In this episode, Justin Zimmerman shares his go-to-market cheat code for successful partnership marketing through events. He emphasizes the power of leveraging LinkedIn influencers and creating “partner pods” to drive traffic and generate leads. Justin discusses the importance of aligning partners with the same ideal customer profile (ICP) and how to manage different intent signals within the pod. Tune in to learn more on the need for personalized follow-up and lead scoring to ensure effective sales conversations.
Takeaways:
- Leverage LinkedIn influencers and partner pods to drive traffic and generate leads: Justin emphasizes the power of LinkedIn influencers in driving traffic for events. He advocates creating a "partner pod," where multiple non-competing influencers collaborate to maximize reach and lead generation.
- Align partners with the same ideal customer profile (ICP) to maximize the impact: Look for partners whose products or services complement each other without competing, ensuring mutual benefit for each partner's audience and define common goals for the partnership, ensuring alignment on objectives and success metrics.
- Personalize follow-up and lead scoring to ensure effective sales conversations: Engaging content and personalized follow-up are crucial. Justin’s approach includes using pre-event activities to identify attendee needs and tailoring the event content and follow-up messages to those needs.
Quote of the Show:
"I take a lot of responsibility and ownership over the relationships and conversations that I'm creating on behalf of both my own personal brand and the companies and individuals that are trusting me to do marketing at scale, oftentimes using and leveraging their names and brand.” - Justin Zimmerman
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What is The GTM Cheat Code?
Serial entrepreneurs Justin Gray and Josh Wagner combine decades of B2B and GTM expertise with unwavering honesty on The GTM Cheat Code Podcast. Episodes feature interviews with investors, founders and true experts who reveal the pragmatic approaches and ideas (read: ‘cheats’) they’ve employed over the years to side-step failure, create opportunity, break down barriers and ultimately beat the game.