Nearbound Podcast

HUGE COMPANY MERGER IN B2B SAAS! Tune in to this special episode to hear Jared and Isaac explain why this is such an important event in this industry. They also explore the synergy between ecosystem-led growth (ELG) and Nearbound marketing, emphasizing their positive impact on B2B.

Takeaways

• The merger between Crossbeam and Reveal creates a unified network that benefits customers and partners.
• The concepts of ecosystem-led growth (ELG) and nearbound complement each other and can be used together to drive business growth.
• Network effects play a crucial role in the value and success of a platform.
• Cross-functional strategies are necessary for companies to better serve the needs of customers.
• The merger between Crossbeam and Reveal will lead to a stronger and more valuable network for all stakeholders. Nearbound marketing can elevate credibility and attract opportunities in the B2B industry.
• Choosing the market first and building a product that aligns with the market's needs is crucial for success.
• The market is undergoing a major shift, and being part of that shift can lead to growth and opportunities.
• A movement within a market is like a brush fire, clearing out the old and making way for new growth.
• The market is an ecosystem that requires periodic clearing to allow for healthy and strong growth.

Chapters

00:00 Introduction

02:46 Language as a Network Effect

08:24 The Power of Network Effects

13:31 The Importance of Go-to-Market Strategies

21:28 ELG and Nearbound: Complementary Strategies

23:22 Closing Remarks

26:17 Microsoft's Recognition of Market Shift

29:33 Conversations Happening Across Industries

31:02 The Challenge of Reaching Buyers

36:14 Choosing the Market First

44:14 The Brush Fire of a Market Movement

45:42 The Market as an Ecosystem

Jared and Bobby Napiltonia discuss the current SaaS go-to-market landscape, covering the future of subscriptions, AI in pricing and customer support, and evolving channel dynamics. They highlight AI's impact on industries, the rise of robotics, and the changing review site landscape. Emphasis is placed on adaptation, partnerships, niche markets, vertical SaaS, off-balance sheet resources, system integrators, second-party data, and market-based thinking. Understanding customer industries and building partnerships with conviction and perseverance are key themes.

Takeaways:

• The SaaS go-to-market landscape is undergoing significant changes, and businesses need to adapt to stay competitive.
• The future of subscriptions is uncertain, and outcome-based pricing may become more prevalent.
• AI has the potential to revolutionize pricing and customer support, but it needs to be applied strategically and with a focus on customer success.
• The channel will play a crucial role in the future of go-to-market strategies, and businesses should consider regional expertise and trusted partners.
• Industries like manufacturing and welding are being disrupted by AI and robotics, leading to changes in labor markets and job requirements.
• Review sites are losing credibility, and businesses should focus on building trust and leveraging word-of-mouth recommendations. Partnerships and ecosystems play a crucial role in the SaaS industry, enabling companies to reach niche markets and provide specialized solutions.
• Vertical SaaS is gaining popularity as businesses seek industry-specific solutions that cater to their unique processes and requirements.
• Off-balance sheet resources, such as partnerships, can provide cost-effective solutions and expertise that companies may not have in-house.
• Understanding the customer's industry and challenges is essential for effective selling and building successful partnerships.
• Conviction and perseverance are key in building partnerships and driving success in the SaaS industry.

Chapters:

00:00 Introduction and Revisiting the Past

03:25 The Uncertain Future of Subscriptions

06:26 AI's Impact on Pricing and Customer Support

09:12 The Role of the Channel in Go-to-Market Strategies

11:18 Disruption and Opportunities in Manufacturing and Robotics

14:34 The Decline of Review Sites and the Importance of Trust

21:32 The Changing Landscape of System Integrators

23:41 The Value of Second-Party Data in a Cookieless World

26:05 Understanding the Customer's Industry and Challenges

31:08 Building Partnerships with Conviction and Perseverance

Peter Caputa explores building successful partnerships and the unique value partners bring. He talks about differentiation, customization, network effects, joint value propositions, unique data access, and turnkey marketing campaigns. Pete also discusses collaborative growth, leveraging customers and partners for effective marketing, and the shift from access-based to outcome-based pricing in SaaS.

Takeaways

• Successful partnerships involve creating a unique value proposition for partners.
• Differentiation, customization, and network effects are crucial in partner programs.
• Joint value propositions, unique data access, and turnkey marketing campaigns contribute to successful partnerships. Collaborative growth is a key strategy for effective marketing and business scaling.
• Leveraging customers and partners can lead to referrals and build effective flywheels within marketing and sales processes.
• The shift from access-based pricing to outcome-based pricing is a significant trend in the SaaS industry.
• Professional services firms face challenges in prioritizing and delivering outcomes for their clients in a market with a plethora of options.

Chapters

00:00 Introduction to Successful Partnerships

02:53 The Power of Differentiation and Customization

06:02 Joint Value Propositions and Unique Data Access

09:07 Turnkey Marketing Campaigns: A Key to Successful Partnerships

24:19 Leveraging Customers and Partners for Effective Flywheels

32:29 The Shift from Access-Based to Outcome-Based Pricing in SaaS

36:10 Challenges and Opportunities for Professional Services Firms

Jeff Cheal joins Isaac and Jared to explain how Optimizely has grown in a competitive market and the importance of partnerships in their success. Optimizely, a leading optimization and experimentation platform, recently announced crossing $400 million in revenue. The company's growth can be attributed to its diversified business model and focus on being known for something specific in a crowded SaaS space. They discuss the value of integrations and being a team player in the MarTech landscape. The importance of executive buy-in and proving the value of partnership approaches is also highlighted.

Takeaways:

• Optimizely's growth can be attributed to its diversified business model and focus on being known for something specific in a crowded SaaS space.
• Partnerships play a crucial role in Optimizely's success, with over 50% of their revenue coming from solution partners.
• Being a team player and offering integrations are key factors in the MarTech landscape, where customers prefer unified solutions.
• The strategic approach to partnerships involves different goals and metrics for solution partners and technology partners.
• Executive buy-in is important, but it's necessary to continually prove the value of partnership approaches to internal teams and stakeholders. Aligning business goals and partnership goals is crucial for partnership success.
• Building trust and credibility with other departments is essential for gaining executive buy-in.
• Quick wins, storytelling, and highlighting the impact of partnerships help build support and engagement.
• Data plays a significant role in driving partner success, but manual analysis and proactive actions are necessary.
• Focusing on compelling events and aligning with partners that meet the same buyer's needs can drive success.
• Managing multiple partnerships requires prioritization and focus on strategic partnerships.
• Flexibility, adaptability, and continuous evaluation are key to refining partnership strategies.

 
Chapters:

00:00 Introduction and Optimizely's Revenue Milestone

03:03 Optimizely's Unexpected Growth in a Competitive Market

05:14 The Importance of Being a Team Player in the MarTech Landscape

09:39 The Strategic Approach to Solution Partners and Technology Partners

28:25 The Power of Quick Wins and Impact Highlighting

32:29 Data-Driven Partner Success

34:14 Focusing on Compelling Events and Strategic Partnerships

37:51 Building Trust and Credibility for Executive Buy-In

43:38 Flexibility, Adaptability, and Continuous Evaluation in Partnership Strategies

Scott Wueschinski from HTEC, a digital consulting and software engineering company,  discusses the unique perspective of being on the consulting side of partnerships and the importance of delivering outcomes for clients. Scott emphasizes the need for transparency, collaboration, and a client-first approach in partnerships. He also touches on the challenges of creating partner programs in the SaaS industry and the difference between selling access to software and selling outcomes. Scott shares his experience in building a partner ecosystem in the retail sector and the criteria he uses to select partners.

Takeaways

• Transparency, collaboration, and a client-first approach are essential in partnerships.
• Selling outcomes is different from selling access to software in the SaaS industry.
• Reducing partner time to value is crucial for successful partnerships.
• Partners need to understand and solve client problems to provide value.
• Building a partner ecosystem requires selecting partners based on their fit in the overall strategy and their ability to deliver outcomes.

Chapters

00:00 Introduction to Partnering with HTEC

01:32 Exploring HTEC's Unique Approach to Digital Consulting

02:08 The Power of Combining Hardware and Software Solutions

03:19 Strategic Partnerships and Delivering Client Value

03:55 Navigating the Complexities of Partner Programs in SaaS

04:29 The Importance of Outcome-Focused Partnerships

08:54 Challenges and Strategies in Building Effective Partnerships

09:54 Leveraging Partnerships for Accelerated Client Success

34:16 The Critical Role of Understanding Client Needs in Partnerships

38:57 Concluding Thoughts and Advice on Partnering with Consultancies

Daniel Zarick  explains the benefits and challenges of building a product on a platform, specifically on the HubSpot ecosystem. He shares how Arrows, an onboarding tool, chose to build on HubSpot and how they focused on creating valuable content for HubSpot users to capture their attention and build trust. Daniel also highlights the value of creating content that not only attracts customers but also helps sales and customer success teams in their roles.

Takeaways:

• Building on a platform allows you to align your product with existing customer workflows and integrate with other tools they use.
• Understanding customer needs and building integrations that solve their problems is crucial for success.
• Creating valuable content for users within the platform ecosystem can help build trust and attract customers.
• Partnerships and collaboration with other companies in the ecosystem can lead to mutual benefits and growth.
• Focusing on the needs of sales and customer success teams can help drive adoption and usage of your product. Creating value for customers is essential for success
• Partnerships play a crucial role in go-to-market strategies
• Building within a single ecosystem has risks and benefits
• Being narrative-obsessed helps in creating successful partnerships
• Understanding the layers in the stack and focusing on your specific role is important
• Hiring and company culture are key factors in building a successful company

Chapters:

00:00 Introduction and Reunion

03:03 Choosing HubSpot and Understanding Customer Needs

06:02 Creating Valuable Content for the Platform Ecosystem

08:24 The Power of Partnerships

11:22 Focusing on Sales and Customer Success

25:21 Solving the Problem for the Customer

28:30 The Greatest Partner Event Ever

33:26 Build, Buy, Partner - It's All Three

42:20 Being Narrative-Obsessed

45:09 Understanding the Layers in the Stack

Tim Cermak discusses the evolution of marketing strategies, stressing the importance of authentic content to build trust and brand recognition. Tim explains "fuzzy ROI" and the challenges of measuring digital marketing effectiveness. The conversation covers the shift from traditional marketing to community-focused approaches, emphasizing partnerships with local businesses and the value of elevating community voices. Tim's success story from a recent event, where client testimonials significantly boosted sales, illustrates the power of Nearbound marketing and the need for genuine endorsements.

Key Takeaways:

• Tim Cermak's expertise in Nearbound marketing for the real estate industry
• Challenges realtors face in marketing and the importance of building trust with clients
• Shift towards Nearbound marketing and its importance in standing out in a competitive market
• Importance of authentic and organic content in building trust and brand recognition
• Evolution of marketing tactics and the need for adaptation in the changing digital environment
• Emphasis on community-focused approach and partnership with local businesses
• Success of Nearbound marketing strategy in driving sales and recurring revenue
• Impact of leveraging customer testimonials and endorsements in marketing efforts
• Importance of genuine endorsements and trust in building authentic recommendations
• Lessons learned and the importance of groundwork, trust, and social proof in marketing strategies

Chapters:

00:00:00 Introduction

00:02:54 Nearbound Marketing Principles 

00:04:42 Alignment with Nearbound Marketing 

00:05:04 Challenges in Realtor Marketing 

00:13:38 Long Buying Cycle in Real Estate 

00:16:57 Selfie Strategy and Organic Posts

00:17:52 Category Marketing and Community Expertise 

00:18:42 Partner Marketing and Building Relationships 

00:27:21 Impact of Cheap CPMS on Marketing 

00:30:45 Challenges in Tracking Marketing Attribution 

00:32:19 Importance of Logical Marketing 

00:33:26 The guide to rethinking higher education 

00:34:18 Email copywriting and human touch 

00:39:13 Understanding ad effectiveness 

00:41:05 Engagement metrics and trust-building 

00:44:02 Sponsorship and trust-building 

00:49:52 The impact of customer marketing 

00:52:13 Recognizing the power of Nearbound marketing

00:52:55 Lessons from successful marketing 

00:55:12 Personal revelation about Nearbound marketing

Jared Fuller properly defines Nearbound in this snippet of the Nearbound audiobook. Why Nearbound, why now? Listen to the full audiobook available on Amazon now.

Chapters:

00:00 What is Nearbound?

01:19 Nearbound in a Word

07:00 Building Up from First Principles

11:06 Why Nearbound, Why Now?

20:05 Network Effects Explained

27:28 A Brief History of Network Effects

40:33 Different Types of Network Effects

46:12 The Nearbound Methodology - What You Need To Do Today.

Jared and Isaac discuss the internet's re-platforming towards AI and GPU tech, and potential challenges for SaaS due to automation and consolidation. Listen in to learn how to navigate the "Who Economy" through strategic partnerships and build resilience in a changing market.

Takeaways

• The book 'Nearbound and the Rise of the Who Economy' has been well-received, with people implementing the ideas and strategies discussed.
• Partnerships are an important aspect of marketing, and if people are not talking about you, they are not thinking about you.
• New terminology, such as 'Nearbound', is necessary to facilitate discussions and explore new strategies.
• Partnerships play a role in social media and events, and their importance should not be underestimated.
• Partner-led growth focuses on GTM resources on accounts nearest to the business and its partners. Partnerships are crucial for reaching buyers and should be based on understanding customer preferences and trusted voices.
• The tech industry is witnessing the emergence of unlikely partnerships, such as Apple and Google, as companies navigate the replatforming of the internet.
• The SaaS industry is facing disruption and consolidation, with AI and automation potentially reducing the need for certain tools and services.
• Interdependence and resilience are key in times of disruption, and companies should seek out partnerships that allow them to survive and thrive.
• The pace of change is accelerating, and companies have a limited time to adapt and create interdependence within their departments.

Chapters

00:00 The Reception of 'Nearbound and the Rise of the Who Economy'

08:49 The Debate and Criticism Surrounding Nearbound

25:07 Unlikely Bedfellows: Emerging Partnerships in the Tech Industry

38:37 The Re-platforming of the Internet and the Disruption of the SaaS Industry

Clint Oram, CSO of SugarCRM, dives into the origins of the company as an open-source CRM platform and explains the importance of building an ecosystem and community around a product. Clint shares insights on the challenges and benefits of embracing open source and API-first approaches, as well as the value of creating loyal customers through partnerships. They also explore the mindset of successful founders and the need to balance product development with go-to-market strategies.

Takeaways

• Building an ecosystem and community around a product is essential for creating loyal customers and driving growth.
• Embracing open source and API-first approaches can enable developers to build on top of a product and create value-added solutions.
• Successful founders understand the importance of letting go and empowering others to drive success.
• Creating a killer product that solves a real pain point is crucial for long-term success.
• Balancing product development with go-to-market strategies, including marketing, sales, and customer success, is essential for creating loyal customers. Growing beyond the early adopter market is crucial for sustained growth.
• Partnerships should be a two-way street, with both sides bringing value and customers.
• AI has the potential to augment human productivity and solve complex problems.
• Blockchain can address privacy concerns created by AI.
• The future will be shaped by AI and blockchain, leading to a more productive and trustworthy world.

Chapters

00:00 Introduction and Background

01:20 The Origins of SugarCRM as an Open-Source Platform

08:13 Embracing Open Source and API-First Approaches

13:09 The Importance of Well-Designed APIs

24:34 Creating a Killer Product that Solves a Real Pain Point

25:26 Balancing Product Development with Go-to-Market Strategies

26:06 Growing Beyond the Early Adopter Market

29:52 The Evolution of Partnerships

34:31 The Potential of AI

41:57 The Role of Blockchain in Addressing Privacy Concerns

48:35 Shaping a Productive and Trustworthy Future