Part 11: Another Recruitment Banger!
11 issues in and we are still here! When I stated this off I genuinely thought it would be a little passion project that would allow for me to write down my thoughts on a topic I love.
Instead it has truly evolved into the highlight of my week.
I always like updating you on the stats (it's a badge of honor for me). We are nearly at 500 subscribers, and the average open rate is still holding strong at 72%.
Given the average open rate of newsletters is around 20%, I am thrilled that you are giving me the time week in and week out.
Partnership conversation of the week comes from a call I had with Madison Perry over at Chili Piper.
The team at Chilli Piper in general are phenomenal, great content, great product, great company, but they are also CRUSHING it when it comes to partnerships.
I met with Madison after she commented on one of my posts regarding partnership marketing, and what they are doing over there from a partnership marketing standpoint is super cool.
They are running ads through their partners!
The level of success they have had through these ads is amazing. CPLs of around $75 and a 15% conversion rate.
It's a new creative way of partnership marketing that I absolutely love! Kudos to Madison and team!
partnerships in the wild
As we are talking about Chilli Piper, I thought I would showcase an integration partnership that I love of theirs.
They integrate with Gong!
Gong is the market leader in sales intelligence with a brilliant tool that records calls so that teams can optimize customer relationships.
One of the things you need to do when using Gong is remind your customer contact that calls will be recorded and get their permission.
With the Gong + Chilli Piper integration, you can get consent for the call to be recorded before you even jump on the meeting, making things far more efficient and compliant.
Good work partnership team!
Now on to this week's issue.
Last week we talked about an easy recruitment play for new partners.
This week I am giving you another playbook to run to recruit new partners.
You’re welcome 😏
As I mentioned in my last issue, one of the most stressful things for a new partnership manager is getting your first group of ideal partners into your program.
Last week we talked about the competitor recruitment play, this week we are going to talk about an ecosystem recruitment play.
Quick point of clarification for those that don't know what an ecosystem is: in partnerships, the simplest explanation of an ecosystem is a network of partners a business creates and nurtures to create new market opportunities (s/o to Crossbeam for this).
When I think about ecosystems from a recruitment standpoint, I think about which companies we integrate into that have large partnership programs.
Some examples: HubSpot, Salesforce, Shopify, Keap, Atlassian (all of these btw are ecosystems that Help Scout integrates into).
So, how do you use this information to run a partnership recruitment campaign?
- Grab a list of ecosystem partners
In a similar way that last week we talked about publicly available partnership marketplaces, the same method applies.
Firstly navigate to a tool like the one I linked above where you can scrape all the relevant partners from the partner marketplace.
Again, if you are looking to pull a list of emails, either do one of two things:
- URLs of partner web pages dumped into Hunter: this allows you to find relevant emails based on web page urls.
- Type company name into LinkedIn, find the relevant person and then scrape the email using a plug in like Apollo.io.
Now you have a list of relevant email addresses to prospect.
2. Create your email campaign
This is where things get very different from the newsletter I wrote last week.
The outreach campaign you are going to be writing for these potential partners should center around your integration and the benefit it could bring to your potential partners' customers.
Let's use Keap as an example.
I would send an email that looks something like this:
Hi {{first_name}},
You are listed on the Keap partner marketplace as a solutions partner.
I am Head of Partnerships, here at Help Scout a customer support solution.
We integrate into Keap, with over 500 customers making use of the integration. Here is a case study of a customer that uses Keap and Help Scout (enter link)
At Help Scout we enable companies to make their customer communication more efficient and automated, resulting in higher customer satisfaction.
Seems like this is something you could add to your services toolkit?
Open to a chat?
Couple of core things to call out in these outreach sequences:
💥 Let them know about the integration
💥 Outline the problem you solve for customers using this integration
💥 Don't push for the hard sell
On average these outreach campaigns have netted me:
60% open rates 25% response rates
Stats that are unheard of in traditional cold outreach campaigns.
These partners are often thinking about how to increase their recurring revenue, and adding a solution that already connects into the tools they are selling, should be really compelling to them.
So, again, a nice easy play.
One that you can run this week!
One that should net you some new partners!
What else do you want to see in these newsletters? I am all ears.
More tactical plays like the above?
Or more long form content on a specific topic?
Let me know by dropping me an email or hitting me up on LinkedIn!
Thank you again!
Until next week :)
P.S. For any partner marketing needs PARTNER FUEL is now live and we are servicing customers, use code Ppocketbook to get your first video for free!
