Embracing the Nearbound Era: A Blueprint for B2B Marketing Leaders

Return to resources
June 18, 2024

Navigating today's B2B marketing landscape demands more than traditional approaches. As a marketing leader, you're constantly seeking innovative ways to drive growth and build trust. The Nearbound Marketing Blueprint is your guide to a strategy that leverages partnerships and the power of professional networks.

Nearbound Marketing: A New Paradigm

Nearbound marketing shifts focus from traditional inbound and outbound tactics to leveraging an organization’s ecosystem of partners. By utilizing these trusted voices, you enhance your marketing efforts without solely relying on brand-centric messages. Imagine having your brand message amplified by partners who are already trusted by your audience.

In fact, 50% of B2B companies now attribute a significant portion of their revenue to partnerships. This isn't just a trend; it’s a powerful shift. Co-marketing campaigns and collaborative efforts are proving to be effective in bolstering brand awareness, engagement, and conversion rates.

Why This Matters to You

Adopting a nearbound strategy brings critical advantages:

  1. Resource Efficiency: Achieve more with fewer resources by leveraging your partners' networks and relationships.
  2. Increased Trust and Credibility: In today’s "Who Economy," buyers trust the counsel of their networks. Nearbound marketing ensures your messages come from these trusted sources.
  3. Higher Team Effectiveness: Alleviate the pressure on your team by outsourcing talent and expertise to partner teams. This collaboration boosts morale and campaign effectiveness.
The Nearbound Marketing Blueprint

Implementing Nearbound ABM

Account-Based Marketing (ABM) benefits greatly from nearbound strategies. The Nearbound Marketing Blueprint provides practical steps to integrate partner data and align audiences for nearbound campaigns. Imagine creating highly targeted and personalized campaigns, informed by partner insights, that resonate deeply with your prospects.

For example, you can use data from partners to create target account lists. This helps you focus your marketing efforts on the most prospects with the most potential. Aligning audiences with partners for coordinated campaigns enhances the reach and impact of your activities.

The Nearbound Flywheel

The Nearbound Flywheel emphasizes continuous engagement and value creation through partnerships:

  • Awareness/Attract: Use multi-partner events to draw attention and interest.
  • Educate/Nurture: Co-branded reports and content build credibility and provide valuable insights.
  • Engage: Share customer stories and success cases to create a connection.
  • Onboard: Partner-led onboarding sessions ensure new customers start on the right foot.
  • Adopt: Co-branded enablement materials support customer success.
  • Expand: Peer-to-peer motions encourage existing customers to advocate for your brand.

This model not only keeps your audience engaged but also creates a continuous cycle of value and trust.

Real-World Success

Consider Kate Hammit, CMO at Splash, who saw a threefold increase in pipeline from co-marketed events. Or Wilson Favre-Delerue at Sendcloud, who achieved an 80% increase in new leads sourced from partners. These successes demonstrate the tangible benefits of nearbound strategies.

Take Action with Inverta

As a B2B marketing leader, it’s time to embrace strategies that build trust and leverage partnerships. The Nearbound Marketing Blueprint offers a comprehensive guide to this new landscape. Concentrate on trust, collaboration, and using networks to grow and build your brand as a trusted leader.

Ready to elevate your marketing strategy? Schedule a call with us to explore how we can help you implement nearbound strategies that deliver results. Empower your team, enhance your campaigns, and achieve your marketing goals with Inverta. We’re here to partner with you for success.

Campaign Planning
Account Based Marketing