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The Nearbound Daily is now officially the ELG Insider Daily!
Welcome to the ELG Insider Daily—the #1 newsletter in the world keeping thousands of GTM professionals on top of the latest Ecosystem-Led principles, tactics, and trends. Join the movement here.
PRINCIPLES
Start small (sometimes)
In enterprise tech, we often take big swings: we look at problems from an angle no one has before, find solutions that go against the grain of what’s always been done, and bet it all that we’ll successfully make our case to everyday businesses.
But not everything has to be an innovation (gasp!), or even require a lot of work.
Tried-and-true, low-lift business practices can have an outsized impact on growth if used thoughtfully.
A perfect example of this in Ecosystem-Led Growth is the warm intro.
ELG can involve many functions and touch points to drive value, but it works because it’s based on trust, which goes a long way in moving business forward.
When your trusted partners are also trusted by customers, that first, simple introduction can be worth weeks or months of sales motions. And while there are right ways and wrong ways to go about it, the right way is simple and replicable.
We’ll show you what we mean below.
TACTICS
Speed up deals with this warm intro email template
With Ecosystem-Led Growth, there are a lot of levers you can pull with your technical and strategic partners to source leads and co-market your integrated solutions.
One of these is the warm intro, where partner reps and CSMs can connect you with their customers, and you can do the same for them. With warm intros, prospects can not only be more open to a conversation — they can also get a better understanding of the power of your integrated solutions.
This is one reason ELG deals close 31% faster than others.
Eric Elia, VP, Partnerships at streaming video company Mux, explains:
“When we’re able to talk to prospects about how our tech works with other tools they already know and love, the deal usually goes much faster. The rep is able to progress that deal much more quickly than they would have been otherwise.”
The steps needed to accelerate that ELG engine with a warm intro are short and straightforward, creating far more potential value than the time and effort you need to put in. After you’ve formed your partnership, these steps include:
- Account mapping with your partner
- Send an email to introduce why your solutions are better together and gauge interest
- Send a follow-up email to make the actual introduction and get the growth ball rolling
If you have a round of warm intros to make for your partners, or you want to help them easily make these introductions for you, we’ve made these simple templates to help both of you target and compose simple, friendly emails.
The few minutes you and your partners spend customizing and sending these warm intros could move you days, weeks, or months closer to a closed deal.
Download your email templates here.
UPCOMING RELEASE
ELG in action!
Alex Poulos, our CMO, will be sharing the full ELG playbook for CMOs in a session at Pavilion's CMO School (It’s free for members).
Here’s what he will cover:
- The key foundational elements of ELG and how a CMO can put together an end-to-end ELG strategy cross-functionally.
- How ELG impacts every stage of a bowtie funnel from demand generation & differentiation to customer acquisition & retention.
- The best growth playbooks by top brands taking advantage of ELG at this very moment.
Applications for the CMO School are due TOMORROW. Register here.
If you’re not a Pavilion member, you can join Pavilion here.
Stuff you don't want to miss!
- August 14th — From Data to Dollars: Strategies for Nurturing Event Leads to Drive Success: Benito Aguila (Events Marketing Manager from Google) and Airmeet’s CEO, Lalit Mangal will share how to capture valuable data at events to implement targeted follow-up strategies. Register here.
- August 20th — Exploring the Power of the Benefits Broker Channel: Leveraging HR’s Most Trusted Consultants: Ryan Taguding (Founder and Principal at Temio Consulting) will share where to begin, how to identify your ICP and distinguish sales blockers from champions. Register here.
You're all caught up
See you tomorrow
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