A solid共同营销partnership is one of the better ways to reach a previously untapped audience, generate positive publicity, and create a wealth of valuable marketing collateral. When done right, it's a mutually beneficial, thoroughly productive way to boost your marketing efforts as a whole.

Click here to download a detailed guide and free templates for getting started  with co-marketing.

Aligning yourself with an industry peer can pay off in spades, but these kinds of relationships aren't easy to start and sustain. Your partner's interests and qualities need to complement yours, and the companies you work with have to be reliable enough to consistently pull their weight.

Finding a company that fits that bill is hard in its own right, but once you've identified one you want to work with, you're faced with the challenges of successfully contacting them, corresponding with them, and convincing them to work with you.

这些流程可能很难自行弄清楚,因此,为您提供一些帮助,我们与三位HubSpot专家进行了交谈,以了解他们如何找到强大的共同营销伙伴关系以及您需要采取的步骤来做同样的事情。bob综合博彩下载

您在共同营销合作伙伴中寻找什么?

当被问及他们在共同营销合作伙伴中寻找什么时,我们的专家似乎都同意,第一要务是在受众,消息传递和形象中保持一致。正如HubSpot高级营销经理Margot Mazur所说,"We look for partners who speak to similar personas and address their needs. Specifically, we want to make sure our partners have a similar audience and voice — with similar values and goals to meet."

尽管发现检查这些箱子我的公司bob全站apps central to a successful co-marketing partnership, there's still a lot more to the process. You might identify a potential partner that lines up well with your brand identity and appeals to a similar audience, but co-marketing partnerships need to be productive and mutually beneficial — you need to know you'll get something out of it.

According to HubSpot Marketing Manager, Diego Santos,"Once we are happy with [a potential partner's] suitability, we classify them according to a co-marketing matrix — one that takes the partner's popularity, relevance, and objective into consideration. This process helps us to prioritize collaborations and look at the big picture."

意识形态和客观的对准还不够。共同营销合作伙伴关系背后需要艰难,可量化的潜力。bob综合博彩下载正如马祖尔所说的那样“我们还在社交和电子邮件渠道上查看潜在的合作伙伴的受众,确保我们的业务规模相似。”

Co-marketing partnerships are, at their core, strategic plays. They can be invaluable assets in targeted marketing efforts. For instance, HubSpot Marketing Manager, Clara Landecy, spoke on how they can be leveraged to target specific areas,“我一直在寻找在有针对性地区的合作伙伴bob综合博彩下载。如果您的公司用多种语言和全球开展业务,与当地合作伙伴合作至关重要。”bob全站app

当找到共同营销伙伴时,桑托斯简洁地抓住了所有这些观点,bob综合博彩下载“我们通常会问自己以下问题,以确保它们是一个很好的合适:他们是谁?他们的专业领域是什么?以及谁 - 以及他们的听众有多大?”

在与潜在合作伙伴联系之前,对您想要的合作伙伴关系有一定的了解很重要。bob综合博彩下载找到一家具有相bob全站app似价值的公司,可以增强您有效地吸引目标受众的能力 - 该公司将提高其体重,补充您的消息传递并最终适合您的长期目标。

您如何与潜在的共同营销合作伙伴建立联系?bob综合博彩下载

我们的专家强调了个人风格在与潜在的共同营销合作伙伴建立联系方面的重要性。bob综合博彩下载正如桑托斯(Santos)所说的那样"A more personal, network-oriented approach is usually much more effective than a cold introductory email or message."

共同营销的合作伙伴关系是固bob综合博彩下载有的,因此您与伴侣的关系是合适的个人的笔记。但是你怎么到达那里?

Well, according to our experts, your best bet is leveraging resources and co-workers from within your own company. Landecy said,“为了提高您的回应率,请询问您的同事是否与您希望与之合作的公司有任何联系,温暖的外展总是有帮助的。”

Santos agreed,“我们始终试图利用我们已经在HubSpot中建立的联系。当我们在特定领域寻找合作伙伴时,我们会与相关区域团队中的每个人接触,并鼓励他们发送潜在的合作思想。”bob综合博彩下载

Mazur reiterated their points but added some insight about what she does when she can't reach potential partners through her colleagues,"Generally, I'll see if anyone at HubSpot already has a connection to someone at the partner company. If not, I'll reach out to a partnership, BD, or marketing person at the company on LinkedIn, using their InMail tool."正如我之前提到的,无论您如何联系潜在的合作伙伴,都需要采用个人风格。bob综合博彩下载

做你的作业。确保您对您要联系的公司的性质,共同营销合作伙伴关系可能需要什么以及可以采取什么措施来适应其目标和利益。bob综合博彩下载bob全站app或陆地所说的"Make sure your outreach is personalized! Showing you did the research before reaching out shows you are invested in the potential partnership and makes their work feel special!"

但是,假设您没有专业知识和个人联系来识别并与潜在的共同营销合作伙伴联系。bob综合博彩下载在寻找与自己的规模,价值和兴趣相符的有兴趣的公司时,您将不知所措。

What can you do? Well, there are certain tools designed to expedite the process. For instance,横梁是一种利用CRM数据的资源,可帮助您找到与潜在的共同营销合作伙伴与重叠客户群和其他互补属性的联系。bob综合博彩下载

最终,扎实的共同营销伙伴关系具有巨大的潜力,只有在巨大的努力之后才bob综合博彩下载能看到。通常需要进行广泛的研究和批判性思维,以确定适合您的价值,目标和素质的公司。并实际进行必要的外展和沟通来建立一个过程,这为过程增加了一个全新的,常常令人筋疲力尽的层。

Still, there's a lot to be gained from these kinds of arrangements. If your business is looking for a shot of life to your marketing efforts, pursuing a co-marketing partnership is something to consider.

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最初出版于2020年8月12日3:45:00 PM,更新于2020年8月12日

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