📞 The Cold Partner Outreach Tactics That Work Every Time

Hey there,

Welcome back to another edition of Bootstrapped Growth. 👋

Today, we're diving into how to reach out to new, potential partners despite starting from nothing or not much.

Table of Contents

• 🚀 Strategy

• ⭐️ Extra Tips

• 🛠️ Resources

Thanks for reading. Let’s jump in!

🚀 3 Creative Ways To Reach Out To Prospective Partners

1) Lead With Mutual Value

Gong (revenue intelligence platform) increased their partner response rate by 72% by building their outreach around shared customers. They researched 3-5 specific customers that already used both their platform and their potential partner’s solution. Gong led outreach with data-led emails such as ‘we have 60 accounts in common’. Gong could then clearly outline a strategy to help each other close or upsell shared customers.

This tangible, data-driven approach transformed theoretical partnerships into concrete opportunities with clear ROI.

Takeaway ➡️ Lead with specific data on shared customers. Highlight mutual benefits versus generic partnership benefits.

2) Create ‘Micro-wins’ Even Before First Conversations

Lattice (performance management software) successfully landed partnerships with major HR platforms such as Workday and ADP through an unique angle that demonstrated their commitment. They created custom landing pages for each potential partner showing how a proposed collaboration and integration would work. Lattice included these partner-specific URLs when reaching out.

Takeaway ➡️ Invest time and effort by creating a tangible asset before first conversations. Do your research to build credibility. A custom landing page, integration mockup, or opportunity analysis proves you're serious and specific.

3) Build Mutual Connections Over Time

Clearbit (data enrichment platform) strategically mapped out 2-3 degrees of separation through personal introductions and LinkedIn. They would first connect with someone who could eventually introduce them to the partner, build genuine value in that relationship, then repeat the process working their way closer. This methodical approach helped them secure partnerships with Salesforce before they were well-known. Clearbit was then successfully acquired by one of their partners, Hubspot!

Takeaway ➡️ Map your network path to key partners and build genuine relationships along the way.

⭐️ How to Write Outreach That Gets Replies

1. Start with aligned goals. Be clear as to whether your goal is for co-marketing, a tech integration, or audience access or more.

2. Get specific. Mention exact customers, campaigns, or co-sell ideas. There’s a higher chance of getting a response when you outline specific and relevant ideas.

3. Spell it out. The more you do upfront (clear proposed ROI, visuals, landing pages, mockups), the easier it is to say yes.

4. Follow up smartly. Remember to at least have two follow-ups with action items, referencing your specific proposed partnership.

🛠 Useful Resources

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