What Unique Approaches to Forging New Partnerships Can Marketers Take?

    Authored By

    B2C Brief

    What Unique Approaches to Forging New Partnerships Can Marketers Take?

    Exploring innovative strategies for forging new partnerships, we've gathered insights from seven professionals. From organizing value-aligned community events to hosting a collaborative hackathon, these professionals reveal their unique approaches to partnership creation.

    • Organize Value-Aligned Community Events
    • Initiate Industry-Focused Educational Webinars
    • Create a Pilot Project Proof of Concept
    • Host a Joint Innovation Workshop
    • Introduce a Trial Partnership Program
    • Develop a Simulated Partner-Specific Challenge
    • Host a Collaborative Hackathon

    Organize Value-Aligned Community Events

    One time, I encountered a potential partner who was deeply invested in sustainability initiatives, which aligned perfectly with our values at Spectup. Instead of the usual meetings and pitch decks, I proposed something a bit unconventional: a joint community project. We organized a local clean-up event followed by a panel discussion on sustainable business practices.

    This approach allowed us to connect on a more personal level and demonstrate our commitment to shared values, rather than just discussing business synergies. The event was a success, drawing attention from the community and local media, and it provided a relaxed environment where we could naturally discuss potential collaboration.

    The unique angle of this strategy was the focus on mutual values and community impact, rather than immediate business benefits. It built a foundation of trust and genuine connection, making the formal partnership discussions much smoother. The partnership that followed was not only fruitful but also based on a strong, value-driven relationship. This experience reinforced for me that sometimes, stepping outside the conventional business development tactics can lead to deeper and more meaningful partnerships.

    Niclas Schlopsna
    Niclas SchlopsnaManaging Consultant and CEO, spectup

    Initiate Industry-Focused Educational Webinars

    One unique approach I’ve taken to forging new partnerships is focusing on mutual educational value rather than immediate business gains. Instead of starting with hard pitches, I initiated a series of industry-focused webinars and invited potential partners as guest speakers. This strategy not only showcased our expertise but also created a collaborative environment where we could learn from each other. The shared platform built trust and positioned us as thought leaders in the industry.

    Tristan Harris
    Tristan HarrisDemand Generation Senior Marketing Manager, Thrive Digital Marketing Agency

    Create a Pilot Project Proof of Concept

    I did not treat a new partnership as a 'deal' but instead as an opportunity to create a pilot project to explore our potential to work together on a meaningful activity. I identified a small sub-project with little risk but with a significant chance of success to demonstrate our synergies.

    This pilot project became a 'proof of concept' of our partnership's concrete benefits and synergies. By showing the concrete impact we could make, it created internal confidence and trust in what we could offer the prospective partner.

    Our strategic approach, the pilot project, was not just about demonstrating our capabilities. It was also a tool to address any potential concerns in the anechoic environment. This approach not only guaranteed mutual confidence in the outcome but also paved the way for an exclusive and enduring partnership. This partnership, built on a proven track record of positive results and shared growth, created a pathway for both parties to collaborate on larger and more impactful projects in the future.

    Mark McShane
    Mark McShaneFounder, Cupid Digital PR

    Host a Joint Innovation Workshop

    Forging a new partnership with a leading tech firm involved hosting a joint innovation workshop. This unique approach allowed both teams to brainstorm and co-create solutions, fostering a sense of collaboration and mutual benefit. At Webvizio, this hands-on strategy not only built trust and rapport but also highlighted our commitment to innovation and partnership, leading to a successful and enduring business relationship.

    Dan Ponomarenko
    Dan PonomarenkoCEO, Webvizio

    Introduce a Trial Partnership Program

    I have seen firsthand the power of collaboration in achieving sustainability goals. One of the strategies I have introduced is our Trial Partnership Program.

    We offer potential partners a trial period where they can use our recycling services at a discounted rate. This way, they can experience the full benefits of our services without the long-term commitment. During the trial, we provide them with detailed reports on the waste reduced and the environmental impact minimized, showing them the real benefits of working with us.

    For example, a mid-sized manufacturing company we partnered with reduced their waste by 30% in the first 3 months of the trial. This proved the value of our services and built trust and a foundation for a long-term partnership. It's a risk-free way to see how recycling can reduce their environmental impact and drive sustainable growth.

    Gil Dodson
    Gil DodsonOwner, Corridor Recycling

    Develop a Simulated Partner-Specific Challenge

    I once developed a simulated challenge designed specifically for a potential partner. Instead of giving them an ordinary pitch, I created a scenario relevant to their business and demonstrated how our technology could efficiently solve their issue. By putting our potential partners in the middle of the action and allowing them to experience firsthand the benefits of collaborating with us, it left no room for doubts about the value we could add and unequivocally accelerated the deal.

    Abid Salahi
    Abid SalahiCo-founder & CEO, FinlyWealth

    Host a Collaborative Hackathon

    One unique approach I've taken to forge a new partnership for our recruiting platform involved hosting a collaborative hackathon. Instead of traditional meetings and pitches, we invited potential partners, including tech firms and educational institutions, to participate in the event.

    By working together on innovative solutions to common recruiting challenges, we demonstrated the value of our platform in real-time. This not only showcased our technology's capabilities but also fostered a sense of community and shared purpose, ultimately leading to several successful and lasting partnerships.

    Amit Doshi
    Amit DoshiFounder & CEO, MyTurn