inspiring, right? It's about balancing immediate gratification with long-term gains, especially when navigating longer sales cycles.
Value Beyond Commissions: Consider the broader picture – training, co-marketing, and support. These elements can turn a slow start into a thriving partnership.
The key to unlocking value?
Dive deep into understanding your partners' needs and aligning your models to match. It's not just about choosing between revenue share or fixed income; it's about crafting partnerships where everyone wins, from shorter sales cycles to longer consultative processes.
Worried on how you can apply these insights to light up your partner advocacy efforts? Comment below…
Launching your partner program
Here’s a blueprint to launch your partnership initiative, inspired by real success stories at HP, MyRisk, HootSuite etc.
Day 1-30
Start with identifying strategic partners. Not just any partners, but those who open doors, spread the word, and align with your vision. Like finding a mentor, seek out industry leaders and advisory partners who can guide you.
- Attend networking events.
- Join startup communities.
- Make your pitch perfect and concise. Find ways to collaborate.
Day 31-60
Deepen these relationships. It’s not about immediate sales but building a foundation. Engage in:
- Co-hosted webinars.
- Joint content creation.
- Strategic introductions.
Day 61-90
Evaluate and adjust. By now, you should have a clearer picture of what’s working. Focus on:
- Strengthening fruitful partnerships.
- Refining your approach based on feedback.
- Expanding your network based on early successes.
Remember, partnerships are a marathon, not a sprint. Early days should focus on building trust, aligning goals, and setting the stage for long-term success.
Think of it as laying down the groundwork for a thriving ecosystem where both parties can flourish.
Curious about how to keep the momentum going beyond 90 days? Let’s talk about this part later…
Examples and Case Studies: The Skykick Story
Let's look at a story not of a giant, but a nimble player in the tech field: Skykick.
Imagine being a smaller company, where every strategic move counts double. Skykick's journey into the cloud landscape offers a masterclass in leveraging partnerships for growth.
- Strategic Alliance: Rather than going it alone, Skykick partnered with the big leagues - think Microsoft. They tapped into existing ecosystems, like Office 365, enhancing their offering with something extra.
- Filling the Gaps: What next after moving businesses to the cloud? Skykick introduced a clever solution for cloud backup, addressing a real need among Office 365 users.
- Channel-Only Strategy: By making their solutions available exclusively through managed service providers, Skykick ensured they added value to the channel, not just the end customer.
This approach wasn't just about survival; it was about identifying a niche and filling it effectively. By aligning their solutions with larger platforms and focusing on the needs of both providers and customers, Skykick carved out a significant presence.
Have you considered what gaps your business could fill through strategic partnerships?
Predictions and Future of Partnerships
As we look ahead, the landscape of partnerships is evolving into a more collaborative and mutual journey.
Here's what's on the horizon:
- Two-way Partnerships: The future is bright for partnerships that work as a team, solving challenges together that one party alone can't handle. It's about synergy, not a one-directional push.
- Empowered Partners: Imagine partners deciding technology stacks for their customers. That's where we're headed. Partners are gaining ground, becoming pivotal in decisions traditionally reserved for customers or vendors.
- Trust and Proximity: The real power? Trust. Partners have a closeness to customers that vendors often lack. This trust is crucial for delivering holistic solutions.
- Strategic Account Mapping: Sharing insights about customers and prospects with partners isn't just nice; it's essential. It's about opening up, not holding back, based on mutual trust and confidentiality agreements.
- Near Bound – The Future: This concept emphasizes partnerships focused on mutual outcomes, not just sales targets. It's about being near the customer, through partners, to truly make an impact.
Wondering how these trends could shape your partnership strategy? Think about the last time you really collaborated with a partner. Did it feel like a joint venture or just a means to an end?
Before we end…
Before we end, want to share one of my loved posts on B2B GTM by Pierre Herubel - “B2B Buyers have an ad-blocking radar”
Brief about Pierre Herubel
— I Started selling services in 2014
— Worked on over 300 marketing projects
— Advised the EU in 5 countries
— Bootstrapped a 7-figure revenue business
— Sold the business
— Helped over 75 startups for their growth
— Published 400+ posts online with 24M+ views
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