Nearbound Podcast Nearbound.com
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Join Producer Jared Fuller & Co-Host Isaac Morehouse for the world's first official podcast on Nearbound, the fastest-growing and most effective motion in B2B SaaS today.
Nearbound is the Go-To-Market strategy that taps into those buyers trust at every stage of the journey for intel, intros, and influence. It impacts Sales, Marketing, Success, and Partnership teams. It’s not a department, but a strategy that overlays every department with a series of motions and tactics.Volumes of knowledge are shared about general sales, marketing, CS, and partnerships, but this is the only podcast dedicated to bringing you new learnings, hot takes, news, and expert insights every week on all things Nearbound. Nearbound matters because buyer behavior matters.
We’ve moved from the ‘How’ to the ‘Who’ economy. No longer are buyers asking, “How do I solve X?” There is too much noise. SEO is gamed, ads and cold emails are being tuned out.
Now, buyers are asking, “Who can help me solve X?” They are looking to nodes of trust in their network.
Welcome to the first-ever, official Nearbound podcast.
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156 - The End of Silos and the Need for Collaboration with Lizzie Chapman
In this episode, Jared and Lizzie Chapman discuss the success of the book 'Nearbound and the Rise of the Economy' and the changes happening in the MarTech and advertising industry. They delve into the concept of collaborative go-to-market (GTM) and RevOps Venture, highlighting the need for a cohesive strategy that brings together product, sales, marketing, and partnerships. The conversation explores the different growth motions, including product-led, sales-led, and partner-led growth, and how they can work together to drive success.
Takeaways:
The days of silos in go-to-market strategies are over, and companies need to adopt a collaborative approach that brings together product, sales, marketing, and partnerships.Different growth motions, such as product-led, sales-led, and partner-led growth, can work together to drive success, and companies should consider a multi-faceted strategy that leverages the strengths of each approach.Language and strategy alignment are crucial in building effective partnerships, and it's important to meet people where they are in their understanding of partnership concepts.The role of partnership leaders is evolving, and they may become more involved in overall business strategy and go-to-market planning.Partnerships require a comprehensive strategy that leverages strengths and considers all aspects of the business.Partner leaders should lean into their background and expertise to drive success in partnerships.The lack of standardization in integrations hinders efficiency and scalability.The network effect of industry standards, such as OpenRTB, can benefit all participants. Blockchain technology may play a role in standardizing integrations and ensuring data accuracy.Chapters:
00:00 Introduction and Book Success
01:12 Changes in MarTech and Advertising
03:02 The End of Silos and the Need for Collaboration 04:09 Tools and Strategies for Go-to-Market Leaders
05:15 Expanding Across Different Growth Motions
06:43 The Convergence of Sales and Product in SaaS
08:31 The Evolving Role of Partnership Leaders
09:34 Different Approaches to Growth: Product-led, Sales-led, and Partner-led
13:09 The Overlap and Interaction of Different Growth Strategies
21:20 The Importance of a Comprehensive Strategy
23:08 Thinking Holistically and Leveraging Strengths
24:35 The Role of Mindset in Partnerships
25:30 The Potential for Growth in Partner Leadership
28:46 Standards in the Ad Tech Industry
29:07 The Wild West of Integrations
33:24 The Need for Standardization in Integrations
37:27 The Network Effect of OpenRTB
38:21 The Potential Exhaust and Network Effects of Integrations
42:15 The Role of Blockchain in Standardization -
155 - How Integrated and Partner Marketing Strategies Achieve Win-Win Scenarios - Calen Holbrooks
Calen Holbrooks, VP of Integrated and Partner Marketing at Zoom Info, discusses the role of integrated and partner marketing in driving growth and profitability. She explains how integrated marketing orchestrates all marketing activities and channels, while partner marketing focuses on creating win-win scenarios with external businesses.
Takeaways:
Integrated marketing orchestrates all marketing activities and channels, while partner marketing focuses on creating win-win scenarios with external businesses. Partnerships are crucial for breaking into new markets and expanding into the enterprise space. Conversational intelligence and AI can provide valuable insights for informing partnerships and driving growth. Achieving profitability and free cash flow requires a focus on efficiency and leveraging partnerships to maximize resources.Chapters:
00:00 Introduction and Background
01:25 Defining Integrated and Partner Marketing
02:25 Understanding Partner Marketing
04:21 Nearbound Marketing
05:51 Leveraging Partners in Integrated Campaigns
07:23 Strategic Approach to Partner Selection
08:25 Measuring Partner Influence
10:25 Account Executive Collaboration with Partners
11:38 Scaling Partner Collaboration
12:49 Breaking into New Markets with Partners
14:49 Partnering with Competitors
16:32 Navigating Partnerships in the AI Space
19:11 Building Expertise in New Industries
21:45 Expanding into New Markets with Partners
23:16 Leveraging Conversational Intelligence for Insights
25:04 Using AI to Inform Partnerships
26:00 The Importance of Partnering in the AI Space
31:58 Driving Profitability and Growth through Partnerships
34:07 Achieving Profitability and Free Cash Flow
36:44 Unlocking Growth with Partnerships
38:14 Conclusion and Book Plug -
154 - The Nearbound Book Launch with Jared Fuller and Isaac Morehouse
Jared Fuller's new book "Nearbound and the Rise of the Who Economy" launches today! In today's episode, Isaac and Jared talk through the power of influencer partnerships, with Snoop dogg and Solo Stoves as an example, the future of partnerships, and the cover more detail on the Nearbound book.
Takeaways:
The official launch of Nearbound and the Rise of the Who Economy is today!Nearbound marketing represents a unified approach to sales, marketing, and partnerships.Partnerships are crucial for business growth, offering a framework for collaboration and mutual benefit.Real-world examples and anecdotes provide insights into successful partnership strategies.The importance of aligning partnerships with business objectives and market demands.Chapters:
00:00 - Introduction: Nearbound Podcast Kickoff04:21 - Snoop Dogg and Solo Stoves Partnership: A Case Study07:23 - Influencer Partnerships: What Works and What Doesn't10:25 - Nearbound in Action: Real-World Applications and Strategies14:49 - The Importance of Product and Influencer Alignment16:32 - Lessons from Failed Partnerships19:11 - Strategic Approach to Partner Selection and Collaboration23:16 - The Future of Nearbound: Building a Culture of Partnership26:00 - Nearbound the Book: A Comprehensive Guide to Partnership Success31:58 - Conclusion: The Nearbound Philosophy and Its Impact on Business Growth -
153 - The Evolution of Business in the Decade of Ecosystems with Jay McBain
Jay McBain and Jared Fuller discuss the decade of the ecosystem, highlighting the shift towards partnerships that are more strategic in nature as opposed to transactional. Jay explains the transformative power of Nearbound strategies, backed by compelling statistics and real-world examples. Explore the shift from transactional to strategic partnerships and the critical importance of integration-first buying behavior. Tune in to grasp the narrative and actionable strategies behind this paradigm shift.
Takeaways
Transformative shift towards ecosystems and partnerships, emphasizing the importance of moving from transactional to strategic collaborations.Nearbound strategies are highlighted as essential for companies across industries to navigate the evolving landscape of strategic partnerships and ecosystems successfully.Jay McBain discusses key statistics, such as 75% of the world economy being sold through partners, and shares real-world examples to support the case for Nearbound strategies. The $5 trillion tech industry's role in the ecosystem shift is discussed, with 73.1% of it flowing through partnerships and a focus on the growing significance of tech services. Integration-first The critical importance of integration-first buying behavior, as 91% of customers prioritize products that seamlessly integrate into their lives or workflows. CEOs across various industries, including tech, pharmaceuticals, banking, insurance, manufacturing, and automotive, are reported to be investing more in partnerships, mirroring tech companies' approach to ecosystems. Jay McBain introduces the Nearbound Movement, discussing its momentum and the need for companies to adapt to the changing economics of partnering. The importance of narratives and mental models in understanding and embracing the decade of the ecosystem is highlighted, with Nearbound positioned as a leading framework. The need for a human-centric approach in the era of ecosystems, providing narratives and stories to connect data dots into an understandable arc. Companies are urged to engage in conversations and ideas, leading to a total transformation of business. Nearbound is presented as an actionable strategy guiding this transformative journey.
Chapters
00:00 Introduction and Book Announcement
02:15 Forward by Jay McBain
08:17 Discussion on the Decade of the Ecosystem
16:25 Examples of Nearbound Strategies
19:41 Platform Strategy and Partnerships
21:36 The Momentum of the Nearbound Movement
23:04 Conclusion and Congratulations -
152 - Shifting From the How Economy to the Who Economy with Chris Walker
Jared, Isaac, and Chris Walker discuss the shift from the how economy to the who economy, where buyers are more interested in finding trusted individuals to help them rather than searching for the best solutions. They highlight the importance of becoming a trusted voice in the industry and how it can drive business growth. They also discuss the lag between B2C and B2B in adopting marketing strategies and the potential pitfalls of influencer marketing. The conversation touches on the broken metrics and go-to-market strategies in the industry and the limitations of traditional marketing attribution. They emphasize the need to make it easy for others to help and the value of marketing to non-marketers. The conversation explores the shift from SEO tactics to a more journalistic approach in content marketing. It emphasizes the importance of trust in people over search engines and highlights the use of content to build trust and interest. The discussion also emphasizes the need to make people look good and explores the use of new content mediums.
Takeaways
The shift from the how economy to the who economy is driving buyers to seek trusted individuals who can help them navigate the overwhelming amount of information available.Becoming a trusted voice in the industry can drive business growth and establish credibility with potential customers.There is a lag between B2C and B2B in adopting marketing strategies, and B2B companies can learn from the trends and tactics used in the B2C space.Influencer marketing can be effective when done well, but it requires a long-term partnership and a focus on key opinion leaders and evangelists rather than one-off campaigns.Traditional marketing metrics and attribution models may not accurately measure the impact of marketing efforts, and a shift in mindset is needed to better understand the most impactful touchpoints.Making it easy for others to help and collaborating with industry experts can lead to successful marketing partnerships and amplify your message. Content marketers should adopt a more journalistic approach, focusing on interviewing knowledgeable individuals and amplifying their voices.Trust in people is more important than relying solely on search engines for information.Content should be used to build trust and interest in potential customers before engaging with sales.Making people look good and treating them well can lead to increased engagement and willingness to help.Chapters
00:00 Introduction and Setting the Stage
01:25 The Shift from the How Economy to the Who Economy
03:20 Becoming a Trusted Voice in the Industry
06:08 The Lag Between B2C and B2B
09:59 The Nuance of Influencer Marketing and Evangelism
12:27 The Evolution of Influencer Marketing
13:45 The Flash in the Pan Phenomenon
15:25 The Importance of Word-of-Mouth and Referrals
18:39 The Broken Metrics and Go-to-Market Strategies
22:43 The Limitations of Traditional Marketing Attribution
25:37 Measuring the Impact of Marketing Efforts in the Middle of the Funnel
28:06 Making it Easy for Others to Help
30:31 Marketing to Marketers vs. Non-Marketers
39:02 Shifting from SEO Tactics to Journalism
41:09 Trust in People over Search Engines
42:03 Using Content to Build Trust and Interest
43:21 Making People Look Good
44:14 Exploring New Content Mediums -
151 - Sales Shift: Navigating the Evolving Playbook with Mark Bedard
Summary
In this episode, Jared and Isaac interview Mark Bedard, the founder and CEO of Upsell.io. They discuss the importance of accurate contact information, the shift away from automated cadences, and the value of building relationships and having real conversations. They also explore the challenges of working with partners and the power of cold calls and research in sales. The episode concludes with a discussion on changing the research approach and the playbook for sales and partnerships.
Takeaways
Accurate contact information is crucial for effective sales and partnerships.Automated cadences are becoming less effective, and there is a shift towards personalized and meaningful outreach.Building relationships and having real conversations are key to successful sales and partnerships.Curiosity and research are essential for understanding customer challenges and objectives.Cold calls and gathering intel can lead to valuable insights and opportunities.The playbook for sales and partnerships is evolving, and a focus on relationships and personalized outreach is becoming more important.Chapters
00:00 Introduction and Congratulations to Mark Bedard
02:02 Founding Upsell.io and the Gap in the Market
05:36 The Importance of Accurate Contact Information
08:09 The Shift Away from Automated Cadences
11:28 The Value of Partner Relationships
14:49 The Intersection of Sales Development and Partnerships
18:08 The Role of Curiosity in Sales and Partnerships
21:09 The Importance of Building Relationships and Having Real Conversations
25:01 The Rise of Phone Communication and the Skills Gap
27:17 The Challenges of Working with Partners
29:27 The Power of Cold Calls and Building Trust
32:40 The Evolution of Sales and the Importance of Research
36:18 The Value of Intel Gathering and Building Relationships
40:28 Changing the Research Approach and the Playbook
Customer Reviews
Consistent content & actionable advice
Starting in a partnerships role soon, I was looking for podcasts to be able to learn a lot from quickly and I’m really glad that I found the show! Great questions and actionable insights that listeners can take away from each episode
Perfect for all roles & businesses
Fantastic and tenured guests + knowledgeable and thoughtful hosts = insanely educational content 🙌
Love the balance of tactical topics and high level strategic discussions.
Learnings from a partner ecosystem are applicable across the business. Regardless of your position, I highly recommend!
Just what I Needed
I just started in a partnership role at my company and THIS podcast has been my saving grace.