💜 Will Allred

Lavender

Lavender helps companies get the most pipeline possible from email.

We understand what drives replies. We help you know: what to say and how to say it, based on who you're talking to. We turn this understanding into pipeline via two products: our coach (active in 30k+ inboxes) and our agentic platform, Ora.

The coach is the perfect writing companion for your top accounts.
Ora tees up tailored 1:1 drafts or it can run autonomously.

We build AI that feels like AI.

Set up your first self learning agent in minutes: Ora.Lavender.ai

Co-Founder & COO

LavenderLand

A show where I answer real email questions with the help of some not so real friends.

Watch at https://lavender.ai/land

Host of "Ask Allred" on LavenderLand

Sorter

Sorter’s internal AI, CATIE( Creative Algorithms for Text and Image Enhancement) blends behavioral sciences with cutting edge data science and natural language processing enabling you to easily apply an objective science to the art of communication. 

We help create better content faster.

Fueling the backend of our platforms for healthcare,  marketing, sales, and HR, CATIE analyzes and determines  what distinguishes top-performing campaigns from baseline and under-performing content within your audiences.

Sorter (sorter.com): 1:Many Communications
Lavender (trylavender.com): 1:1 Communications

TopRight

TopRight is a strategic marketing firm based in Atlanta practicing Transformational Marketing. Our work puts the customer first through TopRight’s 3S Methodology. We help companies; define a Story that motivates customers to care, buy and stay, develop a Strategy that gets the right message to the right customers at the right time, and enable the Systems needed to execute on those winning Strategies.

In my time at TopRight, I have served as support and run several internal, partnership and client projects. Below, I have outlined a few highlights from my time as a Senior Associate and the head of HR at TopRight:

I currently lead all technology-focused initiatives and projects within TopRight. This includes: 
• Helping clients assess the best possible marketing systems. This includes technology sets, the people running those systems and the processes that enable them.
• Currently managing TopRight’s technology partnerships. 
• Running day-to-day execution of our clients' digital marketing needs.

I am also on a TopRight's team of three working on the launch of a client's groundbreaking ICO and future blockchain application that is set to redefine the private equity market. My role on the project is focused on the creation of the client's whitepaper, buzz-creation (aka marketing the launch), and general support. 

As a core member of TopRight’s internal marketing team, I assist in TopRight’s inbound marketing strategy execution including campaign ideation, content creation, influencer outreach, and funnel conversion strategy and tactics.

As part of a larger initiative to improve internal processes, in addition to my role as a Senior Associate, I am serving as the HR Coordinator. This role has required:
• The creation of an employee handbook to help define and shape company culture
• Improved meeting processes
• Improved recruiting processes
• An initiative to improve team dynamics through the better analytical management of skillsets, capacity, and personality.

Senior Associate

As an Associate at TopRight, I served as support and run several internal, partnership and client projects. Below, I have outlined a few highlights from my time as an Associate at TopRight:

• Led a grassroots, multi-channel campaign for a non-profit to support free speech from ideation, through research, to creation.
• Managed the relaunch of the TopRight website. 
• Helped in the brand relaunch of a Marketing Technology Operations Company in ~30 days. Our teams are also currently leading a multi-channel, co-branded campaign.
• Helped multiple clients assess the best possible marketing systems. This included technology sets, the people running those systems and the processes that enabling them.
• Assisted a multi-billion dollar Telco in establishing a partnership alliance program for the software industry.
• Currently leading an initiative to improve internal operations and efficiencies.

Associate

In my time as an Analyst at TopRight, I served as support and run several internal, partnership and client projects. Below, I have outlined a few highlights from my time as an analyst at TopRight:

• On a team of two, my team helped rebrand a supply chain management software company. With a new brand narrative and a revised corporate sales deck, the company saw three consecutive record-breaking quarters of sales growth.
• Helped multiple clients assess the best possible marketing systems. This included technology sets, the people running those systems and the processes that enabling them.
• As a core member of TopRight’s internal marketing team, I assist in TopRight’s inbound marketing strategy execution including campaign ideation, content creation, influencer outreach, and funnel conversion strategy and tactics.

Analyst

YoVo

I was working on Yovo in the background for a while. I learned loads about entrepreneurship working on this project, but ultimately I could never get it off the ground. The idea was simple: 
- resumes are ineffective at screening 
- recruiting calls are filled with human error/bias

Using voice analytics, the plan was to help hiring mangers make smarter decisions by giving an objective look at conversations.

I was able to spin up exciting conversations in the enterprise, but eventually, I decided to focus my time and energy into Sorter.

First Founder Attempt

Healthgrades

Worked with Healthgrades as an initial member of their Elective Provider Solutions team. After building out the initial pipeline for Healthgrades direct sales model. We consulted with heads of marketing for enterprise level specialty practices to help design digital marketing solutions to best utilize Healthgrades.com. 

Tweaking and building upon market insights for our products- we were able to design action oriented campaigns for practices and their physicians. The challenge was not only to create campaigns that would succeed, but to create campaign designs that would sell in a market adverse to change. Through our work we found it was important to help providers:

 1. Make practices and providers more discoverable, 
 2. Increase new patient acquisition, 
 3. Enhance practices and providers' online reputations.

These were the three things we could do most effectively for our clients. 

At Healthgrades, there is a "healthy obsession" with driving a ROI for clients. So by working in concert with our clients, we help maximize their ROI by learning from our current marketing efforts, and making the proper adjustments as needed.

In my tenure there, I was:

•a top revenue producer on my team
•able to uncover optimization strategies not only in product design, but also sales and marketing strategy for both Healthgrades and clients
•built out entirety of the direct sales pipeline
•cultivated relationships with agencies and practices

Healthgrades is backed by Vestar Capital Partners, as is the top site for rating doctors and hospitals. Truly on the cutting edge, it is where America goes to find a doctor.

Manager: Elective Provider Solutions

As a summer sales intern, I served as CEB's first interaction with HR executives. Cold calling on a territory of 100 HR executives, based in firms with annual revenues ranging from 50-750 million dollars, I was able to effectively introduce C-suite executives to CEB's valuable advisory resources. 

As an intern team, we were tasked with helping recruiting with their outreach to prospective employee's. We designed potent marketing material driving the impactful value of one's work at CEB, and the advantages of being a member of CEB's motivated workforce. 

CEB is the leading member-based advisory company. By combining the best practices of thousands of member companies with our advanced research methodologies and human capital analytics, we equip senior leaders and their teams with insight and actionable solutions to transform operations.

CEB offers comprehensive data analysis, research and advisory services that align to executive leadership roles and empower clients to focus efforts, move quickly, and address emerging and recurring business challenges with confidence.

CEB trades on the New York Stock Exchange (NYSE: CEB).

HR Leadership Council

Northwestern Mutual

After working to attain my North Carolina Life, Health, and Disability Insurance, I worked with potential clients to develop financial solutions to achieve their desired long-term success. 

This is where I learned my love of sales and marketing, as I saw the impact I was able to have by effectively showing the benefits of Northwestern's Life Insurance products. Through this valuable experience, I was able to drive many never would be customers into the sales pipeline at Northwestern.

Financial Representative

Carrboro Capital

As a summer intern, I evaluated small, rapid-growth businesses in North Carolina for acquisition. I would forecast potential risks for the companies and report a pro/con analysis to my senior managers. 

Also as a summer intern, I was tasked with analyzing financial statements for potential acquisitions. My timing when joining Carrboro Capital was especially advantageous, as I witnessed the acquisition of the local retailer Southern Season.

Private Equity Summer Analyst

Kidder Properties

Working for the four employee (including myself) start up Kidder Properties, I was able to effectively work cross-functionally with a litany of responsibilities that wouldn't have otherwise been given to a person of my age and experience. 

In my first summer with Kidder, I assisted in the analysis and acquisition of approximately 50 foreclosure homes. Comparing acquisition costs and renovation costs with the projected income from renting and ultimately selling the home, I was able to produce ROI reports. After openly discussing the tangibles and intangibles of these potential assets with my supervisor and the CEO, we would come up with a judgment for the perspective home. 

In my second summer, my focus shifted to the operational side of the business helping to reduce costs and improve the overall quality of the rental properties we provided. After analyzing the past performances of different purchased assets, I would determine if budget changes needed to be made to improve the long-term quality and therefore profitability of the home. Also in my final summer with Kidder, I helped train and coach a successor to take my place.

Real Estate Acquisitions & Renovation Operations

👋 4 Resources (3 Free):

1. Install our free email coach: install.lavender.ai

2. Sign up for my free email courses levelup.lavender.ai

3. Since you made it this far, use promo code "LavenderLove" to 2x your free trial when you sign up for Lavender

4. Check out the future of Agentic prospecting: Ora.im

Lavender helps sales teams write better emails, faster.
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(Available in Gmail, Outlook 365, Outreach, and SalesLoft.)

Lavender is the ultimate email assistant. As a salesperson, it provides everything you need to quickly write, high quality emails.

Lavender's coaching dashboard gives revenue teams never before had insight into what's working in each reps' inbox.

💙💛 Will Allred

99% of LinkedIn Discourse: Nuked
Em-dash users rejoice

💜 🔮 Will Allred

Cofounder @ Lavender | Cold Email Agents Powered by Deep Research, Reasoning, and Billions of Analyzed Sales Emails

"Outbound is dead during the holidays. We'll launch this in January" Hope my competitors aren't reading this. 😉 Here's how I use data (and my perspective as a buyer) to respond to this predictable seasonable complaint 

1.The Data: Reply Rates
The holidays are not the worst season for getting replies. That would be July. Did you stop emailing then? ;) 

2. More data & perspective 

Holidays are actually an opportunity. Send volumes go down BIGLY during the holiday season. This increases mental bandwidth to evaluate your message.

BUT, this new bandwidth doesn't mean ship spam templates. If you're not getting replies? You're probably not going deep enough to trigger reciprocity during the season of giving.

More depth. More personalization.

Tiz the season for thoughtfulness.

So... do you scale thinly prompted workflows? ship templates? labor over writing 1:1 emails while your family misses you dearly? 

No... you just buy Ora the only AI sales agent that actually writes emails like a human.

Sellers, your competitors' cold emails use psychology to open the doors you can't. Here's 12 principles to help you catch up  (+ 1 bonus)

1) Cognitive overload: 
--> too much, I'm out

2) Heuristic substitution:
--> hard question? what does this say?
--> easy question? what does this look like?

3) Loss aversion
--> Missing out on > What I'll gain
--> Competition is doing X > 69% more X

4) Reciprocity:
--> "They put effort in. I should give back."

5) Cognitive Miser:
--> Mental Shortcuts
--> "Oh, this is a sales email. Skip."

6) Confirmation Bias:
--> "Oh, it's an AISDR. I know what this means."

7) Ambiguity Aversion
--> Unclear = No Action
--> Concrete Understanding = Action

8) Friction Avoidance
--> Big Ask = Little Action
--> Little Ask = More Action

9) The Von Restorff Effect
--> The most different item gets remembered
--> Word choice can make you memorable

10) Attentional Bias
--> We selectively focus on what priority *now*

11) The Mum Effect
--> We don't want bad news shared w/ our boss.

12) Reactance
--> You push, they pull away

BONUS: Power Conservation Theory
--> Status quo maintenance by those in charge

Pop these into the chatgpt modal in your Lavender Email coach. Use them to critique your current emails, brain storm some new ideas. 

Also... thinking this could make a great longer form blog post - should I do it?

Realization from the lil weekly office hours Kellen, Samantha and I run.

GTM Engineers, marketers, sellers... call the role whatever you want.

Folks are just looking to figure out how to create conversation. The principles that create connection are the same. The tools used vary.

You're not "learning clay".

You're learning how to show strangers you understand their world view and might have solutions for them.

If you want to join our Wednesday "masterclass" (2pm EST) - just lemmekno

AudienceLed

112 experts interviewed and counting. 1082 pieces of content created and counting. 10 brands helped and counting. Building networks of trust for our. clients. We help teams go-to-market WITH their market. No one wants another AI-slop SEO blog post written by non-experts. Buyers want to hear from the exact people they trust. That's the brands, people, and places they listen to, transact and engage with daily. 

Our offer? A done-for-you service to generate demand and build fast-converting pipeline. We execute multiple expert-led campaigns deployed into your existing marketing systems, with additional distribution with and through third-parties.

We also help scale community & user generated content and throw events with the ecosystem.

DM me to learn more. 

And watch me change the way the industry looks at go-to-market in a paradigm shift, all while doing it ourselves.

Co-Founder & Chief Partner Officer

BD Paths

I help companies orchestrate their ecosystems with better partner operations. But... not all partners are made the same.

"We are hitting target but don't know how to scale" is too common. Become profitable by aligning partner types to the core revenue metrics within your business.

I am only taking on one other client, so DM me to see if there is availability.

Partnership Leaders

Member

nearbound.com

Getting Nearbound into the dictionary and distributing through network effects like no tomorrow. Nearbound sales + marketing will revolutionize the way you do business.

This section was post-acquisition of www.partnerhacker.com by www.Reveal.co where we rebranded to www.nearbound.com.

Director of Strategic Partnerships

*First hire as Head of Partnerships

- Supported key relationships that resulted in an acquisition in record time for a media company.
- Executed on ~$1million in sponsorship programs including communications, debriefs, reporting, engaging key stakeholders, and relationship management.
- Lead all project management for sponsorship programs resulting in over 1,000,000 impressions and 10,829 leads for our partners.
- Created a category for technology through marketing strategies related to brand, media, social, networking, partnerships, nearbound, and guerrilla tactics.
- Coordinated multiple internal stakeholders with clear tasks of who does what and by when, following DARCI models.
- Evangelized the nearbound category, partnerships, brands, our partners and sponsors all through content creation including social, long-form, short-form, video, audio, and event related content.

nearbound.com is the #1 source of clarity & guidance, news & journalism, opinion, and connection during the paradigm shift in B2B.

I made this a reality alongside our partners and peers. They all deserve a BIG thank you in these efforts.

Subscribe to the Nearbound Daily to get your PhD in partnerships :)

It's time to PartnerUp.

Director of Partnerships

Reveal

At Reveal I manage ISV partner relationships, as well as using nearbound strategies to get what matters most done: delivering value to the clients to ultimately drive more revenue.

I work with other tech vendors, consultants, and influencers in order to deploy partnerships expertise and value to our clients. We run referral, co-sell, and influence campaigns focused on educating and enabling the ecosystem.

Reach me at wtaylor@reveal.co if you'd like to partner with Reveal or want to learn more about nearbound.

Head of Partnerships

RevGenius

Uvaro

*First guest instructor, helped build the process for effective external instructor contracting and communications.

I believe in life-long learning and empowering others to become their best self - I am proud to participate in, and present during, internal + external events for Uvaro students. These events include demo days, in-class speaking engagements, and instructional sessions.

Some background on Uvaro:

The technology sector needs 250,000 new sales professionals, and our colleges and universities aren’t training them on all practical pieces. Uvaro is building a different type of education system - one that is focused on the objective of preparing students for a career in the talent-hungry tech industry. Simply put, Uvaro has created a better way to grow sales careers in tech.

Guest Instructor

Mailshake

*First and only partnerships hire

At Mailshake, I built the partnership program from the ground up. Here's a list of all things accomplished during my time with the team:

Partnerships:
- Engaged elite brands to get Mailshake a "seat at the cool kids' table"
- Achieved 135% of partner sourced revenue quota for Q1 2022
- Started strategic partnerships that filled gaps in client needs
- Guided integration partners in a "big fish:small fish" dynamic
- Aligned upsell initiatives with partner efforts
- Spent $0 on sponsorships

Business enrichment:
- Built the process for webinars + events from the ground up
- Created a sales playbook for marketing <> sales webinar handoff 
- Trained sales team to adopt and utilize video
- Coached sales team on how to capitalize on prospects warmed by marketing efforts
- Developed first iteration of ICP that aided in direction setting

Became a marketer:
- Executed on various marketing functions with no prior experience:
-- Drip campaigns, webinars, landing page development, social branding, a large summit event, affiliate marketing, SEO + backlink fundamentals, & creative content ideas

Director of Partner Marketing

Vidyard

*First Partner Enablement hire

Milestones:
- Increased partner retention by 70%
- Doubled total agency program revenue over 6 months through enablement initiatives
--- Revenue from partner program flipped from 20% partner-sourced clients and 80% partners to 80% clients and 20% partners.
- Partners are ready to sell services in 60-120 days

Day-to-day:
- Managed 120+ partner accounts ranging from co-sell agencies, referral partners, and technical partners
- Created training resources & co-sell models for partners, partner managers, and internal team
- Established end-to-end partner launch for more successful onboarding + enablement
- Developed a new certification that fast-tracked partner adoption, go-to-market readiness, and aligned better with overall company growth goals
- Built a partner directory for continued refer-back opportunities
- Launched PRM software + integrated into existing systems

Partner Enablement Manager

Bonfire Interactive

- "Municipal Rep of the Year, 2019" - closed highest ARR on immediate team during my first year of ever being an Account Executive
- Closed largest major city (by population) in company history
- Managed the largest multi-year contract upsell in company history, resulting in 2x ARR and a 12x TCV
- Oversaw 20 States in my territory, responsible for fully-operating my own opportunity generation
- Engaged with multiple C-Level executive roles to build relationships and ensure a strong business case to close business

- Maintained relationships with influencers in industry, ranging from large accounts, presidents of associations, educational experts, and those with a loud voice in the market
- Partnered with a BDR and was responsible to set prospecting strategies and provide ongoing mentorship as we prospected this patch together
- Regularly met with marketing to collaborate on national programs, local programs, travel programs, conference programs, and provide feedback
- Coordinated new approaches in selling to different personas, fast-tracking and increasing the success rate of sales cycles
- Pioneered cross-selling initiatives with sister companies to not only leverage relationships, but create strategic plans on how to facilitate an even stronger business case

Account Executive

*First BDR hire

- Developed 102 new opportunities worth $1,836,000 USD in pipeline, leading the BDR team in pipe and opportunity generation 
- Overachieved on quota (115%) and was thus moved from supporting a single rep on the commercial team, to three on the public team 
- Engaged with multiple different C-Level executives (CFOs, CIOs, CPOs) in both the private and public sectors 
- Trained and managed ongoing performance of team members, helping to onboard, create training materials, and conducting interviews to qualify potential hires

Business Development Representative

I make partnerships profitable with RevOps, sales signals & tactical playbooks • Advisor • Buyer alignment, signal selling, and partnerships • Tech stack recommendations • Stop selling on hard mode

I help SaaS revenue teams integrate third party expertise (the people, brands, and places) that influence their buyer to surround them (instead of spam them)  👉 where buyers already transact and spend their dwindling attention credits 👇

Buyers don’t believe brands as much as they believe the people, brands, and places they already work with and listen to.

That’s why your sales and marketing team need a network of trusted people in your ecosystem.

When you activate that network, you get:
👉Warmer doors opening faster
👉Higher win rates
👉Deals that close sooner
👉Bigger deal sizes

Proof I’ve lived this:
✅Built enablement programs that boosted partner retention by 70%
✅Created a partner motion that matched sales revenue with 1/3 of the headcount
✅Outperformed a full SDR + AE team using ecosystem plays
✅Scaled a business to $1M in 12 months → acquired

(And yes — I’m in the room developing relationships with the influential people your buyers already listen to.)

Activate an ecosystem-oriented modern go-to-market system that focuses on QUALITY and CONVERSION by:
1) Following me here for weekly systems sharing
2) Or DM me if you want me to show you how to:
- Map who your buyers already trust
- Layer partners into your GTM to build pipeline with less spend (without building any new systems)

Oh, I'm also writing a book on rewiring your mindset, which incorporates psychological, sociological, and philosophical concepts. Go-to-market with your market at www.audienceled.com

Will Taylor 🤝

(5/30) Find who your buyers trust: A lost art in marketing 👉 a growing need in intelligent GTM. An in-depth tutorial. A no B.S. tactical content series:

Buyers trust people, not brands.

Here are 3 simplified spheres of influence:

1) Product-know-how
𝐖𝐡𝐨: Customers & agencies
𝐖𝐡𝐞𝐫𝐞: Peer groups, socials
𝐖𝐡𝐲: Literally the buyer or helping the buyer implement the tech and see results
𝐒𝐭𝐫𝐞𝐧𝐠𝐭𝐡: Very high
𝐑𝐞𝐚𝐜𝐡: Relatively low (usually)

2) Product-adjacent
𝐖𝐡𝐨: Technology partners, analysts, bloggers/list makers
𝐖𝐡𝐞𝐫𝐞: Socials, web, events, newsletters
𝐖𝐡𝐲: Hands-on technical knowledge (general), problem and market aware, generally solution aware
𝐒𝐭𝐫𝐞𝐧𝐠𝐭𝐡: Medium-to-high
𝐑𝐞𝐚𝐜𝐡: High

3) Product-aware
𝐖𝐡𝐨: Influencers, complementary tech, podcasts & media sponsorships
𝐖𝐡𝐞𝐫𝐞: Socials, web, events, newsletters, podcasts, Slack communities
𝐖𝐡𝐲: Hands-on technical
𝐒𝐭𝐫𝐞𝐧𝐠𝐭𝐡: Low-to-medium
𝐑𝐞𝐚𝐜𝐡: Very high

Here are 3 ways we help clients find these 3 spheres of influence & where buyers spend time:

1) ICP attention analysis
- Are they tech-savvy & on LinkedIn? Or do they read legacy publications?
- Identified by actual volume of activity and/or traffic
- Use social analysis of actual engagement + volume of influencers
- Find the volume of in-person events
- Identify traffic sources (Google Analytics, ahrefs, Semrush, etc.)

Example: Cybersecurity is active on LinkedIn and X, but much more in-person events. Sales&marketing is VERY active on LinkedIn (not really X)

2) Market analysis
- Who are all the vendors in the space? How are they identified? Are there categories? Where does your company fall?
- A simple way to do this: Ask "What is the 'buying river' for our buyers? What do they buy before or after what we solve for?"
- There is a causal chain based on where you fit in the function you serve, so identify what "surrounds" your product... then you have a list of who your buyer likely already transacts with

Example: If you are Hubspot you're likely purchased first... then you need a document signing tool as you get more sales... etc.

💡 Hubspot got ahead here because of the help of Scott Brinker mapping the martech space!

3) Content topic analysis
- If you have a sense of generally where buyers are engaging, now go deeper and look at the content
- What are these influencers, other brands, etc. talking about? Who are they engaging with? Who do they partner with?
- Who talks about what we talk about? Are we using the same keywords?
- Summarize this into a high-level overview to determine if there is philosophical alignment and incentive to talk about the same things

Example: If the outbound pros are talking about effective cold emailing... then you could easily engage with them as an email tool, a signal tool, a data tool... as all of these topics would overlap and be relevant.

Ran out of space. More in the comments.

Please criticize this or ask me questions. I want to help.

Will Taylor

Helping marketers ⬆️ conversion rates w/ ⬆️ distribution & high-trust content • CPO @ AudienceLed • Run better demand gen with those your buyer already trusts: The people, brands, and places that have their attention.

(4/30) Maximizing event ROI: A multi-channel, multi-partner effort driving over 5,000 registrants. Take over with nearbound. A no B.S. tactical content series:

Goal:
More than 5,000 registrants.

Purpose:
Make enough noise in the market that buyers cannot ignore.

Outcome:
Company narrative reached organic virality where job descriptions, headlines, and even buyers' internal company exec meetings included the narrative. (It worked).

Modern example = Clay

How:
1) Map who buyers trust
- Wrote about this in (1/30) and (2/30), will detail further in the next iteration
- In short, ask your customers who they trust & the other vendors they work with

2) Speak to those they trust
- Approach the conversation with conviction about alignment with them.
- Speak boldly. Speak directly. Ask them if they believe in the mission.
- Build genuine relationships and loyalty, but without the fluff.

3) Put in place a compelling launch
- Large event or resource, etc.
- What is the benefit of participating? Needs to be large enough.
- This will incentivize participation after alignment in number 2.
- People need to get behind something. A movement. An event. An interesting, no B.S. resource. Should be so good they want to share it themselves (& you can incentivize this, too).

4) Make it stupid simple to participate
- Organization is critical. Document everything. Boil it down to a few sentences. Cut the fluff.
- Best done if you do most of the work for them. Pre-write email, social, blogs, etc. promos.
- Seriously, do the work for them. Deliver a package, with what they need to do, when, & if any approvals are needed. It should be as easy as copy & paste.

5) Ask them to invite their partners to participate
- Help them create more of their own alliances.
- Who do they know? Who else is interested? 
- Better for them. Better for you. A faster path to even more strategic relationships.
- Give them the "give" to prop up others on stage.

6) Do the work for them
- All the way down to the topics, speaking tracks, etc.
- No one wants to figure out how to prepare. Prepare for them as much you can (they will modify into their own words as they see fit)
- Make the deck. Write the copy. Create the image. Set the date. Remind them.
(Yes this is like 4 but this is how important it is)

7) Overcommunicate
- It will make them comfortable.
- It will help timelines not slip & will hold them accountable.
- If they said yes to participating, they want to. Don't let them down by missing the mark. Set a cadence of communication to make this happen.
- - - - - - - - - - -
This is a series dedicated to helping marketing and partnerships teams execute with excellence. No gimmicks. No fancy hooks. 

I’m Will, passionate about making markets move together and producing results. I’m the Co-Founder of AudienceLed, a demand gen marketing agency producing pipeline with existing spheres of influence and third-party expertise.

Please criticize this content or ask me questions. I’m here to help.

(3/30) CMOs and revenue leaders are waking up to this data. 5 new key areas of IMPACT & OUTCOMES to consider. A no B.S. tactical content series:

1. Third parties influence buyers more than companies.

HubSpot: 72% of B2B buyers say peer recommendations are their most trusted source

💡Sponsorships, partnered webinars, influencer marketing, co-branded campaigns, etc. all matter more than ever, even without instant revenue.

🎯 Syncari sees 2x higher conversion rates and faster deal cycles in partner-influenced deals.

2. Attribution can't be a one-touch model

Only 20% of conversions are from first or last touch. 80% happen somewhere in between.

Sangram Vajre says siloed GTM teams fail when incentives compete instead of align. 

Same goes for checkbox marketing - no seller cares about a data point... they want context.

💡Influence modelling, CRM campaign tagging, contact-level ABM, and a more cohesive buyer journey is a must. This is further enhanced by AI's ability to contextualize data into natural language.

🎯 Sendoso reports partner-influenced deals close 28 days faster than non-partnered deals.

3. Ecosystem and community continues its rise

Jay McBain shows us there are 28 moments of influence in a buyer’s journey, and companies control only 4. Buyers are only engaging MORE in trusted circles (outside of your company). 

💡 Partner communities & paid media/sponsorships are trust accelerators. Distribution is the craze as internal SEO and ads only become more difficult and confusing.

🎯Introhive shifted SDRs to focus on partner-led events because those leads were more responsive and high-converting.

4. Expert-led content unlocks all of the above

Content marketing drives 3X more leads at 62% lower cost than outbound.

💡Co-created content can be measured by reach, click conversion, and ICP engagement. More distribution, higher quality content, right from the experts' mouths!

🎯TalentPop found ecosystem-qualified leads from partnered content were ~100x more likely to close than cold ones.

5. Ads need to get more targeted (and have higher trust)

Dreamdata: Branded activations can take up to 200 days to influence pipeline

💡Adopt contact-level ABM and deploy third-party expertise (from customer testimonials, partners, or influencers) into campaigns. Leverage modern ad tools to target (and track).

🎯A co-branded ad campaign from ReSource Point of Sale with partners HP, Epson, and Zebra drove:
- 971% more impressions
- 368% more engagement
- 1,806% more link clicks
- 314% audience growth

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This is a series dedicated to helping marketing and partnerships teams execute with excellence. No gimmicks. No fancy hooks. 

I’m Will, passionate about making markets move together and producing results. I’m the Co-Founder of AudienceLed, a demand gen marketing agency producing pipeline with existing spheres of influence and third-party expertise.

Please criticize this content or ask me questions. I’m here to help.

(8/30) The entire process of working with external voices. Step-by-step to execute effective relationship management. A no B.S. tactical content series:

1) Sourcing
Find the right people, brands, & places to work with.

- Leverage custom GPT with ICP context & organizing the information into a table (to copy & paste into a sheet)
- Find complementary brands, their existing partners, who is mentioned online, scrape their websites, & return back the data
- Enrich with a lookalike to capture the entire TAM of the ecosystem
- Enrich further with the specific people at each entity (tech, agency, podcast host, media company, etc)
- Validate by message-fit. Do they talk about/serve the same people? Find out through customer stories, trends they talk about, listed logos, & generally where THEY are showing up (sponsorships, events, etc.)
- Reach out to them with a gift first (invite them into the content campaign)
- Messaging should be custom to each category, deployed multi-modal (LinkedIn + email to start)
- Ensure the list is regularly hit in a multi-step cadence. Rotate them into other mediums if unsuccessful.
- Record an interview for most robust content that you can guide/control to fit your narrative.

2) Production
Take the context from the recording & create everything you can.

- Set the initial strategy to direct towards a common goal, & one that empowers your company.
- Ensure there is a "story" being captured, but ask for the information in multiple ways.
- Frameworks. Methodologies. Step by steps. Workflows. Anecdotes. Stories about outcomes. What's the one-two-punch?
- Analyze & find the best moments. Turn those into snippets. Enrich the snippets with more research, back with your data + industry data. Create the content.
- Make this a content factory line. Each step leads to the next. A person owns each part of the process. Make it easy & efficient.

3) Delivery
Deploy the content that's created & amplify. Fully integrated approach.

- Get approvals first from the third party. Ask for necessary consents.
- Make it so easy they can copy & paste. Tell them what, when, & where to distribute. Leave little room for thinking. If they want to give you feedback they will.
- Ensure there is a content calendar internally. How is it distributed on web, social, ABM/nurture campaigns, etc. What about ad dollars? What about your sponsorships - can they promote it too?
- Re-integrate the content over & over: Once you have enough, create a round-up of the expertise. Dedicate a newsletter. Re-feature them on an event or podcast.
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This is a series dedicated to helping marketing & partnerships teams execute with excellence. No gimmicks. No fancy hooks. 

I’m Will, passionate about making markets move together & producing results. I’m the Co-Founder of AudienceLed, a demand gen marketing agency producing pipeline with existing spheres of influence & third-party expertise.

Please criticize this content or ask me questions. I’m here to help.

📣Network! We need your support 📣. One of my closest friends woke up to difficult news about her mom. On October 26, Nelda called an ambulance due to severe stomach pain. A CT scan revealed a large tumour on her ovary, a smaller one on her pancreas, and a spread of cancer cells throughout her abdomen. After weeks of testing, praying, and waiting, she received the devastating diagnosis of Stage 4 Pancreatic Cancer.

Nelda is a fighter at heart and she is facing this with strength and courage. Pancreatic cancer is an aggressive disease that often shows no symptoms in its early stages, and by the time it’s detected, it has usually spread rapidly. Regardless of the treatment plan, pancreatic cancer often comes with a challenging prognosis.

During treatment, Nelda will be unable to fully tend to and care for Madison, her daughter with Down Syndrome. The current support options for adults with Down Syndrome are limited, with independent living waitlists that span more than twenty years. This has created a need for immediate and ongoing support for Madison while her mom focuses on treatment.

Nelda’s family is doing everything they can and would never want to ask for much from anyone, but the circumstances and logistics are complex and overwhelming. Many people have asked how they can help, so this GoFundMe has been created to offer support during a time when it is truly needed.

All funds raised will support Nelda through treatment and help provide care, stability, and future planning for Madison. I am Nelda’s niece, Brianna, and my goal is to help lift some of the weight off their family as they navigate this painful and uncertain time. Thank you for sharing, praying, and supporting them in this difficult chapter.

https://lnkd.in/gWds3qq6

We are almost at the goal. Help us get over the line.

LinkedIn probably won't like the link in this post, but it's important. Please if you read this share, comment, like, or at least send the gofundme link to someone you believe can help.

My grandma on my dad's side has beat cancer once (and another time very soon)! It is possible with the right treatment, support, and attitude.

My grandpa on my mom's side passed due to cancer in 2001.

I don't know much about it, but when my friend shared it's stage 4 pancreatic cancer... my heart dropped.

If you have anything to give, your support means the world.

Happy Thanksgiving to my American friends ❤️ 

And thank YOU for anything you can do.

Open article: Donate to Help Nelda Meinen fight Pancreatic Cancer & support Madison, organized by Brianna Kampman by gofund.me

Donate to Help Nelda Meinen fight Pancreatic Cancer & support Madison, organized by Brianna Kampman

(6/30) Why partnerships fail: A breakdown on misalignment and how to 𝙖𝙘𝙩𝙪𝙖𝙡𝙡𝙮 get a seat at the table. A no B.S. tactical content series:

Taken from direct experience in-house, conversations across 1,000+ partner pros, deep interviews finding what works, & executing partnerships at scale as an agency.

1) You believe partners impact everything (or are told it's only pipe)

Not all partners are created equal. Your affiliate partner is not the same as your agency partner. 

You also can't just say that partners impact everything. 

Prove it.

If you cannot effectively manage up expectations, then the CMO or CRO will default to what they know and you will never have their teams care. YOU need to SHOW them where partners can impact & cannot.

Here's how:
- Map the buyer's journey.
- Identify what marketing touches (and how - with what activities and tech). The same for sales.
- Theorize where partners can (or have) impacted that buyer's journey. Example: Agency partners help post-purchase (mostly). Resellers pre-purchase. Media/affiliate partners on awareness and education.

Now you can more competently explain why & where we partner & with who. Also, you'll know what activities partners can plug into, as well as what tech affects each stage of the journey.

Layer in your TYPE of business (transactional solution? Or enterprise sale?) & you can even further manage expectations around the fact that partner may not be able to get you an immediate win in 30 days...

2) You blanket the same incentives across partners

Referral commissions only matter to some. SPIFFs are only as good as much as people care. 

What about:
- Quota relief for sellers? 
- Sending referrals to partner? 
- Increasing retention for partners? 

If you have an ideal partner profile, each one should have specific incentives. 

For agency partners, if you win them a client, that could change the course of their year (vs the 15% you offered them). 

The same goes internally. If you only throw money at a problem, people won't emotionally connect. But, if you relieve quota for your sales team, then that's another avenue of them achieving what they care about... versus some random new thing.

Here's how:
- Ask the person what they care about.
- Ideate how you can help them in multiple ways (& then ask again).
- Customize by partner category in your ideal partner profile. Then implement the plan.
- Optimize by identifying additional levers to pull. Does more commission % increase activity? Do the SPIFFs actually work? What about when you send more leads to partners? 
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This is a series dedicated to helping marketing & partnerships teams execute with excellence. No gimmicks. No fancy hooks. 

I’m Will, passionate about making markets move together & producing results. I’m the Co-Founder of AudienceLed, a demand gen marketing agency producing pipeline with existing spheres of influence & third-party expertise.

Please criticize this content or ask me questions. I’m here to help.

(9/30) "How do you make them take action?" The most common question around working with influencers & partners. It's simple. A tactical content series:

Make it so easy they would be foolish not to take action.

Here's how we execute "Delivery" in our 3-part process.

1) Do the work for them

Seriously. Why would anyone act on behalf of you? Maybe if you pay them, but even then the output won't ever satisfy what you want to accomplish.

Pre-write the message. Write the copy of the content for them. Show up with GIFTS on a SILVER PLATTER.

Literally received an email today from a third-party we work with saying:
"I would just love to say we really appreciate how thoughtful and communicative you all are. We've worked with plenty of partners and it's just such a breath of fresh air to have everything be so streamlined for us!"

The bar is low. But treating people well and making it easy is table stakes. Period!

AND IT MOVES THE NEEDLE.

People WILL copy and paste what you write for them. If they don't they will make minor changes as needed. But if it's in their voice and uses their words... it's hard for them to say no to hit "send" or "post".

Here's how: 
- Capture their words (through existing content, or a recorded call)
- Align their words to their (and your) joint-narrative
- Find the best moments and turn that into content
- Make it multi-modal. Video clip + blog post + social post + email message + Slack message + etc.

Then you will overwhelm them with value.

2) Make it clear who does what & when.

You can't just throw things at people. It needs to be organized. It needs to be direct. This comes with proper project management.

Give a specific date and time. Tell them who is doing it. @ mention them, CC them in, address them directly on a call.

If you do this with #1... they know when they need to do the copy + paste. 

Clarity drives action.

Read that again! Clarity drives action!

And if that action is a < 2 minute task... it will inevitably be completed.

Also, this reflects on your ability to HELP them execute. If you are the one helping them achieve their goals, they will prioritize you.

Here's how:
- Give them one place to go (a doc, a Notion page, a tool/collaboration space)
- Give them a date and time of execution
- Tell them who should be doing the task (directly)
- Direct them to the one place to go
- Clarify the actions with a summarized CTA
- Send them a calendar invite for when they need to execute
- Reiterate what happens when they do it (the outcomes they care about)

Your professionalism will impress them.

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This is a series dedicated to helping marketing & partnerships teams execute w/ excellence. No gimmicks. No fancy hooks. 

I’m Will, passionate about making markets move together & producing results. I’m the Co-Founder of AudienceLed, a demand gen marketing agency producing pipeline with existing spheres of influence & third-party expertise.

Please criticize this content or ask me questions. I’m here to help.

(7/30) The impact 3rd-party validation. Data, stories, & outcomes from working w/ people outside your company. A no B.S. tactical content series:

Last iteration I wrote about getting 5,000+ people to an event. Previously, we closed a $30,000 deal from content exposure from a third-party expert (attributed with organic mention).

These don't happen at the same scale, velocity, or conversion rate that direct provides. Here's why:

1) More distribution (less beholden to algorithms + limited owned channels)
- Open more channels to reach more of the TAM (attention-wise)
- You can even double-post back on your channel to re-use the content again

2) More trust (& less bias)
- Your marketer talking about what you do? Inherently biased. Likely not an industry expert.
- Another person outside of your company? Less biased. Likely more deep industry knowledge (including niche information)

3) Better brand (by association & the feel-good of making others famous)
- Everyone can promote their own thing. You can shout on the side of a street but not everyone will listen.
- If your brand becomes a platform for others to build off of... be it in their own revenue generation (or even just share of voice)... the more loyalty you'll build.

Who do you bring in? 
- In (5/30) I wrote about how to classify, research, organize, & incentivize third-party expertise.
- The people, brands, and places your buyer already trusts. That's your customers, the buyers themselves, complementary brands, formal partners, & more.

How you can think about this:
- Who do you trust more? The faceless brand? Or the influencer?
- When was the last time you purchased something just because a new product/brand was forced in front of you via an ad, search result, etc.
- Do you instead, go to your peers, influencers, reddit, etc. to make sense of a purchasing decision?
- Think... buying a car, choosing an accountant, etc. you need to FEEL trust. 

The outcomes (comment / DM for sources!):
- 2x higher conversion rates & faster deal cycles in partner-influenced deals
- In one example, Partner-influenced deals close 28 days faster than non-partnered deals.
- SDRs focusing on partner-led events find leads to be more responsive and higher-converting.
- Ecosystem-qualified leads from partnered content were ~100x more likely to close than cold ones in another example. 100x. That's 10,000% in percentage terms!

A co-branded ad campaign with 3+ partners drove:
- 971% more impressions
- 368% more engagement
- 1,806% more link clicks
- 314% audience growth

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Today's inspired by Kyle Lacy!

This is a series dedicated to helping marketing & partnerships teams execute with excellence. No gimmicks. No fancy hooks. 

I’m Will, passionate about making markets move together & producing results. I’m the Co-Founder of AudienceLed, a demand gen marketing agency producing pipeline with existing spheres of influence & third-party expertise.

Please criticize this content or ask me questions. I’m here to help.

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The Battle

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