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Executive Summary

Pooling resources and customers with other like-minded businesses, you can tap into a vast, engaged audience and drive new sales with far less marketing spend. Syndicate marketing is the key, and by finding the right collaborator, planning ahead, and networking face-to-face, you can unlock new growth opportunities and see real results. Don't let the limitations of cold calling, emailing, and mailshots hold you back - collaboration is the way forward, and the rewards are there for the taking.

Table of Contents

  1. Introduction
  2. Learning what B2B marketing tactics work and what doesn’t
  3. Syndicate Marketing: A Collaborative Approach
  4. Identifying a Potential Collaborator
  5. Networking Online with LinkedIn
  6. Face to Face Networking
  7. FAQs
  8. Main Points
  9. Top Ten Takeaways
  10. Conclusion

If you haven’t read Part One, click here to read ‘Collaboration Marketing: How to Unlock Sales for Your Business


Introduction:

The B2B Startup Honeymoon is over and it’s time to focus on generating new business. Traditional marketing methods such as cold calling, emailing, and mailshots have low success rates, making it essential to explore other alternatives like syndicate marketing.

Syndicate marketing is a collaborative marketing approach that pools resources, customers, and expertise to generate consistent new business for all involved. Identifying potential collaborators is the first step, and this article provides guidelines on how to do so. Networking, both online and in-person, is an effective way to find potential collaborators.

In conclusion, syndicate marketing is an innovative and cost-effective way to generate new business for companies with a common goal.

Learning what B2B marketing tactics work and what doesn’t:

Traditional marketing methods such as cold calling, emailing, and mailshots have low success rates. Syndicate marketing is a cost-effective alternative.  Syndicate marketing goes beyond just sharing sales leads; it's about working together to win consistent new business. 

Syndicate Marketing: A Collaborative Approach:

Syndicate marketing is a collaborative approach where businesses pool resources, customers, and expertise to generate new business for all involved. The strategy can significantly reduce marketing expenses and lead to a more focused marketing approach.  

Collaboration marketing can help you reach new audiences and acquire more customers while reducing your marketing spend. By pooling resources and customers, you can benefit from each other's previous hard work and make new sales. The collaboration group can also be more focused and avoid wasting resources.

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Identifying a Potential Collaborator:

The first step in syndicate marketing is identifying potential collaborators. Businesses should consider factors such as customer approach, product offerings, geographic area, competition, and resources to identify potential collaborators.

Networking Online with LinkedIn:

Networking online is an effective way to identify potential collaborators. LinkedIn is an excellent platform to find individuals and businesses that meet specific criteria. Searching for normal individuals, a good website, produced content, social media presence, location, and complete profiles on LinkedIn is essential.

Face to Face Networking:

In-person networking is another way to identify potential collaborators. When presenting a company, businesses should mention the type of companies they are looking to connect with and ask attendees for referrals if the desired collaborators are not present.

FAQs:

Q: What is syndicate marketing?

A: Syndicate marketing, or joint-venture marketing, is a strategy for pooling resources and customers with a common goal of generating consistent new business. It involves collaborating with other businesses to reach a wider market and make new sales.

Q: How does syndicate marketing benefit businesses?

A: Syndicate marketing can significantly reduce marketing spend, provide access to new customers, increase brand awareness, and lead to long-term revenue growth.

Q: How do I identify potential collaborators for syndicate marketing?

A: You can identify potential collaborators by considering your customers, researching businesses that approach your customers in the same way you do, and determining which companies sell similar products or services.

Q: What factors should I consider when approaching potential collaborators?

A: Consider the size and location of the business, how many customers they have, and what resources they have to identify new business. Also, ensure that there is no imbalance in experience or customer base between your business and the potential collaborator.

Q: What are the benefits of networking on LinkedIn?

A: Networking on LinkedIn can help you identify specific individuals who meet your criteria, learn more about potential collaborators, and connect with people who have similar business interests.

Q: How can I optimize my LinkedIn profile for networking?

A: Ensure that your profile is complete and professional, including relevant experience and skills. Join relevant groups and connect with people who are active in your industry.

Q: How can I pitch syndicate marketing to potential collaborators?

A: Explain the potential benefits of collaborating, such as increased exposure and access to new customers. Consider producing a joint prospect list or marketing to each other's customers as part of the collaboration.

Main Points:

  • Collaboration marketing is a cost-effective way for B2B startups to generate new business.
  • Identifying the right collaborators is crucial for success.
  • Networking on LinkedIn and in-person can help you identify potential collaborators.
  • Collaboration marketing can help reduce marketing spend and reach new audiences.
  • Success in collaboration marketing requires clear communication, defined roles and responsibilities, and a shared goal.

Top Ten Takeaways:

  1. Syndicate marketing is a strategy for winning consistent new business through a group of businesses paying for adverts and sharing sales leads.
  2. Syndicate marketing is more than just sharing leads; it is about pooling resources and customers so that everyone in the group can benefit from each other's previous hard work and make new sales.
  3. Syndicate marketing can help to reduce the marketing spend and improve focus for the collaboration group.
  4. To identify potential collaborators, consider businesses that approach your customers in the same way that you do, sell similar products, operate in the same geographic area, and have similar company size and age.
  5. Networking online on LinkedIn can be a great way to find specific individuals who meet your criteria for collaboration.
  6. Face-to-face networking can be used to briefly present your company and the type of companies you're looking to connect with.
  7. When approaching potential collaborators, talk about the potential increase in each other’s exposure, either by marketing to each other’s customers or by producing a joint prospect list.
  8. Working with an independent marketing company can help manage the workload and costs for the collaboration group.
  9. Collaboration groups should establish clear roles and responsibilities for each member to avoid distrust and breakdowns.
  10. Evaluate the success of the collaboration periodically and adjust strategies as necessary to maintain success.

Conclusion:

Syndicate marketing is an innovative and cost-effective way to generate new business for companies with a common goal. By pooling resources, customers, and expertise, businesses can benefit from each other’s hard work and make new sales. Networking, both online and in-person, is an effective way to identify potential collaborators.

For more information, download our brochure and cost illustration.

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Now you’re ready to read Part 3, the final part in this series “Unlock Business Growth with B2B Syndicate Marketing”.



Go to our Digital Selling pages to see how you can change the way you work and scale up your business.

22 April 2024

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Author

The author and founder of salesXchange, Nigel Maine is a B2B marketing and sales expert with a proven track record in scaling up growth for Technology, SaaS, and Professional Services organisations. With 30 years hands-on experience and unique approach, Nigel has developed an effective strategy that dramatically increases exposure and profitability for B2B organizations.

Nigel has founded multiple start-ups, is a published author, public speaker and hosts both a podcast and business live streaming show, broadcast on LinkedIn Live, YouTube & Facebook. He also has extensive knowledge of MarTech software, creative hardware and software, and A.I. prompting tools.  Contact: 0800 970 9751 or email This email address is being protected from spambots. You need JavaScript enabled to view it.